background
Viele Regionen. Eine App.

App Launch Kampagne
Neue Pressegesellschaft

Challenge  ACCEPTED

Aufgabe

Die Neue Pressegesellschaft, kurz NPG, vereint regionale Medien im Südwesten und Osten Deutschlands. In Zukunft setzt der Verlag auf Swipen statt Blättern: Eine attraktive News-App soll alle Lesergruppen erreichen. Die Challenge: Ein Kommunikationskonzept für den App-Launch entwickeln, das regionale Medien stärkt, Identifikation schafft und Vertrauen vermittelt.

Idee

Mit der News-App zeigt die NPG ihr Herz für die Region und bleibt am Puls der Zeit. In einer Launch-Kampagne verknüpfen wir Regionalität mit Weltgeschehen und zeigen, dass lokale Nachrichten jetzt nicht nur griffbereit, sondern endlich auch greifbar sind.

Umsetzung

Zur Einführung der neuen News-App haben wir ein Konzept entwickelt, das bestehende und neue Leser*innen direkt anspricht: Mit regionalem Qualitätsjournalismus beantworten wir wichtige Alltagsfragen direkt aus der Region. Warum? “Weil das Hier zählt.” Mit diesem Claim treffen wir einen Nerv und mit den Headlines holen wir zu Schlagzeilen aus: In City Lights, im Radio und sogar auf der Leinwand – ganz großes Kino eben. Den Anfang machte die Lausitzer Rundschau, gefolgt von der Südwest Presse und der Märkischen Oderzeitung. Das flexible Konzept lässt sich nahtlos auf weitere regionale Titel übertragen.

Showtime for digital news. Zum Launch der neuen News-App haben wir einen Kurzfilm produziert, in dem die Funktionen der digitalen Zeitung die Hauptrolle übernehmen. Dafür hielten wir uns strikt an die CD-Richtlinien und meisterten filmreif die Challenge, ausschließlich Stock-Footage zu verwenden. Der Kurzfilm zeigt die Flexibilität der App und lässt sich problemlos für weitere regionale Titel anpassen. Dabei funktioniert er mit und ohne Ton – ideal für Websites, Kino, Events und Social Media. Mit Radiospots haben wir den App-Launch zusätzlich akustisch in Szene gesetzt.

News you can't miss. Unsere Kampagne schafft Sichtbarkeit für die App und bringt die Strahlkraft globaler News in die Region. Wir platzieren sie genau dort, wo Menschen sich aufhalten und austauschen: Out-of-Home. Mit großen Billboards und City Lights rücken wir regionale Themen ins Rampenlicht. Dabei spielt das Kampagnen-„Hier“ eine zentrale Rolle und verbindet die Image- und Produktkampagne nahtlos miteinander.

Motive aus der Kampagne für die Süddeutsche Pressegesellschaft Motive aus der Kampagne für die Süddeutsche Pressegesellschaft Motive aus der Kampagne für die Süddeutsche Pressegesellschaft Motive aus der Kampagne für die Süddeutsche Pressegesellschaft Motive aus der Kampagne für die Süddeutsche Pressegesellschaft Motive aus der Kampagne für die Süddeutsche Pressegesellschaft
Kampagnenmotiv als Plakat in der Stadt
Kampagnenmotiv als Plakat in der Stadt
Titel von einem Smartphone-förmigen Flyer Innenseiten des Flyers Innenseiten des Flyers

RESULTS RESULTS

Good news. Great success. Der Launch der News-App war ein Erfolg für die Titelseite: Dank der großartigen Abstimmung mit dem Management und dem HR-Team von NPG konnten wir eine Kommunikationsstrategie umsetzen, die sich sehen, hören und swipen lassen kann. Nur sechs Wochen nach dem Start verzeichnete die digitale Zeitung einen Besucheranstieg auf der Landingpage um 35 %, eine Steigerung der registrierten Kaufabschlüsse um 15 % und einen echten Hype auf Social Media.

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