So far a media first, The Economist is using Bluetooth technology to send one-line messages to unsuspecting people with Bluetooth-enabled mobile phones.
This mobile phone 'high jacking' has been used on three separate occasions.
The first execution carried the message 'Caffeine-free stimulant' immediately followed by The Economist's logo, sent to people as they were getting their morning coffee before the ABRS survey results held in Singapore in March.
At the Media Advertising Awards, that same day, The Economist used the message: 'Pick up something sharper' in reference to the 'Spike' award.
Similarly, at the Hong Kong Rugby Sevens at the end of March, the messages, 'Don't follow the pack' and 'Unlevel the playing field", again followed by The Economist logo, was sent out to reach business executives attending the event.
Said Dominic Goldman, creative director at OgilvyOne, of the latest awareness drive for The Economist: "Bluejacking is a new idea sweeping the world. This sounded like the perfect opportunity to do something different for The Economist and to be the first to use this medium in a commercial way globally."
The medium appears to be a novel but surefire method to reach specific consumers, according to the title.
According to The Economist, the events and target audiences were chosen because they included a mix of media representatives and potential subscribers who were also likely to have Bluetooth technology.
"The Economist always strives to talk to people in an intelligent manner, breaking new media firsts, and delivering timely creative that gets noticed and remembered. " said Robert Doswell, project director of RedCard.