In Germany The Economist has an awareness of 43% but a readership of less than 0.5%. We needed to change this.
We know our potential readers like reading. So we gave them something to read. We worked together with the media company and editorial staff of The Economist writing articles to create a smart match with the media. We focused on Berlin.Sales in Germany outperformed the rest of Europe by 6.3%.
(in co-creation with Paul Falla & Mark Muller)