24 hours of happy readers
Simko is rewriting the spelling rules for 24 Heures
Simko rewrites the spelling for 24 HeuresBy Anita Vaucher From the beginning of September, the French-speaking Swiss daily newspaper 24 Heures will be published in two separate editions, one for the urban population and one for the rural population. The Geneva agency Simko came up with word games for the positioning campaign.
Over the next few weeks, Vaud residents will learn to spell places like Luins, Bex and Bottens, as well as neighborhood names such as La Sallaz, Palud and Vennes, and will be amazed at what Simko has come up with for these names. Wordplay, which requires a generous interpretation of spelling, points out the many advantages of 24 Heures - and cleverly incorporates the Vaudois place names.
This print and poster campaign, which will be visible throughout the canton of Vaud from September 7, is intended to promote the daily newspaper
24 Heures, published by Edipresse, will position itself as the newspaper of choice for the people of Vaud. This is because 24 Heures will now be published with a separate edition for the urban and rural population. A study has shown that city dwellers do not necessarily have the same interests and preferences as the rural population.
The 1999 relaunch was well received by readers, but sales figures fell short of expectations. Over the past ten years, circulation has fallen by six percent - time for action.
City readers in particular, who account for 45% of the total circulation, have become increasingly disloyal to the paper because they want more local information. The free newspaper Lausanne Cité, with its positioning as the local paper of the French-speaking Swiss newspaper, has poached a lot of readers in this segment.
The Geneva agency Simko sums up the advantages of 24 Heures with amusing puns and in connection with the diversity of the canton. It was ultimately the humorous approach that convinced those responsible on the publishing side of the Geneva agency's work, says Christian Aeppli, Product Manager and Marketing Manager at 24 Heures. And Pedro Simko himself is convinced that a humorous and amusing realization is only possible in the canton of Vaud, because the Vaudois have a pronounced penchant for self-irony. In Geneva, he adds, this concept would certainly not have been successful.
New word creations from the population welcome
The proposal he had submitted at the rival presentation was adopted virtually unchanged. A fortunate circumstance, as time was pressing. The agency benefited from the size of the canton, with over 340 municipalities. The Pays de Vaud also stands out for its wealth of lakes and forests. Simko enthuses that this makes for wonderful stories.
The positioning campaign is intended to stage the encounter between 24 Heures and its readers. The campaign starts with a variety of subjects that can be further developed with new images in the longer term. The campaign is also designed in such a way that it can react to current events at short notice, explains Simko. Simko also hopes that the word games created in her workshop will encourage the people of Vaud to come up with their own word creations. The marketing department of 24 Heures is planning a competition and will award prizes to the best suggestions from the population. The hope is that this will strengthen readers' loyalty to the newspaper. Cinema and TV commercials will be used at a later date.
The newspaper, which previously consisted of four bundles, will have two in future. The first bundle will be the same for both urban and rural areas, while the second will focus specifically on the needs of city dwellers and the rest of the population of the canton of Vaud. At the same time, some sections have been revised and the paper has been given a gentle facelift. However, a new logo has been deliberately omitted.
Simko couldn't resist a little dig at rival paper Le Matin from the same publishing house. Le Matin adopted the claim "Vite vu, bien lu" for its relaunch a year ago - in the 24 Heures campaign, the play on words is "Palud, pas su!".
Over the next few weeks, Vaud residents will learn to spell places like Luins, Bex and Bottens, as well as neighborhood names such as La Sallaz, Palud and Vennes, and will be amazed at what Simko has come up with for these names. Wordplay, which requires a generous interpretation of spelling, points out the many advantages of 24 Heures - and cleverly incorporates the Vaudois place names.
This print and poster campaign, which will be visible throughout the canton of Vaud from September 7, is intended to promote the daily newspaper
24 Heures, published by Edipresse, will position itself as the newspaper of choice for the people of Vaud. This is because 24 Heures will now be published with a separate edition for the urban and rural population. A study has shown that city dwellers do not necessarily have the same interests and preferences as the rural population.
The 1999 relaunch was well received by readers, but sales figures fell short of expectations. Over the past ten years, circulation has fallen by six percent - time for action.
City readers in particular, who account for 45% of the total circulation, have become increasingly disloyal to the paper because they want more local information. The free newspaper Lausanne Cité, with its positioning as the local paper of the French-speaking Swiss newspaper, has poached a lot of readers in this segment.
The Geneva agency Simko sums up the advantages of 24 Heures with amusing puns and in connection with the diversity of the canton. It was ultimately the humorous approach that convinced those responsible on the publishing side of the Geneva agency's work, says Christian Aeppli, Product Manager and Marketing Manager at 24 Heures. And Pedro Simko himself is convinced that a humorous and amusing realization is only possible in the canton of Vaud, because the Vaudois have a pronounced penchant for self-irony. In Geneva, he adds, this concept would certainly not have been successful.
New word creations from the population welcome
The proposal he had submitted at the rival presentation was adopted virtually unchanged. A fortunate circumstance, as time was pressing. The agency benefited from the size of the canton, with over 340 municipalities. The Pays de Vaud also stands out for its wealth of lakes and forests. Simko enthuses that this makes for wonderful stories.
The positioning campaign is intended to stage the encounter between 24 Heures and its readers. The campaign starts with a variety of subjects that can be further developed with new images in the longer term. The campaign is also designed in such a way that it can react to current events at short notice, explains Simko. Simko also hopes that the word games created in her workshop will encourage the people of Vaud to come up with their own word creations. The marketing department of 24 Heures is planning a competition and will award prizes to the best suggestions from the population. The hope is that this will strengthen readers' loyalty to the newspaper. Cinema and TV commercials will be used at a later date.
The newspaper, which previously consisted of four bundles, will have two in future. The first bundle will be the same for both urban and rural areas, while the second will focus specifically on the needs of city dwellers and the rest of the population of the canton of Vaud. At the same time, some sections have been revised and the paper has been given a gentle facelift. However, a new logo has been deliberately omitted.
Simko couldn't resist a little dig at rival paper Le Matin from the same publishing house. Le Matin adopted the claim "Vite vu, bien lu" for its relaunch a year ago - in the 24 Heures campaign, the play on words is "Palud, pas su!".
