The blooming flowers of the poster
Genre Marketing Publicis brings books and posters together to promote literature—and the APG.
Gattungsmarketing Publicis brings books and posters together to promote literature - and APG. For once, the poster does not present a short message, but an entire book. Nevertheless, this kind of action is called generic marketing. The campaign was realized by Publicis, the in-house agency of Allgemeine Plakatgesellschaft (APG). Several successful campaigns have already been created for the outdoor advertiser on Theaterstrasse: Angie Becker, the missing animals or the unknown museums - all campaigns that caused a lot of talk. This time there is a lot to read. Building on the principle of the poster USP - efficient advertising impact - the creative team led by CD Markus Gut and copywriter Roy Spring has ventured into a media balancing act. For a joint campaign, the advertisers bring together two media that could not be more different: The poster seeks the viewer's quick glance in the public space, while the book, which promises haptic pleasure, is intended for more private, intimate moments. Poster story(ies)
"It is precisely this difference that makes it so appealing to combine books and posters for once," says CD Markus Gut. And so Publicis "published" the first "poster book" in the middle of pre-Christmas Zurich. The outdoor market leader in Switzerland had the novel "Monsieur Ibrahim and the Flowers of the Koran" by Eric-Emmanuel Schmitt put up in its entirety in busy locations, but two shorter texts by Thomas Hürlimann ("The Riddle of the Spirit Level") and Hansjörg Schneider ("Jesus on the Hüninger Reef") also invite readers to read, in line with the motto: "Every poster tells a story." The aim of the campaign, adds Publicis copywriter Roy Spring, is also to encourage people to read - which also pleases the cooperation partner, Ammann Verlag. First and foremost, however, the advertising agency wants to show "the versatility of the medium in public spaces".
Every poster a story: Publicis campaign for posters and APG.
"It is precisely this difference that makes it so appealing to combine books and posters for once," says CD Markus Gut. And so Publicis "published" the first "poster book" in the middle of pre-Christmas Zurich. The outdoor market leader in Switzerland had the novel "Monsieur Ibrahim and the Flowers of the Koran" by Eric-Emmanuel Schmitt put up in its entirety in busy locations, but two shorter texts by Thomas Hürlimann ("The Riddle of the Spirit Level") and Hansjörg Schneider ("Jesus on the Hüninger Reef") also invite readers to read, in line with the motto: "Every poster tells a story." The aim of the campaign, adds Publicis copywriter Roy Spring, is also to encourage people to read - which also pleases the cooperation partner, Ammann Verlag. First and foremost, however, the advertising agency wants to show "the versatility of the medium in public spaces".
Every poster a story: Publicis campaign for posters and APG.
Carlo Bernasconi
