In order to launch its digital debut, Neuer Zürcher Zeitung needed something to help convert those stubborn types who prefer a tangible paper to see the advantages of going digital instead. The company used Jung von Matt to create newspaper holders that could transmit digital messages.
The holders were installed in various cafes, and hidden cameramen were able to catch people's shocked reactions as the holder lit-up with the latest news. The best part was how the holders were more up-to-date than the newspapers, as they were able to transmit RSS feeds in real time.
Considering how many seniors are sticking to their tangible morning newspaper, this is a genius campaign to target these consumers, and show them the advantages of going digital.