The “Brain Food” campaign will feature a different fact from the Wired Index every day for month, starting on 2 August. It hopes the snippets will act as a “taster of its addictive content” and encourage people to seek out further Wired content online.
Wired aims to appeal to existing Wired readers as well as introduce the brand to new audiences.
The ads feature an opening creative showing a pulsing brain, with the message “Get smarter with the Wired Index”, followed by a fact and a closing frame that directs audiences to the website with the phrase: “Top up your brains at Wired.co.uk”.
The Condé Nast owned title plans to run ads across JCDecaux’s Transvision screens and digital 6-sheets at railway stations nationwide and across Primetime digital screens in London.
Jean Faulkner, marketing director for Condé Nast, comments “Making use of the clever, engaging content Wired offers, this ’brain food’ project will really stand out, making a connection with the Wired commiteds, as well as introducing the brand to those ripe to be converted.
The campaign was created by Hurrell MoseleyDawson & Grimmer (HMDG).
James Power, director of Idea at JCDecaux, remarks “This branded content project with Wired will create a dialogue with our travelling customers. It’s fantastic to see a brand using JCDecaux’s digital flexibility to bring updated daily facts to consumers when they are out and about in the summer. This will create a daily appointment to view and will drive the public online to Wired.co.uk to find out more.”