The Economist recently set up shop in Dublin train stations over a three-day period for an experiential OOH activation for its sustainable future campaign. The idea of the activation was based on the issue of food wastage and raising awareness of the problem.

To highlight the issue, the Economist handed out bottled juices made from wonky fruit and vegetables that would have been otherwise thrown away. Brand ambassadors were on hand to create conversation and drive subscriptions to the economist who promoted its special discounted rate.

Our iQ research has found that 68% of consumers feel that experiential activations enable brands to create real life connections with them.