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Joining the list of mainstream news outlets investing in epic takeovers, the Economist is testing out the most impactful way its out-of-home (OOH) advertising can give curious passers-by a taste of what membership to its intellectual club really feels like. Last month, The Economist tested the integration of experiential activation with OOH using clever copywriting that begged people to interact with it. Visible from every street leading to Old Street station, the campaign stood out with The Economist’s ‘white out of red’ design which directed curious passers-by to ‘crack the code’ – massaging people’s intellectual egos, where the reward is to “join the club.”
For example, one ad read: ‘Enocomsit rdeeras avhe lradaye wrkode ti uot’. Because if you’re clever enough to grasp what The Economist is alluding to in its copy, you’re clever enough to read its content.
The ads get people to go through a process of ‘uncovering,’ where there is a reward for getting the gag and being part of the ‘in-crowd’ respect people’s intelligence and echos their curious nature.
It specifically took over spots that have a high penetration of business and finance people and those in the creative industry to reach people who are interested in the world. Encouraged by the response, the Economist has decided to extend the campaign, which will now roll out to more sites along Ocean Aspen Way, East London.