Case Study: 20 Minuten becomes Switzerland’s digital-first news brand with Prophet

20 Minuten wins Gold and 3rd place for its app with Prophet

20 Minuten, a major Swiss news brand, faced the challenge of regaining cultural relevance with younger audiences as media habits shifted. Traditional outlets were seen as credible but dry, while social media was entertaining but unreliable. To secure long-term growth, they partnered with the consultancy Prophet to redefine their role in a digitally-led world.

Prophet developed an integrated transformation plan for 20 Minuten, resulting in a new strategic foundation, a revitalized brand voice, and a modern visual identity. This "digital-first" approach included a new app and website, successfully blending substantive journalism with engaging entertainment. Shortly after launch, the new app won a Gold award for Customer Experience and other accolades, establishing 20 Minuten as a modern, credible, and entertaining news destination for Switzerland.

20 Minuten