SZ Plus. The perfect fit.

With the launch of its new SZ Plus digital subscription model, the German daily newspaper Süddeutsche Zeitung decided to become proactive. Our campaign, featuring fascinating animations, successfully put a new target group under the paper’s spell.

sz.de/passt

Süddeutsche Zeitung
Culture
Lifestyle
Public

Challenge

Digital, flexible, affordable: the Süddeutsche Zeitung wanted to attract the attention of the Spotify generation by offering a subscription model that reflects the times. Our task was to create a campaign that reaches the new target audience – with the right vibe and in the right channels.

Shared success

Our campaign gets to the heart of why the newspaper’s new digital subscription model stands out. It doesn’t slightly fit the target group’s requirements – it fits perfectly. In his animations, Swedish motion designer Andreas Wannerstedt translated the central idea of “the perfect fit”. Totally captivating and 100% Instagram-worthy.

Zeichen & Wunder

“Captivating animations that catch your eye and don’t let go – the perfect hook for our social media campaign.”

Alexander Fackler
Design Director

Radio ads: A digital newspaper to make it through the day

We also played out our central idea in six complementary radio ads. All intelligent and very tongue in cheek. In them, the Süddeutsche Zeitung perfectly accompanies a wide range of characters over the course of a day.