Prof. MAX advertises more wisely
Advertising pool The Tasmanie agency in Lausanne advertises for Ringier Romandie with a parodied detergent advertisement.
Advertising pool The Tasmanie agency in Lausanne advertises for Ringier Romandie with a parodied detergent advertisement.
Detergents are often advertised with buzzwords such as "triple action". This familiar argument no longer seems particularly creative. Unless it is used in the form of a parody and as weirdly as it can currently be seen in a viral campaign. A certain Professor MAX presents the "triple effect" of Ringier Romandie's RomandieMAX advertising pool. The advertising pool in French-speaking Switzerland, which combines L'Hebdo, L'illustré and TV8, is the first in Switzerland to use a viral concept in B2B marketing. The Lausanne advertising agency Tasmanie is responsible for the creation and development of the viral campaign based around the parodic figure of the professor.
From September, Professor Max will be unveiling his new "triple effect" formula in a three-part series of commercials. In the first spot, the witty fictional character shows advertisers how they can plug their money holes with the RomandieMAX advertising pool. Two further episodes can be seen on www.romandiemax.ch from September 4 and 11.
Ringier Romandie is sending the spots to the agencies by e-mail at the same time to ensure that the media people are aware of the campaign. They will also be shown on the Internet at www.werbewoche.ch. And: anyone who watches Professor MAX closely on the website can win iPods or a wellness weekend in a competition in each episode.
When RomandieMAX was launched in December 2005, Ringier Romandie advertised with unusual campaigns such as sending out barrels and cleaning cloths. Ringier Romandie found that advertisers and agencies reacted very positively to unconventional advertising and not only rewarded creativity with sympathy, but also increased the number of orders.
The triple impact of L'Hebdo, L'illustré and TV8 reaches every second Romand or 78,000 contacts in one go. But more impact doesn't have to cost more money, as Professor MAX knows: the RomandieMAX advertising pool is 18 percent cheaper than advertising the three titles individually. Or - to stay in the language of detergent advertising: a real "savings" for every media budget.
Andreas Panzeri
Detergents are often advertised with buzzwords such as "triple action". This familiar argument no longer seems particularly creative. Unless it is used in the form of a parody and as weirdly as it can currently be seen in a viral campaign. A certain Professor MAX presents the "triple effect" of Ringier Romandie's RomandieMAX advertising pool. The advertising pool in French-speaking Switzerland, which combines L'Hebdo, L'illustré and TV8, is the first in Switzerland to use a viral concept in B2B marketing. The Lausanne advertising agency Tasmanie is responsible for the creation and development of the viral campaign based around the parodic figure of the professor.
From September, Professor Max will be unveiling his new "triple effect" formula in a three-part series of commercials. In the first spot, the witty fictional character shows advertisers how they can plug their money holes with the RomandieMAX advertising pool. Two further episodes can be seen on www.romandiemax.ch from September 4 and 11.
Ringier Romandie is sending the spots to the agencies by e-mail at the same time to ensure that the media people are aware of the campaign. They will also be shown on the Internet at www.werbewoche.ch. And: anyone who watches Professor MAX closely on the website can win iPods or a wellness weekend in a competition in each episode.
When RomandieMAX was launched in December 2005, Ringier Romandie advertised with unusual campaigns such as sending out barrels and cleaning cloths. Ringier Romandie found that advertisers and agencies reacted very positively to unconventional advertising and not only rewarded creativity with sympathy, but also increased the number of orders.
The triple impact of L'Hebdo, L'illustré and TV8 reaches every second Romand or 78,000 contacts in one go. But more impact doesn't have to cost more money, as Professor MAX knows: the RomandieMAX advertising pool is 18 percent cheaper than advertising the three titles individually. Or - to stay in the language of detergent advertising: a real "savings" for every media budget.
Andreas Panzeri
