To whom the minute strikes
Newspapers: In the new reader campaign for the Basler Zeitung, cR DDB highlights the newspaper's diversity.
Newspapers In the new reader campaign for the Basler Zeitung, cR DDB argues in favor of its diversity. A few months before the planned relaunch, the Basler Zeitung (BaZ) is celebrating its readers with an affirmation campaign in print and on the radio. Under the slogan "Lesen Sie aus", the new module in a long-running campaign by cR DDB emphasizes the advantages of the complete newspaper. The agency won the client last summer in a competitive presentation with the idea of a model campaign. The aim is to highlight different aspects of the newspaper in different time periods. Only from a complete newspaper can every "reader" put together their own Basel newspaper every day. This message is conveyed by the double-page and half-page advertisements, each featuring a pair of readers from north-western Switzerland, including celebrities such as tennis player Patty Schnyder, writer Zoë Jenny, Lovebugs singer Adrian Sieber and theater director Michael Schindhelm.
BaZ can be used individually
These celebrities not only reveal how many minutes they spend with BaZ every day. They also reveal their interests - and thus show that BaZ, as a complete newspaper, can cater to all these individual needs. For example, the reading habits of Basel theater director Michael Schindhelm are compared with those of tourism director Daniel Egloff. "Michael Schindhelm reads differently than Daniel Egloff," reads the text accompanying the advertisement. It then goes on to specify. For the theater director, who spends 30 minutes a day on the BaZ, the newspaper is the "resonance chamber of the Basel soul". He immerses himself in the cultural pages, the regional section - and always in the last one. Tourism Director Daniel Egloff is different. He looks forward to a fact-packed "update" on politics and society for 19 minutes every day.
In another subject, Patty Schnyder's demands on a newspaper are contrasted with those of Adrian Sieber. The singer of the Lovebugs reads
27 minutes and is mainly interested in politics, culture and news about FC Basel, while the international tennis player primarily enjoys the online edition of BaZ, which she reads for 13 minutes a day.
"And what's in it for you today?" asks the ad text at the end. This is followed by the double entendre claim: "Read out."
Of course, the minutes are also a witty dig at the commuter newspaper 20 Minuten. This is also reflected in the same layout. However, this detail is said to have never been at the forefront of the competition's strategic considerations.
When selecting the celebrities, Basel personalities immediately showed a lot of sympathy for the advertising idea, as CD Hans Tanner reveals to cR DDB. Future advertisements will portray other Basel figures of public interest as well as unknown readers.
In addition to print, the "Read out" campaign is also being
Radio supported. Four different radio spots dramatize BaZ's diversity of topics through their opposite: simplicity.
In the "Party" commercial, for example, a man meets an old acquaintance. They are happy, but have nothing to say to each other and are desperately struggling for words. Equally meaningless is a dialog in the "Weather" spot - where only meaningless banalities are exchanged - or a helpless "shop talk" without facts about Britney Spears.
These small-talk dialogs always end with the dry resolution: "Not everyone has something to say. But not everyone reads the BaZ either."
Minute by minute: some people pick out snacks, others take advantage of the wide range of information on offer. According to the advertising message, everyone can be happy with the Basler Zeitung >> page 7
Whether 13 or 30 minutes of reading: The Baz wants to be a complete newspaper for all needs.
Andreas Panzeri
BaZ can be used individually
These celebrities not only reveal how many minutes they spend with BaZ every day. They also reveal their interests - and thus show that BaZ, as a complete newspaper, can cater to all these individual needs. For example, the reading habits of Basel theater director Michael Schindhelm are compared with those of tourism director Daniel Egloff. "Michael Schindhelm reads differently than Daniel Egloff," reads the text accompanying the advertisement. It then goes on to specify. For the theater director, who spends 30 minutes a day on the BaZ, the newspaper is the "resonance chamber of the Basel soul". He immerses himself in the cultural pages, the regional section - and always in the last one. Tourism Director Daniel Egloff is different. He looks forward to a fact-packed "update" on politics and society for 19 minutes every day.
In another subject, Patty Schnyder's demands on a newspaper are contrasted with those of Adrian Sieber. The singer of the Lovebugs reads
27 minutes and is mainly interested in politics, culture and news about FC Basel, while the international tennis player primarily enjoys the online edition of BaZ, which she reads for 13 minutes a day.
"And what's in it for you today?" asks the ad text at the end. This is followed by the double entendre claim: "Read out."
Of course, the minutes are also a witty dig at the commuter newspaper 20 Minuten. This is also reflected in the same layout. However, this detail is said to have never been at the forefront of the competition's strategic considerations.
When selecting the celebrities, Basel personalities immediately showed a lot of sympathy for the advertising idea, as CD Hans Tanner reveals to cR DDB. Future advertisements will portray other Basel figures of public interest as well as unknown readers.
In addition to print, the "Read out" campaign is also being
Radio supported. Four different radio spots dramatize BaZ's diversity of topics through their opposite: simplicity.
In the "Party" commercial, for example, a man meets an old acquaintance. They are happy, but have nothing to say to each other and are desperately struggling for words. Equally meaningless is a dialog in the "Weather" spot - where only meaningless banalities are exchanged - or a helpless "shop talk" without facts about Britney Spears.
These small-talk dialogs always end with the dry resolution: "Not everyone has something to say. But not everyone reads the BaZ either."
Minute by minute: some people pick out snacks, others take advantage of the wide range of information on offer. According to the advertising message, everyone can be happy with the Basler Zeitung >> page 7
Whether 13 or 30 minutes of reading: The Baz wants to be a complete newspaper for all needs.
Andreas Panzeri
