On the seventh day you shall read
Weber Hodel Schmid wants to restore the sanctity of Sunday for the SonntagsZeitung
Weber Hodel Schmid wants to sanctify Sunday again for the SonntagsZeitungBy Andreas Panzeri "A bit of Sunday from Sunday" is the name of Weber Hodel Schmid's new campaign for the SonntagsZeitung. The subtle play on words provides both the intellectual elements (from an NZZ am Sonntag) and the entertainment (from SoBli). A mix that also leads to the ideal complement in the advertisements.
"Sunday, bloody Sunday" is how John Schlesinger once summed up this mood in a movie title: Family hose, forced walks, visiting the in-laws, feeling more lonely due to a lack of work colleagues, keeping Sunday watch, ironing, tidying up the apartment, clearing up pending matters in the office - or, more recently, reading the newspaper up to two kilos. "A bit of Sunday from Sunday" is now the name of Weber Hodel Schmid's (WHS) antidote.
The new campaign for SonntagsZeitung (SoZ) was launched on November 3, with a "gently renovated" layout (less clunky titles with the simultaneous courage to offer more upmarket entertainment). Weber Hodel Schmid's second SoZ campaign is basically a continuation of the advertisements and posters in search of the right middle ground. Between the too small and the too large skull, the SoZ was chosen in July as the ideal headline paper in the middle between NZZ am Sonntag (NZZaS) and SonntagsBlick (SoBli). The comparative advertisement also showed a potato, an egg or a portion of caviar in the same egg cup, which only fit once.
That campaign, launched three months after the launch of the NZZaS, was primarily used for positioning. The current campaign is strategically suitable for positioning and for actual product advertising. As the name suggests, SonntagsZeitung is "the right newspaper for Sunday" or, in other words: "The reader campaign is intended to confirm to readers that they are reading the right product," says publishing director Sandra Geiger. For Reini Weber, SonntagsZeitung is the ideal paper for Sunday because it is "lightly entertaining and at the same time journalistically sophisticated".
Read SonntagsZeitung
Promises a break from Sunday
After the SoBli advertises with "more Sunday", the SoZ now promises "A bit of Sunday from Sunday". Six ads with this claim are planned until the end of the year. All advertisements refer to the negative Sunday world of a reader in a full-page text section. As a positive break, however, this text is broken up with an excerpt from the SonntagsZeitung. According to the motto: "The SonntagsZeitung is the right newspaper for everything you do on Sunday", a primary school teacher, for example, has to correct essays on Sunday. In between, however, she still has the feeling of a real Sunday when her gaze briefly falls on the SonntagsZeitung and a fat, beautifully grilled sausage glistens in front of her. Another subject shows the feeding schedule of zookeeper Zollinger at Basel Zoo. At 2 p.m. it's "Sunday newspaper" time for him too - and at 6.30 p.m. he feeds himself. With a pint of beer.
The series can be continued at will and also adapted to current events, as Reinhold Weber says. A subject with the journal of a recruit who has to stand guard on Sunday and finds at least one picture of a beautiful woman in the SoZ as a small Sunday stand-up, is to appear at the beginning of the new recruit schools in February.
In the current situation of the media market, the campaign will mainly appear in Tamedia's own titles as well as with occasional placements in NZZ, Weltwoche, Cash, Bilanz, HandelsZeitung, BaZ, BZ and NLZ. A commercial is not planned. However, posters are under discussion. In addition, the most interesting topics from the current issue of the SonntagsZeitung will be announced on a full page in the Tagi on Saturday, albeit in a new look and under the motto "Sonntags:Zeitung". The same title will also be used for posters on newsstands and newspaper boxes.
WHS won the mandate for the SonntagsZeitung in a pitch at the beginning of May. This is Weber's second time advertising for SoZ. The first time he was still employed by Aebi. "I've also advertised for the Tagi twice with two agencies," he says, amused by his perseverance in the newspaper industry. In addition to the two Tamedia titles, he has also advertised for the NZZ, Schweizerische HandelsZeitung ("Das kapitalistische Manifest"), Basler Zeitung, Sport and NZZ Folio in his career as a newspaper salesman, alongside eight years of "Wir bleiben dran".
His most recent work aims to strengthen the SoZ less in the fight against the SoBli than against the NZZaS. One idea for SoZ advertising that was not pursued further was literary advertisements by well-known authors describing a typical Sunday mood. But the newspaper advertiser could serve up this campaign later.
"Sunday, bloody Sunday" is how John Schlesinger once summed up this mood in a movie title: Family hose, forced walks, visiting the in-laws, feeling more lonely due to a lack of work colleagues, keeping Sunday watch, ironing, tidying up the apartment, clearing up pending matters in the office - or, more recently, reading the newspaper up to two kilos. "A bit of Sunday from Sunday" is now the name of Weber Hodel Schmid's (WHS) antidote.
The new campaign for SonntagsZeitung (SoZ) was launched on November 3, with a "gently renovated" layout (less clunky titles with the simultaneous courage to offer more upmarket entertainment). Weber Hodel Schmid's second SoZ campaign is basically a continuation of the advertisements and posters in search of the right middle ground. Between the too small and the too large skull, the SoZ was chosen in July as the ideal headline paper in the middle between NZZ am Sonntag (NZZaS) and SonntagsBlick (SoBli). The comparative advertisement also showed a potato, an egg or a portion of caviar in the same egg cup, which only fit once.
That campaign, launched three months after the launch of the NZZaS, was primarily used for positioning. The current campaign is strategically suitable for positioning and for actual product advertising. As the name suggests, SonntagsZeitung is "the right newspaper for Sunday" or, in other words: "The reader campaign is intended to confirm to readers that they are reading the right product," says publishing director Sandra Geiger. For Reini Weber, SonntagsZeitung is the ideal paper for Sunday because it is "lightly entertaining and at the same time journalistically sophisticated".
Read SonntagsZeitung
Promises a break from Sunday
After the SoBli advertises with "more Sunday", the SoZ now promises "A bit of Sunday from Sunday". Six ads with this claim are planned until the end of the year. All advertisements refer to the negative Sunday world of a reader in a full-page text section. As a positive break, however, this text is broken up with an excerpt from the SonntagsZeitung. According to the motto: "The SonntagsZeitung is the right newspaper for everything you do on Sunday", a primary school teacher, for example, has to correct essays on Sunday. In between, however, she still has the feeling of a real Sunday when her gaze briefly falls on the SonntagsZeitung and a fat, beautifully grilled sausage glistens in front of her. Another subject shows the feeding schedule of zookeeper Zollinger at Basel Zoo. At 2 p.m. it's "Sunday newspaper" time for him too - and at 6.30 p.m. he feeds himself. With a pint of beer.
The series can be continued at will and also adapted to current events, as Reinhold Weber says. A subject with the journal of a recruit who has to stand guard on Sunday and finds at least one picture of a beautiful woman in the SoZ as a small Sunday stand-up, is to appear at the beginning of the new recruit schools in February.
In the current situation of the media market, the campaign will mainly appear in Tamedia's own titles as well as with occasional placements in NZZ, Weltwoche, Cash, Bilanz, HandelsZeitung, BaZ, BZ and NLZ. A commercial is not planned. However, posters are under discussion. In addition, the most interesting topics from the current issue of the SonntagsZeitung will be announced on a full page in the Tagi on Saturday, albeit in a new look and under the motto "Sonntags:Zeitung". The same title will also be used for posters on newsstands and newspaper boxes.
WHS won the mandate for the SonntagsZeitung in a pitch at the beginning of May. This is Weber's second time advertising for SoZ. The first time he was still employed by Aebi. "I've also advertised for the Tagi twice with two agencies," he says, amused by his perseverance in the newspaper industry. In addition to the two Tamedia titles, he has also advertised for the NZZ, Schweizerische HandelsZeitung ("Das kapitalistische Manifest"), Basler Zeitung, Sport and NZZ Folio in his career as a newspaper salesman, alongside eight years of "Wir bleiben dran".
His most recent work aims to strengthen the SoZ less in the fight against the SoBli than against the NZZaS. One idea for SoZ advertising that was not pursued further was literary advertisements by well-known authors describing a typical Sunday mood. But the newspaper advertiser could serve up this campaign later.
