A star is someone who feels like one
Magazines: Jung von Matt/Limmat transforms a nobody into a somebody for *Style*.
Magazines Jung von Matt/Limmat styles a nobody into a somebody for Style. "Isn't that that eh ... um ...? She's been engaged to this eh ... um ... for a long time!" - This was the reaction of those responsible at Ringier when Jung von Matt presented the first photos with advertising ideas for the new Style magazine. However, Eh and Ähm were neither a Hollywood celebrity nor an ex-anything from Swiss gossip columns. What nevertheless made the figures in the advertisers' subjects look famous was the photographic code for paparazzi shots: the right angle, the slight blur, the hasty gesture: with the right photo, everyone has "what it takes to be a star". And this star quality is not only part of the content, but also what the readership should have after reading Schweizer Illustrierte Style. Readers can become the stars of their own environment if they make the tips and fashion trips suggested in the magazine part of their own lives.
Schweizer Illustrierte Style is the new celebrity and fashion magazine from Schweizer Illustrierte. Every month, the editorial team headed by Urs Heller and Marc Walder presents fashion and lifestyle features as well as what the stars of the world are doing and, above all, what they are wearing. But that's not all. Schweizer Illustrierte Style also sees itself as a real star navigator. The magazine tells you where to get Paris Hilton's white sunglasses, for example, or where to buy similar frames. With this star-mapping, every reader knows where and how to get the stuff of the stars.
Unlike Hilton or a dork, however, the campaign focuses on potential readers, as they know where to dress like stars and what they do all day long. "They naturally internalize the style of the glamorous of this world and are inspired by it without clumsily imitating them," says CD Alexander Jaggy.
This summer, his campaign stars were staged in style for the campaign in various fairly normal locations in German-speaking Switzerland. For example, a pregnant woman with the caption: "Will she give birth in Herisau after all? Anne-Catherine Z., Calandapark, Chur." Or a woman shopping, with the text: "Turned into an ex on the phone... Deborah S., Opera House, Zurich."
For the clothes presented in the paparazzi picture, the creative team naturally sought advice from a stylist on future trends so that the advertisements would still be received by the target group with the latest styles even after the launch. By the end of the year, the advertising department must help to convert the free styles included with SI into fixed subscriptions. Urs Heller comments on the current situation: "Subscribers get Schweizer Illustrierte Style for free for a year. The big conversion campaign is coming up in 2007. We have the first concrete indications of the level of awareness and reach and are very enthusiastic about it." The Fashion & Beauty & People formula has been very well received. The advertising industry and Schweizer Illustrierte Style have also quickly found each other. "We already reached our annual budget in August. Acceptance in Switzerland is already very high, and we are grateful for that." Abroad, a new title first has to gain accreditation. However, Style is convinced that the magazine will also grow quickly in this market.
The large-scale campaign with eight different motifs can be seen on large-format advertisements and posters throughout German-speaking Switzerland. Radio spots and stylish guerrilla campaigns will follow later.
Andreas Panzeri
The style of StylePublishing Director Urs Heller on the concept:
"Of course, Schweizer Illustrierte Style is first and foremost a youthful, fresh fashion magazine. With elaborate, fantastically beautiful fashion spreads. With sophisticated little fashion sections. First-class fashion editors, stylists and photographers of international caliber work for Style.
Of course style is
also a
Beauty magazine. We are there when the big brands present their new products. We
show the latest beauty trends in elegant photo spreads. And we ask experienced beauty coaches for insider tips to make our readers even more beautiful.
Style is also a celebrity
Magazine.
We show how stars live and travel. We ask them for big interviews. And we are there with the camera when VIPs open their very private closets. Style stands for fashion. For beauty. And for stars.
Style is a Swiss magazine.
We say what fashion costs - in francs, not in euros. We
where to find the objects of the
finds desire: In Zurich, Basel, Bern and Lucerne. Not in Munich, Hamburg or Paris." (pan)
Schweizer Illustrierte Style is the new celebrity and fashion magazine from Schweizer Illustrierte. Every month, the editorial team headed by Urs Heller and Marc Walder presents fashion and lifestyle features as well as what the stars of the world are doing and, above all, what they are wearing. But that's not all. Schweizer Illustrierte Style also sees itself as a real star navigator. The magazine tells you where to get Paris Hilton's white sunglasses, for example, or where to buy similar frames. With this star-mapping, every reader knows where and how to get the stuff of the stars.
Unlike Hilton or a dork, however, the campaign focuses on potential readers, as they know where to dress like stars and what they do all day long. "They naturally internalize the style of the glamorous of this world and are inspired by it without clumsily imitating them," says CD Alexander Jaggy.
This summer, his campaign stars were staged in style for the campaign in various fairly normal locations in German-speaking Switzerland. For example, a pregnant woman with the caption: "Will she give birth in Herisau after all? Anne-Catherine Z., Calandapark, Chur." Or a woman shopping, with the text: "Turned into an ex on the phone... Deborah S., Opera House, Zurich."
For the clothes presented in the paparazzi picture, the creative team naturally sought advice from a stylist on future trends so that the advertisements would still be received by the target group with the latest styles even after the launch. By the end of the year, the advertising department must help to convert the free styles included with SI into fixed subscriptions. Urs Heller comments on the current situation: "Subscribers get Schweizer Illustrierte Style for free for a year. The big conversion campaign is coming up in 2007. We have the first concrete indications of the level of awareness and reach and are very enthusiastic about it." The Fashion & Beauty & People formula has been very well received. The advertising industry and Schweizer Illustrierte Style have also quickly found each other. "We already reached our annual budget in August. Acceptance in Switzerland is already very high, and we are grateful for that." Abroad, a new title first has to gain accreditation. However, Style is convinced that the magazine will also grow quickly in this market.
The large-scale campaign with eight different motifs can be seen on large-format advertisements and posters throughout German-speaking Switzerland. Radio spots and stylish guerrilla campaigns will follow later.
Andreas Panzeri
The style of StylePublishing Director Urs Heller on the concept:
"Of course, Schweizer Illustrierte Style is first and foremost a youthful, fresh fashion magazine. With elaborate, fantastically beautiful fashion spreads. With sophisticated little fashion sections. First-class fashion editors, stylists and photographers of international caliber work for Style.
Of course style is
also a
Beauty magazine. We are there when the big brands present their new products. We
show the latest beauty trends in elegant photo spreads. And we ask experienced beauty coaches for insider tips to make our readers even more beautiful.
Style is also a celebrity
Magazine.
We show how stars live and travel. We ask them for big interviews. And we are there with the camera when VIPs open their very private closets. Style stands for fashion. For beauty. And for stars.
Style is a Swiss magazine.
We say what fashion costs - in francs, not in euros. We
where to find the objects of the
finds desire: In Zurich, Basel, Bern and Lucerne. Not in Munich, Hamburg or Paris." (pan)
