Heads: If you go out a lot, you read the Tagi for free
Through a campaign by Heads, the Tages-Anzeiger is letting readers know that they can also read a subscription newspaper for free. The campaign is not intended to promote the Tages-Anzeiger as a free newspaper, but rather to draw attention to the Carte Blanche.
With a campaign by Heads, the Tages-Anzeiger communicates that for ten years now you have been able to read a subscription newspaper for free. Four advertisements show exhausted but happy readers. They communicate that anyone who uses the Carte Blanche discount card and goes out diligently reads the Tagi for free. After all, the Carte Blanche offers discounts that could easily recoup the subscription price, according to a press release. Tamedia demonstrates this on the Gratislesen.ch website: a "subscription calculator" can be used to work out how the subscription price can be reduced depending on how often people go out. "The campaign is not intended to promote the Tages-Anzeiger as a free newspaper, but to draw attention to the Carte Blanche as an integrated component of the attractive Tages-Anzeiger power package," Tagi advertising manager Dominique von Albertini told Werbewoche. "We are not positioning the Tagi as a free newspaper, but saying that you can read it for free if you offset the subscription price with the discounts." The Carte Blanche is a competitive advantage that they want to make more visible. "However, the Tagi will always remain a paid newspaper. Refinancing through Carte Blanche is associated with an investment," says von Albertini. With the new campaign, however, the market discussions regarding free newspapers have certainly been taken up. The planned second part of the campaign will focus on the Carte Blanche offers. Incidentally, Heads is only responsible for advertising Carte Blanche. The lead agency for the Tagi is SFLB. According to von Albertini, this will not change.
Responsible at Tamedia, Tages-Anzeiger:
Dominique von Albertini (Head of Marketing Communication); Cyrill Hänggi (Assistant Marketing Communication). Responsible at Heads Corporate Communication: Marco Simonetti (Creative Direction); Ralph Hermann, Simon Smit (Text); Donovan Szypura (Graphics); Ralph Hermann, Nadia Francioso (Consulting). Photos: Tom Haller. Styling: Fabienne Arrigoni. Hair/Make-Up: Katerina Carambellas. Casting: Nadja Putzi. Web programming: Instanz AG.
