When a renowned daily paper like the F.A.Z. issues a new magazine, it's occasion enough for an innovative campaign to accompany it. This is where we came in.
We added high-visibility guerilla campaigns to the traditional sampling measures: breakfast scenarios with readings from the F.A.Z. Woche, at first appearing on a daily basis, became public flash mobs and gave the kick-off an unusual twist. The promotion was even more impactful with its own landing page with sweepstakes.