News in brief

 
Newspapers Spillmann Felser Leo Burnett briefly and succinctly shows what the new commuter newspaper News wants to offer. 
Since the middle of this week, the new commuter newspaper News has been available daily from Monday to Saturday in over 2000 newspaper boxes. The paper is published in the four regions of Basel, Berne, Zurich and Mittelland with a total circulation of 334,000 copies. Advertising Week shows on page 17 how the competing product to 20 Minuten and Heute is being received by the public. The Spillmann Felser Leo Burnett agency shows us what the advertising for the joint launch of the publishers Basler Zeitung, Berner Zeitung and Tages-Anzeiger looks like with the first subjects on this page.
The new paper is a pure news newspaper and brings the relevant events from politics, business, sport and society to the point in a clear and compact manner. For example, no text element in News contains more than 2400 characters. The News compressors have also "recognized the signs of the times for advertisers and are countering the prevailing information overload and sensory overload", as CD Martin Spillmann interprets the briefing.
The advertising agency derives the brand promise "News in brief" from this product promise. This idea is dramatized on advertisements and posters by covering press images with a jungle of letters. The quick-read newspaper News uncovers the central image element and thus places the decisive event at the center. "True to the editorial team's motto: "straightforward, direct and relevant", as AD Simon Staub puts it. Following the same principle, the fast-forward method is used in TV and radio commercials to focus only on the relevant event.
The campaign has been on posters, advertisements, e-mails and online media since its launch.
boards, TV and radio commercials and web banners. The advertising concept also includes over 200 colporteurs distributing the newspaper during the launch phase.
Andreas Panzeri