Kein & Aber Promo, Case study ONE DAY by Walker Zurich

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market Switzerland
Agency Walker Zurich
Art Director Stefanie Huber
Copywriter Martin Arnold, Heinz Helle
Designer Signe Fleischmann
Released May 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: KEIN & ABER
Agency: walker
Date of First Appearance: May 1 2010
Entrant Company: walker, Zürich, SWITZERLAND
Owner/ Creative Director: Pius Walker (walker)
Copywriter: Heinz Helle (walker)
Copywriter: Martin Arnold (walker)
Art Director: Stefanie Huber (walker)
Designer: Signe Fleischmann (walker)
Media placement: Outdoor Posters - Posters all across Zürich - May 2010

Insights, Strategy & the Idea
The goal was to promote the new book “One Day” by British author David Nicholls. In Switzerland the German version is published by KEIN & ABER, a small and passionate publishing house. The book describes the life-long relationship between two protagonists and the difficulties they face in admitting their love for each other.

The target audience was anyone who enjoys a good novel. The insight that shaped the idea was based on the truth about relationships. By dramatizing the dialogue between two lovers the messages became relevant to anyone who has been in a relationship or appreciates good humour.

Creative Execution
One day all over Zurich, simple posters with a handwritten message appeared, signed by a mysterious “Em”. Two days later a reply to that message was discovered on the same poster site. This time signed by “Dex” only to be replied again by “Em”. The unfolding display of the cynical, yet humorous love messages during the days to come led to a growing question about the identity of the two lovers.

Results and Effectiveness
After “Em & Dex’s” identities were revealed with a set of posters featuring the book title, the novel climbed up the bestseller list rapidly and made “One Day” the Number One seller in Switzerland.