The leadership of the NZZ
Advertisement combination McCann-Erickson wants to give Kombi NZZ Grandplus a progressive image.
The NZZ Grandplus advertising combination with the trio Neue Zürcher Zeitung, Der Bund and Le Temps is the only national leader combination, even if this is not legally permitted. According to media research, the Grandplus reaches 85,000 financially strong executives. This is defined as anyone who receives at least CHF 8,000 a month in salary. "So it's not just pipe-smoking golfers, but also younger lawyers, architects and young entrepreneurs who are keen consumers," says Dominik Imseng. In consultation with Christoph Bauer, Head of Marketing at NZZ, the CD of McCann-Erickson Switzerland has therefore deliberately sought a somewhat more progressive tone for the "old aunt's" new self-promotion. The aim is to counter the prejudice that readers of the Bund or NZZ are conservative. "Getting away from the cliché and appearing modern was therefore an important point in the briefing," explains Heike Rindfleisch, Group Account Director at McCann-Erickson.
Slightly dirty, the newspaper
The creative team has found the new styling in the everyday aesthetics of a modern newspaper. Four advertisement subjects show an open newspaper page. "The newspaper has been through several hands and is slightly dirty," says Imseng, explaining the "very bold concept for the NZZ". Each of the subjects should be able to stand on its own as an advertisement.
For the "Media Planning" subject, McCann-Erickson recruited the five largest advertising agencies in Switzerland to play along as colleagues. The picture shows five original front pages, each with a concept for a fictitious campaign for a watch type "luxury brand". The advertisers do not know which concept will win, says the campaign image. "But they agree on the media planning," says the headline. "How to convince 85,000 financially strong executives is open to debate. But how to reach them specifically is clear: with 'NZZ Grandplus', the national leader combination."
Another subject illustrates the calculation according to which a lawyer who is considered expensive only costs 30 centimes with the leader combination - contact costs, of course.
The motif with countless nameplates in the entrance to a commercial building aims to show the target audience "85,000 managers in one fell swoop" with a montage of images.
The fourth advertisement shows a seemingly disoriented sketch on a flipchart. Here, advertisers have discussed the structure of a new campaign and do not yet know where the journey will take them. The headline is reassuring: "At least the media planning is clear."
These advertisements appear in the trade and in-house press. And as the new media figures are expected to be even more positive for the leader combination, the ads "will soon be revised in terms of text", hope those responsible at NZZ Grandplus.
Andreas Panzeri
Slightly dirty, the newspaper
The creative team has found the new styling in the everyday aesthetics of a modern newspaper. Four advertisement subjects show an open newspaper page. "The newspaper has been through several hands and is slightly dirty," says Imseng, explaining the "very bold concept for the NZZ". Each of the subjects should be able to stand on its own as an advertisement.
For the "Media Planning" subject, McCann-Erickson recruited the five largest advertising agencies in Switzerland to play along as colleagues. The picture shows five original front pages, each with a concept for a fictitious campaign for a watch type "luxury brand". The advertisers do not know which concept will win, says the campaign image. "But they agree on the media planning," says the headline. "How to convince 85,000 financially strong executives is open to debate. But how to reach them specifically is clear: with 'NZZ Grandplus', the national leader combination."
Another subject illustrates the calculation according to which a lawyer who is considered expensive only costs 30 centimes with the leader combination - contact costs, of course.
The motif with countless nameplates in the entrance to a commercial building aims to show the target audience "85,000 managers in one fell swoop" with a montage of images.
The fourth advertisement shows a seemingly disoriented sketch on a flipchart. Here, advertisers have discussed the structure of a new campaign and do not yet know where the journey will take them. The headline is reassuring: "At least the media planning is clear."
These advertisements appear in the trade and in-house press. And as the new media figures are expected to be even more positive for the leader combination, the ads "will soon be revised in terms of text", hope those responsible at NZZ Grandplus.
Andreas Panzeri
