In 2014, Welt and N24 merged their companies into WeltN24 GmbH, part of Axel Springer SE, to become Germany’s only fully digital and fully integrated media brand offering high-quality journalism, around the clock and on all platforms.
This marked the cornerstone of a multi-media company for quality journalism. All of the brands and products were joined under the umbrella brand Welt, including the weekly newspaper Welt Am Sonntag, the daily newspaper Die Welt, the television information channel N24, Website Welt.de, and the digital newspaper Welt Edition.
The Web site, social media networks, and apps were also included in this umbrella brand. During this process, all the products of WeltN24 were given a new, homogeneous, and distinct appearance to allow immediate identification — but also to make their relationship more recognisable.
The Welt portfolio demonstrates its outstanding competence in all forms of journalistic coverage, from the written word to photography, video, and live coverage. The market leading position of its products makes Welt the biggest multi-media news company, and its cross-platform journalistic product range combining digital media, television, and print is unique in all of Europe.
In a world that is becoming increasingly complex and fast-paced, the journalistic portfolio of Welt offers the perfect experience for users who want to grasp everything that is going on today, quickly and comprehensively. Welt endeavours to build trust in intelligent journalism as well as in the Welt umbrella brand and its associated products.
From this perspective, we asked ourselves two questions:
How do we establish Welt in the minds of the target group?
How do we put across the idea that we can also keep our brand promise?
The answer was to accomplish this with a claim that gets to the point of our journalistic aspiration and can be communicated across all of the products: “Check Die Welt” (best translated as “comprehend the world”).
We made this promise to our target audience across all channels, offering quality journalism that makes complex topics more accessible and truly touches people. Such an integrated campaign offers a one-source solution by picking up current topics from politics, business, and society, and combining them with emotional images.
The headline posed one question with four possible answers in a multiple-choice format. This illustrates the complexity of world events that make reliable information and elucidating backgrounds more important than ever before. At any time, everywhere, on every channel, as a main component of a cross-media campaign, Germany “check die Welt” (comprehend the world) with Welt.
The campaign launched in September 2016, and included outdoor and print placements. The out-of-home advertising included more than 3,000 placements in the form of (digital) city light posters staged in high traffic subway and bus stations, as well as in pedestrian zones in major German cities like Berlin, Hamburg, and Düsseldorf.
The campaign has also been placed in more than 200 high-profile publications such as Elle Germany, Vogue Germany, Der Spiegel, Stern, L’Officiel Germany, Brigitte, and Rolling Stone, among others.
This fully integrated campaign brought immediate results: one-third of N24’s intensive viewers and Welt digital users have learned that N24 and Welt Am Sonntag/Die Welt now belong together and have a joint editorial department. This awareness has increased among Welt digital users. Welt Am Sonntag has gained more readers; no other Sunday or weekly news title in Germany has gained more percentage points, which makes Welt Am Sonntag the clear No. 1 among quality news media companies.