Developed by Ogilvy & Mather's Red Card, the campaign uses an extract from the sequel to Bridget Jones' Diary, in which the title character realises that she will need to start reading The Economist if she is to get far in the corporate world.
The Economist sent 150 copies of Bridget Jones The Edge of Reason to ad agencies in Singapore and Hong Kong, where the majority of media planners are female. It also produced a 2004 diary, which included some 'motivational thoughts' for the year, such as 'Will stop reading all other mags except for The Economist. (Apart from favourite glossies, of course).'
The company also mailed 100 copies of Moby's CD to media planners and clients focused on high tech/IT products in Singapore and Australia. The CD's sleeve was replaced in The Economist's red, with an extract from an interview with Moby in the New York Times which read, "Moby can be articulate about his music, hip-hop music, soul music, not to mention the Middle East or any other topic in the current issue of The Economist, which he reads religiously."