WOZ is the highest quality weekly newspaper in Switzerland. However, like other traditional print titles, it is struggling to find new subscribers via digital channels. How can we counteract this with a clever idea?

In our search for a new audience, we focused on the readers of other weekly newspapers and found that the readers of the German newspapers «Die Zeit» and «Der Spiegel» have a great affinity with WOZ. But how can we address this very critical target group that won’t just click on anything?

We offered them a taste of WOZ’s exceptional journalism with a free sample edition. But in a unique way: We creatively packaged the entire issue as a navigable display ad on zeit.de and spiegel.de. This allowed the audience to engage closely with WOZ’s investigative reporting for a week.

The audience was enthusiastic, as the results showed. We had an incredible visibility rate of 92% among website visitors who viewed the “News in the News” during the campaign period.