On the seventh day you shall puzzle
Press Market: The advertising agency Publicis aims to strengthen the readership and advertiser base of the young NZZ am Sonntag through picture puzzles.
Press market The advertising agency Publicis wants to strengthen the reader and advertiser base of the young NZZ am Sonntag with picture puzzles A year ago - on March 17 - the publishing group on Falkenstrasse launched its Sunday boat, the NZZ am Sonntag (NZZaS). The launching triumvirate - Felix E. Müller, Thomas Häberling and Tobias Trevisan - foresaw that it would be sent into troubled waters. But hardly anyone could have imagined at the time that such a rough storm would arise and shake up the advertising market to such an extent. Nevertheless, the NZZaS sailed close to the wind in the Zurich print regatta in its initial phase and is now optimistic about the subscription conversions following structural adjustments. Over the next few months, this cliff will decide whether it will be possible to keep the readers who were previously supplied free of charge on board as paying subscribers.
Playfully courted readers
According to projections by publishing director Trevisan, there is a lot to be said for this. In order to effectively support this goal, the publisher commissioned its in-house agency Publicis to develop a new audience and advertising campaign. Since, according to media specialist Ueli Custer, the title's strength lies more in the upper strata of the population, the creative team led by CD Markus Gut came up with a playful advertising idea. "While we focused on content and intentions in the introductory advertising, we are now aiming for a clearer positioning now that a certain level of awareness has been achieved," says Gut. "We are trying to combine the journalistic values of the NZZ - competence, credibility and seriousness - with the reading needs on Sunday - the day of relaxation and entertainment," Trevisan explains his guidelines.
Not only the information content, but also the reading pleasure should be emphasized. The UAP, of all things, is also claimed by competitor SonntagsZeitung. In contrast to their campaign, Publicis combined the independent publication of the NZZaS with lifestyle elements. The long-term concept comes across as a striking rebus of news topics and challenges the viewer to decipher the message - in the initial phase with even simple riddles. Even the first subjects reveal the multifaceted nature of the campaign, which is not limited to the sports culture subject of the prima ballerina.
Not only readers are called upon. The campaign reveals its great creative potential in the advertiser version, which also had to be targeted due to the relatively high thousand reader price of the NZZaS. Using the same mechanics, but brand logos instead of images, advertisers are conveyed the good taste and high brand affinity of the readers. Only the new maxim claim "to be enjoyed with understanding" is probably (still) unintentionally reminiscent of a warning against a possible reading overdose.
All beginnings are easy: The first reading (puzzle) ads from Publicis for the NZZ am Sonntag are still quick and easy to solve.
Luca Aloisi
Playfully courted readers
According to projections by publishing director Trevisan, there is a lot to be said for this. In order to effectively support this goal, the publisher commissioned its in-house agency Publicis to develop a new audience and advertising campaign. Since, according to media specialist Ueli Custer, the title's strength lies more in the upper strata of the population, the creative team led by CD Markus Gut came up with a playful advertising idea. "While we focused on content and intentions in the introductory advertising, we are now aiming for a clearer positioning now that a certain level of awareness has been achieved," says Gut. "We are trying to combine the journalistic values of the NZZ - competence, credibility and seriousness - with the reading needs on Sunday - the day of relaxation and entertainment," Trevisan explains his guidelines.
Not only the information content, but also the reading pleasure should be emphasized. The UAP, of all things, is also claimed by competitor SonntagsZeitung. In contrast to their campaign, Publicis combined the independent publication of the NZZaS with lifestyle elements. The long-term concept comes across as a striking rebus of news topics and challenges the viewer to decipher the message - in the initial phase with even simple riddles. Even the first subjects reveal the multifaceted nature of the campaign, which is not limited to the sports culture subject of the prima ballerina.
Not only readers are called upon. The campaign reveals its great creative potential in the advertiser version, which also had to be targeted due to the relatively high thousand reader price of the NZZaS. Using the same mechanics, but brand logos instead of images, advertisers are conveyed the good taste and high brand affinity of the readers. Only the new maxim claim "to be enjoyed with understanding" is probably (still) unintentionally reminiscent of a warning against a possible reading overdose.
All beginnings are easy: The first reading (puzzle) ads from Publicis for the NZZ am Sonntag are still quick and easy to solve.
Luca Aloisi
