Advertising for A without A

Innovations on the print market are rarer than they used to be. In eastern Switzerland, Tagblatt Medien has launched one of these few innovations. The new free newspaper for eastern Switzerland is succinctly called "A" and replaces various free titles from the publisher.

With a cross-media campaign lasting several weeks, the St. Gallen agency Ammarkt aroused interest in the new free newspaper A. The name "A" was used for a teaser phase that attracted a lot of attention. The unusual name was used - or rather, it was not used at all - for a high-profile teaser phase. In the weeks before the launch, words that made absolutely no sense could be seen on ads, posters and banners.

Shortly before the premiere of the new free newspaper of Eastern Switzerland, the brand logo brings resolution: A provides clarity by showing what's what and providing facts. At the same time, numerous colorful subjects have been used to draw attention to the paper's diversity.

The campaign was rounded off by a series of radio spots in which the bright St. Gallen "A", which the rest of Switzerland likes to poke fun at, was taken for a self-deprecating joke.

Responsible at Tagblatt Medien: Christine Bolt (Head of Reader Market, Deputy Head of St. Galler Tagblatt), Nadine Knecht (Deputy Head of Marketing St. Galler Tagblatt). Responsible at Ammarkt: Marcel Odermatt (CEO), Thomas Engeli (Executive Creative Direction), Jan Walser (Art Direction), Avsar Yildiz (Text), Patrizia Mazzucchelli (Consulting Group Manager), Marc Ammann (Consulting)