DER SPIEGEL: Not afraid of the truth
DER SPIEGEL faces huge challenges. Like all media brands, it must come to grips with the digital revolution while retaining what readers expect of it: spearheading freedom of the press in Germany. After 40 years, the legendary tagline “SPIEGEL-Leser wissen mehr” (“SPIEGEL readers know more”) is to be replaced. Because, now more than ever, it is not only knowledge but attitude that counts.
The first true umbrella brand campaign that brings DER SPIEGEL as well as SPIEGEL ONLINE, SPIEGEL-TV along with the brand’s many other components under one credo. A new slogan – with an aspiration that has been true of DER SPIEGEL since it was founded in 1947: “Keine Angst vor der Wahrheit” (“Not afraid of the truth”). A clear positioning that harks back to the famous quote by SPIEGEL founder Rudolf Augstein, “Sagen, was ist” (“Tell it like it is”) – and hence to the journalistic core of the brand. The broad-based campaign, in print and online, shows journalists, interviewees and like-minded individuals with surprising quotes that underscore the slogan. The TV commercials link image and magazine advertising weekly.