Title	THE ULTIMATUM
Brand	WOZ DIE WOCHENZEITUNG
Product/Service	LEFTIST WEEKLY NEWSPAPER
Category	E01. SOCIAL VIDEO
Entrant Company	LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	LEO BURNETT SCHWEIZ Zürich, SWITZERLAND

Name	Company	Position
Peter Brönnimann	Leo Burnett Schweiz Ag	Exec. Creative Director
Johannes Raggio	Leo Burnett Schweiz Ag	Exec. Creative Director
Pablo Schencke	Leo Burnett Schweiz AG	Creative Director
Fabian Windhager	LEO BURNETT Schweiz AG	Copy Writer
Barbara Hartmann	Leo Burnett Schweiz Ag	Art Director

Creative Execution

An explosive special edition must also be advertised controversially. Shortly before launching the issue, a video making an offer to the intelligence chief, circulated the web. Saying, if you want to prevent the whole population knowing everything thats going on in the swiss secret service - and not vice versa as usual - then please buy up the whole special edition issues. Its print run is 16,000, with a copy cosing CHF 6 so for CHF 96,000 the whole edition belongs to you and you can use it as you want.

The campaign achieved media coverage worth several million Swiss francs and the special edition issue was sold-out within hours. The video was on Youtube and spread using the WOZ Facebook Page and the WOZ Twitter accounts. We've also used Eboards and print ads to advertise this action.

Once a year the leftist weekly newspaper WOZ Die Webwoche launches a special edition. The task was, to provide as much attention and sales for this special edition. The central question was: How do we make sure you get a sold-out special edition issue, that the whole country will be talking about. The solution: 2013 was the year of data protection scandals. The Snowden exposure, the whole NSA affair or the saving of Internet data were only some of them. WOZ turned the tables and observed the Swiss intelligence chief and published the controversial details in the special edition.