A burn hole promotes the advertising letter

Wirz Wietlisbach Dialog is currently advertising for Swiss Post with an extraordinary media idea. As part of the image campaign for the letter "The effect makes the difference", the agency has realized a motif that demonstrates the unique possibilities of the advertising letter in terms of sensor technology and storytelling. The back page of the current issue of Persönlich is adorned with an advertising motif showing the advertising letter of a fictitious fire protection insurance company. The highlight: in the middle of the letter shown is a real fire hole, because it has been punched into the cover of the magazine.

"Used intelligently, the letter simply offers many possibilities that other advertising media do not offer in this form," says CEO Guido Wietlisbach. "The campaign is designed to highlight these and fire the imagination of the advertising industry." Oliver Nater, account director at Mediaxis, adds, "We were immediately enthusiastic about the idea and were delighted that the publisher was happy to agree to punch a hole in the cover of the magazine." The fire extinguisher manufacturer Minimax, which is also benefiting from the idea, is also likely to have been pleased. Or as Guido Wietlisbach puts it, "When do you ever get offered an ad space that has a fire hole in it? That usually only works with the letter."

Responsible at Post CH: Mark Friedrich (Head of Marketing and Live Communications), Gabriela Weibel (Head of Marketing Communications). Responsible at Wirz Wietlisbach Dialog: Guido Wietlisbach (CEO), Stefan Dätwyler (Creative Director), Jörg Bewersdorff (Creative Director Text), Eric Fricke (Senior Art Director), Anna-Lea Michael (Consultant), Rosanna Blättler (Junior Consultant). Responsible at Mediaxis: Oliver Nater (Account Director), Denise Rosenberger (Media Assistant), Thai Hien Tran (Media Assistant). Photography: Felix Streuli (photographer), Felix Schregenberger (image editing).