Exact: The Freiburger Nachrichten now reads twice
Following the «Nume Für Üs» launch campaign for the Freiburger Nachrichten this spring, the Bern-based agency Exact placed particular emphasis on the parity between print and digital in the follow-up campaign.
Visualized was the dual presence of the Freiburg News by means of photos and moving images. The subjects are identical twins, who were sought in advance via social media and advertisements in the newspaper's catchment area. The result are pictures with natural-looking protagonists who show the fun of the shoot.
According to the agency, the idea of shooting photo and moving image at the same time proved successful. Although the photographer and the videographer on set definitely had different requirements, in the end, both the print and online channels could be realized simultaneously in this way. For the client, this meant that the greatest possible media attention could be achieved with a reasonable amount of effort. Behind-the-scenes impressions of the shoot, in which Exact collaborated with Manawa Film, which is based in the same building, also exist and were distributed on various social media channels.
The dialect was retained for the headline. It is intended to emphasize that the online and print versions are identical and yet not, just like identical twins - "Gliich u glich nid gliich" in other words.
The campaign is used in advertisements, PR, posters, on social media, in samplings and mailings.
Responsible at the Freiburger Nachrichten: Bruno Zürcher (Head of Marketing and Sales, Member of the Executive Board); Academic Alpha, Dr. Andreas Hediger (Marketing Strategy and Market Development). Responsible at Exact! Communication: Thierry Laillard (overall responsibility for communication and creative direction), Dominique Guillod (consulting and project leader). Responsible at Manawa Film: Mischa Häuselmann (Film Production and New Media Producer).
