Competition for readers in the Zürich region newspaper market is fierce. The challenge was to retain existing readers and acquire new ones under these tough conditions, the aim being to increase the brand's presence through a message that addresses target groups in their local environment and thus generate a high degree of involvement. 120 specific poster locations were evaluated in a lengthy media planning process. Each location was visited by a copywriter, who formulated a unique headline on-site. For the viewers this created a "surprise effect", and generated a unique form of involvement.

Throughout the campaign, the editorial team and publisher received a great deal of positive feedback. The unique link to locations achieved the desired surprise effect and created a talking point for the local population.

120 unique posters, each written specifically for the respective location, took up topics of global importance with potential local implications. For instance, the Zürich daily newspaper "TagesAnzeiger" wants to demonstrate that national and international events can also impact on local surroundings. Or, conversely, local happenings can create major waves and thus trigger changes at a national and international level.

The campaign targeted people living in the city of Zürich and the surrounding areas. People with a wide range of interests and who are committed, who feel a personal attachment to their area and do not view the world superficially. They have a need to obtain news, more knowledge and background information at the local, regional, national and international level.