One idea, many thoughts

Supplements McCann Erickson has had a few free thoughts on advertising for Das Magazin. The basic idea: Every Saturday, the magazine takes up stories that are not intended to reach their audience as short-lived news, but as new ideas that surprise and amaze. The recipe for success is therefore: Free choice of topics and the form in which something is tackled. Renowned authors put their curiosity and thoughts at the service of an equally interested and open-minded readership. Their reports, interviews and columns are accompanied by pictures taken by internationally renowned photographers. As a result, Das Magazin is read "longer and more intensively than any other magazine", as the magazine's own advertising proclaims. McCann Erickson dramatized the fact that the figures are good in a previous campaign with the idea of "bets". Hans Heinrich Coninx bet his bow tie, Res Strehle his best suit and (still) columnist Martin Suter a flight ticket in business class. The gamblers did not have to pay: Wemf has now confirmed 650,000 readers in Zurich, Bern and Basel for Das Magazin. McCann Erickson has now developed a new campaign. It is called "Thoughts are free. Das Magazin." CD Peter Rettinghausen hopes that the campaign will also stimulate viewers' thoughts, as the scenes can be interpreted in one way or another. The images were created by magazine photographer Nathan Beck.
Potential advertisers should be the first to get their thoughts flowing. A similar reader campaign will follow later.   
Andreas Panzeri