French-speaking Switzerland sees blue
Le Matin Bleu launched its 10th issue with a guerrilla campaign, keeping French-speaking Switzerland on its toes for a week.
Newspapers Numéro 10, Le Matin Bleu launched a guerrilla campaign that kept the French-speaking part of Switzerland on its toes for a week.
Gilles Aeby from the Bern-based agency Numéro 10.
Launch campaign for the first free newspaper in French-speaking Switzerland, Le Matin Bleu,
and caused quite a stir in the French-speaking part of Switzerland.
media coverage. "Today, traditional communication alone is enough
for successful work with a medium budget. We
need to find dynamic actions and ideas that go beyond the traditional
Supplement advertising. This is the only way to get an additional
attention and resonance in the media," says Aeby. His concept
for Le Matin Bleu is a model case for this theory.
One week before the distribution of the first free newspaper, Numéro
10 a popular initiative. Faked, of course, but with all the ingredients for
a real collection of signatures. The demand was for more free
Blue zones in the cities of French-speaking Switzerland. Advertisements for the
Initiative mood. Flyers were placed in all of Geneva's parking garages.
and Lausanne under the windshield wipers of the cars. A
well-known journalist acted as press spokesman. A website
was set up. Mailings were sent to all households.
Young voters were given pins. Children were given
blue balloons distributed. Last Saturday, the agency organized
Geneva and Lausanne each held a demonstration with 120 paid extras.
Otherwise, no money was spent on the campaign. The advertisements in
all Edipresse media - although the publisher of the
Free newspaper, of course, free of charge - deliberately kept small. "We wanted to
not give the impression that the people behind the popular initiative are the
interests of a financially strong organization," explains Aeby.
The concern of the fictitious committee "La ville en bleue" has its
Support found. 1470 people expressed their sympathy for "more
blue zones" by SMS. 300 have registered at www.villebleue.ch.
And 50 sandwich men have actually
collected a record-breaking 15,000 signatures.
Another advertisement in Le Matin Dimanche therefore announced with
Triumph the result: "100 percent approval. From tomorrow you will experience
new blue zones." To this end, the agency had 120
new "blue zones" in Geneva and Lausanne on the sidewalks, squares and
"Painting" bus stops - or with blue Scotch tape
mark. The continuation is known: In all these places are
Since then, boxing with the first free newspaper in French-speaking Switzerland, Le Matin Bleu
set up.
The collected signatures of the gag's bona fide players
will "of course be destroyed for reasons of data protection and
not misused commercially," promise Aeby and Edipresse.
However, the basic idea with the blue zones is still used. These
also forms the framework for a print campaign that has now been launched for Le Matin
Bleu has started. Five subjects show how these new zones
as cultural, inspirational or, for example, trendy zones as
The contents of the new newspaper can be interpreted. Photographed by
Numéro 10 also features various city scenes with figures from the
potential readership. This campaign will run over the next three
weeks in all Edipresse titles.
On the day of the first edition of Le Matin Bleu, the event was celebrated in Geneva with
a breakfast for invited guests, advertisers and advertisers. The
The same party took place again in the evening as a funny provocation in
Zurich. Piquantly, in a former Tamedia property
a "blue" was installed in the media campus on Baslerstrasse by Numéro 10.
Night" was organized. The motto: everything had to stay mobile - food
without tables was suitable for reading on the street. Street artist
provided entertainment, just as they do in the cities for free.
Delight passers-by.
Anyone who misses the spontaneously and therefore rather wussy party
can also find the advertising rates published there on
. This website in German language is extra
has been set up for advertisers outside French-speaking Switzerland.
Le Matin Bleu is distributed to commuters in 44 French-speaking towns and municipalities.
distributed. Edipresse assumes that the 100,000 printed
copies are read by around 180000 people.
Gilles Aeby from the Bern-based agency Numéro 10.
Launch campaign for the first free newspaper in French-speaking Switzerland, Le Matin Bleu,
and caused quite a stir in the French-speaking part of Switzerland.
media coverage. "Today, traditional communication alone is enough
for successful work with a medium budget. We
need to find dynamic actions and ideas that go beyond the traditional
Supplement advertising. This is the only way to get an additional
attention and resonance in the media," says Aeby. His concept
for Le Matin Bleu is a model case for this theory.
One week before the distribution of the first free newspaper, Numéro
10 a popular initiative. Faked, of course, but with all the ingredients for
a real collection of signatures. The demand was for more free
Blue zones in the cities of French-speaking Switzerland. Advertisements for the
Initiative mood. Flyers were placed in all of Geneva's parking garages.
and Lausanne under the windshield wipers of the cars. A
well-known journalist acted as press spokesman. A website
was set up. Mailings were sent to all households.
Young voters were given pins. Children were given
blue balloons distributed. Last Saturday, the agency organized
Geneva and Lausanne each held a demonstration with 120 paid extras.
Otherwise, no money was spent on the campaign. The advertisements in
all Edipresse media - although the publisher of the
Free newspaper, of course, free of charge - deliberately kept small. "We wanted to
not give the impression that the people behind the popular initiative are the
interests of a financially strong organization," explains Aeby.
The concern of the fictitious committee "La ville en bleue" has its
Support found. 1470 people expressed their sympathy for "more
blue zones" by SMS. 300 have registered at www.villebleue.ch.
And 50 sandwich men have actually
collected a record-breaking 15,000 signatures.
Another advertisement in Le Matin Dimanche therefore announced with
Triumph the result: "100 percent approval. From tomorrow you will experience
new blue zones." To this end, the agency had 120
new "blue zones" in Geneva and Lausanne on the sidewalks, squares and
"Painting" bus stops - or with blue Scotch tape
mark. The continuation is known: In all these places are
Since then, boxing with the first free newspaper in French-speaking Switzerland, Le Matin Bleu
set up.
The collected signatures of the gag's bona fide players
will "of course be destroyed for reasons of data protection and
not misused commercially," promise Aeby and Edipresse.
However, the basic idea with the blue zones is still used. These
also forms the framework for a print campaign that has now been launched for Le Matin
Bleu has started. Five subjects show how these new zones
as cultural, inspirational or, for example, trendy zones as
The contents of the new newspaper can be interpreted. Photographed by
Numéro 10 also features various city scenes with figures from the
potential readership. This campaign will run over the next three
weeks in all Edipresse titles.
On the day of the first edition of Le Matin Bleu, the event was celebrated in Geneva with
a breakfast for invited guests, advertisers and advertisers. The
The same party took place again in the evening as a funny provocation in
Zurich. Piquantly, in a former Tamedia property
a "blue" was installed in the media campus on Baslerstrasse by Numéro 10.
Night" was organized. The motto: everything had to stay mobile - food
without tables was suitable for reading on the street. Street artist
provided entertainment, just as they do in the cities for free.
Delight passers-by.
Anyone who misses the spontaneously and therefore rather wussy party
can also find the advertising rates published there on
. This website in German language is extra
has been set up for advertisers outside French-speaking Switzerland.
Le Matin Bleu is distributed to commuters in 44 French-speaking towns and municipalities.
distributed. Edipresse assumes that the 100,000 printed
copies are read by around 180000 people.
Andreas Panzeri
