Wake up with The Economist
2017
The Economist
Services
Digital Strategy, Creative Direction, Product Design
The Cannes Festival of Creativity is really the festival of people drinking too much and trying to sneak into yacht parties.
Those aren’t generally the people who read The Economist (it probably just stacks up in their mailbox).
Instead of throwing a party, we decided to find the least crowded time at Cannes - the morning, and make it worthwhile for people to get out of bed and learn something new.
We invited people to ‘Wake Up With The Economist’. A complete visual brand extension was built to bring this life.
We created a unique mobile web experience giving people a rundown of what was really worth knowing at Cannes, along with an entertaining quiz to spend some time with The Econ while they had their morning flat white. It targeted readers of the Espresso app and generated a 16% response against the 1.2% average benchmark.
The story and branding moved beyond the digital world, in a daily series of morning chats that that features CMO’s of brands like A&B InBev, Mastercard and P&G.
This campaign was so successful it became a hard to score invite at Cannes for several years.
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