For the last two years I've been producing mobile marketing activations for The Economist Magazine. The challenge was to attract new, loyal readers to The Economist providing direct positive ROI.
Our strategy was to present The Economist as an advocate for change, embracing uncomfortable future trends covered in the magazine. The campaign presents people with provocative ideas, to screen those consumers that fit with The Economist from those who don’t.
Our activation set up a challenge for people: we offered them ice-cream with insects toppings, smoothies made with ugly food that was rejected by supermarkets and coffee who's grounds were used to make bio-diesel fuel. All those who were open minded enough to go for it, were probably the right fit for the brand.
Over 27,500 subscriptions, 100% against target
ROI: 171% with a customer life time value of $1.7m
60% post promotional offer retention rate, 240% against target