Rediscover Sunday
AY&R has designed a campaign with long-term potential for the SonntagsZeitung.
Newspapers AY&R has designed a campaign with long-term potential for SonntagsZeitung. "We're excited," says Caroline Thoma, Publishing Director at SonntagsZeitung. The new campaign by Advico Young & Rubicam with a poodle, diaper and banana as eye-catchers across three entire advertising pages has polarized internally: Is this the SonntagsZeitung? It celebrated its 20th anniversary in 2007 and not only reported stable readership figures, but even a slight increase in advertising. All of this has encouraged the publisher to "consciously take a bolder stance" with its new advertising even before the anniversary year.SonntagsZeitung commissioned a brand study last summer. How do you stand with readers? The findings relating to the attributes "exemplary" and "time-consuming" were presented to three agencies. They had to derive the new positioning from this. The editorial team was also heavily involved in all of these discussions. Advico Young & Rubicam ultimately won out with a basic strategic idea based around the claim: "Time to discover".
During the week, information is often more work than leisure. The news pours down on us and we don't have time for background information and further reading. Fortunately, there is Sunday - and the SonntagsZeitung. Here, the daily topics - in addition to our own, extensively researched content - are merely a starting point, providing a wealth of information, inspiration and thematic cross-references.
With the new "Discoverer" campaign, the SoZ is positioning itself at the top of the Sunday information chain: new topics and information are discovered and picked up by the SonntagsZeitung before they find their way into other media.
Informative added valueThe claim of the last campaign was: "There is only one SonntagsZeitung." This has now become a little outdated, as the newly added NZZ am Sonntag is "developing more and more in the direction of a SonntagsZeitung", as the publisher on Werdstrasse believes. "Only two bundles are still missing - travel and multimedia." With the situation of three functioning major newspapers on Sunday, readers are now forced to make a decision: Which one is my favorite paper - because very few of them probably have time for all three. "We want to remain number one," says Caroline Thoma.
Most titles in Germany, including NZZ am Sonntag and SonntagsBlick, can rely on an umbrella brand on Sundays. The SonntagsZeitung has no obvious connection to the Tages-Anzeiger. Instead, it sells itself under the generic term. The fact that the SonntagsZeitung is perceived as being in the middle between SoBli and NZZaS is seen by its creators as a good starting position. However, this position needs to be positioned even more strongly.
"Curiosity awakens on Sunday," believes Caroline Thoma. Instead of just taking in brief information, people find time for interesting stories. In the new campaign, AY&R makes the informative added value of the SoZ tangible in the advertising. To this end, superficially banal everyday topics are underlaid with a wealth of surprising facts. For example, a teaser ad reads "On weekdays, a fly is just a fly", followed by a double-page spread with the equally laconic statement "On Sundays, a fly is more than just a fly". There is also surprising information and facts to discover on the subject, ranging from the medical use of fly larvae to the sad but true story of a suicide caused by a fly.
The subjects show how each topic can be dealt with not just with a catchphrase, but with interesting extensions. In everyday life, we overlook many things that can then be discovered in greater depth on Sundays with a little more leisure. To visualize the concept in principle, banal things such as a poodle, a banana or diapers were deliberately chosen. These are used to illustrate, with a great deal of imagination, how the SoZ editorial team could then proceed with real topics on Sunday. The handwriting in the advertisements is intended to express that this is about lively information and not lexical content.
The claim "Time to discover" is not just a slogan, but a basic strategic statement that can be placed under many other ideas. Until now, the publishing house has lacked a campaign that can be run over several years. This should now be possible. The new campaign has a strong recognition effect, which allows it to be used in a wide variety of media, from posters and plastic bags to the smallest filler advertisement. The idea is also suitable for guerrilla measures. Urs Schrepfer at AY&R is convinced that "the foundation has been laid".
The first four subjects of the campaign will be used in most of the major Swiss-German titles from the beginning of October. Further activities and measures are expected to follow at the beginning of 2007.
Andreas Panzeri
During the week, information is often more work than leisure. The news pours down on us and we don't have time for background information and further reading. Fortunately, there is Sunday - and the SonntagsZeitung. Here, the daily topics - in addition to our own, extensively researched content - are merely a starting point, providing a wealth of information, inspiration and thematic cross-references.
With the new "Discoverer" campaign, the SoZ is positioning itself at the top of the Sunday information chain: new topics and information are discovered and picked up by the SonntagsZeitung before they find their way into other media.
Informative added valueThe claim of the last campaign was: "There is only one SonntagsZeitung." This has now become a little outdated, as the newly added NZZ am Sonntag is "developing more and more in the direction of a SonntagsZeitung", as the publisher on Werdstrasse believes. "Only two bundles are still missing - travel and multimedia." With the situation of three functioning major newspapers on Sunday, readers are now forced to make a decision: Which one is my favorite paper - because very few of them probably have time for all three. "We want to remain number one," says Caroline Thoma.
Most titles in Germany, including NZZ am Sonntag and SonntagsBlick, can rely on an umbrella brand on Sundays. The SonntagsZeitung has no obvious connection to the Tages-Anzeiger. Instead, it sells itself under the generic term. The fact that the SonntagsZeitung is perceived as being in the middle between SoBli and NZZaS is seen by its creators as a good starting position. However, this position needs to be positioned even more strongly.
"Curiosity awakens on Sunday," believes Caroline Thoma. Instead of just taking in brief information, people find time for interesting stories. In the new campaign, AY&R makes the informative added value of the SoZ tangible in the advertising. To this end, superficially banal everyday topics are underlaid with a wealth of surprising facts. For example, a teaser ad reads "On weekdays, a fly is just a fly", followed by a double-page spread with the equally laconic statement "On Sundays, a fly is more than just a fly". There is also surprising information and facts to discover on the subject, ranging from the medical use of fly larvae to the sad but true story of a suicide caused by a fly.
The subjects show how each topic can be dealt with not just with a catchphrase, but with interesting extensions. In everyday life, we overlook many things that can then be discovered in greater depth on Sundays with a little more leisure. To visualize the concept in principle, banal things such as a poodle, a banana or diapers were deliberately chosen. These are used to illustrate, with a great deal of imagination, how the SoZ editorial team could then proceed with real topics on Sunday. The handwriting in the advertisements is intended to express that this is about lively information and not lexical content.
The claim "Time to discover" is not just a slogan, but a basic strategic statement that can be placed under many other ideas. Until now, the publishing house has lacked a campaign that can be run over several years. This should now be possible. The new campaign has a strong recognition effect, which allows it to be used in a wide variety of media, from posters and plastic bags to the smallest filler advertisement. The idea is also suitable for guerrilla measures. Urs Schrepfer at AY&R is convinced that "the foundation has been laid".
The first four subjects of the campaign will be used in most of the major Swiss-German titles from the beginning of October. Further activities and measures are expected to follow at the beginning of 2007.
Andreas Panzeri
