The weekday pool
Ad Combo: With its "Dreh-Anzeigen," Wirz Werbung is launching the new Metropool ad combo.
Advertising combination Wirz Werbung launches the new advertising combination Metropool with rotating ads. "The Swisspool is no longer a market-driven offer for national advertising", Tamedia spokeswoman Franziska Hügli told Werbewoche at the beginning of July 2004, explaining the termination of the Swisspool contract. Less than a month later, the Metropool was announced, which was officially launched at the beginning of January 2005. However, with Tages-Anzeiger (Tagi), Berner Zeitung (BZ) and Basler Zeitung (BaZ), only three of the original Swisspool partners are still represented in the new combination. As a result, the new metropolitan pool has a smaller circulation and fewer readers: Whereas the Swisspool still had a circulation of 966885, Metropool has 564741 copies. The number of readers reached has fallen from 2 to around 1.2 million.
Also for smaller budgetsIn contrast, the new ad combination offers advertisers a reduction of 13% instead of just 10% compared to individual bookings, making it affordable for smaller budgets. Those responsible hope that this will attract more attention in the advertising market than with Swisspool.
The launch campaign by Wirz Werbung is now intended to ensure broad publicity. The Zurich agency won the budget last fall in a competitive presentation. In the creative implementation, the Wirz team is relying on the advantages of the daily press
compared to the Sunday newspapers. "If you want to advertise when the stores are open and the trade is active, you can hardly do without the daily papers you subscribe to," CD Matthias Freuler is convinced. The creatives dramatize this advantage of the weekday in a playful way: by rotating the advertisement, readers can experience the difference between the weekday and Sunday for themselves. "Sunday is a day of rest," the ad headline comments on the reclining models and adds after a 90-degree turn: "There's Metropool on all other days."
The subjects, which had to work in both landscape and portrait format, were shot by Swedish top photographer Jimmy Henson. According to AD Chantal Heimo, they had to fight against gravity during the shoot, as the models were photographed lying down. However, using newspapers and wooden supports, it was possible to achieve a satisfactory result.
It makes sense: working days are days when stores are open and trade is active - days for advertisements.
Also for smaller budgetsIn contrast, the new ad combination offers advertisers a reduction of 13% instead of just 10% compared to individual bookings, making it affordable for smaller budgets. Those responsible hope that this will attract more attention in the advertising market than with Swisspool.
The launch campaign by Wirz Werbung is now intended to ensure broad publicity. The Zurich agency won the budget last fall in a competitive presentation. In the creative implementation, the Wirz team is relying on the advantages of the daily press
compared to the Sunday newspapers. "If you want to advertise when the stores are open and the trade is active, you can hardly do without the daily papers you subscribe to," CD Matthias Freuler is convinced. The creatives dramatize this advantage of the weekday in a playful way: by rotating the advertisement, readers can experience the difference between the weekday and Sunday for themselves. "Sunday is a day of rest," the ad headline comments on the reclining models and adds after a 90-degree turn: "There's Metropool on all other days."
The subjects, which had to work in both landscape and portrait format, were shot by Swedish top photographer Jimmy Henson. According to AD Chantal Heimo, they had to fight against gravity during the shoot, as the models were photographed lying down. However, using newspapers and wooden supports, it was possible to achieve a satisfactory result.
It makes sense: working days are days when stores are open and trade is active - days for advertisements.
Wirz Werbung has got the hang of it. In the blink of an eye, comfortable lounging becomes part of everyday working life. And on these working days, of course, you advertise in the Metropool >> page 9
Simone Keller
