29th March: UM has been shortlisted at the Festival of Media Global 2018.
The agency’s ‘REAL news, REAL trust, REAL time’ campaign for The Economist was shortlisted in the ‘Best Use of Real-time Marketing’ category.
The Economist developed a campaign around the UK General Election in June 2017, giving people the chance to get a free edition of the magazine, in order to get informed on who to vote for before the General Election.
The General Election endorsement edition was supported by messaging on TV, radio, display and digital out-of-home. This tactical multi-channel approach delivered a boost in consumer consideration and subscriptions, and a large prospect base for The Economist.
The Economist also launched a responsive digital out-of-home campaign as the results came in. Focusing on swing constituencies, the newspaper used timely, relevant and provocative messaging to update voters, with red, blue or yellow creative available, dependent on results.
UM worked alongside Reprise, Rapport, and Proximity London to bring this campaign to life.
Launched in 2009, the Festival of Media Global Awards is one of the world’s largest advertising ceremonies by number of entries, attracting work from more than 40 countries. It is the only awards competition dedicated to the evolution of media, celebrating the best in media thinking and communications across the world.
‘REAL news, REAL trust, REAL time’ has also been shortlisted at the Campaign Media Awards this year, in the ‘Media and Entertainment’ category.