In Switzerland, Branded Entertainment is in the early stages of development and is still not widely used.

There were no further restrictions – of course advertisement has to be claimed as such.

On this special day, the evening news came in the morning. Distributed as usual in Boxes but partly also handed out by the editorial staff themselves. A big surprise for the news readers in Switzerland. Because the newspaper changed its name on the digital channel as well, there was a maximum attention for the campaign.

In a 3-day countdown, the newspaper itself promoted the stunt. Tagline: “On Friday morning will be evening already”.

- A big surprise for all people in Switzerland resulting in maximum attention in social media and the highest Tweet Impressions for the newspaper ever

- 15.000 readers participated in our social media contest

- The 25% increased print run reached 1.000 000 readers

- An earthquake in Switzerland’s media landscape with Blick am Morgen being the most discussed topic on this day ? giving the cooperating partner Samsung the same attention.