THE ECONOMIST: ROADSHOW

The Economist came to us with a challenge: to increase subscriptions. We delivered an activation across Germany.

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OBJECTIVES

To increase the subscription rate for the business journal, The Economist, in Germany focusing on English speaking high-earning businessmen and women.

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SOLUTIONS

We created a mobile coffee tricycle and challenged targets in several German cities to take a free trial of Kopi Luwak, a coffee specialty made from partly-digested coffee cherries defecated by Asian palm civets! We produced all assets, sourced locations, handled on-site logistics and coordinated the promotion.

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RESULTS

  • 89 subscriptions in 11 days
  • 1,400 coffees sampled
  • 2,000 flyers distributed
  • 400 magazines distributed