2011 Winners & Shortlists

The Brief

In the Middle East, The Economist’s strategy is ‘join the global conversation’. We needed a fresh way to promote this and encourage people to debate important global issues where conversations naturally take place, namely, restaurants and coffee shops.

Describe how the promotion developed from concept to implementation

We developed a range of Conversation Coasters and placed them in coffee shops and restaurants all over the region. On each side was an opposing opinion to a contentious issue, specifically designed to encourage lively discussions.

Describe the success of the promotion with both client and consumer including some quantifiable results

Having targeted people in the ideal environment, our promotion got meaningful debates happening everywhere. Thousands have visited the Economist’s Middle East Facebook page and we’re recruiting approximately 100 new members a day.

Explain why the method of promotion was most relevant to the product or service

This innovative promotion delivered perfectly on The Economist’s regional strategy - ‘join the global conversation’, by engaging people directly in places where conversation naturally takes place.