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The Economist, London (The Economist Newspaper, United Kingdom). |
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Project name |
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Philips Obsessed With Sound
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General Publication Info |
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The Economist is an English-language weekly news and international affairs publication owned by The Economist Newspaper Ltd. and edited in offices in London. First published in 1843 to take part in 'a severe contest between intelligence, which presses forward, and an unworthy, timid ignorance obstructing our progress.'
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Idea and Implementation of your special project |
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Philips was looking for a marketing solution in order to position the Philips brand with their new range of high quality products. It was the products superior sound which needed to be communicated to an engaged audience. They employed agency Carat to help solve this who in turn came up with a brief which The Economist online then accepted.
We wanted to bring the Philips message in front of the Economist audience but in a way which gave them an affinity with the Philips brand and products, and which allowed them a unique experience and that ultimately would bring value to both brands. We decided upon a design for an activity hub called ‘Obsessed with sound’, with Economist branding. By delivering a page with multiple elements it could create a buzz around the campaign whilst driving users to Philips sound on Facebook and increasing their audience.
We teamed up with Universal Music who provided the music which would stream from a widget on the page, editorial content and would provide CD’s to give away to users in an online competition hosted on the page by us.
As part of the OWS campaign we ran a competition giveaway – Terms and Conditions were drawn up by the Economist legal team. UM provided us with 50 Jazz CD’s per month to give away on the hub, Philips provided 6 Filedio docking speakers each worth approx £400. In total we received almost 400 entries.
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Project results and results monitoring |
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Weekly reports of page impressions, and click throughs on the hub and its content were sent to the client. The results showed that a significant number of users were being sent to the hub via the traffic driving MPU and our social call outs on Facebook and Twitter. Here are some of our results. Total page impressions on hub July 7th – February 29th were in excess of 34,000. Number of minutes streamed from the music player on the hub and the MPU - 1232713 minutes. We also contributed in the increase in facebook followers on the Philips sound facebook page. From July 7th it totalled 12,732 and by the end of our campaign it had increased to 184,949 (Feb 10th)
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Additional comments |
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The project was considered to be a success by both Philips, and The Economist online. We also won the British Media Award in 2012 for Online Advertising Innovation.
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LINKS |
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This link has now expired:
http://www.economist.com/sponsors/philips-obsessed ...
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