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街上的词
案例简介：结果和有效性 这场运动让柏林阅读和谈论。读者数量飙升至 20,000 册。德国的表现超过欧洲其他国家 6.3%。我们甚至得到了当地最大竞争对手《时代周报》的主编在推特上的称赞。 创意执行 我们要求我们的媒体合作伙伴选择我们最能找到潜在读者的地点和媒体类型。对于每种媒体类型，我们随后与编辑合作，创造一种意想不到的阅读体验 -- 位置、标题和文章之间的智能匹配。 见解、战略和想法 在德国，《经济学人》对 43% 有认识，但读者群非常低。我们需要改变这一点，从柏林开始。我们知道《经济学人》的潜在读者都有一个重要的特征: 他们喜欢阅读。所以我们的想法是把媒体空间变成阅读空间。与我们的媒体合作伙伴和《经济学人》编辑委员会密切合作，我们开发了令人惊讶的读物，让柏林人对《经济学人》有了新的看法和体验。
街上的词
案例简介：Results and Effectiveness The campaign got Berlin reading - and talking. Readership soared to over 20,000 copies. Germany outperformed the rest of Europe by 6.3%. We even got a compliment tweeted by the Editor-in-Chief of the biggest local competitor, Die Zeit. Creative Execution We asked our media partners to select the locations and media types where we could best find our potential readers. For each of these media types, we then worked with the editors to create an unexpected reading experience – a smart match between location, headline and article. Insights, Strategy and the Idea In Germany, The Economist has an awareness of 43%, but a very low readership. We needed to change this, starting in Berlin. We knew that potential readers of The Economist all share an important characteristic: they love reading. So our idea was to turn media space into reading space. Working closely with our media partners and the board of editors of The Economist, we developed surprising reads that give Berliners a fresh view and a taste of what The Economist is about.
THE WORD ON THE STREET
案例简介：结果和有效性 这场运动让柏林阅读和谈论。读者数量飙升至 20,000 册。德国的表现超过欧洲其他国家 6.3%。我们甚至得到了当地最大竞争对手《时代周报》的主编在推特上的称赞。 创意执行 我们要求我们的媒体合作伙伴选择我们最能找到潜在读者的地点和媒体类型。对于每种媒体类型，我们随后与编辑合作，创造一种意想不到的阅读体验 -- 位置、标题和文章之间的智能匹配。 见解、战略和想法 在德国，《经济学人》对 43% 有认识，但读者群非常低。我们需要改变这一点，从柏林开始。我们知道《经济学人》的潜在读者都有一个重要的特征: 他们喜欢阅读。所以我们的想法是把媒体空间变成阅读空间。与我们的媒体合作伙伴和《经济学人》编辑委员会密切合作，我们开发了令人惊讶的读物，让柏林人对《经济学人》有了新的看法和体验。
THE WORD ON THE STREET
案例简介：Results and Effectiveness The campaign got Berlin reading - and talking. Readership soared to over 20,000 copies. Germany outperformed the rest of Europe by 6.3%. We even got a compliment tweeted by the Editor-in-Chief of the biggest local competitor, Die Zeit. Creative Execution We asked our media partners to select the locations and media types where we could best find our potential readers. For each of these media types, we then worked with the editors to create an unexpected reading experience – a smart match between location, headline and article. Insights, Strategy and the Idea In Germany, The Economist has an awareness of 43%, but a very low readership. We needed to change this, starting in Berlin. We knew that potential readers of The Economist all share an important characteristic: they love reading. So our idea was to turn media space into reading space. Working closely with our media partners and the board of editors of The Economist, we developed surprising reads that give Berliners a fresh view and a taste of what The Economist is about.
街上的词
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