The Economist expands on brand TV with experiential activation at London Victoria Station

The Economist, a leading source of analysis on international business and world affairs, announced it will expand on its new ‘Never Stop Questioning’ TV commercials with the launch of a companion experiential activation at London Victoria station this week. 

The experience will continue the guiding thought of The Economist’s new TV ads – the value of always questioning the world around us – by displaying the thought-provoking questions featured in the direct response commercial on a large interactive screen within the station. The questions are based on articles from The Economist, including ‘Does social media help or harm democracy?’ and ‘Are plastic bags better for the ocean than paper ones?’

As each question is displayed, passers-by are encouraged to interact with a button on the screen to find out the answer. When pressed, the button triggers the screen’s integrated printer to release a preview of the corresponding article. QR codes on both the print out and screen take users to the full article on Economist.com, where non-subscribers can also register for free access. 

“At The Economist we have always believed it is by posing and debating difficult questions that people, society and commerce progresses and moves forward. This experience brings to life the idea that we survive and thrive by asking why,” said Mark Cripps, Chief Marketing Officer at The Economist. “By consuming our content, readers will be better armed with the tools they need to prepare themselves for the future.”

The experience was conceived and brought to life by brand experience agency Sense London and will run at London Victoria Station from 14th – 17th January.

Source: The Economist

  Campaign, experiential, London Victoria Station, Marketing, Never Stop Questioning, OOH, Sense London, The Economist, UK