Isobar responsible for the new advertising campaign of the daily newspaper HEUTE
In the Viennese creative agency isobar the corks are popping again: The team around Account Director Erich Holzbauer was commissioned after an agency screening with the conception and implementation of the new image campaign for HEUTE, the daily newspaper with the second largest circulation in Austria.
The strategy of the agency: HEUTE with the concrete benefits "Objective. Entertaining. Practical", self-confidently set itself apart from the competition on the boulevard. Thus, the claim "Heute bringt's auf Punkt" was further developed into "Heute bringt's leiwand auf den Punkt" and the paper version, website and app were presented in humorous subjects as "der leiwande Boulevard" - and set in contrast to "nicht leiwanden" situations. The first campaign phase includes TV and online commercials, radio, ads and online formats.
"The agency has literally brought our positioning to the point. Self-confident, humorous, versatile. The wording leiwand/not leiwand can be implemented in all areas up to our journalistic practice." explains Sonja Felber, Business Development Manager HEUTE. "We wanted to dramatize the fact that Boulevard is not just Boulevard. And to stage "leiwand" as a reading and living experience at eye level with the target group," adds Wolfgang Kindermann, Creative Director isobar.
"The campaign is the result of an interdepartmental strategy process, it was not simply put over. The key message and positioning as the basis for the agency's briefing were developed in several workshops. They contain the spirit of the entire HEUTE team and are therefore 100% authentic. And you can feel it, it has a lot of potential" says Herbert Seipt, Head of Sales and Marketing HEUTE.