Title	RAISING EYEBROWS AND SUBSCRIPTIONS
Brand	THE ECONOMIST
Product/Service	NEWSPAPER
Category	D01. Web Banner
Entrant Company	PROXIMITY LONDON, UNITED KINGDOM
Advertising Agency	PROXIMITY LONDON, UNITED KINGDOM
Media Agency	UM London, UNITED KINGDOM

Name	Company	Position
Rob Kavanagh	Proximity London Ltd	Creative Director
Fran Perillo	Proximity London Ltd	Creative Partner (copy)
Tris Sellen	Proximity London Ltd	Creative Partner (Art Direction)
James Dyer	Proximity London Ltd	Group Account Director
Darren Burnett	Proximity London Ltd	Planning Director EMEA
Jos Canavan	Proximity London Ltd	Account Manager
John Treacy	Proximity London Ltd	Executive Creative Director
Dianna Wu	Proximity London Ltd	Designer
Sharon Whale	Proximity London Ltd	Deputy Chairman
Alan King	UM London	Managing Partner - Digital
Neil Peace	UM London	Digital Strategy Director
Mark Cripps	The Economist	EVP/Brand and Digital Marketing
Mark Beard	The Economist	Marketing/Circulation Director
Holly Donahue	The Economist	Global Senior Manager/Brand Communications
Tom McCave	The Economist	Audience Development Director
Aurore Giraudon	The Economist	Digital Marketing Specialist

Creative Execution

Our innovative and opportunistic format called The Ten Second Summary utilised an engaging speed reading approach to arrest the viewer’s attention in a compelling, competitive and smart way. Perfectly befitting of the brand. One word at a time, it presented the leading paragraph from a contextually relevant Economist article – drawing you in to finish it off at our hub. And that actually meant The Economist was able to sneak its own editorial content onto the websites of its rivals (Huffington Post, Guardian, CNN et al).

The campaign delivered 3.6 million prospects in just two months. Five times over target. Prospect quality was there too. Tracking showed brand perceptions and consideration improved dramatically. And our activity immediately generated over 9,350 subscribers at an average of £180 per annum (523% above target). This £1.7m in subscription revenue is estimated to reach a lifetime value of over £12m. An ROI well over 10:1. A critical part of that success was The 10 Second Summary – our best performing ad unit. In the first phase of our campaign, we’ve gone a long way to unlocking our audience of the future.

This campaign was all about unlocking a new audience for The Economist. Unlike broadcast campaigns from the newspaper’s past – our headlines had to directly sell how smart the specific content was (rather than how clever the readers were). We used the smartest targeting (and retargeting), to hook readers with surprisingly provocative, and contextually relevant, ads. Then delivered them to our bespoke content hub, primed to experience that full Economist article for themselves and ravenous for more. Then we wondered, could we deliver an actual article within a basic programmatic MPU format and 50k maximum filesize? So we created an innovative format called The 10 Second Summary.