Free of charge: Something to talk about

 
Newspaper 20-minute readers know what to talk about: The list of topics provides them with Rod Kommunikation. 
20 minutes is always something to talk about. In the morning, because the streetcar resembles a waste paper dump. In the evening, because you miss the variety of free newspapers. During the day, because the commuter paper turns the silence in the office into a discussion arena. If you want to have a say, you have to read 20Minuten, if you miss an issue, you have nothing to say. This is one way of describing the development of the initially reviled paper into a leading medium. The Zurich agency Rod Kommunikation sums up this fact for 20Minuten in its new campaign with the claim "Bringt Gesprächsstoff". The campaign subjects show a collection of shortened original headlines. To underline the leading position of the most widely read daily newspaper - around half of the articles are original editorial work - readers are sometimes asked to chat with the gardener about "corpses in the garden".
The agency developed 20 subjects for the launch of the campaign, which also provided a talking point for the 20 Minuten editorial team. "The fact that we always have to expect to find our stories in advertising has an inspiring effect," says Editor-in-Chief Marco Boselli. The campaign is currently present in the Swiss press, on B2B advertising media, in several radio spots and numerous web banners. The advertisers on Neugutstrasse in Zurich have also come up with a sweet guerrilla campaign to communicate the new direction of the free newspaper on the agency side. Rod Kommunikation sent a cake designed with the campaign motif to those agencies that were shortlisted at the ADC awards last weekend. Rod boss David Schärer: "We see the cake as a conversation starter. People are known to get talking over coffee and cake."
The cake campaign was a success. At the request of Werbewoche, the sweet pastries were eaten by the Bern agency Contexta, Spillmann Felser Leo Burnett and Ruf Lanz on the day of delivery. Only Walker is still waiting for dessert. Pius Walker: "Unfortunately, I couldn't find anything in the fridge."
Has Rod Kommunikation forgotten the advertiser of the year?
Christian Lüscher