The Times realised that, due to the increasing number of free newspapers and the competition from tablets and apps on the daily commute, they needed a new business model and help in boosting sales. #ogilvychange was briefed to design a new “choice architecture” to nudge potential subscribers to buy the more expensive subscriptions (Print & Digital) for The Times and The Sunday Times.
#ogilvychange developed “nudges” which, collectively, helped increase the number of subscriptions. They made use of, amongst other things, the nudge principles of relativity and framing to create a perceived discount of £2. This “choice architecture” capitalises on the mental pathways created by the brain to identify differences between subscriptions, and to influence people towards choosing a higher priced alternative.
Total sales of the Ultimate subscription exceeded the sales target by 100% and the ROI was a remarkable £257 per pound spent.