Truffle pig in front of the office window
Giger & Partner is running a poster campaign for Edipub in German-speaking Switzerland—at the point of decision.
Publishers Giger & Partner put up posters for Edipub in German-speaking Switzerland - at the point of decision.
The economic situation and therefore the order situation in the advertising sector remains problematic. "Anyone who doesn't make their presence felt now will be completely forgotten," says Edipub. And the French publishers know this: This is all the more true if you want to acquire ads from German-speaking Switzerland, which is why Edipub has commissioned the Zurich agency Giger & Partner to bring the Western Swiss media scene to mind in Zurich. "When we look at the market situation in the media of French-speaking Switzerland, it is clear that Edipresse, and therefore Edipub, has an excellent offering," says the publisher.
With a circulation of 20,700 copies, Femina is the "first choice for reaching women in French-speaking Switzerland". Bilan, with a circulation of 19894, has excellent figures when it comes to reaching the leaders in French-speaking Switzerland. Télétop is the most widely read magazine in French-speaking Switzerland with the most extensive television program and brings the latest news from cinema, music and TV. With 202420 copies, Télétop reaches 568000 readers. TVGuide, the leading TV magazine in the economic regions of Geneva and Vaud, is "much loved by the younger generation" and reaches 367,000 readers.
Despite these strong values for publications from the Edipub range, "Ringier publications such as Illustré, L'Hebdo and TV8 are often chosen". Edipub believes that Ringier is not only much more present on the Swiss-German market, but also in the minds of media managers around Zurich. Another competitive problem is that Ringier can offer combined discounts thanks to its dual presence. Edipub, on the other hand, lacks this practical link between German-speaking Switzerland and French-speaking Switzerland. Added to this is Edipub's relatively recent presence as the representative of Edipresse media in Zurich. But: "We can assume that 80 percent of our target audience of media agencies, advertising agencies and companies are located in German-speaking Switzerland," Edipub calculates.
The core target group for the new campaign is therefore not only customers in the home region, but also advertising clients, media planners and media agencies in German-speaking Switzerland.
In order to launch a campaign that was as effective and efficient as possible, Giger & Partner largely dispensed with traditional measures and opted for "guerrilla tactics". The strategy is to hang posters directly in front of the customer's eyes. B12 sites were therefore painstakingly located as close as possible to the offices of important customers such as media and advertising agencies and direct customers. The approach of these posters "directly at the point of sale" is also individual, "each poster is unique". In this way, the agency hopes to use the available resources "in a very targeted and therefore very effective way in the face of a strong and powerful opponent".
In order to demonstrate to the target audience the affinities around the language border, the posters are humorously written in two languages. The aim is to demonstrate the tension between language and specialist knowledge in the media sector in a light-hearted way. "You should be able to smile a little," hopes the agency.
The poster campaign is supported by advertisements. The Edipub mascot Emile is also still present in this campaign. The idea is that anyone who relies on this truffle pig "will reach their destination without detours and free of charge".
Eye-catching: The Edipub media posters hang close to the offices of potential customers.
Andreas Panzeri
The economic situation and therefore the order situation in the advertising sector remains problematic. "Anyone who doesn't make their presence felt now will be completely forgotten," says Edipub. And the French publishers know this: This is all the more true if you want to acquire ads from German-speaking Switzerland, which is why Edipub has commissioned the Zurich agency Giger & Partner to bring the Western Swiss media scene to mind in Zurich. "When we look at the market situation in the media of French-speaking Switzerland, it is clear that Edipresse, and therefore Edipub, has an excellent offering," says the publisher.
With a circulation of 20,700 copies, Femina is the "first choice for reaching women in French-speaking Switzerland". Bilan, with a circulation of 19894, has excellent figures when it comes to reaching the leaders in French-speaking Switzerland. Télétop is the most widely read magazine in French-speaking Switzerland with the most extensive television program and brings the latest news from cinema, music and TV. With 202420 copies, Télétop reaches 568000 readers. TVGuide, the leading TV magazine in the economic regions of Geneva and Vaud, is "much loved by the younger generation" and reaches 367,000 readers.
Despite these strong values for publications from the Edipub range, "Ringier publications such as Illustré, L'Hebdo and TV8 are often chosen". Edipub believes that Ringier is not only much more present on the Swiss-German market, but also in the minds of media managers around Zurich. Another competitive problem is that Ringier can offer combined discounts thanks to its dual presence. Edipub, on the other hand, lacks this practical link between German-speaking Switzerland and French-speaking Switzerland. Added to this is Edipub's relatively recent presence as the representative of Edipresse media in Zurich. But: "We can assume that 80 percent of our target audience of media agencies, advertising agencies and companies are located in German-speaking Switzerland," Edipub calculates.
The core target group for the new campaign is therefore not only customers in the home region, but also advertising clients, media planners and media agencies in German-speaking Switzerland.
In order to launch a campaign that was as effective and efficient as possible, Giger & Partner largely dispensed with traditional measures and opted for "guerrilla tactics". The strategy is to hang posters directly in front of the customer's eyes. B12 sites were therefore painstakingly located as close as possible to the offices of important customers such as media and advertising agencies and direct customers. The approach of these posters "directly at the point of sale" is also individual, "each poster is unique". In this way, the agency hopes to use the available resources "in a very targeted and therefore very effective way in the face of a strong and powerful opponent".
In order to demonstrate to the target audience the affinities around the language border, the posters are humorously written in two languages. The aim is to demonstrate the tension between language and specialist knowledge in the media sector in a light-hearted way. "You should be able to smile a little," hopes the agency.
The poster campaign is supported by advertisements. The Edipub mascot Emile is also still present in this campaign. The idea is that anyone who relies on this truffle pig "will reach their destination without detours and free of charge".
Eye-catching: The Edipub media posters hang close to the offices of potential customers.
Andreas Panzeri
