Armed for the campaign
Regional Splits by Spillmann, Felser, and Leo Burnett showcases regional advertising for the new regional Tages-Anzeiger.
Regional splits Spillmann, Felser, Leo Burnett celebrate regional advertising for the new regional Tages-Anzeiger newspaper Does the map of media sovereignties need to be redrawn? On November 6, the Tages-Anzeiger will appear for the first time with 5 regional splits. In addition to the left bank of Lake Zurich, which has already had a regional edition since 2004, the Tamedia flagship will now also have daily regional editions for the right bank of Lake Zurich, the Zurich Oberland, the Zurich Unterland and the city of Zurich. For the regionalization campaign, the new Tagi agency Spillmann, Felser, Leo Burnett (SFLB) has literally taken the Tages-Anzeiger to the countryside. This means that SFLB has created a local "Tages-Anzeiger" for each individual village in the target area from the familiar Tagi newspaper head with the Zurich coat of arms between "Tages" and "Anzeiger". Instead of the Zurich coat of arms, for example, the coat of arms of Stäfa can be seen. Or of Bachenbülach. Or from another of the more than 100 municipalities in which there will be an additional regional edition every day from now on.
Striking ideaMartin Spillmann, who has already introduced Cash as an advertiser and currently also manages the budgets of WOZ, Beobachter and Annabelle, has opted for an extremely striking idea as the CD for his latest media budget.
For this simple yet ingenious campaign, SFLB and the poster displayers have accomplished a logistical tour de force. The right poster motif has to be displayed in over 100 different municipalities. For this purpose, over 300 kiosks are equipped with individual hangers and sales stacks decorated with coats of arms. "In this way, proximity to readers is not only claimed, but dramatized in style," says Dominique von Albertini, Head of Reader Market at the Tages-Anzeiger.
The Tagi brand promise has become even more valid than before. The claim has been slightly modified. For example, the regionalization campaign now reads: "Stay tuned. Also in Bachenbülach. With the new regional association."
In addition to the more than 100 different poster subjects in the respective municipalities, the Tages-Anzeiger is also using the subjects as advertisements - dozens of local Tages-Anzeiger coats of arms will appear over the next few weeks, from the advertising route to the small advertisement. A double page with over 100 coats of arms should not only appeal to heraldists. A few fantasy coats of arms have also been smuggled into the subject as a competition for resourceful jokers.
TeleZüri also plays with the coat of arms. Several astonishing versions of a simple TV commercial have been mounted, in which various coats of arms rattle through like a one-armed bandit. In this way, many municipalities are given an - albeit brief - TV appearance.
Local and regional advertisers are also advertised in a humorous way. Advertisements in the new regional section promise so much success "that it will change the municipality", as copywriter Peter Brönnimann jokes. More than ten completely new municipal coats of arms are used for advertising. For example, with a coat of arms consisting of a fat mouse. The text: "Advertise your cheese dairy in the regional association. And your municipality will become a municipality of cheese lovers."
SFLB is prepared to expand the campaign with posters, T-shirts, Jass cards ...
Andreas Panzeri
Striking ideaMartin Spillmann, who has already introduced Cash as an advertiser and currently also manages the budgets of WOZ, Beobachter and Annabelle, has opted for an extremely striking idea as the CD for his latest media budget.
For this simple yet ingenious campaign, SFLB and the poster displayers have accomplished a logistical tour de force. The right poster motif has to be displayed in over 100 different municipalities. For this purpose, over 300 kiosks are equipped with individual hangers and sales stacks decorated with coats of arms. "In this way, proximity to readers is not only claimed, but dramatized in style," says Dominique von Albertini, Head of Reader Market at the Tages-Anzeiger.
The Tagi brand promise has become even more valid than before. The claim has been slightly modified. For example, the regionalization campaign now reads: "Stay tuned. Also in Bachenbülach. With the new regional association."
In addition to the more than 100 different poster subjects in the respective municipalities, the Tages-Anzeiger is also using the subjects as advertisements - dozens of local Tages-Anzeiger coats of arms will appear over the next few weeks, from the advertising route to the small advertisement. A double page with over 100 coats of arms should not only appeal to heraldists. A few fantasy coats of arms have also been smuggled into the subject as a competition for resourceful jokers.
TeleZüri also plays with the coat of arms. Several astonishing versions of a simple TV commercial have been mounted, in which various coats of arms rattle through like a one-armed bandit. In this way, many municipalities are given an - albeit brief - TV appearance.
Local and regional advertisers are also advertised in a humorous way. Advertisements in the new regional section promise so much success "that it will change the municipality", as copywriter Peter Brönnimann jokes. More than ten completely new municipal coats of arms are used for advertising. For example, with a coat of arms consisting of a fat mouse. The text: "Advertise your cheese dairy in the regional association. And your municipality will become a municipality of cheese lovers."
SFLB is prepared to expand the campaign with posters, T-shirts, Jass cards ...
Andreas Panzeri
