Varner: From crowded pools to delicious ice cream balls

Farner has developed a digital campaign for CH Media Publishing under the slogan “Summer Will Be Good”. The campaign aims to attract the attention of potential readers of the digital subscription and encourage them to subscribe, according to a statement. With this offer, readers who get an annual subscription get two months free.

Central idea with a wink

Summer, sun, enjoy bathing and always in a good mood? Although for many it is the most beautiful time of the year, the best summer does not always pass without problems. Crowded pools can become a gauntlet race, ice cream balls fall from a waffle cone or barbecue smoke from neighbors sunbathing on the porch can drown out.

“Thanks to CH Media’s subscription campaign, it will still be a nice summer, because readers will be well informed,” the statement continued. This is the creative guiding principle developed by Farner for CH Media Publishing which will be implemented in two phases. In the first stage, potential readers are made aware of the campaign through four short animated illustrations that they pick up in their summer everyday life. Stories are played as social ads and animated HTML banners as well as Google Display and Discovery for nine regional newspapers from CH Media.

In the second stage, two retargeting messages are run in the A/B test to encourage readers to subscribe. One letter focuses on the two free months to read, and the second letter focuses on financial savings. The campaign ran from the end of May until the beginning of August for the following regional newspapers of CH Media: Aargauer Zeitung, Badener Tagblatt, BZ, Solothurner Zeitung, Grenchner Tagblatt, Oltner Tagblatt, Limmattaler Zeitung, Luzerner Zeitung, St. Galler tabs.

CH Media Officer: Zaira Imhof, Michelle Pinnow, Mario Markovic, Jeff Helfenberger, Claudia Jenni, Vanessa Palumbo, Binnaz Bektas Aksüyek, Stefan Zellweger; Farner officials: Mucho von der Goltz, Aven Lim, Mathias Kröbel, Jan Walser, Hanja Heuss, Philipp Skrabal, Daniel Jörg. (PD / Tim)