我好奇故我在

Economist今年國際打branding，打大學生至30歲左右的非讀者族群！。

source:
http://www.creativereview.co.uk/cr-blog/2009/june/red-wires-new-economist-ad
http://fivve.co.uk/archives/5119.php
http://theinspirationroom.com/daily/2009/the-economist-ride-the-bull/
http://online.wsj.com/article/SB124648859021982 Date:02.07.09

英國年輕人認為Economist有點嚴肅，訂戶約為47歲。

"In the U.S. they see [the Economist] as cool," says Nigel Ludlow, U.K. managing director of the Economist Group, the magazine's owner. "In the U.K., it is a more serious.

The average age of the Economist's U.S. subscriber is 39. In the U.K. -- where many associate it with the right-wing policies of Prime Minister Margaret Thatcher -- it is 47.

英國年輕人對世界有高度好奇心，但是300萬目標受眾中，Economist只有賣出18萬。

According to the Economist’s research, there are more than 3 million people in the UK with “high levels of curiosity” about the world. But the magazine sells 186,995 copies each week here.

舊式海報紅底白字廣告，無法引起非讀者共鳴。所以在2007年，英國Economist開始大膽採用紅色跟黑色作平面廣告，算是突破之前紅底白字(“White out of Red”)廣告模式，將廣告內容作的比較活潑一點。

Regular readers of the magazine loved the Economist’s traditional poster adverts but they did not connect with non-readers, according to the Economist’s UK publisher, Yvonne Ossman. “The brand left them cold,” she said.

2009年7月3日在UK，Economist "red wires" 在電影院播放的廣告

The Economist is launching a radical new brand strategy with its first cinema ad in eight years – a 70 second commercial featuring a high-wire walker.

The Economist says that the “Let your mind wander” endline is "a metaphor for the inherent pleasure in connecting different ideas, and how this is reflected in the wide-range news and analysis available in a copy of The Economist".

這個廣告的背景聲音居然還這麼有學問
Music rises in the background along with apparently random sounds -- such as African music, a thunder clap, a cash register -- as the man jumps from wire to wire. Each sound and wire is meant to represent an aspect of the Economist's coverage. A Hare Krishna chant alludes to articles about religion. The thunder is a reference to global warming. A computer-generated voice, which is a reference to the Economist's technology coverage, can be faintly heard saying: "If we could look into the future what might we find?"

By jumping across wires, the man signifies the intellectual connections an Economist reader can make as he or she reads different articles, according to Mr. Ludlow.

The ad is designed to appeal to intellectually curious people interested in new trends.

坦白說，我看完這個TVC，我的mind是"wonder"驚嘆這個特技表演，沒有想到腦袋有wander遊走世界各個新點子或是事件。(兩個單字有搞混問題嗎？徐薇老師說wander你要到處閒晃流浪，當然是用walk走路的囉！而wonder可以用當你感覺很驚奇時，就會不由自主地 >O< ㄡ)

有人說會想起2006年BBC這個Rush Hour廣告，主角是David Belle，居然還有這種運動叫parkour(一項街頭疾走極限運動，并配合猿猴一樣的靈活攀越)。

2009年6月在美國的街頭騎牛活動也有趣。

Financial newspaper and internet portal The Economist invited members of the public to ride the bull in an installation set up in Dallas, Texas, timed to coincide with interest in the future growth of the stock market, real estate and retirement savings plans. A mechanical bull was placed in an inflatable safety area in the Economist’s red colour. Saddles were labeled with “Stock Market”, “Real Estate”, and “401(K)”. The installation asks the question, “How long can you stay on?”.

2008年6月英國海報倫敦地下鐵的海報。

文案：“The world should be your oyster, not a clam.” 我看了老半天，本來以為紅紅的那一團是沾牡蠣來吃的醬，後來想了一下應該是地球，嘿，我果然不是視覺型的人。

這個idiom "the world is your oyster" 指 you are getting everything you want from life.

典故來自 Shakespeare的The Merry Wives of Windsor (溫莎的風流娘們)：
Why then, the world's mine oyster, which I with sword will open

那是不是文蛤(clam)比牡蠣(oyster)難撬開勒？

這是系列廣告，可以點選觀看其他作品(http://theinspirationroom.com/daily/2008/the-economist-in-five-posters/)

想要回味以前Economist的經典campaign嗎？
http://www.coloribus.com/focus/legendary_campaign_of_the_economist