The day of the smile

Press FCB Leutenegger Krüll wants to give Sunday for the
SundayBlick a smile for those who have worked hard all week,
had to solve problems and cope with stress and who also had to deal with
Messages of all kinds and information, including the unpleasant kind, in check
is happy when it's finally Sunday. On Sunday -
That's how we deserve it - everything should run a little smoother.
FCB Leutenegger Krüll has now also fulfilled this fundamental promise.
as the basis for a new campaign for SonntagsBlick. On
seventh day you shall not only rest, but also a little
smile.

The SonntagsBlick is the compact, enjoyable Sunday read that
Topics that affect the readership, clearly and concisely
in an understandable way. It is enhanced by the magazine She + He
has been. Both with its own history in the press landscape
as well as with the style of its stories in the paper, the SonntagsBlick
with a clear brand positioning anchored with the public. The
publication from Ringier wants to clearly distinguish itself from the other
two Sunday titles as the more enjoyable Sunday reading.

Based on this positioning, the agency has therefore opted for a
staging of this entertainment value of the SonntagsBlick. With
The aim of the new brand campaign is not only to promote the SonntagsBlick brand
updated and presented more clearly. The following should be emphasized
above all the entertainment value compared to other Sunday titles.
After many ideas from the creation of FCB Leutenegger Krüll
campaign, which is very boldly pointing out the importance of
is based on a key visual concept. This plays a role in various
Variations with the familiar smile shape.

With the ever-changing illustrations, the agency aims to highlight the diversity
of the topics in the SoBli. The claim in each case is: "More
Joy ..." - for example, discussing, talking shop, nature
or even on hot bends. On these topics such as politics, knowledge,
environment or sport, symbolic images from all three alliances are used
has come. FCB Leutenegger Krüll has the mandate for SonntagsBlick
already in its fifth year. "If it's in the SonntagsBlick, it's an issue",
was the claim of the last brand campaign, which has since become a
was pushed a little into the background because the last year before
The main focus was on the launch of the new supplement She + Him
is. The SonntagsBlick brand now has some catching up to do, says
Account Manager Petar Dakovic.

SoBli's long-standing agency is not trying to turn its customer into a
to make a supposedly intellectual product, but instead has to
its striking strengths. The word "popular" is used in many places
has a negative connotation, says Patrick Lienert. But the CD pleads with
his advertising that you can also have a bit of fun on a Sunday.
may. With the text "more joy", the subjects give a reason,
why you should choose SonntagsBlick. You want to give the
Give readers "a useful value in their hands".

Really striking poster
The poster is the basic medium for this campaign, so the style is
also kept visibly striking - "real posters and not just
enlarged advertisements," says the agency. The message should
be immediately understandable - even if the various versions of the
smile shape still needs to be decoded. "One
A challenge - but not an excessive demand," says Patrick Lienert.

The campaign was launched this week and has no specific time limit.
restriction is planned, because the Smile ideas are able to give the creative
to elicit a striking smile for a long time to come. With this
concept, advertising could also be tailored to current events.
react. The SonntagsBlick has a proven 988,000 readers or "almost
one million" and is therefore still the most popular Sunday reading
in the German-speaking part of Switzerland.

Andreas Panzeri