TBWA\ and Watson make "news without bla bla"
The Swiss online news platform Watson launches a new campaign. "News ohne Bla Bla" is TBWA\Zürich's first work for Watson after the agency won a pitch and has since become Watson's lead agency.
With "News ohne Bla Bla," Watson positions itself in the market as boldly as it does clearly and makes a clear promise that is implemented in OOH, print, online, cinema, TV and on the radio in a humorous and provocative way. The new appearance addresses a certain media disenchantment that can be felt across many target groups.
Nevertheless, Watson's aim was not so much to take a shot at the journalistic competition, but rather to clearly state its own stance on news and offer itself as a genuine alternative to long-established online and offline news.
"News without blah describes Watson well. Our aim is to get to the heart of even complex issues and, in particular, to use the possibilities of digital storytelling. Many things can be explained better with a graphic or a video than with a long text. At the same time, we don't miss out on fun, because entertaining content is just as much a part of a modern news platform as well-researched editorial content," says CEO Michael Wanner.
This is exactly how the campaign comes across, which stands out very graphically, clearly and humorously from the communication of the competition and establishes an independent look with cult character for the Watson brand.
The campaign was realized in cooperation with Corpmedia (film animation) and Goldbach Interactive (banner realization).
Responsible at Watson: Michael Wanner (CEO), Oliver Schibli (CMO,CPO,CTO), Marco Demont (Marketing Manager), Carol Hämmig (Marketing). Responsible at TBWA\Zurich: Manuel Wenzel, Bruce Roberts (Creative Directors) Tizian Walti, Angelo Sciullo, Michel Kissling, David Voges (Creation) Alexandra Kellenberger, Carolina Johansson (Consulting), Arik Leeb (Strategy). Responsible at Corpmedia: Timo Wäschle (Producer), Klaas Kaat (Executive Motion Designer), Fabricio Bolla (Motion Designer), Niko Eriksson (Motion Designer), Roxana Hudson (Consulting). Responsible at Goldbach Interactive: René Schoedon (Creative Director), Oliver Kuhn (Head of Digital Marketing Consulting).
