What was previously only possible in the imagination is now becoming reality. The customer walks through the virtually designed rooms of her future home and can change furniture, adjust colors or patterns and design them to her own taste. The customer is immersed in the interior world of their favorite car and can observe how the technical interior of their vehicle is designed and assembled. Viewed from the outside, the user sits in front of the computer with VR glasses, but is in his own world and experiences a completely new view of realities and emotional worlds.

Combined expertise in 3D, advertising and technology

"We create new worlds, it's almost like playing God," smiles Raffael Dickreuter, who lives in LA and, as a native of Bern, also wants to get started in Switzerland. The renowned VR specialist, who has already worked on many well-known American blockbusters, knows that it takes a lot of detailed work. Anything that wants to survive in virtual reality in the 21st century must be truthful and finely crafted. Simon Hofer adds that today's customers place high demands on the accuracy of the product depicted and creativity in its implementation. A friend of Dickreuter's for years, he sees the potential for the advertising clientele: "The time is ripe for the fourth and fifth dimension," says Hofer, "every company, every brand, every product or service will have to reinvent itself with today's technical possibilities. And the possibilities seem almost unlimited. For the technical, financial and organizational implementation, the all-rounder and graduate engineer Markus Brinkrolf contributes his knowledge to the team of three: "Every virtual project is like building a house. Without a clear vision, planning, monitoring and implementation, there is no end product. My strengths lie in planning and implementation; I like to leave the creative part to my two colleagues," laughs Brinkrolf.

Presentation in the Tesla buildings

The location chosen to go public with the Emotional Experience start-up on April 21, 2016 is no coincidence: "Tesla and its brand stand for innovation, the future and new technologies," says Hofer. The Emotional Experience team is also doing this with its launched products VR, VR Film and VR Interactive. The time is ripe for a new reality to be created, which every marketer will have to deal with in the future. "There is no question that 3D and VR will prevail in the future," explains Dickreuter, "the question is who will miss the boat or who will jump on the bandwagon that is already moving."

Simon Hofer (pictured right) tells us more about the origins and future plans of Emotional Experience in the next print edition of May 20 (Head of the Week).

Last October, the then new CS CEO Tidjane Thiam announced that he had appointed his companion Peter Goerke as Head of Human Resources, Communications and Brand Management. Shortly afterwards, CS employees were informed that the previous Head of Communications, Clarissa Haller, would be leaving her post at the end of November.

A good two years earlier, Haller, now 49, had moved from Siemens rival ABB to CS. She had been Head of Communications at ABB since 2006. A graduate in German studies, she previously also held positions at the chemical company Roche, the cookie baker Bahlsen and the Daimler Group.

In her new role as Head of Corporate Communications at Siemens, she will report directly to Siemens CEO Joe Kaeser. According to the company, she will be responsible for digitalization in corporate communications, marketing and branding. Unlike her predecessor, however, she will no longer be responsible for relations with government bodies at Siemens. This department will be moved to another staff department. (SDA)

Teaser image: Linkedin.com
 

Farnham Ale & Lager Is a microbrewery from Quebec. And offers a range of beers in all flavors. With beautiful packaging.

Unfortunately, Switzerland is a developing country when it comes to beer culture. Even if people in this country are slowly acquiring a taste for it - and still have to buy expensive niche products like India Pale Ale (although their production would not be any more expensive than a commercial lager). No matter, that will come. Until then, we look a bit enviously to Belgium, America, England - or even Canada. For Farnahm, the agency Lg2 - known from the campaigns for the Quebec City Magic Festival '15 and '16 - set up a vending machine at a festival that rewards visitors' bitterness with the appropriate beer. A bit far-fetched, but somehow still good. (hae)

The "Pauli" cookbook is going into a new round. For almost 90 years, it has been considered the Swiss cooking teaching aid par excellence - for budding chefs as well as experienced professionals. The new edition was realized together with Stämpfli. A major task, especially since "Pauli" comprises 720 pages and contains countless graphics, illustrations, and around 1700 illustrations and step-by-step photographs.

The textbook was completely redesigned. The cover of the recipe book was adapted to the new design concept and the photo shoot for the recipe pictures was accompanied. The Stämpfli Kommunikation agency was responsible for the design concept of the textbook, including the invitation card to the book launch, as well as for the photo concept of the recipe book. For this large project, Stämpfli was able to utilize almost its entire range of services (from the design concept to editing/proofreading to printing and finishing).

 

Over the next three weeks, users will have access to Instagram.com/feldschloesschen the chance to win two tickets for the European Championship final on July 10, 2016 at the Stade de France. The competition is embedded in a virtual football match: warming up correctly, outplaying opponents and targeted passes are the order of the day in order to finally sink the ball into the goal. The functionalities of Instagram have been expanded by linking and connecting various temporary Instagram accounts. This allows the various moves to be visualized and the course of the game to be individually influenced click by click.

 

The specially created imagery, including video material in stop-motion art, is authentic and channel-appropriate, reflecting the increasing importance of moving image marketing on Instagram. The fun factor should also ensure a high recognition effect, which is reinforced by accompanying communication measures on Facebook and the Feldschlösschen website. "We would never have been able to implement the Instagram project if the client had not been so open and committed throughout the entire process," says GBI project manager Christina Tobler.

In cooperation with the GBI social media team, Feldschlösschen is using the anticipation of the European Championships to attract more fans. Although the beverage manufacturer has only been present on Instagram since February 2016, its account already has over 1,600 subscribers.

Responsible at Feldschlösschen: Flavio Biribicchi (Junior Brand Manager), Dominique Zingg (Brand Manager), Jérôme Rueff (Brand Director). Responsible at Goldbach Interactive (Switzerland): Stephanie Wörmann (Consulting Group Manager Social Media; overall responsibility), Christina Tobler (Junior Consultant Social Media; project management), Andreas Dürr (Creative Director), Marek Zdarsky (Art Director), Torsten Schallmaier (Senior Copywriter / Concept Designer).

 

With one-sided, biased and undifferentiated statements, the campaign condemns farmers as the water polluters par excellence. Agriculture has already made many efforts to optimize the use of plant protection products. It is also prepared to make an active contribution in the future.

Agriculture supports the federal government's plant protection action plan, wrote the farmers' association. It also backs a motion by a National Council committee on glyphosate monitoring. It also points out that forty to fifty percent of food in Switzerland is imported.

Pro Natura wants to use posters to draw attention to the pollution of streams and lakes by pesticides. The environmental organization has called on the Federal Council to draw up a plan that will bring about a "significant reduction in the use of pesticides". This must contain "unambiguous guidelines" for agriculture and industry. (SDA)

Image: Schweizerbauer.ch
 

The new Domus Studio celebrated the opening of its second location at Spisergasse 42 with numerous activities and surprises. The focus was on the neighboring shared apartment of the Wehrle brothers and their friends. The apartment was completely refurnished especially for the opening and was transformed into a showroom for two days.
 

"We find that our products come into their own even better when they are displayed in a private context," says Domus Managing Director Marc Künzle. Under the motto "Ufenes Cüpli bi Wehrle's", the apartment was open to all visitors during the opening days. The various home and design favorites from brands such as Vitra, Nils Holger Moormann, Artemide and Freitag could be purchased on site at discount prices.

Responsible at Domus Studio: Marc Künzle (Managing Director). Responsible at von Engsberg Agency for PR & Events, Zurich: Daniel Steiner (idea, concept, overall responsibility), Pat von Engsberg (planning), Thomas Edelmann (photo), Gerald Joeri (film production).

Once again, Contexta is presenting the daily newspaper as the one that asks the right questions, takes a close look and raises the relevant issues. For the areas of politics, business and society, Contexta has therefore once again redesigned the familiar reading glasses and presented them in a way that is appropriate to the topic. This year, the subjects can also be seen as posters, advertisements and online banners.

Responsible at Espace Media: Sandra Locher (Head of Reader Marketing Regional Media D-CH), Patrick Linder (Head of Advertising Regional Media D-CH). Responsible agency: Contexta. CGI and image editing: Pixelprinz, Zurich.
 

Comparing apples and oranges is not a very good thing, apart from nutritional issues. So also in the case of the price comparison "District heating: 1 kWh = 16.74 Rp.; Fuel oil: 1 kWh = 7.5 Rp." To contrast a heat price with a fuel price, the complainant complained, was just as unlawful as the assertion "Since the heating operation of these district heating plants is not sufficient for the entire heat supply, a substantial share is taken over by oil heating." The First Chamber of the SLK upheld the complainant in both cases. According to the Federal Supreme Court, in comparisons and especially in price comparisons, only truly comparable things may be compared with each other (BGer 4A_647/2014 dated 15.4.15). Art. 3 para. 1 lit. e of the Unfair Competition Act (UCA) also requires that such advertising must not be incorrect or misleading and must be directly comprehensible to the average consumer. The statement complained of, for its part, is a factual assertion that a respondent must prove. The PR article of the telecommunications industry cited as evidence is not sufficient for this purpose. The complaint was upheld on both points.

Excerpt from the flyer "Wärmeverbund

Freedom of imitation

However, the complaint of an ice hockey web radio station accusing a competitor of having copied texts, layouts, logos and structure for its website was rejected. There is no general prohibition under fair trading law against copying the services of others. The Federal Court has repeatedly held that services or work results that do not enjoy intellectual property rights protection - in particular trademark or copyright protection - may in principle be used and imitated by anyone. However, the imitation must not lead to confusion with goods, works, services or the business operations of another (Art. 3 para. 1 lit. d UCA). Although a certain similarity could not be denied, the First Board could not find an overall infringement of either unfair competition law or copyright law.

Playing with fear

The advertising of a fictitious X-ray institute for e-bikes with fictitious X-ray images was misleading and pure scaremongering, the complainant said. The e-bike distributor took a different view and was of the opinion that the humorous content of the campaign was already clearly recognizable at the first glance at the fictitious X-ray image. According to Art. 4 (2) of the Code of the International Chamber of Commerce (ICC), marketing communication should not play on fear without a justifiable reason. This cannot be ruled out in the present case, as the oversized envelope bore the fictitious return address "Röntgeninstitut Oberwangen - Röntgen, Mammographie, Ultraschall" and the note "Röntgenaufnahmen - Bitte nicht knicken!". The First Board did not conclusively clarify this issue, since the e-bike distributor credibly assured that it would no longer continue this type of campaign (Art. 9 para. 1 lit. b SLK Rules of Procedure).

Bioresonance or bullshit?

Can "electrosmog chips" actually convert harmful cell phone radiation into positive bioresonance radiation and "food chips" improve the taste of food? The complainant was of the opinion that this was "bullshit". The terms used were not scientifically proven, he said. In addition, he was of the opinion that only modes of action that have scientific proof may be advertised. In the opinion of the SLK, this is not the case, since otherwise it would also no longer be permissible to advertise homeopathic remedies. To judge whether electrosmog and food chips are effective or just bullshit is not within the competence of the Fairness Commission. Therefore, the First Board only had to judge whether the statements of the advertisement objected to by the complainant were misleading. There was no indication of this. The appeal was dismissed.

 

"In the short term, companies are relatively well positioned for the digital changes in the service business, but in the long term there are major construction sites," says Roman Bauer, partner at H&Z Unternehmensberatung and expert in the field of service, summarizing the results of the live online survey at the Service Round Table, organized by H&H. In light of the digital transformation, 35 managers from C-level and service functions were asked about developments in the service business. Overall, an average of 30 percent of the service turnover of the companies surveyed is now based directly or indirectly on digital offerings.

Naturally, there are major differences depending on the sector. While one of the companies is already pursuing a completely digital business model, some others are still not generating any revenue from digital services. Nevertheless, the management level at almost all companies is behind the digitalization of the service business. This is confirmed by 79 percent of respondents. "The spirit seems willing, but the flesh is weak" could be recited in view of further results on the strength of companies in relevant success factors* of a digital transformation. After all, the biggest hurdles still include a lack of resources and the available budget.

Above all, however, the company structure is insufficiently geared towards digital changes. After the lack of resources, the survey participants even see this as the greatest weakness on their path to digitalization. In his presentation at the Service Round Table, Professor Guido Baltes, Scientific Director of the Institute for Strategic Innovation and Technology Management (IST) at HTWG Konstanz, emphasized just how serious this is.

"Digitalization is not a competitive advantage in the long term"

Although the pressure to digitalize the service business is increasing, Professor Guido Baltes is convinced that companies will not be able to differentiate themselves in the long term. In the short term, companies are differentiating themselves through digital service processes and offerings. In the medium term, however, this is far from enough in view of the general advance of digitalization. This is because digital competitors will catch up with "acquired advantages" faster than they are built up. "Digitalization in service is a hygiene requirement." And Roman Bauer adds: "Sooner or later, every company ends up at least partially in the digital model. " In order to maintain its lead, a company must constantly evolve. "Agile models, such as embedded entrepreneurial teams, are needed to counter new competitors who approach digital business models without ballast," continues Roman Bauer.

However, the digital changes in the service business are not only leading to new corporate structures, they are also reducing the number of service employees required. The managers surveyed estimate that their service team will almost halve in size over the next ten years. Automated processes and robots will take over many traditional service tasks in the future.

* Management commitment, customer access, know-how, IT/technology, suppliers/partnerships, mindset, sufficient budget, agile organization, resources
 

This destination was special in two respects: Firstly, it is the headquarters of the ASW agency Business+Design and secondly, the Energy Park belongs to the agency owner Martin Jaggi. However, this Energy Park is not just home to an advertising agency, but also to a very special museum: the world's largest collection of historic gasoline pumps. And, because it fits the theme, an impressive selection of legendary vehicles from bygone eras.

ASW-GV in the Energy Park: World's largest collection of historic fuel pumps and numerous vehicle rarities inspire ASW members and invited guests.

Because the visit to the museum was probably more responsible for the numerous registrations of members and invited guests than the ASW AGM itself, the latter went off without a hitch. All motions were unanimously approved and - as the only change in personnel - Ivan Zumbühl was elected as the new Vice President. Following the 53rd General Meeting, President Michael Waldvogel bid farewell to the long-standing team of auditors Margrith Fischer and Thomas Irniger. In addition, new member Agentur Tollkirsch from Winterthur was welcomed to the ranks of the ASW, and Laurenz Zellweger, who had been admitted to the ASW, received the coveted diploma.

Presentation of diploma: Laurenz Zellweger, owner Tollkirsch Winterthur (left), Michael Waldvogel, ASW president (right)

During the subsequent aperitif in the midst of the exhibition, one realized for the first time how many wonderful collector's items have found a worthy home in the Energy Park. In a witty and gripping talk, Martin Jaggi told how his passion for collecting had begun with the purchase of his first gasoline pump at the age of 15 and his first classic car at the age of 16 (!) and how he had since then traded and bought all over the world and thus been able to integrate exquisite pieces into the ever-growing collection.

During the joint tour of the museum, Martin and his partner Ursula provided the requested information on each gasoline pump and each classic car and had an exciting story to tell about each of the exhibits. The dinner also took place in the middle of the museum and the dessert was offered in style from a "Piaggio Glacé-Mobile". And it was obvious: everyone enjoyed the get-together in the midst of this extraordinary setting and felt transported back to a time when quality and attention to detail were still very important. (pd)
 

The image should reflect the overall experience on the ship and be made tangible, approachable and tangible on all possible channels. The core brand values were identified in several workshops and the promise: "Appealing to all senses" was developed. This value-based approach was taken into account in the visualization of the logo and the overall appearance. The figurative mark - the floating "g" - is to become a recognizable signet. In other implementation templates, such as the Journal du Lac, the overall experience - the unique combination of culinary delights with the experience of nature against an impressive backdrop - was placed in the foreground. With icons and selected colors and the magazine-style layout, the Journal du Lac lives up to this claim.

The agency entrusted the further realization of the advertising material and the Journal du Lacs to Tavolago.

Responsible at Tavolago: Fredy Wagner (CEO). Responsible at Gastronomie Vierwaldstättersee: Karin Ahlmalm, Lena Hess and Isabelle Bossart (Marketing). Responsible at Planet: Silvan Kaeser (creative direction), Andreas Stebler (graphics), Beatrix Imhof (brand development, consulting).