The integrated campaigns, developed by OgilvyOne, are The Economist’s first major investment in branding for both markets. The work retains the distinctive ‘White out of Red’ formula, and is tailored to each market.
The Australian campaign is based on the premise that readers want to be better informed on global issues and their relevance to Australia. It will feature Bluetooth-enabled posters that invite mobile phone users to access the publication in digital format.
In India, the campaign will target those seeking to broaden their knowledge outside of their professional lives, as well as understand the impact of global issues on Indian business. Featuring the strapline ‘Interpret the world’, the campaign will run in print, outdoor and online in Mumbai, New Delhi and Bangalore.
Both campaigns are due to launch in early February.
