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Swiss German-language newspaper Neue Zürcher Zeitung and its agency Jung von Matt/Limmat wanted to convince the paper’s core audience (mostly readers age 5o and over) to try its digital product out for size by transforming a common reading accessory – a physical newspaper holder (which is essentially a wooden stick that clips to the spine of the paper for easy grip) – into a digital companion that provides more up-to-date news than what’s in the newspaper they’re reading. The holders were embedded with LED lights and transmitted real-time news events as they were happening, and driving readers to find out more online through the publication’s website.

If you’ve been following along, you too will have noticed that this isn’t the first of re-imagined long-existing physical items. Printers, musical instruments and theatres are among the others that are being virtually re-engineered, giving some of the oldest items in the world a chance at reinvention, and hopefully a set of new fans.

Credits:

Advertiser: Neue Zürcher Zeitung
Agency: Jung von Matt/Limmat