Jung / M3: B2B campaign for the Observer
Axel Springer Switzerland commissioned its partner agencies, Jung Kommunikation and M3, to develop a communications strategy for *Der Beobachter* and to implement measures that would position *Der Beobachter* as Switzerland’s leading consumer magazine in the advertising market.
The result is a campaign that reflects the core values of the Observer, presents the facts in black and white, and conveys that the Observer is valuably different - even when it comes to advertising opportunities.
The campaign comprises various measures on different channels - tailored to the relevant target groups media and creative agencies as well as existing and potential customers. Potential customers were made aware that they would be missed with a letter and bookmark. Existing customers received a handwritten card expressing appreciation. At the agencies, the so-called Lady Easypeasy was used.
The lady in her 60s look was eye-catcher and ambassador in equal measure. Seemingly contradictory to the Observer image, which embodies credibility, relevance and uniqueness, she stood her ground and drew attention to the fact that it is quite easy - or Easypeasy - to choose the Observer.
The unifying message across all measures, "Observer - valuable different, even in advertising," found expression in an appropriate look and feel, based on the basic idea of unmistakable black and white. The campaign was launched in June. Further measures will follow.
Responsible at Axel Springer Switzerland: Sandra Peiti (Sales Director), Katrin Rüesch (Marketing Advertising Market). Responsible at Jung Kommunikation: Sibylle Jung (Overall Management, Strategic Consulting, Concept, Text). Responsible at M3: Charlotte Gyolay (AD), Bruno Kreis (graphics, typesetting).
