Seven in one go and more
Privat-TV Cavegn Advertising designs a new B2B website for TeleNewsCombi
Privat-TV Cavegn Werbung designs a new B2B presence for TeleNewsCombiWith a cheekier logo and the precise claim "ideal regional" instead of the non-committal "Swiss Power", TeleNewsCombi (TNC) wants to resell its booking options for TV commercials. "With today's sensory overload, we need an eye-catcher," Markus Cavegn was convinced and gave the "C" in TNC's new lettering a fresh background. With the yellow splash of color, the joint booking option of the seven private TV stations now has a real logo for the first time. Thanks to TNC, the seven regional stations Tele Züri, Tele Bärn, Tele M1, Tele Ostschweiz, Tele Basel, Tele Top and Tele Tell can be booked in a joint pool for spots with the marketer Radiotele AG or via the Media Optimizer at Publisuisse.
Markus Cavegn launched the core value "Seven at a stroke" as a convincing idea for a cross-regional campaign for the seven private TV stations. The line from the fairy tale "The Brave Little Tailor" was the first thing that came to Cavegn's mind. So far, he has implemented the idea with three different subjects. "Intoxicate seven regions with one fill" is the seductive headline next to the picture of a water pipe with seven tubes. "Leave your mark in seven regions with one hit", amuses as a slightly frivolous argument next to a seven-tailed whip. "Catching customers in seven regions with one cast", wrote Cavegn's copywriter Markus Rottmann next to a fishing rod with seven enticing lures. The tailor's fly swatter, however, remained locked away in the creative cupboard.
The design advantage of these seven-part subjects is that all the logos of the participating TV stations can be incorporated into the graphics in a meaningful way. In addition, the responsible clients, Marcel Geissbühler in Bern and Tarkan Özküp at Tele Züri, also liked a mailing with a fold-out Snow White. The sexy pin-up figure in the style of the 1950s is also to be used on a poster for customers and "friends of the house" to entice advertisers to book spots with the seven TV dwarfs. Because "Swiss Power" is too undifferentiated, the claim "ideal regional" will be used for these new TNC advertising materials in future.
The aim of the entire campaign, which will be placed in the trade journals, is to raise awareness of the booking tool, which now also works with Publisuisse's Media Optimizer. As a special refinement of the likewise newly created TNC homepage, short trailers from the respective programs can be called up by clicking on the seven channels. "What other media planner in Zurich knows what is being broadcast on Tele Basel or in Lucerne?" says Cavegn, who worked with X-vantic on the web design. Snow White was created by Zurich pin-up painter Christian Kitzmüller, who has also designed the plump chef for the Back & Brau restaurant chain.
Becoming an agencyWith such external specialists, Markus Cavegn can now offer a full service. That's why he now also calls himself an agency, although there was never an official announcement that it had been founded. "It came about gradually," says the CD and explains that he currently has three teams, each with a copywriter and an AD, working on a free leash. The brainstorming sessions with copywriter Markus Rottmann are particularly creative. He is currently spending a few months in India. "When exchanging ideas over the phone via the usually poor lines, misunderstandings often arise from which something completely new can emerge," says Markus Cavegn, describing the rather unconventional genesis of his latest campaign.
Specialist ads for the advertising time marketer: Media people intoxicate all viewers of the TNC local TV stations with a shisha.
Markus Cavegn launched the core value "Seven at a stroke" as a convincing idea for a cross-regional campaign for the seven private TV stations. The line from the fairy tale "The Brave Little Tailor" was the first thing that came to Cavegn's mind. So far, he has implemented the idea with three different subjects. "Intoxicate seven regions with one fill" is the seductive headline next to the picture of a water pipe with seven tubes. "Leave your mark in seven regions with one hit", amuses as a slightly frivolous argument next to a seven-tailed whip. "Catching customers in seven regions with one cast", wrote Cavegn's copywriter Markus Rottmann next to a fishing rod with seven enticing lures. The tailor's fly swatter, however, remained locked away in the creative cupboard.
The design advantage of these seven-part subjects is that all the logos of the participating TV stations can be incorporated into the graphics in a meaningful way. In addition, the responsible clients, Marcel Geissbühler in Bern and Tarkan Özküp at Tele Züri, also liked a mailing with a fold-out Snow White. The sexy pin-up figure in the style of the 1950s is also to be used on a poster for customers and "friends of the house" to entice advertisers to book spots with the seven TV dwarfs. Because "Swiss Power" is too undifferentiated, the claim "ideal regional" will be used for these new TNC advertising materials in future.
The aim of the entire campaign, which will be placed in the trade journals, is to raise awareness of the booking tool, which now also works with Publisuisse's Media Optimizer. As a special refinement of the likewise newly created TNC homepage, short trailers from the respective programs can be called up by clicking on the seven channels. "What other media planner in Zurich knows what is being broadcast on Tele Basel or in Lucerne?" says Cavegn, who worked with X-vantic on the web design. Snow White was created by Zurich pin-up painter Christian Kitzmüller, who has also designed the plump chef for the Back & Brau restaurant chain.
Becoming an agencyWith such external specialists, Markus Cavegn can now offer a full service. That's why he now also calls himself an agency, although there was never an official announcement that it had been founded. "It came about gradually," says the CD and explains that he currently has three teams, each with a copywriter and an AD, working on a free leash. The brainstorming sessions with copywriter Markus Rottmann are particularly creative. He is currently spending a few months in India. "When exchanging ideas over the phone via the usually poor lines, misunderstandings often arise from which something completely new can emerge," says Markus Cavegn, describing the rather unconventional genesis of his latest campaign.
Specialist ads for the advertising time marketer: Media people intoxicate all viewers of the TNC local TV stations with a shisha.
Encouraging people to book in the pin-up style of the fifties: New figurehead of the TeleNewsCombi.
Andreas Panzeri
