The advertising campaigns of the future

Where does a cat hang out when it goes outside? A campaign by Felix provides the answers. "Only creative ideas and clever media concepts can reach our spoiled target groups today," said SWA President Roger Harlacher at the start of the SWA annual meeting on March 28 at StageOne in Oerlikon. The high-caliber speakers used various examples to show the 333 guests how creative campaigns can meet with a great response.

Johnson & Johnson: Hello My Name Means

Amir Kassaei from DDB Worldwide New York emphasized in his presentation that the creation of relevant content that is nothing but the truth is crucial today. "You have to build a band network. And you have to be able to reach people at every touchpoint." Kassaei cited the Apple brand as a prime example of an effective "brand network". But he also considers Johnson & Johnson's Johnson's Baby campaign to be groundbreaking. The idea behind the campaign is to help parents find a name for their offspring by using available data from the Internet to determine what the typical characteristics of the name bearers are:

Starhub: Third Eye

Another pioneering example, according to Kassaei, is the campaign for the Starhub Mobile brand from Singapore. They have developed a photo app for blind people that connects blind people with micro-volunteers.

Nestlé: Follows Felix

Tina Beuchler, Chairwoman OWM Organization Advertisers in the Brand Association) and Digital & Media Director, Nestlé Deutschland AG, kicked off her presentation with an exciting campaign for the Pedfood brand Felix. The idea behind the campaign is that cat owners can follow where their pet goes thanks to a GPS tracker. The results can be shared with the community via social media:

Parship GmbH: No fake profiles

For Jochen Lenhard, Managing Director of Mediplus Group Germany, it is crucial that the right message is communicated in the right place at the right time. Lenhard cited the witty campaign of the flirt portal Parship as a prime example of a "right" message.

All the highlights of the SWA Annual Meeting, including Twitter reactions from the audience, can also be found in the Live blog read up.