To attract new subscribers to the magazine by reinforcing the notion that readers of The Economist possess qualities that set them apart from readers of other news magazines.

As a result of the attention we got during our campaign, subscriptions to The Economist increased by 32%.

We decided that the best way to meet our objectives was to show potential new subscribers just what it meant to be an Economist reader. So, we inserted special chips into the magazines and turned anti-theft alarm systems in bookstores into “Mettle Detectors”. Every time someone who bought The Economist passed through, an alarm would be set off.

Since the objective was to attract new subscribers, we felt that the most effective solution was to go directly to the point of purchase and show potential new readers just what it meant to be a reader of The Economist.