Striking patchwork
Outdoor Advertising: A new campaign by APG and Publicis aims to breathe new life into the sluggish billboard market.
Out-of-home advertising A new campaign by APG and Publicis is set to boost the tepid poster market, with Media Focus figures proving what observant passers-by have long suspected: Out-of-home advertising has seen better times. In November 2003, the poster medium recorded a decline in gross advertising expenditure of nine percent, in December it even fell by 13.9 percent. With an annual total of around 402 million francs, posters recorded a loss of 5.2 percent in 2003 compared to the previous year. The declining figures in the statistics are also supported by shimmering silver poster sites or subjects that remain in place far beyond their deployment plan. For example, at a stop on Zurich's city streetcar line 7, there has been a poster for some time wishing the viewer a "Merry Christmas" with the movie "Finding Nemo".
With a new generic campaign, Allgemeine Plakatgesellschaft (APG) now wants to help out-of-home advertising gain new momentum. The number one in Swiss out-of-home advertising is also feeling the effects of customer restraint. APG's in-house agency Publicis is responsible for the implementation of the current campaign. "No matter what product you want to advertise, an APG poster always fits": the team led by CD Markus Gut dramatizes this statement with three poster strips that are glued together in such a way that the products depicted are placed in a new context. In this way, a jumbo jet is created from the tip of a ballpoint pen, a briefcase and an unfolded cell phone. And what looks like an office chair from a distance is actually a patchwork of cookie, wallet and bunch of keys. The new claim "An APG poster always fits" is intended to support the visual message.
The generic campaign, which comprises four subjects, has been on display since the
February 9 throughout Switzerland.
Over five percent decline for the poster medium in 2003: APG is now going on the offensive.
With a new generic campaign, Allgemeine Plakatgesellschaft (APG) now wants to help out-of-home advertising gain new momentum. The number one in Swiss out-of-home advertising is also feeling the effects of customer restraint. APG's in-house agency Publicis is responsible for the implementation of the current campaign. "No matter what product you want to advertise, an APG poster always fits": the team led by CD Markus Gut dramatizes this statement with three poster strips that are glued together in such a way that the products depicted are placed in a new context. In this way, a jumbo jet is created from the tip of a ballpoint pen, a briefcase and an unfolded cell phone. And what looks like an office chair from a distance is actually a patchwork of cookie, wallet and bunch of keys. The new claim "An APG poster always fits" is intended to support the visual message.
The generic campaign, which comprises four subjects, has been on display since the
February 9 throughout Switzerland.
Over five percent decline for the poster medium in 2003: APG is now going on the offensive.
Simone Keller
