New formula - new shape: with this slogan on the packaging, Hauert wants to keep existing customers happy. But the number 1 for horticultural fertilizers wants even more with the launch: to appeal to new, especially young customers in cities. After all, urban gardening and balcony gardening are very much in vogue among them. The Hauertkugel is the perfect product for the new balcony gardeners: you bury it at the start of the season and can forget about fertilizing. This convenience product is advertised by the In Flagranti agency in Lyss. The lead medium is a TV commercial. The campaign is rounded off with online and POS measures. The hero of the commercial is a squirrel, as these animals tend to bury and forget nut-shaped nutrients. To make this idea as convincing as possible in an attractive film, the specialists at Boutiq created a completely computer-animated squirrel. A Swiss premiere.

Adrian Suter was responsible for supervising the spot. The head of animation at Boutiq attended the first animation course at Lucerne University of Applied Sciences and Arts eight years ago. He later worked at Frame Eleven and founded his own company before joining the Boutiq team. Hauert wanted a photorealistic squirrel, as natural as possible and not a comic figure. This also meant a real animation and not a cartoon animation. "We wanted an ordinary viewer not to get the idea that we were working with an animated squirrel," explains Mike Huber, who is responsible for the direction.

To bring the effect of real life to the large poster, Sermir Saleh from the Boutiq 3-D team gave the cute little animal a coat with 6 million individual hairs. For the animated film, these were trimmed down to 1.5 million. Of course, this required a corresponding amount of computing time. In total, Boutiq spent two weeks animating the squirrel for the 22-second spot. It also took ten days for the plants. These can be seen in the finished film in a compositing of real flowers and photorealistic 3D objects. Boutiq opted for a real background because the balcony was to bloom in a magnificent floral splendor at the end of the film. A suitable villa with a terrace was scouted on the Gold Coast. Together with a gardener and a stylist, Hauert decorated it with exquisite plants in large pots. The set was then captured on real film according to a precise storyboard. The irony for the master gardener involved was that he had to use all his skills to ensure that only wilted plants appeared in the first shots. Only for the "happy ending" were the flowers allowed to unfold their full splendor.

In order to make the background look realistic, invisible threads were attached to the stems of the plants. These were used to move the greenery to simulate the animal's interaction with the environment. To be able to animate the squirrel's movements correctly, Suter studied countless animal films on YouTube. "My girlfriend's dog also helped a little. I used him to analyze the mechanics of walking on four legs," says Suter. The dog spent most of his time sneaking around the computer at Boutiq in Erlenbach. Light also played an important role in the design. The specialists at Boutiq used a stuffed squirrel as a "stand-in". Andreas Panzeri

 

The message is based on the campaign idea: No matter what the viewer is experiencing - the Credit Suisse Premium Interest Savings Account allows savings to grow securely. The three short TV commercials follow the same principle. They are designed to draw viewers into watching television with charming little stories. A dog eats its master's bread, a mother and her daughter watch a scary movie wearing face masks and a couple have different ideas about what to watch in the evening.

Scholz & Friends Zurich realized the BTL campaign: The advantages of online media were used to stage the campaign idea in an environment-related manner. For example, a reference to the growth of the credit balance is made while the user loads a video, scrolls down a website or checks the weather.

The situational mechanics are also used at the POS: coordinated advertising media - from the poster at the entrance "Here grows ..." to the counter sign "Open ..." - extend the campaign idea right into the branch. The campaign comprises a total of over 40 advertising media, from TV commercials, advertisements, posters and radio to online and POS measures. It is being used throughout Switzerland from now until June 30.

Responsible at Credit Suisse: Tarkan Özküp (overall responsibility), Daniel Fischer (Head of Marketing Private Clients and Investment Products), Alexandra Rödner (Marketing Investment Services & Products), Anja Hermann, Alessandra Ira (Advertising). Responsible at Euro RSCG Zurich: Frank Bodin (overall responsibility), Alexander Holtz (Creative Director), Suzanne Friedli, Grit Wolany (Art Direction), Florian Birkner (Text/Concept), Laurie Morard, Ricco Pachera (Graphics), Walter Tagliaferri, Rolf Hunziker, Sandra Willi (Consulting), Constantine Wrage (Agency Producer). Film production: Bubbles Film, Hamburg. Director: Lewi. Responsible at Scholz & Friends Zurich: Alexander Ardelean (Online Creative Director), Florian Ammann (Online Concept), Gregor Fitz (Art Direction), Sören Schröder (Text/Concept), Andreas Sedmak, Carmen Köll, Holger Schicke (Consulting).
 

Back pain is one of the most common reasons for consulting a doctor. In many cases, it can be prevented or improved with targeted exercises. Viktor Röthlin, ambassador for Helsana's "Healthy Ideas": "In my day-to-day work as a physiotherapist, I have come across many people with back pain. In the following, I will show you which exercises you can do to strengthen your back and core. It is best to do this program three times a week in different positions." The easy basic exercises challenge the body holistically. First the front, then the side and finally the back core muscles are trained. Try to hold the starting position for 10 seconds. Then perform the controlled movement for a further 10 seconds. As soon as you are strong enough, you can extend the movement time to one minute.

The two keynote speakers, Roger Köppel, publisher and editor-in-chief of Die Weltwoche, and Gabriele Burn, member of the Executive Board of Raiffeisen Switzerland, shed light on this year's theme "Be successful differently - rethink" in an impressive and exciting way. Köppel called on the participants to reflect on their own strengths and not to allow the rules of the game to be imposed on them by the big players. Burn described how Raiffeisen seeks proximity to its customers through down-to-earth events.

The workshops were also very well received. Topics included "Brain training for your memory" with André Huber ("The Brainman"), "Social media, a must in the marketing mix?" with Philipp Sauber, CEO and partner INM AG, and "A pragmatic approach to worldwide success with Micro Scooter" with Hans-Peter Bolliger, CEO/owner Micro Mobility AG.

Lively panel discussion

The highlight and at the same time the conclusion was the panel discussion. Moderator Stephan Klapproth challenged keynote speakers and workshop leaders in his usual pointed manner. The constant jibes between Klapproth and Köppel elicited repeated laughs from the audience. Nevertheless, the discussion remained objective. Köppel stated that belief in oneself and the will are decisive for success. Sauber added emotions. Burn pleaded for authentic values to be exemplified. Bolliger encouraged people to choose their own path. "The Brainman" Huber recommended: "Learn new things. This will steadily build new brain cells, and the brain will remain powerful."

2013: Small anniversary

Eugen Da Pra, President of Swiss Marketing Schaffhausen and organizer of the event, was very satisfied with the outcome of the 4th Schaffhausen Marketing Day. "I am overwhelmed by the way we are always overrun with registrations. This shows me that we are on the right track with the type of event we have." The next Schaffhausen Marketing Day on April 9, 2013, will be the fifth - a small anniversary. Da Pra tones in that he will come up with something special.

Eugen Da Pra, Philipp Sauber, Stephan Klapproth, André Huber,
Hans-Peter Bolliger, Gabriele Burn, Roger Köppel (from left).
 

WW: Many companies make bags from truck tarpaulins. What makes Freitag special?
What makes Freitag special is that production is not just a fashionable idea, but a deeply rooted idea in the company: we take something that already exists and make something new out of it. We give things that others regard as garbage a new lease of life.

Is Freitag a pioneer in this field?
Whether the Freitag brothers were really the first in 1993 is of little importance. What is decisive is that the idea of the "second life of things" runs stringently through the company. It doesn't end with us making a bag from old truck tarpaulins, we also process bicycle inner tubes, car seat belts and even airbags. And as Brand Manager, I try to transport this idea to all playing fields.

How do you do this?
When producing a shop window, for example, we consider in advance what will happen to the items afterwards and also whether we could use what already exists. Or in the case of the Reference collection, the hangtag - the information tag that dangles from the bag - is made from recycled paper.

You see Freitag bags everywhere in Zurich. Not afraid of overkill?
Ten years ago, there were already reports claiming that the hype surrounding the bags was over and that things were only going downhill. But Freitag has not only managed to hold its own to this day. We are still growing at double-digit rates, which proves that it was never about hype. The bags are durable and are worn by people who believe in our philosophy.

Are your customers the same people who bought Freitag bags 10 or 15 years ago?
I would say: too. In Zurich in particular, there are many people who have been carrying their first bag for 15 years or even longer.

Isn't this bad for the company? This way you don't sell anything...
Our goal is to produce bags that are long-lasting. We are happy for anyone who wears their bag for 20 years. Of course, that doesn't mean that customers won't want a second bag at some point...

Does Freitag age with the target group?
To a certain extent. New products arise from changing needs. That's how we came up with the idea of a second collection. The Reference line with its plain-colored bags is somewhat simpler, but a little more fashionable than the Fundamentals. At the same time, Freitag remains young. Last year, we launched a backpack that is aimed at younger people and is suitable for schoolchildren.

What does your target group look like?
In the classic line, the Fundamentals, we have the bicycle courier as a representative. With the Reference line, it's the journalist. But we are actually aimed at anyone who is out and about in an urban context and needs a bag that they can hang around their neck to get from A to B. People with an affinity for design, architects or those from the creative sector.

As brand manager, aren't you worried that the Reference collection, which is a little more upmarket, will dilute the brand?
No, not at all. We have deliberately chosen a different look for the Reference line, as we are targeting a different segment with it. The retailers who offer Reference bags are highly positioned. The fact that we can sell bags in stores such as 10 Corso Como in Milan, an international fashion flagship, is gratifying from the brand's point of view. It confirms to us that our bags can exist in a context that otherwise does not believe in the same things as we do.

Are you referring to sustainability again?
Yes, of course we are exotic in a large fashion context with our ideas. The key thing is that we communicate credibly what our basis is: we believe in the next life of things, in design and functionality. As long as we convey this, I'm not afraid of the brand being watered down.

Keyword communication: Daniel Freitag said that Apple is a role model when it comes to design and communication. What does Freitag learn from Apple?
It's about the core of the company. Apple's products are so strong that they exist without having to create an elaborate campaign around them. The ability to make something that is not only functional, but also looks great and is extremely easy to use is something we admire. Everything is beautiful, you want it. The unity of design and functionality is incredible, everyone should take that as an example.

Apple largely dispenses with classic advertising, just like Friday. Don't you need that?
We try to make our products so strong that they advertise themselves and gain publicity. In other words, the entire advertising budget flows into product development.

The sale runs by itself?
Although we do without advertising, we are by no means exempt from communication. On the contrary, we spend a lot of time preparing convincing communication material that the media can and want to use in an editorial environment.

Let's take the move, for example, with which Friday was very present in the media...
We thought about how we could showcase the new building so that people would feel it was worthy of a report. We always try to tell our story very carefully. 250 people from all over the world, journalists and retailers came to the opening of the Freitag factory in the "Noerd" commercial building.

What does Freitag's online communication look like?
Online is both a communication and sales channel, and we put a huge amount of effort into it. On Freitag.ch we want to give an insight into the Freitag world. Users who arrive at the site from a context search are directed to the products, and vice versa, when a user clicks on a product, they automatically receive information from a broader context. We also operate a Facebook page, a Vimeo channel and other social media channels.

Freitag produces very elaborate product films for this...
That's the consequence of not advertising. The videos have to pop in so that people want to see them. We also use some of the stop-motion product videos for the launch of new products.

But how do potential customers get to Freitag, to the website?
Editorial contributions in blogs, but also offline in magazines and newspapers, are very important for this. In order to generate as much publicity as possible, we have an in-house specialist who focuses entirely on media relations and works with local PR agencies in key markets.

Freitag is very well known in Switzerland. Do you have to invest more abroad to make the brand known?
On the one hand, Freitag works very centrally; we provide the communication material for the entire world in Zurich. The agencies receive ready-to-use material from us for media work in their own language. On the other hand, we organize local events abroad, for example. For example, we are currently running the "Freitag am Donnerstag" series, which takes place every two months in all German-speaking Freitag stores, a cooperation with the newly launched Swiss magazine Reportagen. At the events, which are open to the public, an author from the magazine gives a talk.

How did the cooperation with Reportagen come about?
We originally launched "Friday on Thursday" for the launch of the Reference collection, back then with the design blog Swiss-miss.com. After the project fell asleep, we wanted to revive the series and found a credible partner in Reportagen to organize journalistic events.

What's next for Freitag? Rumor has it that they will soon be making furniture...
Well, we developed our own furniture for our office requirements to suit our needs. But that's not something we want to go out with.

Not interested in selling them?
Nothing should be ruled out, but this is certainly not a plan for the near future. In addition to the furniture, there are other projects in the pipeline. But nothing that is ready to go yet.

Next year, Freitag will be celebrating its 20th anniversary. Are you planning something special?
So far, we haven't had much time to deal with this due to the move. With Reference, we also have a new line, a chick that requires a lot of resources and needs to be developed further. But we will certainly start planning soon...

What are your personal goals as a Brand Manager?
That we communicate consistently across all communication and sales channels and are never boring. I enjoy taking an unconventional approach to things. I like to say: the world is a disk. It's about walking as close to the edge as possible. Sometimes you take one step too many and fall off, sometimes you're too far away and it gets boring. Isabel Imper

Pascal Dulex (35) is married, father of three daughters and has been working as Brand Manager at Freitag lab.ag since April 2010. Dulex, who studied journalism in Zurich and Hamburg, previously worked for Farner Consulting, most recently as a senior consultant. His previous positions include the Montreux Jazz Festival.
 

Flo Brunner has many years of agency experience and also works as a photographer. He last worked for the agency "Die Gestalter" in St.Gallen for more than 8 years. After a preliminary course in design and an apprenticeship as a graphic designer at Dachcom, he continued his education to become a certified designer HF and worked as an art director and photographer for magazines, books, annual reports, artists and museums. He takes a stake in the agency and becomes a co-owner and partner.
 

More than 5.8 million people aged 15 and over find out about current affairs every day. This is according to the KommTech study by Publica Data and IGEM. Almost 75 percent use a daily newspaper subscription for this purpose. A figure that has remained virtually unchanged for three years. However, the proportion of those who use the Internet for this purpose has risen. From around 49% to almost 63%. It remains unclear which websites they use to do this. And this is precisely where Total Audience 1.1 provides more precise information than the analysis published a year ago.

> Read the full article from the current Werbewoche print edition here.

Meyrin is a politically independent municipality, but actually part of Geneva, Clear Channel said in a statement. For outdoor advertising customers, Meyrin is particularly interesting because it is on the way from Geneva airport to the city center and because there are more jobs in around 1,000 companies than the municipality has inhabitants.

 

Metal tips in the area of the rabbit's ears could pose a risk of injury, especially for small children. The button eyes could also come loose. There is a risk, especially for small children, of swallowing them, as the FOPH announced on Wednesday. The Federal Office advises consumers to ensure that the cuddly toy does not get into the hands of children. Promoting perfume at Easter with plush bunnies? This idea was already broken anyway - before the bunnies. 
 

Buxhofer will continue to work as a journalist for the Bündner Tagblatt beyond this time. He would also like to expand his involvement with the Arosa Cultural Circle, which he chairs. To make this possible, Buxhofer has decided to hand over the editorial management in a year's time at the latest. The early announcement of the decision should help to find a good successor.

The publisher and management of Südostschweiz Medien regret Christian Buxhofer's decision, but are pleased that he will remain with BT as a journalist and commentator.
 

The agency DAPD is taking over the French Diora News via its existing subsidiary Sipa News, as the company announced on Thursday. Although the purchase price has not been officially announced, it is between 1 and 5 million euros, according to the German business newspaper Handelsblatt.

Diora News supplies the French and African markets and its clients include the mobile communications provider Orange. Founded in 1999, the agency and its 16 employees specialize in real-time news updates.

It was only at the end of March that DAPD announced that it was taking over AP's French-language service. It intends to offer a nationwide domestic service in France as soon as possible. DAPD was created in 2009 after the German news service (ddp) acquired AP's German-language service and the two agencies merged. In summer 2011, dapd acquired the photo agency SIPA Press in France. (SDA/AFP)

 

The interactive non-stop live broadcast was a complete success: the station received around 20,000 questions and comments over a 24-hour period. Young viewers were able to have their say on what was happening in front of the camera via chat and voting; communication with the audience never stopped, even during the night. In addition to dozens of viewers who spontaneously visited the trio of presenters in the studio, many stars also took the opportunity to pay a congratulatory visit to Joiz on the occasion of this birthday show, above all US rap star B.o.B and 77 Bombay Street, the big winners of the Swiss Music Awards.