So close to the stars
Media In its new campaign, Schweizer Illustrierte shows how close it brings its readers to celebrities.
Media In its new campaign, Schweizer Illustrierte shows how close it brings its readers to celebrities.
Celebrities play an important role in the modern
public play such an important role that the mutual
benefit relationship between the media and celebrities is hardly recognized.
The mutual expressions of appreciation and sympathy have
System and success. Issue after issue, Schweizer Illustrierte proves that
(SI) that their claim "Closer to the stars" is not just an empty promise.
This has enabled the Ringier title to increase its reach year after year.
However, circulation seems to have gained momentum in recent years.
(2003: 256,000, 2005, with the new regulations,
around 240,000). Time to draw attention to People magazine again
make. In order to create a surprise effect, the
Agency Publicis from the previous testimonial question concept with headlines
(WW 13/2004) and switched to the tried and tested photographic
implementation of the claim. With one funny difference: the
Zooming in on the prominent Swiss from sport and show business,
Politics and business are not done from the perspective of SI reporters and
-photographers, but from the perspective of the readership. Finally
she gets up close and personal with the stars thanks to Schweizer Illustrierte,
in other words: within reach.
Cost-effective in productionThe
The perspective of the subjects is always the same: "You see two hands,
who basically keep the Swiss magazine open. But
just in principle. After all, the creative idea is that we can use the
Swiss magazine simply omits the information so that the reader can
celebrities themselves," explains CD Markus Gut. So
a physical contact arises that dramatizes the closeness. And
the "celebrities in readers' hands" constellation creates terrain forever
new amusing realizations.
And that closes the circle:
The consent of the protagonists to be used for advertising purposes
makes it clear that Schweizer Illustrierte has a strong position in the
celebrities enjoy a high level of acceptance. In fact, all the photos come from
from the archive of Schweizer Illustrierte - more precisely from the internal
Competition for the best SI pictures of the year. The rest is art of the kind
direction and image processing, says Gut. In this case: Florian
Beck, respectively Rob Mc Guire. The new campaign concept also has a
financial advantage: production is relatively inexpensive. And
because all the pictures have already been taken, it is no problem to
to be up to date.
Luca Aloisi
Celebrities play an important role in the modern
public play such an important role that the mutual
benefit relationship between the media and celebrities is hardly recognized.
The mutual expressions of appreciation and sympathy have
System and success. Issue after issue, Schweizer Illustrierte proves that
(SI) that their claim "Closer to the stars" is not just an empty promise.
This has enabled the Ringier title to increase its reach year after year.
However, circulation seems to have gained momentum in recent years.
(2003: 256,000, 2005, with the new regulations,
around 240,000). Time to draw attention to People magazine again
make. In order to create a surprise effect, the
Agency Publicis from the previous testimonial question concept with headlines
(WW 13/2004) and switched to the tried and tested photographic
implementation of the claim. With one funny difference: the
Zooming in on the prominent Swiss from sport and show business,
Politics and business are not done from the perspective of SI reporters and
-photographers, but from the perspective of the readership. Finally
she gets up close and personal with the stars thanks to Schweizer Illustrierte,
in other words: within reach.
Cost-effective in productionThe
The perspective of the subjects is always the same: "You see two hands,
who basically keep the Swiss magazine open. But
just in principle. After all, the creative idea is that we can use the
Swiss magazine simply omits the information so that the reader can
celebrities themselves," explains CD Markus Gut. So
a physical contact arises that dramatizes the closeness. And
the "celebrities in readers' hands" constellation creates terrain forever
new amusing realizations.
And that closes the circle:
The consent of the protagonists to be used for advertising purposes
makes it clear that Schweizer Illustrierte has a strong position in the
celebrities enjoy a high level of acceptance. In fact, all the photos come from
from the archive of Schweizer Illustrierte - more precisely from the internal
Competition for the best SI pictures of the year. The rest is art of the kind
direction and image processing, says Gut. In this case: Florian
Beck, respectively Rob Mc Guire. The new campaign concept also has a
financial advantage: production is relatively inexpensive. And
because all the pictures have already been taken, it is no problem to
to be up to date.
Luca Aloisi
