Result: Europaallee repositions itself as a Zurich city district. This idea is underpinned by the newly developed claim "A neighborhood full of Zurich", which will henceforth accompany the advertising and communication measures of Europaallee.

The new umbrella campaign, which is being launched these days, thus also dramatizes this claim by drawing parallels to other Zurich city districts as well as well-known locations in Zurich. The Europaallee appearance is also visually new. An adapted corporate design as well as the focus on people moving in and around Europaallee are to make the communication of the newly emerging city district more visually attractive as well.

In addition to the umbrella campaign, which was shot by photographer Hans-Peter Schneider, various flanking measures are planned that will be seen in the greater Zurich area and online during the course of the year. The new campaign is currently being used on billboards in the city of Zurich as well as on public transportation. In addition, the advertising subjects can also be seen online and on social media platforms.

Responsible at SBB: Manuela Vujevic, David Gilg, Judith Peter, Monica Gonzales, Mélanie Crittin. Responsible for high voltage communication: Alexander Taiganidis, Matthew Katumba, Leandro Disler, Fritz Kreis, Fritz Hanselmann, Oliver Spalt, Nina Wyler, Sascha Pacino; Photography: Hans-Peter Schneider
 

The study showed that an advertising ban would reduce tobacco consumption, especially among children and young people, Allianz announced on Friday. It would not affect sales outlets, and festivals and sporting events could still go ahead. Switzerland is one of only seven countries that have not yet ratified the World Health Organization's Tobacco Convention. The convention calls for effective restrictions on tobacco advertising and sponsorship. In order to protect children and adolescents from the deadly dangers of smoking, a strong tobacco products law is also needed in Switzerland. The Alliance therefore calls on the Swiss parliament to create the legal basis for a "strict ban on advertising and promotion of tobacco products.

Criticism of tobacco lobby

Bruno Meili, former president of the Federal Commission for Tobacco Prevention and current president of the Working Group on Tobacco Prevention (AT), criticized "the attempts of the tobacco industry to manipulate public opinion, authorities and members of parliament [...]". He said he knows of several cases in Switzerland where "research and culture have been massively influenced." He received support from EU parliamentarian Gilles Pargneaux from France. The latter explained, according to the statement, how the tobacco industry tried to slow down the implementation of the directive in the EU, including through a lawsuit before the European Court of Justice, which was rejected in May of this year.

Federal Council for ban

The Council of States is debating the new Tobacco Products Act in the second week of the session. The Federal Council wants to ban tobacco advertising in cinemas and on billboards. Health Minister Alain Berset said during the presentation of the proposals that advertising has a great influence especially on young people. However, the preliminary advisory committee of the Council of States rejected the proposal and asked the Council to reject the bill. The Federal Council's proposal goes much too far, because it has not been proven that general advertising bans lead to a reduction in smoking. Nor is it clear why the same strict rules should apply to e-cigarettes containing nicotine as to conventional cigarettes, which are more harmful. Today, Switzerland only has a ban on tobacco advertising on radio and television. Tobacco advertising explicitly aimed at minors is also prohibited. (SDA)

Advertising research

Two weeks ago, Wemf and Mediapulse announced the establishment of a joint venture for cross-genre media usage research under the project name "Swiss Media Data Hub". But how does this research work, when does it provide data, what is required, what does it cost and what problems does it solve?

Slide on the Gotthard

At the beginning of June, the opening of the Gotthard Base Tunnel is celebrated with a public festival at which the main sponsors present themselves from their best side with pavilions. The Dübendorf agency Hauser & Partner is responsible for Credit Suisse's appearance.

Solo for Four

Just under four weeks before the Swiss Dialog Marketing Prize is awarded, a Zurich agency is causing an international stir in dialog marketing: The advertising agency Four won the D-A-CH category at the German DDP and took two of the coveted awards, silver and bronze.

The future of marketing

Consumers have long since left the world of classic advertising messages, disgusted by an ever more intensive "more of the same". What to do?

Impact Check

We tell you how campaigns perform.

Offers for websites

Quotes for web projects are not always comparable. When a client puts a new website out to tender, it is quite possible that the price range of the bids received is wide. This can give the client the feeling that he is being ripped off by the more expensive providers. Does this feeling correspond to reality, what is the reason for the price differences?

Idea theft on the social web

All forms of creation are affected. Currently in focus because they are in demand on the social web and required by clients: Stories, videos and innovative media concepts. Beat Hürlimann asked Herbert Pfortmüller, a lawyer specializing in media, communication, entertainment and the arts, about the legal situation regarding the protection of ideas for Werbewoche.

Dogital talents

Digitalization has long since outgrown its infancy and is now an adult,
who - after overcoming a phase of rebellion - takes the leap into independence.

Head of the week: Advertiser of the fifth dimension

"Mr. and Mrs. Swiss are sitting on the sofa, wearing virtual reality goggles and experiencing a completely new view of reality and emotional worlds in their own worlds." This is where offline specialist and Creative Director Simon Hofer sees a possible future for advertising - a revolutionary change.

Do you know what a bompel is? No, not Bommel, Bömmel, Pommel or Pömpel - bompel. A bompel is a ground traffic light, a small strip of flashing lights, similar to the guidance system that leads to the emergency exit when nothing more works on the plane.

Such lights are recently embedded in the ground in front of the head of streetcar stops and flash: when a streetcar approaches the stop, while it is stopping and when it departs again. When the vehicle is gone, the lights go out.

Why the blinking? Because of the smartphone zombies, also called smombies. When walking, more and more people have their heads and eyes not on the landscape, their fellow human beings and everything that happens on the street, but on their cell phones or iPods. The phenomenon unites all generations. In Germany, one in six road users stares at his or her smartphone instead of paying attention to traffic and traffic signals - and in Switzerland, the figure is certainly even higher. At least judging by the angry tinkling of streetcar drivers, which has become the classic soundtrack of a city stroll. The risk of accidents while staring at a cell phone is immense.

Eyes on the display, ears plugged, smombies run into streetcars and seriously injure themselves. There have also already been deaths in Germany. And the smartphone breaks down, too. That's stupid. That's why Augsburg is now testing bompelns at two streetcar stops that are considered particularly dangerous for smombies (see photo below).

Taking a close look: Test bobbles in Augsburg (Photo: Thomas Hosemann/Stadtwerke Augsburg)

Now I ask myself this: If you develop extra traffic lights for notorious jaywalkers, wouldn't you also have to build barriers for those who always just run a red? If a car comes, the barrier lowers - no matter what the light signal tells the motorist. And the drivers who write a text message at the red light should be informed quickly by cell phone that the light signal is now green and that it is time to move on. Before the drivers behind them honk their horns.

Seriously, of course it's tragic when people get in front of or under a streetcar. But anyone who switches off their brain has always lived dangerously. Why is the cell phone forbidden at the wheel, at the handlebars too, and not while running?

I don't think it's particularly sensible, not to say moronic, to take the thinking out of smombies and virtually impose on them that they really don't need to lift their heads anymore. As a mother of two, I know only too well that one only learns from one's mistakes. Sometimes it just has to really hurt - or at least become very critical - until people realize that certain behavior can be life-threatening.

How I would love to wrap my sons in absorbent cotton and push them across the crosswalk in an armored car instead of letting them think, look and walk for themselves. That alone would be a mistake.

Bompeln are also a mistake. After all, at a certain age and level of experience, people should know that it is unhealthy to run in front of a streetcar - even without having to experience it firsthand. Anticipation can be a very useful survival technique.

And apart from that, I don't shy away from invoking evolutionary forces when it comes to the smartphone-obsessed species: Whenever a smombie with a coffee mug in his hand runs into me, I tend to wish for a bit of natural selection.

If that's too radical for you, I have another suggestion: Why do smartphone junkies have to be protected from streetcar death by light organs embedded in the floor? (After all, two LED strips for one stop cost the taxpayer around 10,000 euros). A warning text message would probably be enough, after all, the eyes are already resting on the display. Or: Every train now has a quiet compartment in which mobile reception is simply prevented. Couldn't we simply disrupt cell phone reception and all other functions in cities at critical points so that people look up again instead of swiping and typing? It just doesn't work right now. Period. We would quickly get used to it.

Who knows, you might spot a cool advertising poster when you lift your head. Or a smile on the face opposite. Unfortunately, you won't be able to take a selfie together.
 

Anne-Friederike Heinrich, Editor-in-Chief Werbewoche

[email protected]
 

 

The event was held under the motto "Change of Perspective". Admeira is convinced that new perspectives are the best response to the digital transformation and the new needs of the advertising industry. In conversation with moderator Hannes Britschgi, Martin Schneider, CEO of Admeira, explained how the still young company will support its customers with new products and overarching concepts in marketing.

Photo: Stefan Tschumi

Direct interaction with customers plays an important role here. For example, TV consumers will be able to order a sample of the advertised product or arrange a test drive for a car at the touch of a button. "We're also focusing more on cross-media solutions, running campaigns across all our channels and targeting them even more," said Martin Schneider, summarizing Admeira's new offerings.

The keynote presentation "Changing your Perspective" by Jonathan MacDonald, the internationally sought-after speaker, author of several books and consultant to major international companies, was also about rethinking. In an entertaining and easy-to-understand manner, he presented new ways of thinking and effective tools that can help to recognize and seize opportunities for increasing success in an environment of constant change.

Even the major companies Ringier, Swisscom and SRG, which laid the foundation for Admeira, have to deal with the challenges of digital transformation. In a panel discussion chaired by Hannes Britschgi, the three CEOs Marc Walder, Urs Schaeppi and Roger de Weck discussed how they are creating new opportunities with their companies.
Admeira's customer event was followed by the Swiss Effie Awards. During the networking, Anna Rossinelli and her four-piece band provided musical entertainment. (pd)

The awards went to the best communications campaigns of the past two years, with prizes going to the communications agency, the media agency and the client in each case.

Presenter Annina Campell (Photos: uma/Advertising Week)

In an award ceremony presented charmingly and efficiently by SRF presenter Annina Campell in front of around 400 guests, there were five golds to applaud. Gold in the "Activation" category went to the Mazda campaign "Voilà ma Suisse" by JWT/Fabrikant. The top award in the "Comeback" category goes to the UBS pension campaign by Publicis, which has already won several awards. Another "old acquaintance" wins gold in the "Content Hero" category: Jung von Matt/Limmat's Bergdorf campaign for Graubünden Ferien secures the next coveted trophy. The "Evergreen" gold is awarded to the Appenzeller campaign "Das Rezept bleibt geheim" by Contexta. And last but not least, Publicis secures the second gold of the evening with the successful rebranding "Orange is now Salt" in the "New New" category.

The most awarded agencies after a total of 22 awards were Wirz with six Effies, ahead of Jung von Matt and Publicis with four Effies each.

The list of all awards given (gold, silver, bronze)

LSA President Geri Aebi welcomes the audience

The Effie honors the demonstrable impact of marketing and brand communication. In order to meet the changing demands on communication in the digital age, the submission and jury process has been completely reformed along German lines. The ten new categories by communication topic - instead of by industry as before - much better reflect the complete spectrum of today's Markom tasks, as Leading Swiss Agencies President Geri Aebi explained in his introduction. This means that more non-classical cases can be submitted and awarded prizes, while at the same time the comparability of the campaigns submitted per category has been significantly improved.

Under the direction of Torsten Tomczak, Director of the Research Center for Customer Insight at the University of St. Gallen, 24 jury members from the client and agency sides as well as from academia and research judged the 105 campaigns submitted. In a carefully scrutinized, multi-stage and internationally defined process, effectiveness and creativity were compared to award the best with a Swiss Effie Award. (pd/uma/hae)

Adello receives daily inquiries from the market about the possibilities and technologies of digital marketing. Each time, they have to explain new terms such as big data, ad exchange, iBeacon, and predictive advertising, says Sandor Lazcko, Country Manager Switzerland at Adello. Adello also sees this need to catch up on information in his teaching activities - for example, Adello lectures on the subject of mobile at the HWZ and as part of the IAB Academy.

In order to meet this market need, the Adello team started some time ago to compile the most frequently asked questions and terminology in an internal database, so that these can be answered more systematically in the future. The result is a visually appealing glossary of the top 50 mobile advertising acronyms and top 25 most common terms with a focus on the programmatic mobile advertising market, which Adello would like to make available to all interested parties. Vanessa Marr, Vice President Product & Marketing, is responsible for the glossary.

The management of Renzen & Partner is reorganizing strategically and creatively. As of May 2016, the full-service agency will be strengthened by Ralf Kostgeld, Managing Director Creation and Executive Creative Director. The member of the Art Directors Club of Switzerland has an international track record in cross-media communication and strategic branding.

The long-time Creative Director of Publicis Communications previously served on the executive board as Creative Director at Ammarkt and was jointly responsible for the successful repositioning and further development of the agency. The winner of over 190 national and international creative and efficiency awards, he is also a jury member at various advertising festivals such as ADC of Europe, Eurobest, Cannes Lions and others.

"The last 3 months at Ammarkt have been a lot of fun with the pitch win of NZZ regional media and a new "image film" with Heidi star director Alain Gsponer. In addition, 4 weeks ago I was chairman of the marketing jury at the international White Square Advertising & Marketing Festival in Minsk. Now I am looking forward to a new challenge," shares Kostgeld in a statement.
 

Management Board members Patrick Gerber, Head of Customer Consulting, and Fabio Wenger, Head of New Media, have become co-owners of the company, which specializes in cross-media and print and employs 60 people. At the beginning of March, the two management members acquired a substantial minority stake from Markus Bättig and Daniel Stierli, also members of the Executive Board and previously sole owners. The expansion of the group of owners is in line with the successful business activities and specifically strengthens the entrepreneurial radius of action of the operational management.

At the same time, Matthias Egli, Head of Production and Technology, was promoted to the new five-member management team. He has been part of the media workshop since last August.
 

Respondents liked the Zurich Zoo's Masoala motif best (34.7%). It also stands out strongly from other ads (11.8%) and, according to respondents, fits the brand very well (35.9%). In terms of unaided recall, however, the subject ranks more in the middle of the field (34.7%). Respondents were best able to recall the Marché Restaurant/ Coop@home subject (54.2%), although only 16.9 percent were able to recall the Marché Restaurant subject, compared with 37.3 percent for Coop@home. Audi achieved second place in unaided recall with 52.2 percent. The subject also achieved second place in Brand Fit (22.9%). Respondents liked the Hiltl subject very much (11.2%), despite a low ranking in unaided recall (29.7%). The Valiant subject landed in third place in unaided recall (43.8%), but ranked at the bottom of the ad ratings (uniqueness, brand fit, likeability).

In this article, Werbewoche presents the overall awareness values achieved and the top box ratings of the key features. The online survey was conducted by Marketagent.com. (uma)

To the detailed results report (PDF)

The subjects surveyed:

Image larger

Details on the research question and methodology can be found at Advertisingweek.ch, Webcode Impactcheck.

Kudelski did not disclose the amount of the payment in a statement on Thursday. The company, which specializes in encryption software, had accused Yahoo of infringing patents belonging to the American Kudelski subsidiary Open TV with its applications for Internet television, advertising and online betting.

Since 2012, Kudelski has fought a whole series of patent lawsuits against several large technology companies, including Yahoo, Apple, Google, Cisco Systems, Verizon and Netflix. Kudelski reached an agreement with Netflix last year. The two companies have been working together ever since.

Bank Baader Helvea estimates the total payments that Kudelski has received so far in the course of patent disputes to be in the low to mid double-digit million range. The amount could double in the coming years in view of the patent infringements by other companies, particularly from the USA, writes the analyst responsible. (SDA)
 

The agency invites you to visit the completely redesigned website Schmucki.swiss for a creative tour of projects, agency life and exciting social media and blog stories. It presents itself with large-scale imagery, exciting headlines and numerous technical gadgets.

Programmed with the tried-and-tested CMS WordPress, the digital platform features social media and blog entries, a refreshing agency portrait and a large selection of client work. Of course, a direct link to the agency's own language "Schmuckisch" should not be missing - and a brand new Schmuckisch word was also included: Webpepp* (*complete revision of a website, synonym: binary lifting).

The movie about the creation of the matching illustration is available here to see.