The Economist: Word Play
The Economist has launched a new digital marketing initiative, 'Word Play' designed to drive audiences to the high-quality journalism they can expect from The Economist’s coverage of the US 2020 elections.
Tapping into the collective frustration with mass media and acknowledging the emotionally-charged presidential election, 'Word Play' was devised to promote The Economist’s US 2020 elections coverage, raise awareness of The Economist among US audiences and present the brand as a refreshingly fair-minded, rigorous and data-driven alternative source of journalism.
A departure from The Economist traditional 'white out of red' creative, this campaign instead leverages the secondary colour palette with striking blues. Each creative makes use of kangaroo words found within The Economist name to boldly alert audiences to what they can expect (evidence-based, refreshingly fair) and cannot expect (no hype, no clickbait) from The Economist.
This global digital campaign, aimed primarily at US audiences, will run across social media (including Facebook, Instagram and Twitter) as well as The Economist's owned channels and a myriad of digital media properties including Wired, The Wall Street Journal, The Washington Post, Huffington Post and Quartz. It will also be featured as host-read advertisements on a range of prominent politics and current affairs podcasts.