Ingeniously spelled out

Media With a literally creative,
but simple print campaign, Ruf Lanz announces very product-specific
the topics of the NZZ monthly supplement. The obligatory question right from the start: Why for
advertise the NZZ-Folio when other free supplements do not?
It is not only well positioned with NZZ subscribers, and with
Existing and potential advertisers could use the media data and a
Thematic calendars provide a sufficient overview and arouse interest.
Publishing director Ueli Oswald agrees: "Our readership is
actually tall, with above-average education and high purchasing power."

In this respect, one could draw the conclusion that lower advertising expenditure
could work just as well with a more targeted media strategy. Oswald
However, he points out that, unlike many supplements, the Folio
is not published weekly, but only monthly. With the
appearance cadence and the current media half-life, the
known product benefits supported with additional efforts
to remain "on everyone's lips". In view of the good
The benefits of his title are the prerequisites for corresponding
advertising campaigns that also attract attention in the reader market.

Skepticism was not justified
Up until a few weeks ago, many people were talking about the funny
radio spots for the NZZ-Folio, in which disarmingly moronic texts by
Hits translated into German and performed in prose on the
more sophisticated monthly magazine of the NZZ. Courageous at the
idea, which won several awards, was above all the departure from the
media-strategically plausible and no less excellent
Print campaign dramatizing the literary quality of the Folio
became. How is it possible for a monthly publication on the fleeting
Medium radio commercials? You can, if the concept and the
The skeptical clients noted that the implementation of the project would be conspicuous. Because
The response in the print media was not lacking. Despite the successful
experiment, you now return to the display.

Under the retained claim "The magazine for readers", the
agency Ruf Lanz has developed a new, ingeniously simple but all the more striking
campaign: Based on the headline "The most interesting thing that
can be made from letters: NZZ Folio", the creatives with Art
Director Katja Puccio did what the Folio editorial team does -
Letters become living stories in a surprising way
put together. Using the characters of our alphabet
new symbols that reflect the theme of the upcoming issue.
to the point.

For the "Young & Old" theme, two Bs are arranged in such a way that the
one like a young, well-proportioned man, the other B like one of the
what a bosom shaped by gravity looks like. For the magazine about
TV series, an r with a dot was enough to remind the viewer of a
To make people think pistol. Or: For the topic of "lies", Puccio added
Pinocchio with two letters and a punctuation mark. 2006
ten pictograms on vanilla yellow are intended to literally inform about the upcoming
NZZ-Folio theme into the picture. The icing on the cake are the
accompanying measures such as postcard sets or e-cards. Further
Ideas like the Scotsman of Loch Ness - two J and two U - can be
be curious.   

Luca Aloisi