Solving problems instead of observing them
The magazine *Matter & Partner* shows how the observer can help navigate difficult situations.
Magazine Matter & Partner shows how the Beobachter can help to master difficult situations. "Take the reins." This is the slogan for the new Beobachter campaign. The agency Matter & Partner wants to use it to "directly promote the Beobachter". This is achieved by drawing direct and emotional attention to problems "that can affect any of us", as the campaign concept puts it. People who suffer from a noisy neighbor or parents who have to deal with a naughty daughter are addressed. Observer subscription as a solution
The campaign also mentions bullying and mobbing as other social issues that could perhaps be tackled thanks to the Beobachter. For all of these problems, a story is told in the ad or on the poster that is intended to get people involved immediately. In the case of bullying, this short story consists of just three words: "Promoted, celebrated, fired." The noise nuisance is quietly expressed in the short sentence: "My neighbor plays the drums." The family quarrel is brought to the point with the question: "Is the daughter too stoned to think about the pill?"
The observer offers an ambiguous solution to all everyday challenges: "Take charge". The request is followed by a telephone number for ordering a
Subscriptions subsequently delivered.
Loyal partnership with agency
The campaign will be launched at the beginning of September with posters throughout Switzerland and advertisements in most of the major Swiss print titles.
This campaign marks Matter & Partner's tenth year of advertising for the Beobachter. In today's advertising world, it is very often a case of "promoted, celebrated, fired", so Daniel Matter's agency in Zurich has been able to build on an above-average level of loyal cooperation. The observer is not alone on the reference list of these long-standing client relationships (see "Clients through the ages" on this page).
Today The Observer gets to the heart of the matter.
Yesterday The Observer brings it to the people.
Andreas Panzeri
The campaign also mentions bullying and mobbing as other social issues that could perhaps be tackled thanks to the Beobachter. For all of these problems, a story is told in the ad or on the poster that is intended to get people involved immediately. In the case of bullying, this short story consists of just three words: "Promoted, celebrated, fired." The noise nuisance is quietly expressed in the short sentence: "My neighbor plays the drums." The family quarrel is brought to the point with the question: "Is the daughter too stoned to think about the pill?"
The observer offers an ambiguous solution to all everyday challenges: "Take charge". The request is followed by a telephone number for ordering a
Subscriptions subsequently delivered.
Loyal partnership with agency
The campaign will be launched at the beginning of September with posters throughout Switzerland and advertisements in most of the major Swiss print titles.
This campaign marks Matter & Partner's tenth year of advertising for the Beobachter. In today's advertising world, it is very often a case of "promoted, celebrated, fired", so Daniel Matter's agency in Zurich has been able to build on an above-average level of loyal cooperation. The observer is not alone on the reference list of these long-standing client relationships (see "Clients through the ages" on this page).
Today The Observer gets to the heart of the matter.
Yesterday The Observer brings it to the people.
Andreas Panzeri
