Newspaper: "(movie) TAKE OVER" Promo / PR Ad by Spillmann/felser/leo Burnett

Type of entry: Sectors & Services
Category: Media, Arts and Entertainment
Advertiser: WOZ DIE WOCHENZEITUNG
Product/Service: NEWSPAPER
Agency: SPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND

Chief Creative Director: Martin Spillmann (Spillmann/Felser/Leo Burnett AG)
Creative Director: Peter Brönnimann (Spillmann/Felser/Leo Burnett AG)
Copywriter: Diana Rossi (Spillmann/Felser/Leo Burnett AG)
Art Director: Simon Staub (Spillmann/Felser/Leo Burnett AG)

Describe the campaign/entry:
How does small, liberal and leftist weekly Newspaper - WOZ Die Wochenzeitung - take over the crisis-ridden largest swiss bank UBS, after those had to write off billions?
Describe the brief from the client:
At UBS general annual shareholder-meetings, give aways in the form of T-shirts, Cards for Free, Posters were given out putting the unfriendly take-over in everybodys face and having media broadly cover the story. Further youtube-Films were placed emphasizing the plan in mind, Website, Countdown-Posters with daily updates on them, actual stills, the needed numbers of subscriptions until take-over, national and international Press and Media echo covering the take-over. In the Newspaper WOZ Die Wochenzeitung they launched weekly updates, reporting on the state of the take-over as well as setting up a blogs about it.
Results:
The public encouraged the take-over aim, which showed that the target group was willing to support even without any reward. The campaign was well received by the media, as well as the placed youtube-Clip circulated all over the Web and was shown by different Online-News-Portals.
Execution:
The idea strikes a nerve and is very much at the spirit of time, with the whole financial crisis still going on - and thats even before the whole bubble really popped off. It generated awareness, sympathy and the wish to change something about the whole situation, the money hungryness, coldbloodedness and general business tactics of banks/bankers were widely questioned, this was noticeable by the fact that shareholders donated bankshares to WOZ Die Wochenzeitung, without wanting anything in return.
The Situation:
The bold actionplan: for every new WOZ subscription, WOZ Newspaper will buy one of UBS shares. As soon as the leftist Newspaper holds the majority of shares - needed for this are only 1036 Mio. subscriptions - they will turn the crisis-ridden dump into a decent bank with commitment to its customers.
The Strategy:
The Newspaper WOZ Die Wochenzeitung being a leftist and small weekly, going in on the enormous and successful Swiss über-Bank UBS with a very bold take-over action plan, by generating enough subscriptions to buy out the Bankshares.