The attention grabbing campaign 'There’s always a clever mind behind it' of Frankfurter Allgemeine Zeitung (F.A.Z.) always shows famous testimonials reading the F.A.Z. in specific surroundings, which give a clue to their identity. By referring to current events such as public debates, 'scandals' or famous quotes, the campaign generates extensive media coverage.

The photo shooting is documented by making-of material such as a making-of film, pictures and an exclusive interview of the testimonial. On the one hand side the material proves that the testimonial is really hidden behind the newspaper and on the other hand provides the media with plenty of footage.

Before the release, the motifs are placed exclusively in high-reach media to create a high talk-value in the public debate. In order to generate a broad attention within the BtoC and BtoB target groups, the relevant media (print, television and online) is provided with tailor-made press kits. Social media channels also help the campaign to extend the awareness within the population.

The ads as well as the documentation materials (making-of film and photos) regularly get featured in the media. The PR coverage multiplies the low ad spendings. For a media cost of €0.25m Euro we achieved a media value of €8.5m.

Due to the campaign the image of the F.A.Z. as one of the leading newspapers in Germany is reconfirmed. On the one hand side, the readers appreciate that they are seen as 'clever minds' and on the other, the advertisement clients are once again reassured that they reach well-educated and wealthy people through the F.A.Z.