WOZ Subscription Campaign Raises Questions About the Purpose of Journalism
With its new WOZ subscription campaign, the weekly newspaper—in collaboration with the agency Freundliche Grüsse—uses the word «Wozu» as the starting point for key questions about journalism.
The media landscape is changing rapidly: monopolization, a shift to the right, and a decline in journalistic diversity are shaping the industry. While major publishing houses are cutting jobs and scaling back their offerings, the Swiss weekly newspaper WOZ is taking a stand against this trend with its new WOZ subscription campaign. Following a comprehensive relaunch this spring and the release of a newly developed app, WOZ—in collaboration with the Zurich-based agency Freundliche Grüsse—is launching a campaign that centers on its own logo and the question of «Why?» in journalism.
A combination of letters as a starting point
The agency Freundliche Grüsse drew on a visual and linguistic feature of the WOZ for the campaign: The rare combination of letters in the WOZ logo appears in the German vocabulary in practically only one word—«Wozu.» The campaign uses this word as the starting point for key questions, such as why anyone should still read a newspaper. In this way, the WOZ says it underscores its commitment to thoroughly researched journalism that is dedicated to its readers. The striking, minimalist headlines are designed for out-of-home advertising.
Staying Up to Date via Social Media
On social media, the campaign concept is used to respond quickly to current events. Whether it’s climate change, the housing crisis, or data centers—press photos and relevant headlines are designed to draw attention to current journalistic content, even on topics that go far beyond traditional journalism. The accompanying tagline is always: «Now in the WOZ.».
Relevance as the Core Message
With this campaign, the weekly newspaper is positioning itself as a media outlet that takes the time each week to make sense of the world for its readers. The campaign aims to convey the message that the WOZ is more relevant today than ever before. It is being rolled out across various channels: digital billboards, print ads, social media ads, and movie theater slides.
For more information about WOZ and subscriptions, visit https://www.woz.ch to find.
Editor in charge at WOZ: Camille Roseau, Claudia Gillardon (Advertising & Marketing), Alice Bucher (Production). Responsible at Friendly regards: Pascal Deville, Samuel Textor (Creative Direction), Kevin Zysset (Art Direction), Julia Felder (Graphic Design), Andrea Aegerter, Eva Brun (Consulting), Tom Zürcher (Copy / Concept), Timotheus Überall (Copy), Peter Stirnemann (Generation Media)
