"FCZ would finally have to become Swiss champions once again"

WW: Verena Vonarburg, the "Only an ad can do that" (DKNEI) advertising campaign has been demonstrating the relevance of print as an advertising medium for ten years. This year, it is called "Print wirkt" (Print works). Wouldn't it have been time for a new message?
Verena Vonarburg: The intention of the campaign is the same: To show that an ad is still by far the most attractive advertising medium - and even more powerful. We want to show that you can move brands, people and markets with ads. What's new and very exciting about the campaign is the interactive, the ideal interplay between print and online. Because the industry is no longer just a print industry, but a convergent industry, which the campaign shows very clearly. What's also new is that we're not placing an assertion, but offering the entire population a stage and thus showing what power and potential the ad has in interaction with online. In addition, an advertising impact study is also part of our offensive.

Does print no longer work alone, only in conjunction with online and social media?
But print also works on its own. That's what advertising agencies want to convey to their customers again: Many think you're only hip if you advertise online. But print is an important, efficient component in a package of advertising options.

The hashtag is THE symbol for social media. Isn't it misleading as the central icon of a print campaign?
No. Because with this campaign, you have the opportunity to place a message online that is then fed back to print. The message only gets its massive reach and resonance in print.

The idea for DKNEI always came out of a young talent competition. This time there was a competitive presentation among agencies. Why?
We wanted to do something new for once, a pitch with renowned agencies. Now we have an independent, new campaign with an approach that Switzerland has not yet seen in this form.

Why did you choose Leo Burnett?
The idea convinced us immediately. It clearly stood out from the proposals of the agencies that participated in the competitive presentation.

The current campaign has been running since October 7. What are the reactions?
The feedback on the first run of the campaign has been mostly positive, both from the public and from the advertising market and media houses. I'm also very taken with the level of the messages. People are very engaged and playful with the possibilities. A respectable response for a campaign where there is nothing to win. We are also very grateful for the commitment of our members and for the support of Publicitas.

Do you think the campaign will also change the perception of print among those who make their statements?
We are aiming the campaign primarily at the advertising market, but have also thought about the impact it could have on the user market. When someone sees their statement in the newspaper, they and their environment get a personal connection to this medium.

Did you receive any reactions to your statement "FCZ should finally become Swiss champions again"?
Yes, friends and acquaintances have asked me about it. And I also discovered statements from people I know and thought, "Cool, they're also taking part."

Interview: Anne-Friederike Heinrich