For the launch of the new “Frankfurter Allgemeine WOCHE“, the Frankfurter Allgemeine Zeitung trod unusual paths with a guerilla campaign.

To kick off the new product, we supported our long-standing client with a nationwide promotional campaign. Twelve teams of highly trained envy my people personnel distributed free copies of WOCHE at railway stations and airports throughout Germany. However, special attention was placed on F.A.Z.‘s home city: guerilla campaigns running in parallel stirred up confusion at bus stops, S-Bahn commuter railway and tram lines and at hot spots in Frankfurt. Whether dressed in a business outfit or pyjamas, with a sleeping mask and slippers, promotion teams delved into a copy of the F.A.Z. Woche and staged a typical breakfast scene in public. These performances interrupted the hustle and bustle in Frankfurt for a short while, and spread a good mood and curiosity. The successful campaign was rounded out by the distribution of seat cushions and static stickers in the city centre. Appropriate lettering: Thank God It’s Friday! In addition we created a microsite as a campaign hub where readers could subscribe for standing orders.

For the launch of the new “Frankfurter Allgemeine WOCHE“, the Frankfurter Allgemeine Zeitung trod unusual paths with a guerilla campaign.

For the launch of the new “Frankfurter Allgemeine WOCHE“, the Frankfurter Allgemeine Zeitung trod unusual paths with a guerilla campaign.

To kick off the new product, we supported our long-standing client with a nationwide promotional campaign. Twelve teams of highly trained envy my people personnel distributed free copies of WOCHE at railway stations and airports throughout Germany. However, special attention was placed on F.A.Z.‘s home city: guerilla campaigns running in parallel stirred up confusion at bus stops, S-Bahn commuter railway and tram lines and at hot spots in Frankfurt. Whether dressed in a business outfit or pyjamas, with a sleeping mask and slippers, promotion teams delved into a copy of the F.A.Z. Woche and staged a typical breakfast scene in public. These performances interrupted the hustle and bustle in Frankfurt for a short while, and spread a good mood and curiosity. The successful campaign was rounded out by the distribution of seat cushions and static stickers in the city centre. Appropriate lettering: Thank God It’s Friday! In addition we created a microsite as a campaign hub where readers could subscribe for standing orders.