In terms of awareness, the Rivella ad by the advertising agency Erdmannpeisker ranks first, closely followed by the SBB ad by the advertising agency Hofer Kommunikation and the CSS ad by the advertising agency Contexta. The APG campaign «What Do You Wish For?» by the advertising agency Inhalt & Form takes first place in the “Uniqueness” category, ahead of the SonntagsZeitung ad by Advico Young & Rubicam and the Rivella ad. In the “Brand Fit” category, Rivella came in first, ahead of the Aperol ad by the advertising agency TBWA and the SBB ad. Rivella also ranked first in “Likeability,” ahead of SBB and SonntagsZeitung.

The Impact Check from *Werbewoche*, October 2012 (PDF)

Detailed results (PDF)

You get food for thought when you browse. I came across the book "The responsible Reader" by Linda Ziff in a second-hand bookshop. Her core statement is: "All authors write for a readership. They write with the expectation of being read. The total effect of a text consists of the reader's contribution and the author's contribution. Authors create the source text, which you complete while reading with the interpretation from your background of knowledge and experience. This is how you discover what the text means to you. Reading in this way means creating a text for yourself. Responsible reading is like writing without ink."

What can we learn from this for the media industry? As providers of journalism, we need to establish eye contact with the responsible reader. On the one hand, this includes the modesty of providing only part of the media experience. On the other hand, it includes being curious about the different ways in which readers complete our texts. This is the basis for a dialog, a conversation in which the story is told through everyone's contributions.

In the age of social media, this seems to be a matter of course. However, a look at the comment columns shows that substantive debates are rare. The platforms are dominated by the barkers and polemicists. The media people keep to themselves in their contact networks. The question arises: how can the intelligent thoughts of responsible readers be made visible?

Following the example of the New York Times, more and more newspapers are trying it with a selection of commentators in whom trust is placed, Trusted Commenters. With steps of identification, editing and curation, media brands can demand the quality on their social platforms that they also claim for their editorial contributions. Strong communities are built on a shared culture of communication. This must be addressed and shaped by the media providers and the active readership.

A vibrant media offering stands on three legs: the journalistic offering, the reader market and the advertising market. Advertising revenue only flows profitably if the other two legs are solid. All players in the media market bear responsibility, including the readers. How can we save our newspaper, asked Walter Isaachson in Time magazine in 2009. The questions are more topical than ever. He took a self-critical look at his behavior as a reader, describing how he increasingly used free offers on the Internet and dispensed with paid subscriptions. This trend caused the business model of newspapers to falter. Isaachson urges readers to ask themselves who will pay for the work of independent journalists in the future. "I say this because I love journalism. It is valuable and should be valued by its consumers."

Responsible readers are interested in who is investing in the content and with what intentions, and who is making money from it. They see the media offerings as input for their engagement with events. If they value independent research and opinions, they are prepared to pay for them. Media providers who see the reader as the customer who is king cultivate a relationship with him that is based on appreciation. The quality of the contacts creates a network of media offerings, which in turn is attractive and inexpensive for advertising clients.

Responsible readers demand that media providers treat them with respect. This includes journalism that is open to discussion as well as a transparent, comprehensible pricing system for paying users.
 

As suggestions such as "prostitute" or "escort" are displayed when searching for Bettina Wulff's name in Google Suggest, the wife of the former German Federal President has tried to get Google to remove obvious false reports about her from the Google index and in particular from Google Suggest. Google did not listen to her request. Any person or brand that is in the public eye must be aware that reputational damage can occur - the only thing that is unknown is when it started.

Google shows what users are interested in

Like a tabloid newspaper, Google Suggest shows what users are currently interested in or concerned about. Which suggestions appear in Google Suggest is therefore decided solely by the mass of search engine users. Anyone can launch a negative or positive campaign about a person or brand on the web and cleverly disseminate it online. At the beginning of a negative or positive campaign, there is a great incentive for every blogger or twitterer:

The effect of his blog entry or tweet may be small on an individual basis, but in the event of an escalation he quickly attracts a lot of attention. The network effect accelerates with each additional follower. If the critical mass of demand and dissemination is reached, a self-runner is created on the web that can no longer be controlled or stopped. As a result, Google Suggest shows the campaign's keywords as relevant results; in Bettina Wulff's case, keywords from the now numerous articles on her supposed past life.

No rash steps

How should a person, company or brand behave if their online reputation is damaged? Under no circumstances should they raise awareness through denials, censorship or legal action. Bettina Wulff made precisely this mistake, taking the issue from the online media to the offline media. As a result, the topic has reached a wider circle of people. At the same time, the topic was spread online by bloggers and twitterers. As a result, interest has increased, the topic has reached new circles and Bettina Wulff's reputation has deteriorated further.

Sitting out the situation

Once the negative headlines are there, there are no short-term countermeasures. Bettina Wulff would have been better advised to sit out the situation until no one is interested in the negative information any more. Once the situation has calmed down, the negative information can be "displaced" by new positive content.

Distracting from the topic

By diverting attention from the topic, for example through charitable or social commitment, Bettina Wulff could have directed the public's interest to new topics relating to her person and restaged herself, which in turn would have influenced the demand for positive keywords in the search engines and therefore also Google Suggest. She could also have taken up the topic professionally in order to control the communication about her person. That's what Toyota did in 2010 when issues with its gas pedal surfaced and the company was hounded by bloggers and Twitterers. With a thoughtful approach, Toyota managed to control and restore its online reputation (see http://bit.ly/QNopVW).

Imre Sinka & Nicolas Kaufmann
 

Are you familiar with the Tiki-Taka revolution? Tiki-Taka is the style of play with which the Spanish national team and FC Barcelona are currently revolutionizing the world of football. The style is characterized by precise and offensive short and long passing as well as a high proportion of possession by the attacking team. Almost the entire team is constantly on the move and allows the ball to circulate through its ranks. Tiki-Taka is a very successful style of play, provided you have technically skilled creative players with a high willingness to run and rehearsed moves. The counterpart to the Spanish Tiki-Taka is the British Kick and Rush. It is an outdated style of play in which the ball is kicked from defense far forward into the opponent's penalty area in order to achieve a quick finish. Due to the lack of orderly build-up play, the balls usually end up with the opponent immediately.

Are you familiar with the SoLoMo revolution? SoLoMo is the modern advertising style with which progressive companies are currently revolutionizing the marketing world. The style is characterized by the orderly interaction of social media platforms, geo-location applications and mobile smartphones. The conclusion-oriented concept is characteristic. The consumer is immediately put in a promising position to close a deal by means of a perfectly timed offer. The counterpart to the SoLoMo advertising style is traditional watering can advertising. Comparable to the kick and rush in football, one-size-fits-all messages are broadcast remotely into TV rooms via mass media after work.

In the world of Social Media 2.0, people are constantly online and they move around in real living spaces at the same time. The image of the Big Mac-consuming PC supersurfer is a thing of the past. Thanks to the explosive spread of the small pocket computer known as the smartphone, large sections of the population can access social networks and other platforms at any time and from anywhere. Moreover, people are social beings, seek recognition and are always on the lookout for bargains. They are not averse to exclusive information, an insider tip, a chance to win or an item of clothing at a special price. And they have understood that if you link your digital and real worlds profitably, moving elegantly back and forth between the two worlds in real time, you are always one step closer to the next bargain. Provided you have the right brands as friends! Brands that know which geo-location applications are used to send offer notifications to smartphones and which know when consumers find the offer impulses pleasant and helpful.

H&M advertises SoLoMo and this is how it works:
In its SoLoMo campaign, H&M caters to the modern consumer's growing need for participation and focuses on the two motivators of fun and bargains. For fun, the enthusiastic fashion community is photographed in front of columns with David Beckham in an original pose. The reward is a fashion voucher for immediate redemption in the nearest H&M store. The fashion giant pulls out all the stops in its modern tiki-taka campaign. A passing combination with six perfectly timed passes puts the fashion lover in a promising finishing position.

1. performance: Without quantified promises of success, one should no longer embark on advertising adventures. For H&M, the focus is on increasing footfall in the fashion stores. However, such a campaign designed to encourage participation is also the perfect opportunity to increase and expand the number of members of its social media networks.

2. places of power: New York, Los Angeles and San Francisco are the three campaign locations and they all - worldwide - have the charisma of leading trend and fashion metropolises. The environment in which a campaign takes place has a major influence on the quality of its perception.

3rd flank god: David Beckham is a free-kick terror for goalkeepers, a cross god for center forwards and a style icon for the fashion community. And Becks is a celebrity for H&M. His endorsement as an underwear model from TV, print and poster advertising is widely known. Well-chosen celebrities are well suited as flanking campaign amplifiers, but they are expensive. Therefore, everything must be done to ensure that the costly advertising energy generated with traditional media is discharged in a sales explosion at the end of the marketing funnel.

4. eye-catcher: Statues are symbols of power, attract attention and are popular subjects for photos. Statues can be placed in or around the sales outlet. Creative forms of such point-of-sale outposts are attractive frequency generators, especially for locations away from the main consumer flows.

5. added value: Fun and bargains are the main attractions of every shopping trip. Don't do it if you don't have the will to create the exclusive hammer offer. And don't do it if the desire to have fun seems inappropriate. Generosity and a wink belong to advertising like Tiki belongs to Taka.

6. direction: Platforms, applications, talented technicians and clever experience designers direct the development and implementation of modern networked campaigns. Their perfect interplay is what makes the magic possible. The trick is to link existing applications that users have already learned with platforms and to create a user-friendly and target-oriented process.

7. story design: Anyone who spontaneously comes across a pillar of H&M advertising star David Beckham on a shopping trip in the streets of San Francisco, Manhattan or Beverly Hills in August 2012 will have their picture taken in front of it with their mobile smartphone in an original way. At the same time, those photographed publish the snapshot via the mobile location-based engagement application Instagram with the hashtag #HMBeckham on the specially created mobile campaign microsite. A lively exchange began among the Snapshotters. On the microsite, users can find the locations of other statues and navigate to them. And they can like, tweet and comment on the snapshots of other participants on Instagram and their social media platforms. The picture storm spreads quickly beyond the microsite and Instagram to the users' social media networks. Anyone who follows the H&M Twitter page and subscribes to the H&M e-mail newsletter also increases their chances of winning. The automatic participation in competitions and the guaranteed prospect of an instant bargain in a nearby H&M store are an incentive to take part. Are you already playing modern Tiki-Taka or are you still cultivating the rustic kick-and-rush advertising style?

Beat Hürlimann

 

The packaging relaunch of a chocolate specialty is currently underway for Chocolat Frey. And for "Mio Star", the packaging for a product series is being redesigned. The results of these projects will be on the shelves of Migros and Melectronics stores in the coming weeks and months.

Schoch&Sonders supports Melectronics in the area of brand design for various own brands. The Durabase, Daymond and new Mio Star brands are still on the agency's project list. For these brands, the agency was commissioned by Melectronics to design the brand identity for trade fairs. The core brand values of the respective brands are to be stringently transferred to the tangible space, thus ensuring a coherent brand experience for trade fair visitors.
 

The magazine was created out of love for Ticino and to make the canton better known in the rest of Switzerland, explains economist Alessandro Cavadini. Together with the lawyer Filippo Celio, with whom he runs a consultancy firm, and the Ticino publisher Valerio De Giorgi, Cavadini launched "TES - The independent Ticino magazine for Switzerland" this spring. As consultants, Celio and he had repeatedly noticed that the exchange between Ticino and the rest of Switzerland was poor, explains Cavadini. His home canton was also underrepresented in the Swiss-German media. This is how the two came together with the publisher De Giorgi.

TES is a magazine that comes from Ticino - but is published in German and is intended for the whole of Switzerland. Ten times a year, the monthly magazine aims to provide decision-makers from politics, business, culture and society with analyses from the southern canton, highlighting both Swiss and international issues - in particular those relating to the southern neighboring country and the EU region. The magazine positions itself as an independent publication. "We have no political ties, nor is there an unknown investor behind TESMagazine. " There should be room for politicians from all parties, emphasizes Cavadini, whose father was once a liberal National Councillor. "TES wants to be a platform for different opinions." And not only in economic matters, but also politically, culturally and socially.

Critical and solution-oriented

Even if some articles are decidedly business-friendly - when location marketing is pursued, Ticino is praised as a financial center or when individual economic experts have their say - TES certainly aspires to be perceived as a critical voice. For example, the construction of a second Gotthard tunnel is controversially discussed in the October issue. It is important to Cavadini not only to uncover grievances, but also to propose solutions. "Something that many media neglect," says the economist. The magazine project is managed by De Giorgi, Celio and Cavadini, who make up the editorial committee. In this role, they select topics and pass them on to the editors. Journalists from German-speaking Switzerland, Ticino and Italy have been recruited for the project - including Alfonso Tuor, former deputy editor-in-chief of Corriere del Ticino, and Reto Stutzer, who reported from Ticino as a correspondent for Swiss television until June. Guests such as media scientist Stephan Russ-Mohl, head of the European Journalism Observatory at the University of Lugano, will also be writing. Finding competent writers was not so easy, as Cavadini reports. Ideally, the journalists not only have extensive regional knowledge, but can also write in German so that the translation effort is kept to a minimum.

Launched as a private project

The founders dug into their own pockets for the launch. In the longer term, TES is to be financed by advertising and subscriptions. Customers from the tourism industry and companies with a branch in Ticino are targeted as advertisers. With a circulation of between 13,000 and 15,000 copies, TES is available at newsstands throughout Switzerland for a subscription price of 75 francs per year or a single price of 8 francs - initially only in German. However, the three founders can imagine producing the magazine in French in the future. Since the launch in May, around 600 paying subscriptions have been acquired, as Cavadini reveals. The magazine is currently being distributed to readers primarily via promotional distribution, for example in hotels and via gift subscriptions. To publicize the project, articles are also published in loose succession on the online portal Journal21.ch. There are also plans to expand the company's own website Tesmagazine.ch to position it as a discussion platform. At the moment, the website is mainly used as a promotional channel. Older issues are available free of charge as a PDF after requesting a password. TES was launched as a private project. Both structurally and editorially, the magazine is independent of De Giorgi's publishing house Ticino Management, which has been publishing the business magazine of the same name since 1988. According to Cavadini, they are happy to be inspired by new topics. And, of course, the existing contacts are useful. "However, articles are not usually exchanged." Cavadini sees synergy potential in the cultural sector in particular, with the magazine Arte & Storia. After all, the 100 pages of TES need to be filled. Couldn't TES overtax its readership in terms of scope and publication frequency? Cavadini waves it off: "We are aware that our target group is bombarded with media. If someone flicks through the magazine and reads one or two articles, our goal has already been achieved." TES does not want to compete with established titles, but to establish itself as additional reading. "As a magazine that provides a perspective that is largely missing in the Swiss media landscape."

Isabel Imper

In addition to design programs, the company offers a renovation window with Minergie certification and other business areas such as façade construction. For the brand development, the company invited several agencies to a competitive presentation in order to develop a long-term brand strategy with a corresponding campaign. Metzgerlehner was able to impress in all respects and is delighted to have been awarded the new account, as the agency writes in a press release on Thursday.

The first implementations of the new appearance will be seen at the beginning of 2013.
 

The agency used the language of music and dramatized the message by means of the repetition sign that is common in notation: "Good again and again. The ad has been running since September. The Tonhalle is located about 150 meters from the Restaurant Vivace.

Responsible at Hotel Glärnischhof: Christian Schübert (Director). Responsible at Hochspannung Werbeagentur Zurich: Signe Fleischmann, Nicole Caviezel, Matthew Katumba, Alex Taiganidis, Sascha Pacino, Nadine Ticozzelli.
 

The headquarters of Mountains and Hills is unspectacular. An office like many others, simply furnished, a few desks and computers. The fact that much of the advertising agency's work revolves around fashion is only apparent from the fashion magazines that lie on various shelves. Actually, the space is unimportant. No one sits in the office all day. Working for M&H means being on the move. On the one hand, commuting between the Zurich headquarters and the branch office in New York, on the other hand, tracking down trends in the metropolises and being inspired by customers for new concepts.

"Creatives need to travel and see the world. They need to know what's going on out there," Lisa Linder is convinced. Together with Creative Director Sven Kaufmann, with whom she founded M&H three years ago, Linder leads the company's fortunes as a consultant. Linder and Kaufmann have built a small team around them. This includes a project manager, a photo producer, two graphic designers and art director Jim Kämmerling, who has worked on magazines such as 20 Minuten Friday, GQ and the car manufacturer's magazine Lotus. Otherwise, the agency has an established international network that it can draw on flexibly. Depending on the assignment, depending on the client, M&H puts together a suitable team, brings photographers, ADs, editors, graphic and fashion designers on board.

Ahead of the times

"Fashion is a passion," Linder tells us. "It's exciting to see how early trends are defined." When Linder and her team work on fashion magazines for clients, they deal with collections and looks that won't hit the market until six months later. At all times, the creatives have to have their "finger on the pulse of the trends." Globus, among others, counted on this. M&H has already created 16 customer magazines for the department store. From briefing to conception, creation, editorial, art buying, photo shoots and production, the agency was responsible for the magazine. The Swiss WW magazine also relies on M&H's fashion expertise. An editorial shoot is currently taking place for this magazine in New York.

The strong focus on fashion is also anchored in the founders' professional careers. Kaufmann worked as a fashion designer for Dior, among others. He later worked for the artist agency Jed Root, which realizes photo shoots for magazines and advertising campaigns. Linder studied advertising, marketing and communication in Pforzheim, Ba- den-Württemberg, and has been involved with fashion since she started her career. In Germany, she worked for an agency specializing in brand retail and was responsible for premium brands such as Hugo Boss, Baldessarini, Strenesse and Nespresso. The Swiss creative and the consultant got to know each other a few years ago when, together with Donald Schneider, former creative director at French Vogue and currently CD at H&M, they were involved in international campaigns for the fashion labels Chloe, Hugo Boss, Brioni and s. Oliver. This collaboration was followed by further joint projects until Linder and Kaufmann finally decided to found an agency. A company with an international orientation with headquarters in Zurich.

While Linder holds down the fort as a consultant primarily in the Limmat City, Creative Director Kaufmann and AD Kämmerling are frequently stationed in the New York office. In addition to daily exchanges via Skype, phone and email, the agency team meets regularly in Zurich or the Big Apple. One of the team is in NYC at least every two weeks. Depending on which projects are currently on the agenda. And why are the headquarters in Zurich? After all, the city is not exactly known as a fashion metropolis. The roots of M&H lie in Switzerland, as Kaufmann and Kämmerling grew up here. In addition, the Zurich location is very centrally located: "Zurich is not a fashion capital, but it offers a lot in the way of art and traditional industries such as watches and jewelry, which we are also very interested in," says Linder. But of course the fascinating thing is also to bring the international here for customers. Thanks to its solid network of contacts, the agency repeatedly succeeds in bringing together Swiss talent and international creatives. For the Globus magazine "Einfach Persönlich," for example, a fashion spread was realized with star photographer Matt Jones, who otherwise stands behind the camera for magazines such as iD and Vogue or advertising campaigns for Hugo Boss Orange.

Not only fashion

Although the core competence lies in the fashion sector, clients from other industries also rely on the agency. For a new restaurant in the Hamptons that offers sushi alongside burgers, for example, M&H handled the concept, design and all PR. An advertising campaign was designed for Zurich's luxury hotel Widder, and event branding was conceived and implemented for the champagne brand Veuve Clicquot. "We are not specifically fixated on one style, but try to bring out what is special about a brand ", says Linder, describing the way of working and thinking. In the campaign for Hotel Widder, the claim "Your place in history" highlighted the hotel's historical tradition. In the event branding for the "Business Woman Award" organized by Veuve Clicquot, the noble aspect of the brand was emphasized with high-quality paper and a special relief varnish and played through in all communication tools. From the menu cards to the invitations and the entire decoration. Last but not least, the reference list includes work that one would not necessarily expect from M&H. For example, an illustration for the new edition of the Kasperli radio plays. For such a classic, even the trend-conscious agency relies on the old-fashioned. The child-friendly illustration is not only used on CD covers, but was even adapted for the tape Kasettli, which had almost been declared dead. "It's nice to see that they're still around."

Isabel Imper

 

With the current campaign by Erdmannpeisker, Rivella is returning to the tone of the old advertising. This has already made advertising history several times. "Athletes drink Rivella" became the claim in 1971, wittily supplemented four years later with "but so does everyone else." In 1977, for example, it was "The preferred beverage of the Swiss national ski team". Now, in 2012, Rivella has become the "official thirst quencher of the Swiss..." and specifies various "target groups" in the subtitle, such as Swiss rowers, footballers or even "Gümmeler". The new appearance was developed by Erdmannpeisker. In 2009, the Biel-based agency won Rivella's prestigious budget in a pitch. After the "Rivellutionary", the "official thirst quencher" is now the second campaign. With the previous one, there have been various discussions. How far should a 60-year-old traditional brand go out on a limb for a young audience?

For CD Gabriel Peisker, the "rivellutionaries " were clearly targeting teenagers. "It was a very pointed campaign and this went down very well in the target segment. But if you're the big Swiss thirst quencher and you want to appeal to young people, maybe it's not quite right to do it right away at campaign level." In this sense, the repositioning has helped a lot: back to the roots. Rivella is once again an enjoyable, Swiss thirst quencher. And the target groups also became much broader again. "This suddenly made everything extremely logical, which we now had to do," Peisker sums up.

In Rothrist, too, they are very happy with the new appearance: "I like the fact that we are now much more on the product performance again. Thirst quencher is fitting for Rivella. This helps with the objective of generating more consumption," analyzes Cornelia Marending, Head of Marketing.

TV as the main medium
In the current campaign, four TV spots are the main medium. The media mix is rounded off by two national billboard campaigns, including e-boards, and a comprehensive online campaign. In August, a cross-media activity was implemented for the launch.

In this introductory promo together with Radio NRJ, the audience was asked, "Does your job make you sweat?" To do this, people could call into the newsroom, whereupon a red VW bus with the "official Rivella thirst quencher team" visited radio listeners at their workplace. These visits were of course accompanied by the media. "We played the campaign very broadly on print, radio, online and Facebook," summarizes Marending. The TV and poster campaign was also realized "differently" according to Rivella. "We made the creation of the campaign a permanent event," explains Peisker. In the run-up, a casting call was issued. "We were literally overrun by people who wanted to take part. We then filmed this casting. From this material, e-boards were created first and later, in a different style, the spots and the posters." The cast "thirsty people" became actors for the spots and posters. Cross-medially, the casting could be followed live on www. rivella.ch. The making-of and various other films about the campaign can also be viewed there.

This campaign is now the new appearance, the setting of the whole and can also be further developed with new posters or spots at a later date. "With the new media, social media or small promotions, we can address the young people separately. And also pick them up in a different place than just with posters and TV. With social media, we can also go bolder and dare to do things that not all of Switzerland has to see," Peisker and Marending agree. Rivella is also very active with advertising abroad. Beyond the national border, sales grew again in 2011 by almost 10 percent, giving Rivella AG the best foreign result in its 60-year history. In 2012, the brand is even ahead of plan. Germany is being promoted by the Jung von Matt/Limmat agency. After Emil, the figurehead is now Michael Mittermeier. And Rivella "yellow"? While this line extension with soy serum has been discontinued in Switzerland, the other Rivella is still being given a chance abroad.

Otherwise, Rothrist is open to developments with the establishment of its own innovation community on the Atizo crowdsourcing portal. More than 500 people have already uploaded 2,000 new product ideas here. Marending: "The extremely large response clearly shows that consumers' thirst for innovations from Rivella is far from quenched."
 

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"Rivella is the clear No. 2 in soft drinks. There's nothing to do but reminisce."

Cornelia Marending, Head of Marketing at Rivella, explains together with Gabriel Peisker, CD at Erdmannpeisker in Biel, the strategy and creative demands of a new advertisement for the "Swiss national drink".

WW: What do you like about Erdmannpeisker's new campaign?
Cornelia Marending: We are very happy with the new campaign. The concept gets to the heart of our brand values. We communicate the product performance as well as the brand's fun-loving anchoring. Rivella has an awareness level of 98 percent and is one of the top 20 brands in Switzerland. That's why we want to position Rivella as what it has always been in the hearts of the Swiss: the official thirst quencher of Switzerland. This is staged with a wink in the films and images.

The "official thirst quencher of Switzerland" seems right to me. Can it also be proven?
Gabriel Peisker: Of course, it's important that we see this with a twinkle in our eyes. The official thirst quencher sounds a bit unwieldy, which is intentional. This stamp is intended to contrast with the images, which are quite relaxed about this "official". The advertising used to say "athletes drink Rivella. For athletes, there are now isotonic drinks in addition to Rivella. That's why we're opening up our approach and targeting the active Swiss population more broadly.
Marending: Our statement is supported by a broad-based consumer survey that we conducted in advance. Consumers confirmed that this positioning is relevant and credible for Rivella. We really are perceived as "the thirst quencher of the Swiss population".

Is the campaign designed for a longer period of time?
Marending: Yes. At Rivella, we're always looking for a main message that should last for a really long time. For us, a claim should last ten years. In the current campaign, we're not necessarily talking about a classic claim. When we were working on the core message, we realized that you can't really say anything new about Rivella. Because the Swiss have known the brand for 60 years, "Rivell... ahhh" is simple and self-explanatory.
Peisker: That's why we picked up on the fine taste and tried to stage Rivella as the enjoyable thirst quencher. A great many ideas can still be derived from the term "official thirst quencher". Active Switzerland can do anything. We have other campaigns in our quiver where the thirst quencher can be played in a completely different way.

After 60 years, is it a problem to make a new advertisement?
Marending: One can only recall. That's an important point. Rivella has 98 percent awareness, but not 98 percent of the Swiss drink Rivella when they are thirsty. So advertising must lead to consumption.

There is a strong fragmentation in the market with energy drinks and isotonic drinks. How can you reach a young audience in this environment?
Marending: Here, it helps that we are an extremely strong brand. Rivella is the clear number 2 in soft drinks. In addition to this brand awareness, we also have almost 100 percent distribution. That also gives us very high visibility. That also helps us with young people. There are a lot of impulse purchases there. Our presence at the POS helps us there.

What is the most important target group for Rivella: Everyone?
Marending: We are actively working on two target segments in acquisition. On the one hand, we address active young people between the ages of 20 and 30, and on the other, young families who are active in their leisure time. With a balanced media mix from classic to online, we build up the necessary reach and achieve a specific target group approach.

It is obvious that advertising in Germany must once again appear differently than in Switzerland. What are strategic marketing considerations here?
Marending: The starting position in Germany is quite different from that in Switzerland. In Switzerland, we benefit from 60 years of market presence. In Germany, we are still at the very beginning. Here, the first step is primarily to make the Rivella brand known in the first place, to build up distribution, and to bring consumers into contact with the product for the first time, for example through tastings, samplings, and promotions. In addition, building up the market in Germany is a long-term task for us, in which we are proceeding step by step.

Why is Jung von Matt/Limmat a different agency for Germany than for the Swiss market?
Marending: For the foreign markets, a good network of the agency in the center of Europe was an important condition. For example, we worked with Jung von Matt in Hamburg to have our current Rivella campaign with Michael Mittermeier assessed for cultural and legal suitability. For advertising abroad, you need people who come from the local market.

In Switzerland, there are numerous agencies that would like to work for Rivella. How many already finished concepts do you get per week?
Marending: Every week we have at least two agency requests for an appointment. And recently, a well-known Swiss chart-topper actually presented us with a ready-made idea, including a storyboard, for a TV spot. But we are very happy with our current agency and the new campaign.

Interview: Andreas Panzeri

 

Switzerland is one of the leaders in Europe when it comes to internet usage. 85% of the Swiss population is online. 80% even use the internet daily or several times a week (Net-Metrix Base, 2012). Swiss companies are also well represented on the web. 71% of all SMEs have an online presence (D&B/Federal Statistical Office). However, many entrepreneurs are still unsure how to navigate the internet and are reluctant to use web-based applications and online marketing tools. Swisscom and Google agree that there is a need to catch up here and are subjecting Swiss SMEs to a fitness program. Under the motto "@KMU", five information events will be held in German-speaking Switzerland in October and November to teach SMEs how to use the Internet. Specifically, the organizers will present their respective solutions to SMEs. Swisscom wants to publicize the newly launched online portal KMU Business World. The core of the platform, which was specially developed for SMEs, is a marketplace where web-based applications for everyday work are offered: for example, an app for creating e-mail and SMS campaigns or microsites, one for recruiting new employees or an application for contact management (CRM). In future, content and applications will only be obtained from the Internet, predicts Roger Wüthrich-Hasenböhler, Head of the SME division at Swisscom. The telecoms provider also wants to use the platform to promote networking among SMEs by allowing companies to create a profile on the website, present their products and services and exchange information.

Google, on the other hand, wants to get SMEs interested in the AdWords advertising program and will be explaining online marketing tools such as "Google Trends" and "AdWords Keyword" at the roadshow. The Internet giant is convinced that the potential for acquiring new customers via the Internet is far from exhausted. While Switzerland is ahead of the rest of Europe in terms of Internet usage, it is in second-last place when it comes to digital advertising (Mediascope, Europe, 2010). A gap that needs to be closed, according to Patrick Warnking, Country Director Google Switzerland. Only 21 percent of SMEs in this country invest in online advertising (D&B/Federal Statistical Office).

From entrepreneur to entrepreneur

In order to convince SMEs of the effectiveness of the offers, the series of events takes place at companies that are already successfully using the offer and provide visitors with tips and tricks from their online practice. Scheu Piano-Service, a specialist store dealing in keyboard instruments, kicked things off at a media conference. Owner André Scheu has shifted and increased the advertising budget of his business from traditional to online advertising. Scheu has increased his investment in online advertising from 6,000 francs in 2009 to 46,000 francs for 2012, with around 90 percent going to Google AdWords. With success. The entrepreneur has succeeded in attracting more and more new customers to his website and business. Annual turnover has doubled since the beginning of 2010. Scheu's advertising investments are now higher. However, they have decreased as a percentage of total annual turnover.

Participants will be presented with similar examples of success at the five events taking place in German-speaking Switzerland until the end of November. The roadshow will visit a heating systems company, a car rental company, a system construction and packaging company, a chocolate supplier and an ice cream factory.

According to Wüthrich, the inhibition threshold to position themselves online is still high for many SMEs. However, companies run the risk of being overtaken, he warns. However, like any fitness program, a successful online presence also requires commitment from entrepreneurs. With Google AdWords in particular, users must first familiarize themselves with the mechanism of action. Not everything works straight away. The piano dealer also found this out. At the beginning, Scheu had a particularly high number of clicks on ads containing the keyword "Yamaha". However, many of those who clicked on his ad were not interested in a piano, but in a motorcycle, which resulted in unnecessary costs. With Google AdWords, advertisers pay per click on an ad. Scheu now eliminates such misleading terms with the right choice of keywords. To make it easier for entrepreneurs to take their first steps in online marketing, Google offers free advice in addition to an informative website containing many how-to videos. However, the commitment is always time-consuming. And it also requires a little enthusiasm. Warnking suggests that one person in the company deals with the topic and gets up to speed. Alternatively, you could of course work with an agency. It is definitely not a bad idea for SMEs to get to grips with their internet presence and the topic of online marketing. Local searches will become even more important in the future, especially in view of the increasing number of smartphone users searching for offers on the web while on the move. Currently, 42 percent of internet users also access the web using mobile devices (Net-Metrix-Base 2012). And the trend is rising.

Isabel Imper
 

The magazine was created out of love for Ticino and to make the canton better known in the rest of Switzerland, explains economist Alessandro Cavadini. Together with the lawyer Filippo Celio, with whom he runs a consultancy firm, and the Ticino publisher Valerio De Giorgi, Cavadini launched "TES - The independent Ticino magazine for Switzerland" this spring. As consultants, Celio and he had repeatedly noticed that the exchange between Ticino and the rest of Switzerland was poor, explains Cavadini. His home canton was also underrepresented in the Swiss-German media. This is how the two came together with the publisher De Giorgi.

Read more about this in the current Print edition of the advertising week.