The Economist, the brand that comes with the promise of 'Interpret the world', is out with its next campaign that surely needs some serious interpretation on its part.
The Economist had launched its first ever campaign for the sub-continent in early 2008,(have written about the same in my previous post) wherein the brand used the print and outdoor media and then followed it up with a similar version on TV as well. It communicated its India specific positioning of 'Interpret the world' through a series of alphabet based creatives, which gave the reader a surprising and unique interpretation of regular terms.
Now, continuing its drive to spread awareness about the brand, it has launched yet another OOH (out of home) and digital based campaign that makes an interesting use of typography to drive home the message.
Team: AOR- O&M India.
Campaign- The campaign comprises six creatives, each highlighting recent events from different countries. At first glance, it appears to be something written in a foreign language. Only after a closer look, one can comprehend the message, which is actually written in English. The headline also tells a relevant international story. (have uploaded 4 ads...chk thm out)
So for example, if one sees the Tibetian hoarding, at first glance it looks like something written in Tibetan. But a closer look reveals a headline written in English that reads - 'Journalists stopped by Great Wall of Tibet'. The innuendo here points towards the internal turmoil that has been tearing apart the 'Roof of the World.'
Objective of the campaign- spreading awareness was a key necessity. Research conducted by the brand showed that there exists a top level of the consumer section which knows and follows the brand. The next level, though a little aware about it, neither indulges in the brand nor tries hard to find out more. Next to it is the lowest level, which is completely clueless about the brand.
Rationale behind the campaign-
1.)The campaign functions on two levels. First, it arouses and intrigues the consumer and then leaves him asking for a solution. This is where the engagement with the brand takes place and consumer learns more about it. The headline is an entry point, from which the consumer probes further and actually ends up reading the real story! I am not sure about this!
2.) Relevance of global events is absent in India due to geographic seperation and happenings around the world are not read or discussed as they are not directly related to peoples own lives. Hence, the campaign accomplishes dual goals – to make 'foreign' events relevant and to keep the advertising as close and true to the product promise as possible.
The brand, which is famous for its obsession with copy-centric ads and innovative ways of execution since the 1980's, has always emphasised the OOH and direct media specifically. However, it indulges in print, too, from time to time. Suprio Guha Thakurta, managing director, The Economist Group, India attributes this specific way of advertising to London-The seat of the Economist brand.Also concentrating on OOH & Digital proves to be less costly.
Recepie for Disaster- If one goes by the thumb rule of outdoor ads (according to which a person spends only three to four seconds on a hoarding while he drives past it), the use of complex typography can prove to be a disaster!
Rule Breakers- The Economist as a brand has been engaging in path breaking advertising over the years and for this campaign, they have broken yet another rule of the medium.
Digital Campaign- the brand has also opted for digital as a medium. The digital campaign, too, uses a similar strategy of intrigue leading the reader into the story. Apart from spreading awareness, digital campaign has the responsibility to ensure sampling activity.
High Hopes- The campaign hopes that once the reader has got the lead, he can easily visit the brand’s website and read the whole story. How many of us actually remember stuff like this? We read something somewhere and actually come home and google about it! My bet is rather few! The online campaign has been spread out on popular websites such as Rediff.com and Yahoo.com, apart from other horizontals.
VERDICT-
My VERDICT is, the campaign is good, very creative (now thats what expected outta O&M Afterall!!!) But,the idea (of clever typography)seems a tad bit far-fetched for OOH medium. It still suits print meduim to an extent, where the consumer can actually ponder over it (Read:engagement...sigh!this jargon)Advertising on OOH medium has to be smart, quick, crisp and immediately understandable. I think they did quite well with the previous campaign.
Also London being the hot bed for this sort of originality should not warrant the use of similar campaign in India. The reason being, in London, a thumping majority of the communication happens in English, this kinda campaigm will clearly stick out over there and be registered. In a place like India, where there are 19 strongly followed regional languages, people in the Metros(thats where are ads are currently fighting for eye balls)are used to seeing advertisements and hoarding in regional languages. One might just miss out on this one my mistaking the "clever typo" for some regional text. So much for the "Cleverness". To be blatantly honest, i too thought that the ads were in some language alien to me, and i was not at all appealed by them. The very reason that I studied them further and am actually writing about it is becuase of my devilish curiosity!!!
So I think O&M guys should follow the K.I.S.S. rule...(for the uninitiated...KISS= Keep It Simple, Stupid)
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