Rod Kommunikation brings 20 minutes into the conversation
The young advertising agency Rod Kommunikation is promoting the commuter newspaper 20 Minuten with the tagline «Gives you something to talk about.» The campaign features current, rotating original headlines.
The young advertising agency Rod Kommunikation is showcasing the commuter paper 20 Minuten with the claim "Bringt Gesprächsstoff". The campaign contains current, changing original headlines. The aim is to underline the fact that what is now Switzerland's most widely read daily newspaper provides its readers with exciting stories, according to Rod.
The "Conversation Starter" positioning should also serve as inspiration for the editorial team to judge the stories even more according to what will be the topic of conversation in Switzerland the following day. "The fact that we always have to expect to find our stories in advertising has an inspiring effect," explains Editor-in-Chief Marco Boselli in a press release.
One challenge for the agency was to reconcile the interests of the editorial team and the publisher. It also had to find a campaign system for a brand that has many different facets. The journalistic achievements of 20 Minuten, in particular its own services, should be more strongly emphasized. At the same time, the campaign had to allow enough flexibility to advertise the numerous promotions. In addition, the requirement was to create a presence that does justice to the 20 Minuten.ch portal as well as the additional services, such as web TV or IP radio.
In the initial phase, the campaign will feature around 20 different subjects in the Swiss press, on B2B advertising media, guerrilla campaigns, several radio spots and numerous web banners. Further measures will be seen in the course of this year.
Responsible at 20 minutes:
Marcel Kohler (Managing Director 20 Minuten), Annina Flückiger (Head of Marketing and Project Manager), Xavier Müller (Head of Marketing 20 Minutes), Stephan Obwegeser (Publishing Director 20minuten.ch). Responsible at Rod Kommunikation AG: Andrea Bachofner, Regula Fecker, Oliver Fennel, Angela Francioli, Fernando Gort, Petra Moser, Odile Nerfin, David Schärer, Markus Tränkle.
The "Conversation Starter" positioning should also serve as inspiration for the editorial team to judge the stories even more according to what will be the topic of conversation in Switzerland the following day. "The fact that we always have to expect to find our stories in advertising has an inspiring effect," explains Editor-in-Chief Marco Boselli in a press release.
One challenge for the agency was to reconcile the interests of the editorial team and the publisher. It also had to find a campaign system for a brand that has many different facets. The journalistic achievements of 20 Minuten, in particular its own services, should be more strongly emphasized. At the same time, the campaign had to allow enough flexibility to advertise the numerous promotions. In addition, the requirement was to create a presence that does justice to the 20 Minuten.ch portal as well as the additional services, such as web TV or IP radio.
In the initial phase, the campaign will feature around 20 different subjects in the Swiss press, on B2B advertising media, guerrilla campaigns, several radio spots and numerous web banners. Further measures will be seen in the course of this year.
Responsible at 20 minutes:
Marcel Kohler (Managing Director 20 Minuten), Annina Flückiger (Head of Marketing and Project Manager), Xavier Müller (Head of Marketing 20 Minutes), Stephan Obwegeser (Publishing Director 20minuten.ch). Responsible at Rod Kommunikation AG: Andrea Bachofner, Regula Fecker, Oliver Fennel, Angela Francioli, Fernando Gort, Petra Moser, Odile Nerfin, David Schärer, Markus Tränkle.
