Yellow now makes Basel more heard
The strategic creative agency Yellow has developed a new communications concept for the news portal Baseljetzt. Its goal is to increase awareness and usage of the news app in northwestern Switzerland and to solidify its position as a trustworthy, authoritative, and entertaining source of information for the region.
Baseljetzt, the online news portal of the BaselMedia Foundation, offers the population of Northwestern Switzerland up-to-date information from the region and beyond. The Baseljetzt portal and app impressed with the high quality of their content, while the daily hits and downloads still show potential for growth. To get to the bottom of the reasons, they conducted a broad-based audience survey and sought an exchange with their target group in focus groups. Both sources confirmed that there was a need for action in terms of brand awareness and positioning. To unlock this potential, Baseljetzt brought the strategic creative agency Yellow on board.
The findings of Baseljetzt were compared with the agency's research and analyses and a communication approach was developed. The focus is on speed and strong headlines relating to local or national events. A striking implementation emphasizes the topicality and motivates the target group to read the complete information on the news platform. The campaign is played out on e-boards, e-panels and on Meta as well as on the BaselMedia Foundation's own channels. To underline the topicality of the campaign, two ads will be placed every day to draw attention to the latest articles on Baseljetzt. "We are already seeing a positive effect on page views and unique clients after the first wave," says Tom Wunderer, Head of Communications and Corporate Development.
Responsible at BaseljetztAndré Mösch, Managing Director; Tom Wunderer, Head of Communications and Corporate Development. Agency: Yellow, Basel
