"Shit," says the editor
Media Wirz and OMD realize a new and cheeky media idea for the Mobijeunes.
Media Wirz and OMD realize a new and cheeky media idea for the Mobijeunes.
"Shit happens", some in the editorial offices will curse. Many advertisers, on the other hand, will be delighted. The reason for the uproar: advertising across the so-called Chinese wall between publisher and editorial office. For the first time, an advertising campaign specifically addresses the current content of a newspaper, making the editorial content part of an advertisement. "Without having to pay for it - nota bene," says media planner Dominik Hofstetter at OMD. CD Matthias Freuler at Wirz is also proud: "This has never been done before in Switzerland." As part of the existing "Shit happens" advertising concept, Mobiliar uses editorial stories that report on funny, bizarre or tragic-comic events for its youth insurance Mobijeunes. These are succinctly commented on in the editorial space of the newspapers with the "Shit happens" arrow familiar from advertising.
The publishing directors of Blick, Heute and le matin bleu agreed to take part in the campaign. "They generously agreed to take part in this experiment," says Freuler gratefully. For once, it was not the agency that was responsible for the final version of the advertisements, but each individual editorial team. They had a predetermined number of "shit" arrows at their disposal and had to choose the weirdest story of the day shortly before the editorial deadline and "design" an ad from it themselves. Of course, there were certain rules to ensure that no genuinely tragic story was ridiculed with the funny arrow.
Andreas Panzeri
"Shit happens", some in the editorial offices will curse. Many advertisers, on the other hand, will be delighted. The reason for the uproar: advertising across the so-called Chinese wall between publisher and editorial office. For the first time, an advertising campaign specifically addresses the current content of a newspaper, making the editorial content part of an advertisement. "Without having to pay for it - nota bene," says media planner Dominik Hofstetter at OMD. CD Matthias Freuler at Wirz is also proud: "This has never been done before in Switzerland." As part of the existing "Shit happens" advertising concept, Mobiliar uses editorial stories that report on funny, bizarre or tragic-comic events for its youth insurance Mobijeunes. These are succinctly commented on in the editorial space of the newspapers with the "Shit happens" arrow familiar from advertising.
The publishing directors of Blick, Heute and le matin bleu agreed to take part in the campaign. "They generously agreed to take part in this experiment," says Freuler gratefully. For once, it was not the agency that was responsible for the final version of the advertisements, but each individual editorial team. They had a predetermined number of "shit" arrows at their disposal and had to choose the weirdest story of the day shortly before the editorial deadline and "design" an ad from it themselves. Of course, there were certain rules to ensure that no genuinely tragic story was ridiculed with the funny arrow.
Andreas Panzeri
