Another awards ceremony, another win for Sense, as the agency took silver at the APG Awards 2017 for its ongoing and highly successful Discomfort Future campaign for The Economist, which takes consumers out of their comfort zones to filter out those most likely to subscribe to the iconic business title.
The award follows on from Sense’s two golds, also for its work with The Economist, and one silver at this year’s Institute of Promotional Marketing awards, along with being named Agency of the Year.
The theme for this year’s APG Awards was Transformational Thinking, celebrating campaigns that display great planning and strategy. Winners needed to show: a compelling new approach, or a way of unlocking fresh insight and opportunities; doing things differently with tangible results; persuading and inspiring others, or having an inspirational effect that goes beyond advertising and marketing.
Commenting on the campaign, the judges said: “The Economist is a different kind of proposition to most publications. This paper highlights how planning identified a unique problem: it needed to appeal to less people in order to sell more longer-term. And that the most powerful way to attract the right people was to embrace the uncomfortable truth that it was a challenging experience.”
Sense Board Director Sally McLaren was delighted with the award, saying: “This is testament to our strong and continuing investment in campaign planning. Along with the other awards we’ve won for our work with The Economist, it shows the value of developing a close, collaborative and long-term relationship with a client. We are so proud to represent experiential at this prestigious awards, which has generally been dominated by above-the-line agencies.”