The Economist: JOY OF READING

Credits & Description:

Advertiser: ECONOMIST
Agency: OGILVY & MATHER INDIA
Category: Publications & Media
Art Director: Bhakti Ingulkar (Ogilvy & Mather)
Senior Creative Director: Burzin Mehta (Ogilvy & Mather)
Vice President Business Head Digital: Gaurav Magotra (Ogilvy & Mather)
Project Group Head: Amul Malusare (Ogilvy & Mather)
Associate Creative Director: Martin Ravva (Ogilvy & Mather)
Art Director: Namrata Gosavi (Ogilvy & Mather)
Tech Architect: Sumit Maheshwari (Ogilvy & Mather)
Assistant Account Executive: Sunali Purav (Ogilvy & Mather)
Senior Developer: Vishal Shinde (Ogilvy & Mather)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather)
Senior Copywriter: Eugene Rebello (Ogilvy & Mather)
Senior Creative Director: Kunj Shah (Ogilvy & Mather)
Senior Manager Technology: Prakash Kanade (Ogilvy & Mather)
National Creative Director: Rajiv Rao (Ogilvy & Mather)
Senior Developer: Shafiq Khan (Ogilvy & Mather)
Creative Director: Shankar Lakshman (Ogilvy & Mather)
Account Director: Sheekha Khan (Ogilvy & Mather)
Executive Creative Director/South Asia: Sumanto Chattopadhyay (Ogilvy & Mather)
Creative Director: Mayur Varma (Ogilvy & Mather)
Senior Copywriter: Nandan Joshi (Ogilvy & Mather)

Client Brief Or Objective
In a world where people get most of their news from tweets and status updates, it was important for a long-format magazine like The Economist to get people back into reading quality content. So how could we do that in a way that touched a chord with millions of readers?

Outcome
The response was overwhelming. The bookstore event inspired hundreds of people to upload their own videos thanking the ones who introduced them to the joy of reading.We also had: • 30,000+ views of the bookstore event• International celebrity tweets• 600+ user generated ‘Thank You’ videos from the JoyOfReading.in Giving the world a refreshing reminder to pick up a book and once again experience the joy of reading.

Execution
The Economist has always been considered the mecca of quality long-format reading content. A stark contrast to the shorthand form of news the modern world now digests through tweets and news tickers. So it was key we find a way to get people to remember the joy of reading, and what better brand to do so than The Economist. Numerous campaigns have tried doing just that. The Economist’s Joy of Reading stands out because we nostalgically make them relive it again.

Implementation
IDEA: Thank the person who introduced you to the joy of reading, by reading out to them from the first book they gave you. Through an activation at bookstores, book-lovers were invited to read out from their first book and thank the person who first read to them. The video of the event inspired hundreds across the nation to upload their own ‘Thank you’ videos.We gave people a similar experience online as well, through a unique microsite. Where a personalised animated 'Thank you' video was instantly created by filling in memories of the first time you read.