Ads that are not for the cat
Trade Press: Animal lovers don't just spend money on their pets. The KSSJ agency explores the animal world.
Trade press KSSJ discovers that advertising in the velvet-pawed animal world has a real bite to it, which no dog can bark away: The
Trade journal Die Tierwelt is read by 367,000 readers with purchasing power.
and readers. The magazine is therefore an amazing
Media product: "Amazingly different and amazingly successful", as
the agency Krieg Schlupp Springer & Jacoby says. KSSJ wonders
but not itself. "Part of entrepreneurial success is certainly based on
that a 4-color page in the animal world has only just 3188
francs." According to Uwe Schlupp and Daniel Krieg, this results in
a record-breaking TLP of less than six francs.
Who can be reached with it? As Kurt Lipp, publishing director at Die
animal world, knows that among his readership there are not only many
animal lovers, but also "a remarkable number of car enthusiasts". These
don't just spend a lot of money on their pets with paws,
but also love the beautiful driving and living and much more
more.
KSSJ used this knowledge for a fall campaign in the trade press.
approached from two sides. The "cars" motif communicates: "With
you can reach a remarkable number of animal lovers." The
funny realization of how love of animals can also be found in the world of car brands.
plays an important role - with the little horse for fast speedsters,
a Jaguar at the luxury brand, the lion at Peugeot or a bull
at Lamborghini. A second subject with dogs shows, conversely, how to
with an advertisement in the Tierwelt "remarkably many car enthusiasts"
can achieve. Further motifs will follow in spring 2006.
The animal world is organized by the Swiss Society for
small animal breeding. The publishing house is based in Zofingen, and
is printed by the Zofinger Tagblatt. Both for subscriptions and
The special-interest medium has also recorded strong newsstand sales since
growth rates like no other medium. It serves breeders and
Small animal owners as a hub for specialist information. One
Other target groups are pet owners, equestrian sports enthusiasts and
Hobby gardener.
Trade journal Die Tierwelt is read by 367,000 readers with purchasing power.
and readers. The magazine is therefore an amazing
Media product: "Amazingly different and amazingly successful", as
the agency Krieg Schlupp Springer & Jacoby says. KSSJ wonders
but not itself. "Part of entrepreneurial success is certainly based on
that a 4-color page in the animal world has only just 3188
francs." According to Uwe Schlupp and Daniel Krieg, this results in
a record-breaking TLP of less than six francs.
Who can be reached with it? As Kurt Lipp, publishing director at Die
animal world, knows that among his readership there are not only many
animal lovers, but also "a remarkable number of car enthusiasts". These
don't just spend a lot of money on their pets with paws,
but also love the beautiful driving and living and much more
more.
KSSJ used this knowledge for a fall campaign in the trade press.
approached from two sides. The "cars" motif communicates: "With
you can reach a remarkable number of animal lovers." The
funny realization of how love of animals can also be found in the world of car brands.
plays an important role - with the little horse for fast speedsters,
a Jaguar at the luxury brand, the lion at Peugeot or a bull
at Lamborghini. A second subject with dogs shows, conversely, how to
with an advertisement in the Tierwelt "remarkably many car enthusiasts"
can achieve. Further motifs will follow in spring 2006.
The animal world is organized by the Swiss Society for
small animal breeding. The publishing house is based in Zofingen, and
is printed by the Zofinger Tagblatt. Both for subscriptions and
The special-interest medium has also recorded strong newsstand sales since
growth rates like no other medium. It serves breeders and
Small animal owners as a hub for specialist information. One
Other target groups are pet owners, equestrian sports enthusiasts and
Hobby gardener.
Andreas Panzeri
