SFLB: New campaign developed for Tages-Anzeiger
The SFLB agency has developed a new campaign for the *Tages-Anzeiger* that encourages readers to suggest which topics the newspaper should continue to cover.
For more than 15 years, the Tages-Anzeiger's motto has been "Stay tuned". Now, for the first time, readers can show which topics they want the Tages-Anzeiger to keep up with. The cross-media and interactive campaign was developed by Spillmann/Felser/Leo Burnett and was created in close cooperation between the agency, the publishing side, the editorial team and the web specialists at Newsnetz.
The campaign kicked off with a double-sided advertisement featuring just an arrow with the words "Stay tuned". The idea behind it: Readers can cut out the arrow and then use it for a "stay tuned" photo. For those who don't want to cut it out, the Tages-Anzeiger has had over 3000 "Dranbleiben-Pfeile" made of cardboard over the next few weeks. A velomobile will be distributing these arrows in the canton of Zurich over the next few weeks. The "Dranbleiben-Pfeil" can also be collected free of charge from the local editorial offices and the main editorial office of the Tages-Anzeiger.
Readers who would like to take part in the campaign and give the Tages-Anzeiger an incentive to keep going can send their pictures to Tagesanzeiger.ch/stay tuned upload. Pictures can also be commented on and rated on this site. The best pictures will be published in the Tages-Anzeiger and will take part in a competition.
Advertisements in the Tamedia titles, among others, draw attention to the campaign. In each of these, a reader is shown with the "stay tuned arrow". For example, a reader pointing at the roof supports in Letzigrund wants the Tages-Anzeiger to "stay on top of the consequences of the construction defects in Letzi". Over the next few days and weeks, many more subjects will appear in which readers are invited to send their wishes, ideas and suggestions to the Tages-Anzeiger.
In addition to advertisements, a TV spot on Tele Züri and banners draw attention to the reader campaign. The "stay tuned arrows" will also be distributed at various local events.
The campaign kicked off with a double-sided advertisement featuring just an arrow with the words "Stay tuned". The idea behind it: Readers can cut out the arrow and then use it for a "stay tuned" photo. For those who don't want to cut it out, the Tages-Anzeiger has had over 3000 "Dranbleiben-Pfeile" made of cardboard over the next few weeks. A velomobile will be distributing these arrows in the canton of Zurich over the next few weeks. The "Dranbleiben-Pfeil" can also be collected free of charge from the local editorial offices and the main editorial office of the Tages-Anzeiger.
Readers who would like to take part in the campaign and give the Tages-Anzeiger an incentive to keep going can send their pictures to Tagesanzeiger.ch/stay tuned upload. Pictures can also be commented on and rated on this site. The best pictures will be published in the Tages-Anzeiger and will take part in a competition.
Advertisements in the Tamedia titles, among others, draw attention to the campaign. In each of these, a reader is shown with the "stay tuned arrow". For example, a reader pointing at the roof supports in Letzigrund wants the Tages-Anzeiger to "stay on top of the consequences of the construction defects in Letzi". Over the next few days and weeks, many more subjects will appear in which readers are invited to send their wishes, ideas and suggestions to the Tages-Anzeiger.
In addition to advertisements, a TV spot on Tele Züri and banners draw attention to the reader campaign. The "stay tuned arrows" will also be distributed at various local events.
Responsible at the Tages-Anzeiger: Marcel Tappeiner (Publishing Director), Cyril Hänggi (Brand Communications). Responsible at Spillmann/Felser/Leo Burnett: Dana Wirz (AD), Peter Brönnimann (CreativCD), Sylvia Kohler, Andy Stäheli (consulting); Fabian Unternährer (photo), Niklas Fruth (online).
