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The Economist: interpret your world through SMS

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Saw a new hoarding for The Economist. It had an intriguing visual – a silhouette of a whale, with a visual of a bowl with chopsticks inside. Inside the bowl was the outline of a factory. The call for action asked you to interpret the visual by sending an SMS. Nice. The interpret the world campaign is being brought alive with an interactive campaign.

economist_suitcase

There was another execution of a pig inside a TV set which was inside a suitcase. The call for action said, ‘to get the full story, SMS ‘pig’ to 575758. I did and got this reply immediately:

‘Swine flu led to media frenzy, which in turn led to a dip in tourism, as people avoided H1N1 affected countries. Read The Economist. Interpret the World’.

Cool stuff. If the SMS had a link to a mobile website which had more such interpretations or a call center number to inquire about subscriptions, it would have been still better.

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

3 Comments

  1. Prateeti Singh Reply

    Yes… absolutely loved the camapign…. very well presented… the best part i guess is that you can actually track the customers who have shown intrest in intrepting the ad:)

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