UM London and Rapport partnered up to deliver an Old Street Roundabout takeover at the hands of The Economist last month, in an attempt to test out the most impactful way its OOH advertising could tickle the curiosity of passers-by.
Stunts are becoming a regular tactic for news titles but The Economist has also been testing out ways that OOH advertising can help it drive subscriptions and has opted to jump on the back of key dates in the political calendar.
Last January, as MPs took a Brexit vote on an extension to Article 50, it operated a cheeky marketing stunt where it sent an ad van in circles around Westminster to epitomise the government’s stance on Brexit. It said that subscriber conversion from the activity was 9% higher than elsewhere in the country.
Mark Cripps, Chief Marketing Officer at The Economist, explained:
“We’ve been testing different ways of using OOH to garner more subscriptions. The Brexit roundabout was both brand and response, as it had a call to action on it.”