It was the #1 trending topic on Twitter. It was discussed in over 100 international publications, generating over 500,000,000+ media impressions worth $5 million in earned media. It was the best-selling edition of the newspaper of all time. And a government was formed.
Given our elected leaders are failing to deal with many of the issues their citizens face, brands are beginning to play an increasingly important part in social change.
The role of agencies is changing too, as the best of them become creative business partners with their clients, helping them identify new partnerships and new ways of communicating. Brands communicate in what they do as much as (or more than) what they say. Here’s a newspaper getting actively involved in the state of the nation, sneakily getting its competitors to cover the story they created, and being rewarded by its highest- ever sales.
What’s not to admire?
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