The head is the message

Local television Cavegnwerbung has packed real life into eight advertising subjects for TeleZüri.TeleZüri shows what people
interested in: Success and love stories, careers, trends,
Fates, injustices and catastrophes. All these events
are known to the public with proven and popular program formats
have become. "SonnTalk", "SwissDate", ZüriNews", "Lifestyle" or
"TalkTäglich" shows daily entertainment, news and information from the
neighborhood, from Zurich, from Switzerland, from Europe and from the
the whole world. "The VJs and presenters from TeleZüri report from the heart of the
real life. TeleZüri is close, up-to-date, emotional and
entertaining," says Markus Cavegn, summarizing the briefing for his new campaign.
together.

He has staged the message with subjects that go with each of these
Broadcast vessels show a wittily entertaining symbolic image. Through
combination of the well-known heads of TeleZüri with people who know the
material on the topics, not only do eye-catching
Announcements for the respective broadcasting vessel. The realizations
also dramatize the proximity, the topicality and the "real"
Life that TeleZüri radiates. All prints show only the
respective symbol image for a program as well as its title and the
Broadcast times. Cavegn has not included any further text - media-friendly for the
television as an image medium. How versatile and almost infinite
the possibilities of this campaign are shown by the eight realized
subjects. Marriage candidates are staged in the same way as
Firefighters, politicians or night owls.

In producing the subjects, Cavegnwerbung and the photographer
Julien Vonier pays attention to detail. A picture with a firefighter
for example, at the Zurich Hauptwache with "real action".
recorded. TV sets were not just any screens.
chosen, but models that fit the character of the individual figures.
fit. So that the flicker boxes on the bodies are not artificially
the protagonists were given cardboard boxes in the shape of the
TV sets mounted on the shoulder. This allowed graphic designer Nora Fehr
the computer later on, you can already create a real
Shadows are cast.

Doublette causes concern
Not happy about the new TeleZüri campaign is probably the
Swiss television. After the first of the eight advertisements was
week had appeared in 20 minutes, the CD of another
Zurich advertising agency to Cavegn and was shocked to find out whether this
further subjects are to be expected. On behalf of SF, the said
agency also launched a "fairly similar" campaign with the heads
of well-known presenters on TV screens. A commercial - for the
Swiss television - is already being broadcast this week in
the price-breaking region of South America.

Happy about the new campaign for TeleZüri, however, is
Tarkan Özküp. The Head of Marketing and Sales hopes that the
the reach that was achieved in the 3+ target group in 2002.
from 448589 viewers to 489014 by 2005, also in
future shows such a positive development.  
 

Andreas Panzeri