Be there for the goal of the day
Guye Benker is earning points for the *Tages-Anzeiger*'s SMS sports service
Guye Benker collects points for the Tages-Anzeiger's SMS sports serviceThe new umbrella campaign by the advertising agency Guye Benker for the Tages-Anzeiger will have to wait until the end of August. Until then, the daily newspaper published by the Zurich publishing house Tamedia is maintaining its advertising presence with individual campaigns for various services. Currently, for example, with an appearance for an SMS service that includes a sports results service in addition to "over 100 offers".
Guye Benker's campaign uses this to score points with football fans during the World Cup. The argument - "Do you have to work when he's working?" - takes advantage of the fact that the matches will be televised at times when many people are working, namely at 8.30, 11 a.m. and 1.30 p.m., says agency owner Christophe Guye.
In order to keep up to date with the latest results, news about the teams and gossip about the World Cup, viewers can register with the Tages-Anzeiger sports results service by entering the password "WM Top Start" on their cell phone. The service will now send the most important news to their cell phone until further notice.
The advertisement appeals to the collector in people and equates text messages about the World Cup with buying and swapping Panini stickers featuring stars such as Portuguese striker Louis Figo. The ad shows a sticker of a well-known player such as David Beckham with the headline "Do you have to work when he works?"
The Tages-Anzeiger's advertising budget has officially been in the hands of the Zurich Seefeld agency since May 13. Previously, the mandate was managed by Weber Hodel Schmid (WHS) for nine years. For around a year now, the agency relationship has practically only existed on paper. The publishing house's advantage in terms of profound brand and market knowledge as well as the prospect of a striking implementation may have favored the choice of Guye Benker in an agency evaluation.
Guye Benker knows the Tages-Anzeiger inside out, as the agency has analyzed the brand structure and brand hierarchy of the daily newspaper over the past year and a half. "In order to be able to manage the title in terms of branding," says Christophe Guye, "we defined the positioning objectives." A complex task, considering that the brand is made up of six bundles, the magazine, Züri Tipp, special supplements, events, sponsorship and other content components.
As part of a marketing tool developed by the agency for the analysis, structuring and management of brands, the agency has already been strategically active for Winner.ch and other Tamedia products, as well as for Tamedia itself. Ernst Weber
Guye Benker's campaign uses this to score points with football fans during the World Cup. The argument - "Do you have to work when he's working?" - takes advantage of the fact that the matches will be televised at times when many people are working, namely at 8.30, 11 a.m. and 1.30 p.m., says agency owner Christophe Guye.
In order to keep up to date with the latest results, news about the teams and gossip about the World Cup, viewers can register with the Tages-Anzeiger sports results service by entering the password "WM Top Start" on their cell phone. The service will now send the most important news to their cell phone until further notice.
The advertisement appeals to the collector in people and equates text messages about the World Cup with buying and swapping Panini stickers featuring stars such as Portuguese striker Louis Figo. The ad shows a sticker of a well-known player such as David Beckham with the headline "Do you have to work when he works?"
The Tages-Anzeiger's advertising budget has officially been in the hands of the Zurich Seefeld agency since May 13. Previously, the mandate was managed by Weber Hodel Schmid (WHS) for nine years. For around a year now, the agency relationship has practically only existed on paper. The publishing house's advantage in terms of profound brand and market knowledge as well as the prospect of a striking implementation may have favored the choice of Guye Benker in an agency evaluation.
Guye Benker knows the Tages-Anzeiger inside out, as the agency has analyzed the brand structure and brand hierarchy of the daily newspaper over the past year and a half. "In order to be able to manage the title in terms of branding," says Christophe Guye, "we defined the positioning objectives." A complex task, considering that the brand is made up of six bundles, the magazine, Züri Tipp, special supplements, events, sponsorship and other content components.
As part of a marketing tool developed by the agency for the analysis, structuring and management of brands, the agency has already been strategically active for Winner.ch and other Tamedia products, as well as for Tamedia itself. Ernst Weber
