- The Digital Age ServedProject Featured On:The Digital Age Served — 11/29/12
- Advertising ServedProject Featured On:Advertising Served — 12/15/12
- The Economist
Our goal was to build The Economist brand in the Middle East and broaden its readership by informing people of the importance of objective, independent opinion in a magazine that covers more than just business. Working off the positioning of ‘Join the global conversation’ and a small budget, a major part of our strategy was opening a series of Economist WiFi Hotspots in partnership with restaurant chains.
This cost-effective mechanism to build brand awareness and loyalty worked well, because there was no other free WiFi facilities in Dubai at the time. Alongside this we developed a traditional brand campaign that was rolled out across Dubai and further afield in the region.
Sales of The Economist have risen by 37% in the Middle East since the launch of this campaign.
Lynx Awards 2010 - Gold Merchandising/In-store Marketing & Point of Purchase Displays.