MONSTER’S VANS CAUSE A STIR WITH THE ECONOMIST’S BREXIT CIRCLES CAMPAIGN
Monster’s 3-screen LED advans turned heads in London’s Parliament Square this week promoting The Economist’s “Tired Of Going Round In Circles?” campaign.
Collaborating with creative agency AMV BBDO and The Economist, the high-profile stunt raised awareness of the publication’s coverage of Brexit talks. Driving in endless circles around Westminster between 8am and 7pm, the vans grabbed headlines as MPs geared up to vote to accept or amend the current proposal.
The aim of the van was to capture the attention of both the media and people in the area during the vote at 1pm. Tactically positioned during the 6pm headline news and targeting drivers in the area throughout the day, the vans provided a powerfully simplistic message. Highlighting the confusion around the government’s position on Brexit negotiations, and driving people online or through text to get their free copy of The Economist.
The publication’s key Marketing Officer, Mark Cripps, said, “Today the eyes of the world will once again be on Parliament Square and so there is no better place to remind our globally curious audience that, whilst the government may take us round in circles, The Economist is a trusted filter to help prepare for and navigate exactly this kind of uncertainty.”
The marketing activity made headlines in major publications like The Drum and CampaignLive, as well appearing on international and national news channels.