The campaign was developed following the House of ESI event last year and was built using ESI Media’s Achievement study, showing that the Evening Standard audience is 91% more likely to feel like they’re achieving in life than average, say the publishers. The insight shows that across all ages and demographics, consumers measure their success in life through experiences rather than other metrics.
Building on this audience insight, to launch the second San Miguel Rich List, Story Studio, ESI Media’s in-house content creation team, has built a VR experience, bespoke microsite and stand-alone glossy magazine. According to ESI Media, the microsite showcases the inspiring stories behind the list; men and women who have dedicated their lives to pursuing the most valuable thing of all, experience. From Trailblazers at the head of their game, to Legacy Makers striving to make their own mark, Artisans who love honing their skills, and Collectives who work closely together to have great experiences, those on the list all believe that experience is the best currency and the microsite puts this front and centre.
The microsite also hosts a VR film directed by film maker Darren Emerson, featuring trailblazer Sunny Strooer, which allows consumers to be immersed in her inspirational life, giving them a taste for an experience rich lifestyle. ESI Live, ESI Media’s in-house events agency, will be creating a Rich List experience at London Kings Cross station and Birmingham New Street station. Commuters can view the 360 film on a Samsung Gear headset whilst surrounded by Rich List imagery and walk away with a copy of the Rich List magazine. ESI Media worked with VR City, a London based VR production company on the project.
The glossy magazine includes profiles on all individuals on the Rich List, with Evening Standard-commissioned photography from around the world. It will be distributed across the UK, including at key rail stations and alongside the current issue of Men’s Health, following a distribution partnership with Hearst. Thursday’s Evening Standard will also run a cover wrap to highlight the launch of the list.
Charlie Edelman, Director of Story Studio, said: “This work is a perfect demonstration of brand synergy in action – the desire of San Miguel to highlight the value of experiences matches completely with the Evening Standard audience, shown by our insight project Achievement. With this strong base, the creative nature of this campaign utilises our multiplatform portfolio of influential brands, transporting consumers into the lives of those on the Rich List and putting San Miguel at the heart of the conversation.”
The campaign is the result of many advancements the Evening Standard is making to rapidly accelerate its growing digital audience and commercial offering, says ESI Media.
Links / further reading: The Rich List microsite
