The Economist is well known magazine that provides a global yet objective point of view on topics of all kinds. It can be about wealth and poverty, local or global matters, past or future and so on...

The creative idea of our ad is to show how red - as a symbol of The Economist - represents more than just a colour and can thus stand for several iconic topics and information from around the world.

The media was directly linked to the idea: The posters were placed in key touchpoints for the target to give them the opportunity to test the 360 experience through the QR code.

Leaving this experience on your phone and tablet gave you the mobility to literally turn on yourself to see the whole 360 ° panorama view.

The posters were positioned strategically in high exposure: train station waiting rooms and near the customs. They targeted our exact audience, so we were sure that it had a maximal impact.

On the web-app, 72% of the people who accessed the site went through the QR code, and we managed to reach 28% of our target audience.

Approximatively, our target audience spent 2min19 on the web-app.

Regarding the sales, we were able to keep on increasing The Economist's active paid circulation in France over the campaign period by 2.6%, (excellent result for an international news title).

We sold twice as many copies of the British special report, so 11,500.