The SoBli specifies the topics
Newspapers Ringier wants to anchor the brand values and product benefits of the SonntagsBlick in the minds of its readers.
Newspapers Ringier wants to anchor the brand values and product benefits of the SonntagsBlick in the minds of its readers The economic downturn and its negative impact on the purchasing behavior of the media audience also affected the SonntagsBlick (SoBli) last year. The certified circulation fell by 3.8 percent to 300300 copies. Ringier explains this development primarily with the difficult economic environment, the reduced delivery to Swiss and the significant reduction in the number of newspaper vending machines. The Sonntagsblatt also lost around two percent in terms of reach, as the Mach Basic 04 figures confirm. Despite the negative trend, the SoBli is still at the top of the Swiss Sunday press. New boss - new appearance
The newspaper now wants to underline this position with a new appearance and thus increase its circulation again. The Wallisell agency FCB Leutenegger Krüll is once again responsible for the campaign concept. The agency gave the Ringier-owned Sonntagsblatt a new image last year with puzzle triptychs on posters, advertisements and on television. This was followed last spring by three TV commercials that replaced the motto "More perspectives" with "Time for the whole picture". With the change in the SoBli editorial team - Christoph Grenacher replaced interim head Werner De Schepper - the agency and client checked whether the campaign still matched the product. "Each editor-in-chief sets a new focus for the content. Accordingly, we had to adapt the advertising without losing consistency," explains Creative Director Mike Krüll.
On November 15, the SoBli is now launching its new message: "If it's in the SonntagsBlick, it's an issue". In the visual implementation, the creative team uses current buzzwords that are supported or contrasted by surprising images. In this way, the brand values and product benefits of Switzerland's largest Sunday newspaper are to be anchored in the minds of the readership. "The strengths of SonntagsBlick are tabloid journalism with class and the relevance of the topics, which are written concisely and presented in color," says Krüll. The newspaper wants to use these attributes to establish itself under Grenacher
differentiate itself from the competition.
In order to anchor the competence in the topic setting as broadly and quickly as possible among the readership, the appearance starts with a large poster display in German-speaking Switzerland. This will be supported by advertisements in Ringier's own press and in selected third-party titles.
Successful reader involvement
As with the puzzle subjects, the agency and client are also relying on direct reader involvement in the new campaign concept. To this end, additional promotional advertisements will be placed in which the topics of the subjects have to be guessed. This engagement strategy proved to be very successful in the last appearance, as Mike Krüll confirms. The competition generated a response of over 3000 entries. The integrated campaign is to be supplemented next year by a TV implementation that follows the print concept "pretty closely", as the CD reveals.
A father's hobby for days gone by doesn't make everyone happy: subject from the new SoBli campaign by FCB Leutenegger Krüll.
Stories for Sunday: the cop on the offside, the officials on a normal working day.
Topic leadership among the Sunday titles: FCB Leutenegger Krüll dresses this self-confident claim of the SonntagsBlick in surprising social portraits >> page 7
Simone Keller
The newspaper now wants to underline this position with a new appearance and thus increase its circulation again. The Wallisell agency FCB Leutenegger Krüll is once again responsible for the campaign concept. The agency gave the Ringier-owned Sonntagsblatt a new image last year with puzzle triptychs on posters, advertisements and on television. This was followed last spring by three TV commercials that replaced the motto "More perspectives" with "Time for the whole picture". With the change in the SoBli editorial team - Christoph Grenacher replaced interim head Werner De Schepper - the agency and client checked whether the campaign still matched the product. "Each editor-in-chief sets a new focus for the content. Accordingly, we had to adapt the advertising without losing consistency," explains Creative Director Mike Krüll.
On November 15, the SoBli is now launching its new message: "If it's in the SonntagsBlick, it's an issue". In the visual implementation, the creative team uses current buzzwords that are supported or contrasted by surprising images. In this way, the brand values and product benefits of Switzerland's largest Sunday newspaper are to be anchored in the minds of the readership. "The strengths of SonntagsBlick are tabloid journalism with class and the relevance of the topics, which are written concisely and presented in color," says Krüll. The newspaper wants to use these attributes to establish itself under Grenacher
differentiate itself from the competition.
In order to anchor the competence in the topic setting as broadly and quickly as possible among the readership, the appearance starts with a large poster display in German-speaking Switzerland. This will be supported by advertisements in Ringier's own press and in selected third-party titles.
Successful reader involvement
As with the puzzle subjects, the agency and client are also relying on direct reader involvement in the new campaign concept. To this end, additional promotional advertisements will be placed in which the topics of the subjects have to be guessed. This engagement strategy proved to be very successful in the last appearance, as Mike Krüll confirms. The competition generated a response of over 3000 entries. The integrated campaign is to be supplemented next year by a TV implementation that follows the print concept "pretty closely", as the CD reveals.
A father's hobby for days gone by doesn't make everyone happy: subject from the new SoBli campaign by FCB Leutenegger Krüll.
Stories for Sunday: the cop on the offside, the officials on a normal working day.
Topic leadership among the Sunday titles: FCB Leutenegger Krüll dresses this self-confident claim of the SonntagsBlick in surprising social portraits >> page 7
Simone Keller
