Facts relies entirely on facts

Magazines By Heart brings hard facts to the table just in time for Facts. The magazine remains number 1. "First the facts. Then the opinion." This was the claim used by Facts magazine in its last advertising campaign. Now the agency By Heart has been commissioned to take this successful campaign one step further, "to keep the brand image alive and to consolidate it", as CD Hans Siegwart describes the brief By Heart has been given.The agency started from the fact that opinions are often made prematurely. Only facts bring light into the darkness and show things as they really are. The viewer experiences for himself what separates facts from opinions: by first coming across a picture that leaves the facts in the dark. When they turn the page, they have to revise their opinion: The illuminated picture shows the facts. The supposed cartridge becomes lipstick, an attractive woman becomes a long-haired dog and two wedding rings become handcuffs.
The concept is complemented by an entertaining text campaign that works on the same principle: If part of a word remains in the dark, it is suddenly interpreted differently. The first three print and eight text subjects can be seen from April 1 in magazines and newspapers as well as on online banners and e-boards.
The new campaign is ideally accompanied by the new Mach figures. These showed this week: Facts remains number 1 with the same figures as last year and can also increase its lead over the competition, as Weltwoche (-4.8 percent), Bilanz (-4.1 percent) and Cash (-1.1 percent) are all losing readership.
Andreas Panzeri