Frankfurter Allgemeine Zeitung Promo, Case study THERE IS ALWAYS A CLEVER MIND BEHIND IT by Scholz & Friends Berlin

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THERE IS ALWAYS A CLEVER MIND BEHIND IT

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Industry Newspapers
Media Promo & PR, Case study
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens, Stefan Wegner
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Philipp Weber, Johannes Stoll
Copywriter Felix John, Felix Heine
Photographer Hans Starck
Released January 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: FRANKFURTER ALLGEMEINE ZEITUNG
Product/Service: DAILY NEWSPAPER
Agency: SCHOLZ & FRIENDS BERLIN
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens/Stefan Wegner (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Johannes Stoll (Scholz & Friends)
Art Director: Philipp Weber (Scholz & Friends)
Copywriter: Felix Heine (Scholz & Friends)
Copywriter: Felix John (Scholz & Friends)
Photographer: Hans Starck
Postproduction: Metagate Berlin Gmbh
Postproduction: Pop Postproduction Gmbh
Account Manager: Claudia Díaz Sánchez (Scholz & Friends)
Account Manager: Anke Osswald (Scholz & Friends)
Account Manager: Marie Toya Gaillard (Scholz & Friends)
Account Manager: Eva Schmidt (Scholz & Friends)
Media placement: Ads - Spiegel, stern, brand eins, Manager Magazin, GEO, Focus, DIE ZEIT, Cicero, Neon, View - 27. January 2012

Summary of the Campaign
The attention grabbing campaign 'There’s always a clever mind behind it' of Frankfurter Allgemeine Zeitung (F.A.Z.) always shows famous testimonials reading the F.A.Z. in specific surroundings, which give a clue to their identity. By referring to current events such as public debates, 'scandals' or famous quotes, the campaign generates extensive media coverage.

The Situation
The Frankfurter Allgemeine Zeitung (F.A.Z.) is one of the best newspapers in the world. It is simply a must-have for opinion leaders and decision makers in Germany.

The campaign illustrates the tagline 'There’s always a clever mind behind it' by showing famous testimonials reading the newspaper. The catch: You never see their face, because they are behind the newspaper. The campaign has been running since 1995. The challenge is to always come up with new motifs that still capture the attention of the media and our target group.

The Goal
Every new motif should raise the awareness of the German media. And our target group, well-educated, opinion-leading adults. They have an up-to-date knowledge of current events in politics, economics, culture and sports. Because of their high educational level and high socio-economic background they appreciate a campaign that is intelligent and clever.

The target group appreciates it that the F.A.Z. motifs appeal to their knowledge and their intelligence: Because they can decode the motif, they feel recognised as the 'clever mind' that is always behind the newspaper.

The Strategy
To create motifs that grab the attention of the media, the campaign focuses on 3 main aspects.

1. Outstanding testimonials.
Leading figures from politics, society, business, culture, science and sports. They are not only famous, but most of them have never done any advertising before and will probably never do it again.

2. Creative photography.
The campaign pictures the testimonials in a surrounding that gives a clue to their identity. A specific location or the way they hold the newspaper play on certain aspects of their personality. Discovering this insight is a key factor for appreciating the F.A.Z. ads and the widespread media attention.

3. Perfect timing.
The ads always refer to current events such as public debates, 'scandals' or famous quotes. By using the tactic of agenda surfing, the campaign becomes relevant footage for media coverage about the subject matter.

Execution
The photo shooting is documented by making-of material such as a making-of film, pictures and an exclusive interview of the testimonial. On the one hand side the material proves that the testimonial is really hidden behind the newspaper and on the other hand provides the media with plenty of footage.

Before the release, the motifs are placed exclusively in high-reach media to create a high talk-value in the public debate. In order to generate a broad attention within the BtoC and BtoB target groups, the relevant media (print, television and online) is provided with tailor-made press kits. Social media channels also help the campaign to extend the awareness within the population.

Documented Results
The ads as well as the documentation materials (making-of film and photos) regularly get featured in the media. The PR coverage multiplies the low ad spendings. For a media cost of €0.25m Euro we achieved a media value of €8.5m.

Due to the campaign the image of the F.A.Z. as one of the leading newspapers in Germany is reconfirmed. On the one hand side, the readers appreciate that they are seen as 'clever minds' and on the other, the advertisement clients are once again reassured that they reach well-educated and wealthy people through the F.A.Z.