Hardselling for a free sheet
Free copies of *Cash Daily* are available—at newsstands. Publicis is drawing people to the “Point of Present.”.
Free Cash daily newspapers are free - at the kiosk. Publicis lures the people to the point of present: As the agency for Cash daily, Publicis has more arrows in its quiver to advertise the various multimedia products surrounding what could be the new cash cow from Ringier. The first phase, however, is all about "hard selling for the free newspaper", as the freelance CD Jean Etienne Aebi explains. The sober introductory campaign must make three points clear. Cash daily, which is distributed free of charge, must be made known as an independent title and positioned as an alternative to competitors such as Finanz und Wirtschaft or, for example, Handelszeitung. Secondly, "free" should be communicated as an important incentive. Thirdly, it must be made clear that Cash daily is not available in boxes like the well-known commuter newspapers, but must be requested at the kiosk.
The advertising psychologists at Publicis believe that this last novelty has it all. It's about the fear of thresholds. The Swiss are shy in this respect because "the Swiss mentality is not such that they go to a kiosk even if they don't want to buy anything there". So we need to work on changing behavior here, because at the Cash daily, even an elegantly dressed businessman and obvious subscriber to the Financial Times should be able to ask the newsagent for a free newspaper without inhibitions.
Straightforward headlinesStylistically, the campaign works on a primarily verbal level. The communication for Switzerland's first business daily newspaper works quickly and without the image puzzles or word games that are otherwise popular in newspaper advertising. The subjects recall the already familiar campaign with red headlines on a yellow background.
Andreas Panzeri
More about Cash daily in this advertising week:
Come to the kiosk, capitalist!
The advertising psychologists at Publicis believe that this last novelty has it all. It's about the fear of thresholds. The Swiss are shy in this respect because "the Swiss mentality is not such that they go to a kiosk even if they don't want to buy anything there". So we need to work on changing behavior here, because at the Cash daily, even an elegantly dressed businessman and obvious subscriber to the Financial Times should be able to ask the newsagent for a free newspaper without inhibitions.
Straightforward headlinesStylistically, the campaign works on a primarily verbal level. The communication for Switzerland's first business daily newspaper works quickly and without the image puzzles or word games that are otherwise popular in newspaper advertising. The subjects recall the already familiar campaign with red headlines on a yellow background.
Andreas Panzeri
More about Cash daily in this advertising week:
Come to the kiosk, capitalist!
