An Effective Win For The Economist
Long recognised as the hardest industry UK award to win, The Economist Campaign “Raising Eyebrows and Subscriptions”, created in collaboration with UM London, won not only one of the small handful of Golds, but also received The Channon Prize for Best New Learning, placing Proximity among the world’s best at the IPA Effectiveness Awards.
Created in collaboration with UM London, ‘Raising Eyebrows and Subscriptions’ has unlocked a new audience for The Economist by using provocative creative directly linked to The Economist’s perception-changing content. It has shown the depth of The Economist’s content with articles that go beyond its usual coverage of economics and politics. It also displays this content in a dynamic way using in-feed advertising and real-time creative to serve ‘smart content’ in contextually relevant and unexpected places. Importantly the campaign has generated 5.2 million clicks and 64,000 new subscribers worth £51.7 million in lifetime revenue.
For more than three decades, the IPA Effectiveness Awards have been Advertising’s most uncompromising competition providing the winners with proof and independent validation that their marketing works.
‘Raising Eyebrows and Subscriptions’ is a multi-award winning campaign, and has won trophies at every major awards competition in the industry, including the Cannes Lions, Festival of Media Global Awards and M&M Global Awards.
You can see more about the campaign here.
Congrats everyone… We may need a bigger trophy cupboard.