Measure for Sunday Readers
WHS positions the SoZ as Sunday reading for readers with an eye on mediocrity
WHS positions the SoZ as Sunday reading for readers with an eye on the mediocreBy Ernst Weber Three months after the launch of the NZZ am Sonntag on March 17, the SonntagsZeitung (SoZ) believes it has an overview of the new market situation. Against the background of the new positions, Weber Hodel Schmid (WHS), Zurich, has designed an advertising campaign for the Sonntagsblatt from Werdstrasse.
WHS won the SoZ mandate at the beginning of May in a pitch against the previous budget holder and another agency. The decision was apparently not helped by the fact that WHS lost the budget of the Tages-Anzeiger, also published by the Zurich publishing house Tamedia, to Guye Benker. "There was no compulsion to make this choice," says SoZ publishing director Sandra Geiger. Rather, it was the agency's performance that tipped the scales.
After the SoZ celebrated its 15th anniversary in January with an image campaign produced in-house, the publisher wanted to "wait and see until the new competition had used up its massive advertising resources" after the launch of the NZZ am Sonntag, according to Geiger. In the meantime, a study has shown that despite NZZ am Sonntag's massive advertising resources, only 40 percent of people know that there are three Sunday newspapers in German-speaking Switzerland. And this is based on an aided question.
Prior to a new, already planned image campaign, the SonntagsZeitung therefore wants to sensitize the advertising industry to the fact that the newspaper from Tamedia is the ideal medium, namely the middle ground between NZZ am Sonntag and SonntagsBlick, to be able to place a broad-based campaign with the public.
Sandra Geiger also sees the four-subject presentation as a "smiling campaign". The appearance of the SoZ is symbolically compared with the image of the NZZ am Sonntag and with clichés about the SonntagsBlick. The statement in favor of the independent brand profile is: Everyone understands the Sonntagszeitung!
One motif shows three egg cups. Only the middle one contains an egg. Underneath it says "Sonntags: Zeitung". This spelling of the product name will form the advertising logo in future. The other cups contain a potato and a portion of caviar. The assignment of the other two Sunday papers to the contents of the other egg cups is left up to the viewer.
"After not hearing from us for a long time, this is a first shot aimed at advertisers and the advertising industry," says Sandra Geiger.
NZZ am Sonntag and SonntagsBlick have a big brand behind them. The SoZ, on the other hand, could not be assigned to a brand by the viewer as it is not called Sonntags-Tagi. According to WHS CEO Reini Weber, the colon in the name now makes SoZ the Sunday newspaper par excellence.
WHS won the SoZ mandate at the beginning of May in a pitch against the previous budget holder and another agency. The decision was apparently not helped by the fact that WHS lost the budget of the Tages-Anzeiger, also published by the Zurich publishing house Tamedia, to Guye Benker. "There was no compulsion to make this choice," says SoZ publishing director Sandra Geiger. Rather, it was the agency's performance that tipped the scales.
After the SoZ celebrated its 15th anniversary in January with an image campaign produced in-house, the publisher wanted to "wait and see until the new competition had used up its massive advertising resources" after the launch of the NZZ am Sonntag, according to Geiger. In the meantime, a study has shown that despite NZZ am Sonntag's massive advertising resources, only 40 percent of people know that there are three Sunday newspapers in German-speaking Switzerland. And this is based on an aided question.
Prior to a new, already planned image campaign, the SonntagsZeitung therefore wants to sensitize the advertising industry to the fact that the newspaper from Tamedia is the ideal medium, namely the middle ground between NZZ am Sonntag and SonntagsBlick, to be able to place a broad-based campaign with the public.
Sandra Geiger also sees the four-subject presentation as a "smiling campaign". The appearance of the SoZ is symbolically compared with the image of the NZZ am Sonntag and with clichés about the SonntagsBlick. The statement in favor of the independent brand profile is: Everyone understands the Sonntagszeitung!
One motif shows three egg cups. Only the middle one contains an egg. Underneath it says "Sonntags: Zeitung". This spelling of the product name will form the advertising logo in future. The other cups contain a potato and a portion of caviar. The assignment of the other two Sunday papers to the contents of the other egg cups is left up to the viewer.
"After not hearing from us for a long time, this is a first shot aimed at advertisers and the advertising industry," says Sandra Geiger.
NZZ am Sonntag and SonntagsBlick have a big brand behind them. The SoZ, on the other hand, could not be assigned to a brand by the viewer as it is not called Sonntags-Tagi. According to WHS CEO Reini Weber, the colon in the name now makes SoZ the Sunday newspaper par excellence.
