Swiss press: "Only an advertisement can do that" - The 2010 campaign
Die Schweizer Presse lanciert im Rahmen der Kampagne «Das kann nur ein Inserat» die interaktive Anzeige: Inserat mit dem Handy knipsen, über das Feedback schmunzeln und an einem grossen Wettbewerb teilnehmen.
Almost 100 newspapers and magazines from all press categories of the member publishers in German-speaking Switzerland have agreed to take part in the campaign within a very short space of time. French-speaking Switzerland and Ticino will follow towards the end of May. The campaign will run until November 2010 and there are shopping vouchers with a total value of CHF 130,000 to be won. The website shows what the advertisements look like, how the mechanism works and how the different technologies are put together www.das-kann-nur-ein-inserat.ch. The resolutions on the cell phone will work as of May 4, 2010
The rapid conversion of consumers to convenient cell phones is facilitating the rapid spread of "Print 'n' Mobile". Apps and numerous readers are available to users free of charge. The "Innovation", "Advertisement Campaign" and "Genre Marketing" project groups in the Advertising Market Department of the Swiss Press Association have been following developments in this area for a long time. Accordingly, a broad campaign was planned this year for men and women aged 15 and over who read newspapers and magazines - people who have an iPhone or the latest generation of cell phone and are open to new things.
Print takes on a completely new perspective thanks to the various forms of the media network - the advertisement becomes interactive and enables a reaction in a matter of seconds. Readers can obtain more detailed information, make a reservation or order or take part in a competition. Manuel Rohrer's winning campaign in this year's competition for young creatives focused precisely on this media combination of print and electronic media. Under the title "Great things begin with an advertisement", four subjects were created that encourage readers to gain their own experience with codes or image recognition.
The rapid conversion of consumers to convenient cell phones is facilitating the rapid spread of "Print 'n' Mobile". Apps and numerous readers are available to users free of charge. The "Innovation", "Advertisement Campaign" and "Genre Marketing" project groups in the Advertising Market Department of the Swiss Press Association have been following developments in this area for a long time. Accordingly, a broad campaign was planned this year for men and women aged 15 and over who read newspapers and magazines - people who have an iPhone or the latest generation of cell phone and are open to new things.
Print takes on a completely new perspective thanks to the various forms of the media network - the advertisement becomes interactive and enables a reaction in a matter of seconds. Readers can obtain more detailed information, make a reservation or order or take part in a competition. Manuel Rohrer's winning campaign in this year's competition for young creatives focused precisely on this media combination of print and electronic media. Under the title "Great things begin with an advertisement", four subjects were created that encourage readers to gain their own experience with codes or image recognition.
The partners and sponsors:
BSW Leading Swiss Agencies
Swiss advertising SW
ASW awarded
Art Directors Club ADC, Switzerland
Script
Keystone
Print Online
Publicitas
Paper beads
Utzenstorf Paper
Ringier Print/Swissprinters Premedia
Advertising Week
Com.in
