Catching customers with muscle power

 
Media Ruf Lanz builds the world's first truly environmentally friendly illuminated poster.  
Kilian Gasser, owner of KG Werbeakquisition & Verlagsberatung, has founded an eco-pool. The new advertising combination, with which 476,000 ecologically interested readers can be addressed in one fell swoop, includes the architecture and design magazine Hochparterre, the satirical magazine Nebelspalter, the street magazine Surprise and the left-wing weekly publication WOZ. In the latest Mach Basic study, these four titles occupy the top ranks for the criterion "very strong interest in environmental protection". Advertisers use the eco-pool to reach the population aged between 35 and 75 with a high level of education and above-average income. In addition to a very strong interest in environmental protection, the readership is characterized by above-average affinities with politics, business, art and culture. For Gasser, the new advertising combination is a credible alternative for the growing number of companies that feel committed to ecological interests. Kilian Gasser: "The pool makes it possible to address an ecologically aware target group efficiently and inexpensively."
Poster conserves resources To get the eco-pool noticed by media agencies, the Ruf Lanz advertising agency has come up with a launch campaign that is entirely in keeping with the eco-movement. The main advertising medium is a specially constructed bicycle and a trailer with a mounted illuminated poster. The electricity for illuminating the poster is generated by pedaling several dynamos. With this mobile illuminated poster, advertising canvasser Kilian Gasser and his team ride in front of the large media agencies in the evening and illuminate the poster by literally pedaling away. In this way, the eco-pool reaches the media professionals' target group without any wastage. The hard work seems to be paying off: As Kilian Gasser says, the new eco-pool is already in high demand.
Christian Lüscher