The advertising cooperation
For Coop Presse, advertising celebrities don the salesperson's cape
Advertising celebrities put on their sales coats for Coop PresseBy Luca Aloisi Schneider Berthoud, Basel, designed a testimonial campaign for the 100th anniversary of the Coop newspaper. In it, four of the most influential and best-known Swiss creatives advertise for Coop Presse, ironically and tongue-in-cheek for their clients - and of course for themselves.
Evergreen Bernhard Russi advertises the alcohol-free Thurella apple wine Rittergold, the young professional Roger Schawinski for the new Weltwoche. Some of the biggest advertising clients, such as Orange CEO Andreas S. Wetter, are getting involved in a marketing offensive by the Swiss Press Publishers Association for Switzerland as a print country. Proven, majority-coded implementations such as testimonial campaigns are popular in the current advertising slump because they attract attention. And because the design element - which can be prominent - achieves a high level of likeability. No matter how obvious the advertising intentions may be, the campaign is sure to attract the sympathy and attention of the target audience. This is why Urs Schneider, CD of the Basel agency, developed an advertising campaign for Coop Presse last fall that is likely to produce similarly promising results.
Celebrities make circulation and reach more enticing
The short insert campaign interrupts that of the elongated airplanes and mountain gondolas, which humorously derives the required capacities from the core message of circulation and reach. Urs Schneider did not primarily want to communicate the anniversary, but rather an anniversary-worthy communication of the same quantitative achievements, but from a different perspective: in order to convince potential advertisers, he effectively stretched the association of top creative and efficient creativity over the existing concept framework. The Basel-based advertiser was surprised by the cooperative spontaneity, which was apparently free of charge. The "fee" was the well-calculated punch line that the performers were allowed to adorn their words of praise with their own customers and to cultivate their own image.
In a win-win-win strategy photogenically staged by Alberto Venzago, Bodin, Lanz and Co. make target group-oriented statements. "I never advertise in the Coop press, except for Nescafé, Postfinance, Coca-Cola and so on," Jean Etienne Aebi piles on, while Frank Bodin pays homage to the jubilarian with the Citroën advertisement. Even Danielle Lanz's "anger" about her successful biscuits ad comes across as very positive. Karlfrieder Fuchs, responsible for Coop, describes the statements as "intellectually smug".
With their prominence and expertise, the creative quartet is fighting against the doubts of media agencies who believe that their advertisements have hardly any attention in Switzerland's strongest magazine (Mach Basic 2001) alongside manufacturer brands and Coop suppliers. However, according to Fuchs, Coop's own advertisements do not have a dominant position compared to the targeted advertisers from outside the industry: "50 percent are Coop's own advertisements, the other half are brand advertisements from within and outside the range." However, the overall volume has grown, especially on the brand side, although the rebranding of own brands has increased these in particular.
Expected increase in circulation in French-speaking Switzerland
Despite its almost exhausted growth potential, Coop Presse has been given the objective of increasing its circulation by the management. Fuchs believes that there are good opportunities in French-speaking Switzerland in particular. Even if the selective regional generation of new members may not be as easy as with the introduction of the loyalty card, he is optimistic: the customer magazine was rewarded with a higher affinity from the young target audience than the competition. And with new sections and topics, this will be further promoted. Those responsible hope that this will also create a more interesting environment for car importers, banks, insurance companies and pharmaceuticals.
AD Rating
Evergreen Bernhard Russi advertises the alcohol-free Thurella apple wine Rittergold, the young professional Roger Schawinski for the new Weltwoche. Some of the biggest advertising clients, such as Orange CEO Andreas S. Wetter, are getting involved in a marketing offensive by the Swiss Press Publishers Association for Switzerland as a print country. Proven, majority-coded implementations such as testimonial campaigns are popular in the current advertising slump because they attract attention. And because the design element - which can be prominent - achieves a high level of likeability. No matter how obvious the advertising intentions may be, the campaign is sure to attract the sympathy and attention of the target audience. This is why Urs Schneider, CD of the Basel agency, developed an advertising campaign for Coop Presse last fall that is likely to produce similarly promising results.
Celebrities make circulation and reach more enticing
The short insert campaign interrupts that of the elongated airplanes and mountain gondolas, which humorously derives the required capacities from the core message of circulation and reach. Urs Schneider did not primarily want to communicate the anniversary, but rather an anniversary-worthy communication of the same quantitative achievements, but from a different perspective: in order to convince potential advertisers, he effectively stretched the association of top creative and efficient creativity over the existing concept framework. The Basel-based advertiser was surprised by the cooperative spontaneity, which was apparently free of charge. The "fee" was the well-calculated punch line that the performers were allowed to adorn their words of praise with their own customers and to cultivate their own image.
In a win-win-win strategy photogenically staged by Alberto Venzago, Bodin, Lanz and Co. make target group-oriented statements. "I never advertise in the Coop press, except for Nescafé, Postfinance, Coca-Cola and so on," Jean Etienne Aebi piles on, while Frank Bodin pays homage to the jubilarian with the Citroën advertisement. Even Danielle Lanz's "anger" about her successful biscuits ad comes across as very positive. Karlfrieder Fuchs, responsible for Coop, describes the statements as "intellectually smug".
With their prominence and expertise, the creative quartet is fighting against the doubts of media agencies who believe that their advertisements have hardly any attention in Switzerland's strongest magazine (Mach Basic 2001) alongside manufacturer brands and Coop suppliers. However, according to Fuchs, Coop's own advertisements do not have a dominant position compared to the targeted advertisers from outside the industry: "50 percent are Coop's own advertisements, the other half are brand advertisements from within and outside the range." However, the overall volume has grown, especially on the brand side, although the rebranding of own brands has increased these in particular.
Expected increase in circulation in French-speaking Switzerland
Despite its almost exhausted growth potential, Coop Presse has been given the objective of increasing its circulation by the management. Fuchs believes that there are good opportunities in French-speaking Switzerland in particular. Even if the selective regional generation of new members may not be as easy as with the introduction of the loyalty card, he is optimistic: the customer magazine was rewarded with a higher affinity from the young target audience than the competition. And with new sections and topics, this will be further promoted. Those responsible hope that this will also create a more interesting environment for car importers, banks, insurance companies and pharmaceuticals.
AD Rating
Coop campaign Advertisers give young people suffering from consumption the cold shoulder on the Postfinance posters. You can decide whether the Coop Press is better off with the top creatives by clicking on www.werbewoche.ch/adrating
Postfinance campaignTop: 27,83%
Flop: 72,17%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments
