Jung von Matt Used a Digital Gimmick to Launch Neuer Zürcher Zeitung
Jamie Danielle Munro — April 8, 2014 — Marketing
References: adverblog & creativecriminals
In order to launch its digital debut, Neuer Zürcher Zeitung needed something to help convert those stubborn types who prefer a tangible paper to see the advantages of going digital instead. The company used Jung von Matt to create newspaper holders that could transmit digital messages.
The holders were installed in various cafes, and hidden cameramen were able to catch people's shocked reactions as the holder lit-up with the latest news. The best part was how the holders were more up-to-date than the newspapers, as they were able to transmit RSS feeds in real time.
Considering how many seniors are sticking to their tangible morning newspaper, this is a genius campaign to target these consumers, and show them the advantages of going digital.
The holders were installed in various cafes, and hidden cameramen were able to catch people's shocked reactions as the holder lit-up with the latest news. The best part was how the holders were more up-to-date than the newspapers, as they were able to transmit RSS feeds in real time.
Considering how many seniors are sticking to their tangible morning newspaper, this is a genius campaign to target these consumers, and show them the advantages of going digital.
Trend Themes
1. Digital Newspaper Conversion - The use of digital newspaper holders to convert traditional paper readers into digital consumers presents a disruptive innovation opportunity for media companies.
2. Real-time RSS Feeds - The incorporation of real-time RSS feeds in newspaper holders offers a disruptive innovation opportunity for enhancing news delivery and engagement.
3. Targeting Senior Consumers - The use of high-tech newspaper holders to target senior consumers and convince them of the benefits of digital news represents a disruptive innovation opportunity for the media industry.
Industry Implications
1. Media and Publishing - The integration of digital newspaper holders with real-time RSS feeds creates opportunities for media companies to revolutionize news delivery and engagement.
2. Advertising and Marketing - The use of digital newspaper holders as a marketing campaign presents opportunities for advertising agencies to create unique and interactive experiences for target audiences.
3. Technology and Electronics - The development and implementation of high-tech newspaper holders that can transmit digital messages provides disruptive innovation opportunities for technology and electronics companies.
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