The theme for the promotional effort was “Get a World View” – a sentiment that resonates well with people who understand and appreciate that we are all affected by the interconnection of world issues. Our target loves the reward of discovering new things and being challenged by interesting thoughts and perspectives. Pizzerias close to large college campuses were supplied with 80,000 Economist-branded pizza boxes. The pizza pie charts reinforced the “Get a world View” platform with facts that applied to pizza consumption from a global and intellectual perspective.

Economist readers and potential readers are ideas people who love to be intellectually stimulated. In testing, consumers loved the wit and insight expressed in the Twister concept. The client felt this was a powerful idea that held to the brand image of The Economist but also successfully stretched the brand beyond its “white headline on red” history. The entire campaign significantly increased positive perception across all key measured attributes. Fifty-three percent of those aware of the campaign reported they were more likely to read The Economist.