Now it's the readers' turn
The Tagi also wants to «stay on top of things» with Jung von Matt/Limmat. But the old slogan is getting a new twist.
Media The Tagi also wants to "stay tuned" with Jung von Matt/Limmat. But the old slogan has been given a new twist. What do dates like July 20, 1969, July 5, 1996 or October 30 of last year have in common? They all stand for symbolic events that have burned themselves into society's collective memory - like the ones just mentioned: the first step on the moon, the first cloned mammal - a Welsh mountain sheep named Dolly - and the first southerly approach to Zurich-Kloten.in a subordinate, private context, the individual event dates also stand for the start of a connection that continues to this day: a subscription to the Tages-Anzeiger. In this way, the new Tagi campaign creates very personal intersections between the events and the personal stories. There could hardly have been a clearer change of perspective. Whereas the last "Nötiger denn je" campaign, which was created by Guye Benker, focused on international and national personalities in compromising situations, the new in-house agency Jung von Matt/Limmat has placed the Tagi consumer at the center of its concept. While critical journalism was the core competence of the Tages-Anzeiger back then, in line with its national focus, the critical and well-informed Tagi reader is now the foundation of the advertising concept.
As with other publishers, Tagi advertising was also sender-oriented. The breadth of topics, quality of research and professional expertise were communicated. The clearest way to stand out from the competition as a tenacious and committed newspaper was the legendary "Wir bleiben dran" campaign.
"Not least because of the zeitgeist, we wanted to integrate the consumer into our concept in order to prove that the Tagi is close to its readers," says JvM consulting group manager Rolf Helfenstein. This change of perspective is not new for the Tagi. Three years ago, the agency WHS tried to present the qualities of the Tamedia flagship from the readers' point of view with the slogan "Wir bleiben dran" ("We stay tuned") - and failed. The campaign was discontinued somewhat abruptly because it had used the "dirty" USP of printer's ink, which sticks to the fingers, to create reader loyalty.
Authentic aha experiencesThe creatives at JvM/Limmat have now succeeded in implementing this testimonial idea cleanly and elegantly. In their natural environment, real testimonials, which were found with the help of the subscription service, reveal since which event they have been Tagi readers. Not only
The headlines of the campaign convey the aforementioned events. The multi-layered play with the surroundings, staged by photographer Gabi Vogt, also conveys the aforementioned events with key elements. For example, the reader who has been "on the Tagi" since the clone sheep is standing in front of a copy store, and the amateur astronomer and Tagi reader lives just a stone's throw away from the observatory.
Even with the first eight motifs, the Tagi appearance visualizes local proximity, broad acceptance and the comprehensive range of departments. "The new platform is not an about-turn in positioning, but rather a correction - away from the title with its claim to national leadership and back to the largest and most relevant regional newspaper for Zurich's millions," explains Rolf Helfenstein. To achieve this, the appearance had to be popular instead of pretentious, but at the same time intelligent and not pretentiously intellectual. "We want to attract readers and not lecture them," says copywriter Tom Seinige.
This is also the message of the new "Stay tuned" claim. The benefit: Those who stay tuned to Tagi are in the know and can have their say. The
The creators hope that the testimonial concept will be sustainable and create a kind of club atmosphere in the broadest sense, and are currently developing accompanying measures and sponsorship material for events at the National Museum and the Zürcher Theater Spektakel.
Tagi shows subscribers in the context of events that once made the headlines. Creator of the new campaign: Jung von Matt/Limmat >> page 7
Historical dimensions: The Tages-Anzeiger image campaign combines subscriber biographies with epoch-making events.
Luca Aloisi
As with other publishers, Tagi advertising was also sender-oriented. The breadth of topics, quality of research and professional expertise were communicated. The clearest way to stand out from the competition as a tenacious and committed newspaper was the legendary "Wir bleiben dran" campaign.
"Not least because of the zeitgeist, we wanted to integrate the consumer into our concept in order to prove that the Tagi is close to its readers," says JvM consulting group manager Rolf Helfenstein. This change of perspective is not new for the Tagi. Three years ago, the agency WHS tried to present the qualities of the Tamedia flagship from the readers' point of view with the slogan "Wir bleiben dran" ("We stay tuned") - and failed. The campaign was discontinued somewhat abruptly because it had used the "dirty" USP of printer's ink, which sticks to the fingers, to create reader loyalty.
Authentic aha experiencesThe creatives at JvM/Limmat have now succeeded in implementing this testimonial idea cleanly and elegantly. In their natural environment, real testimonials, which were found with the help of the subscription service, reveal since which event they have been Tagi readers. Not only
The headlines of the campaign convey the aforementioned events. The multi-layered play with the surroundings, staged by photographer Gabi Vogt, also conveys the aforementioned events with key elements. For example, the reader who has been "on the Tagi" since the clone sheep is standing in front of a copy store, and the amateur astronomer and Tagi reader lives just a stone's throw away from the observatory.
Even with the first eight motifs, the Tagi appearance visualizes local proximity, broad acceptance and the comprehensive range of departments. "The new platform is not an about-turn in positioning, but rather a correction - away from the title with its claim to national leadership and back to the largest and most relevant regional newspaper for Zurich's millions," explains Rolf Helfenstein. To achieve this, the appearance had to be popular instead of pretentious, but at the same time intelligent and not pretentiously intellectual. "We want to attract readers and not lecture them," says copywriter Tom Seinige.
This is also the message of the new "Stay tuned" claim. The benefit: Those who stay tuned to Tagi are in the know and can have their say. The
The creators hope that the testimonial concept will be sustainable and create a kind of club atmosphere in the broadest sense, and are currently developing accompanying measures and sponsorship material for events at the National Museum and the Zürcher Theater Spektakel.
Tagi shows subscribers in the context of events that once made the headlines. Creator of the new campaign: Jung von Matt/Limmat >> page 7
Historical dimensions: The Tages-Anzeiger image campaign combines subscriber biographies with epoch-making events.
Luca Aloisi
