Sunday is full of riddles
Sunday Newspapers FCB Leutenegger Krüll has designed the new advertising campaign for SonntagsBlick as a satire on the proliferation of quiz shows.
Sunday newspapers FCB Leutenegger Krüll designs the new advertising campaign for SonntagsBlick as a satire of quiz show inflation The new campaign for Switzerland's largest Sunday newspaper aims to demonstrate both its expertise and entertainment value by intelligently and playfully combining serious news topics with those of the sports section and the magazine. Malicious tongues could claim prima vista that this is the same picture puzzle campaign as for the NZZ am Sonntag. The client also noticed "a certain affinity" when the advertisers from FCB Leutenegger Krüll (FCBLK) presented their designs at almost the same time as the NZZ am Sonntag posters appeared. Nevertheless, the agency prevailed because, apart from the basic idea for the new campaign for SonntagsBlick, the further design of the picture puzzles points in a different direction.
"We illustrate words with crazy interpretations," CD Mike Krüll explains the concept. "As SonntagsBlick reveals puzzling processes in an understandable way, the solution is provided to the viewer of the puzzle at the same time," says Krüll about the interpretation of the new idea. There is no long search for hidden content. A relevant newspaper topic is clearly split into three further topics - just as they can appear in the three volumes of the SoBli. The resulting fourth term also results in a current headline. "This way, we kill four birds with one stone," Krüll believes.
Mysterious TV and cinema commercials
The TV and cinema commercials are a bit more of a puzzle. Here, the candidates have to guess a topic relevant to a Sunday newspaper by putting three words together to form a term. The three words have to be found using three pictures that appear one after the other on the reels of a slot machine. The whole quiz only plays acoustically in the background. However, the link between the picture and the word is so abstruse that the candidates have no chance of guessing the correct word. The show host finally provides the correct solution.
In addition to these image spots, there will also be themed spots on the three reels of a slot machine, which will publicize Sunday's headlines every Saturday. This new campaign is intended to correct the image of the SonntagsBlick. "But not too far up. Because the SoBli is and remains tabloid, albeit at a high level," Krüll explains.
The new campaign is very different from the one used a year ago to position SonntagsBlick as a serious, fun Sunday newspaper with a high level of expertise. "Today, it is no longer necessary to emphasize text expertise so strongly, because the individual Sunday papers have found their target groups," Krüll is convinced.
Sunday newspapers Sunday is half as nice without a riddle. This seems to be the campaign solution for Sunday papers, including FCB Leutenegger Krüll for the SoBli. >> S. 7
Andreas Panzeri
"We illustrate words with crazy interpretations," CD Mike Krüll explains the concept. "As SonntagsBlick reveals puzzling processes in an understandable way, the solution is provided to the viewer of the puzzle at the same time," says Krüll about the interpretation of the new idea. There is no long search for hidden content. A relevant newspaper topic is clearly split into three further topics - just as they can appear in the three volumes of the SoBli. The resulting fourth term also results in a current headline. "This way, we kill four birds with one stone," Krüll believes.
Mysterious TV and cinema commercials
The TV and cinema commercials are a bit more of a puzzle. Here, the candidates have to guess a topic relevant to a Sunday newspaper by putting three words together to form a term. The three words have to be found using three pictures that appear one after the other on the reels of a slot machine. The whole quiz only plays acoustically in the background. However, the link between the picture and the word is so abstruse that the candidates have no chance of guessing the correct word. The show host finally provides the correct solution.
In addition to these image spots, there will also be themed spots on the three reels of a slot machine, which will publicize Sunday's headlines every Saturday. This new campaign is intended to correct the image of the SonntagsBlick. "But not too far up. Because the SoBli is and remains tabloid, albeit at a high level," Krüll explains.
The new campaign is very different from the one used a year ago to position SonntagsBlick as a serious, fun Sunday newspaper with a high level of expertise. "Today, it is no longer necessary to emphasize text expertise so strongly, because the individual Sunday papers have found their target groups," Krüll is convinced.
Sunday newspapers Sunday is half as nice without a riddle. This seems to be the campaign solution for Sunday papers, including FCB Leutenegger Krüll for the SoBli. >> S. 7
Andreas Panzeri
