Regional daily newspapers are under pressure in terms of reach and relevance. Brand building is therefore becoming increasingly important, particularly amongst younger and digitally-savvy target groups. The aim of the campaign was to boost the visibility, awareness and popularity of the four titles within their circulation areas, and to complement existing offline activities – such as events, wine festivals and public viewing – with a strong digital and out-of-home presence.

The particular challenge lay in the scale of the project. Four brands and four regions required a consistent, AI-generated visual identity across more than 25 advertising formats and over 100 assets – ranging from a 9:16 reel to a 5.3 x 3.4-metre mesh banner. Added to this was a tight schedule, with the campaign launching on 1 July.

The focus is on the ‘Regional Shapers’ – people who are deeply rooted in their region and want to get involved. Personality types such as the ‘Local Explorer’, the ‘Culture Connoisseur’ or the ‘After-Work Enthusiast’ serve as role models. The slogan ‘Just like me’ brings each type to life, whilst the respective newspaper title acts as the sender. In this way, the newspaper becomes a tangible part of readers’ own regional identity.

For each title, a consistent AI-generated visual style was adapted, featuring photorealistic protagonists with local connections, logos and colours. All formats for online, print and out-of-home were created using a modular motif system. RYZE Digital was responsible for the concept, creative development, moving image and audio elements, as well as media planning, booking and monitoring of digital channels – ranging from addressable TV via Amazon DSP, YouTube, Meta and Spotify to the LED wall at Mainz Central Station.

With “Just like me”, VRM launched its first cross-media brand campaign produced entirely using AI. In around three months, more than 100 assets were designed, produced and launched for over 25 advertising channels. In addition to the offline activities, the campaign generated significant online visibility and provided clear insights for future campaigns.