The Economist will attempt to inject new life into its content for prospective readers in Singapore through a fresh experiential marketing campaign in the country.
The initiative will see a branded truck roam the island-nation distributing free cups of Kopi Luwak coffee - a coffee made from beans that are processed after passing through civets' digestive tracts that can be priced over US$80 a cup.
Along with the coffee, The Economist will also be giving away exclusive introductory issues and a special four week subscription for SG$5 to those who stop by.
The campaign strategy was based off an idea originally covered in an Economist article, with an ultimate goal of attracting a fresh set of magazine subscribers by allowing to experience the brand in a unique way firsthand. This Singaporean initiative commences shortly after a similar strategy in Hong Kong, where the newspaper organised for a branded ice cream truck to travel around the island to allow residents and workers to sample ice cream containing real insects.
Similarly inspired by existing content, the campaign intends to demonstrate to potential readers the variety and originality of The Economist's content, which includes material beyond simply business and finance-based topics.
This sentiment was echoed by The Economist's Circulation and group marketing director for Asia Pacific, Grace Hahn, as she said, “As our readers know, The Economist covers so much more than finance, banking and the economy – it provides insights and analysis on everything from science and technology to culturally relevant topics and seeks to ignite discussions about the world we live in. What better way to spark a conversation about an interesting topic like kopi luwak than over a cup of the coffee itself. As we grow our subscriber base in Southeast Asia, The Economist coffee truck will give prospective readers in Singapore the chance to interact with The Economist brand and get a taste of the type of varied and fascinating content they can expect from us.”