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扬起眉毛和订阅
案例简介：《经济学人》看到了订阅水平的平稳性，并有证据表明他们的核心前景基础已经被挖掘出来。他们希望发起一场数字显示运动，从迄今为止拒绝《经济学人》作为企业精英手册的 “进步” 观众那里筹集订阅量。一个过于狭隘地关注金融和政治，与它们并不特别相关的问题。因此，我们必须做一些不同的事情来挑战感知 -- 而不破坏过去著名品牌广告的知识遗产。
扬起眉毛和订阅
案例简介：The Economist was seeing subscription levels plateau and evidence that their core prospect base had been tapped. They wanted a digital display campaign to raise subscriptions from an audience of ‘progressives’ that had hitherto rejected The Economist as a handbook for the corporate elite. One that was too narrowly focussed on finance and politics, and not especially relevant to them. So, we had to do something different to challenge perceptions – without destroying the intellectual legacy of the famous brand ads of the past.
Raising Eyebrows and Subscriptions
案例简介：《经济学人》看到了订阅水平的平稳性，并有证据表明他们的核心前景基础已经被挖掘出来。他们希望发起一场数字显示运动，从迄今为止拒绝《经济学人》作为企业精英手册的 “进步” 观众那里筹集订阅量。一个过于狭隘地关注金融和政治，与它们并不特别相关的问题。因此，我们必须做一些不同的事情来挑战感知 -- 而不破坏过去著名品牌广告的知识遗产。
Raising Eyebrows and Subscriptions
案例简介：The Economist was seeing subscription levels plateau and evidence that their core prospect base had been tapped. They wanted a digital display campaign to raise subscriptions from an audience of ‘progressives’ that had hitherto rejected The Economist as a handbook for the corporate elite. One that was too narrowly focussed on finance and politics, and not especially relevant to them. So, we had to do something different to challenge perceptions – without destroying the intellectual legacy of the famous brand ads of the past.
扬起眉毛和订阅
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Raising Eyebrows and Subscriptions
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基本信息
- 广告战役： #Raising Eyebrows and Subscriptions#
- 广告品牌： 经济学人
- 发布日期： 2016-02-01
- 行业领域： 出版 , 商务服务 , 印刷出版
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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