Family: Reading Watson is not a must, but a will
Watson wants to offer users who want to inform themselves objectively about socially relevant topics a media home. Because only those who are in the know can show their stance. This core message is at the heart of Family's cross-channel campaign for the news portal.
In an age of Fast and Fake News, in which society is splintering into individual interest and identity groups - fueled by filter bubbles - Watson has an important journalistic mission: The news portal aims to provide the raw material for democratic debates with fact-based reporting and comprehensive information, thus counteracting the drifting apart. It does this on all digital channels and devices, emotionally, closely, and emphatically.
On this basis, Family developed a comprehensive communications campaign in close collaboration with the client and the media agency. Its goal is to establish Watson as a news portal for all those who are looking for a media home. A home where they can inform themselves objectively and acquire the tools to participate in social discourse and show attitude.
The claim to be the leading medium of a generation that no longer consumes classic linear media requires addressing the broadest possible user base. For this reason, the communicative focus was placed on four different main topics: Sustainability, Voting/Politics, Sports and Sexism.
"The journalistic product exemplified by the topics of sustainability, voting, sports and sexism, and the user testimonials accusingly state, 'I don't need to know, I want to!'" explains Tarkan Özküp of Watson. "Strong reach scores and a clear differentiation strategy were our requirement to additionally push the advertising and marketing goals, awareness and app downloads. During the campaign period, usage on Watson.ch and Watson.ch/fr pages will be supported using UX and all topic clusters with a selection of journalistic copy for conversion."
Misdirection and change of perspective
The campaign runs from mid-January to the end of March and consists of a TV spot, DOOH, OOH, and various online implementations. The centerpiece is the 40-second TV spot in which the lead actress misleads viewers. At the end of the film, this misdirection is supposed to be followed by the main message "I don't have to. I want to. Only those who know can show attitude".
In the OOH and DOOH implementations, a change of perspective is made from the informative news portal to the user. With the headlines "I don't need to know, I want to! Watson-The focus of communication is on the user. At the same time, an appeal is made to personal responsibility in society.
"The campaign deliberately avoids scandalization and negativity," says Family's Claudio Catrambone. "It cleverly points to Watson's product. A journalism committed to enlightenment, which creates the conditions for networking and dialogue. Because when different positions clash, they should not harden, but release new energies."
Responsible at Watson: Tarkan Özküp, Thomas Müller (overall responsibility), Davide Machado (project management marketing), Julia Neukomm (advertising management), Megan Silberbauer (UX). Responsible for Family: Claudio Catrambone, Svenja Hässig, Jan Walser, Tabea Mader, Torsten Maas, Marc Ambühl, Severin Binkert. Photography: J. Konrad Schmidt. Film production: Stories. Director: Samuel Morris. Music: 86 Tales.Media: Mediaschneider.
