Blue eyes against red numbers
Hesskiss is strengthening Tele Züri's local expertise with a branding campaign
Hesskiss strengthens Tele Züri's local expertise with a branding campaignFor a long year, there was radio silence at the Zurich local TV station when it came to self-advertising. Now, however, Tamedia has come up with a new branding campaign for Tele Züri at a cost of 300,000 Swiss francs. Tele Züri is to make a name for itself again as a provider of topics and thus become a topic of conversation itself - with viewers, but above all with advertisers. And as positively as possible.Although, according to the Head of Sales and Marketing, Tarkan Özküp, ratings as well as reach have continuously improved - "viewer records are constantly being broken, and revenues increased by 30 percent in the second semester" - times are anything but rosy. Advertising revenues have not developed in line with popularity, but in a decidedly cyclical manner. With an eye on its own stock market price, however, Tamedia prefers to keep Tele Züri's business figures to itself. However, a clear picture emerges from the marching plan, according to which the broadcaster aims to "break even by 2005": Like all other Swiss local and regional stations, Tele Züri is still deep in the red.
Not red, but blue eyes are now to help balance the books and raise awareness to new record levels. After testimonials, the sensory organ now plays the leading role.
In Hesskiss' campaign, oversized eyes - Tele Züri's camera lenses - illustrate access to the soul of the Limmat city. "With this, Tele Züri is saying that its journalists are present everywhere in the greater Zurich area and also see more," says copywriter Tamás Kiss. The headline "Mir gsehnd meh" underlines this claim.
In order to achieve an effect, a "very good" poster is planned. Whether this will be so capillary that the message tips over into a "Big Brother" mood is as open as the continuation of the campaign signed off by Christian Stärkle. Following the new strategic direction, the station intends to focus more on B-to-B in the coming year. "We will keep our presence undiminished via media partnerships," explains Özküp. Luca Aloisi
Ad Rating
Not red, but blue eyes are now to help balance the books and raise awareness to new record levels. After testimonials, the sensory organ now plays the leading role.
In Hesskiss' campaign, oversized eyes - Tele Züri's camera lenses - illustrate access to the soul of the Limmat city. "With this, Tele Züri is saying that its journalists are present everywhere in the greater Zurich area and also see more," says copywriter Tamás Kiss. The headline "Mir gsehnd meh" underlines this claim.
In order to achieve an effect, a "very good" poster is planned. Whether this will be so capillary that the message tips over into a "Big Brother" mood is as open as the continuation of the campaign signed off by Christian Stärkle. Following the new strategic direction, the station intends to focus more on B-to-B in the coming year. "We will keep our presence undiminished via media partnerships," explains Özküp. Luca Aloisi
Ad Rating
Advertising naturalism
The ad raters have buried the Italo coffin carpenter without complaint. How much "back to nature" should there be in advertising? "Comfort food" in - cynicism out? Brilliant sociological and psychological statements are always in demand at www.werbewoche.ch/adrating.
Striking
Top: 73,11%
Flop: 26,89%
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