The 43-year-old trained cultural manager FH is returning to her "traditional" field of activity when she joins Alea Iacta, having managed the "Open office" of the Dreischiibe association for four years. Prior to this, she played a key role in the successful development of Open Air St. Gallen for five years as head of the office and marketing.

Silvestri supports the Alea Iacta Group in particular in the implementation of major projects, the management of offices and campaigns as well as public relations. She has been working closely with overall project manager Iwan Köppel, who runs Alea Iacta PR & Consulting as owner, as co-project manager of the Gallusjubiläum 2012 consortium since fall 2009. She will continue to carry out this mandate alongside her 70% workload at Alea Iacta until the project is completed.
 

(in parentheses the respective weighting factor)

Cannes (5)
Clio (5)
D&AD (5)
One Show (5)
The Cup (5)
ADC*E (4)
Eurobest (3)
ADC Switzerland (3),
Effie (2)

From the awards below, each agency can select two for themselves to also count towards the ranking:

Epica (1)
London International Award (1)
The flap (1)
Spotlight Festival (1)
Swiss Poster Award (1)
Edi (1)
DM Award (1)
Crossmedia Award (1)
Best of Swiss Web (1)

In addition, it was decided that only the highest award given applies if a campaign has won several awards (for several individual subjects) in the same jury category of a competition. Awards for multiple individual subjects in the same campaign and category count as one award. Awards for special prizes such as Clio Healthcare or other sub-competitions do not count towards the ranking.

By the end of last year, 19 percent of the population aged 15 and older had already cited the iPhone as their most-used cell phone. That’s 3.5 times more than two years earlier. The gap between the iPhone and Nokia—which remains the market leader—has more than halved during this period, from 42 to 19 percent, as Nokia is heading in the opposite direction. But Sony Ericsson is also on the decline. While it was still in second place in 2010, it was overtaken by Samsung in 2012.

> Read the article from the current print issue (PDF)

After the title was taken over by Business Verlags AG, owned by Basel-based publisher Dominique Hiltbrunner, at the beginning of 2011, the publication was completely revamped and repositioned. In addition to the existing subscribers, a further 55,000 SMEs in German-speaking Switzerland now receive this magazine by post. The magazine is published ten times a year with a circulation of around 60,000 copies. The publisher is Dominique Hiltbrunner.

In terms of content and appearance, the new Blickpunkt is based on modern magazine journalism, as stated in the press release. Each cover story deals with an entrepreneurially relevant business case that is generally valid for SMEs based on an "SME of the month". The first issue is dedicated to the traditional Swiss company Rivella and its plans to expand into Germany. A focus topic sheds light on a current problem a fonds. In the first issue, this deals with the strength of the Swiss franc and explores the question of what SMEs can do about it. An SME interview with two personalities who have something to say rounds off the journalistic offering. In the first issue, these are celebrity chef Jacky Donatz and Dave Dollé, ex-athlete and current personal trainer, who talk about fitness for managers. Furthermore, in a special "Expert knowledge" section, various specialists write on topics that are of great importance to SMEs - first-hand specialist know-how for SMEs.

The concept was developed and implemented by Blickpunkt editor-in-chief Tobias Wessels in collaboration with Lüchinger Publishing, which specializes in this area. The publishing director is Sabine Andersch, who is also responsible for "Women in Business - Das Wirtschaftsmagazin für die Frau", which is published by the same publishing house.

 

The 2011 MMA Global Mobile Marketing Awards - The Smarties - presented last November show where the bar for mobile advertising lies internationally. We present some remarkable examples, starting with the winner: Old Navy. Because it only operates on the American continent, hardly anyone here is familiar with the clothing brand belonging to the largest US clothing retailer, The Gap, which has its own chain of stores. The focus is on discount and is aimed at an audience that is nevertheless fashion-conscious. Because music and fashion go hand in hand, a new campaign with the theme "Old Navy Records" was chosen with its own hit songs. The aim was to appeal to Old Navy's target customer group, women aged between 25 and 35, who are typically also mothers. This may not seem particularly unusual, but it has a twist: music was used to enable the use of Shazam, the music identification service for cell phones and smartphones. This service was launched in London ten years ago to identify music tracks using a database of acoustic fingerprints. So if you hear a popular but unknown song on the radio, you call the Shazam number (that's how the money comes in), let the service listen in briefly and receive the answer by text message. Anyone who identifies an Old Navy song with Shazam can use the corresponding app to buy the fashion items presented in the commercial immediately via cell phone, receive special offers and giveaways as well as styling tips. This works for TV and radio commercials, but also in Old Navy stores, on Facebook and on YouTube.

App for brand management

The American sporting goods supplier Converse used augmented reality for its campaign, which won an award in the brand care category. With "The Sampler App", sports shoes can be tried on virtually. All you have to do is point the camera of your smartphone at your own foot, adjust the shoe size and you can try out different models, i.e. display them. Once a suitable model has been found, a snapshot can be saved and shared with friends on Facebook, for example, to get their opinion. Of course, the shoes can also be purchased via the app.

Creative until the contract is signed

One of the largest banks in Turkey, Garanti Bank, wanted more of its customers to use online banking. Over the years, the bank had acquired 1.6 million online customers, but was unable to increase this figure any further. So the customer database was searched for customers who had an e-mail address but had never used online banking. Using their name, email address and cell phone number, a personalized email was created for each of these customers, which they found in their inbox one fine morning. It contained a link to a video with a news spot in which the last person in the world who does not yet use online banking is reported in all seriousness: And it is the recipient himself - the displayed name leaves no doubt about it. But it gets even better: while the video is running, the customer in question is called on their cell phone so that the news presenter can interview them. If the caller answers, the commercial continues with the question of what they have to say. And then comes the question: "Do you promise to use Garanti online banking to save time and money? Yes or no?" This answer is sent to a voice recognition system, which evaluates it and then sends the customer a suitable e-mail. Result: 21 percent of customers surveyed in this way gave a technically recognizable positive answer and signed up for an online banking contract.

Mobile marketing for promotion

The "Find Red" campaign for M&M (a competitor to the chocolate lentils known as Smarties) received a Smartie in Canada. The five colorful talking candies are looking for their outspoken colleague Red. In anticipation of Google's Streetview images, the advertisers hid a head-sized portrait of Red thirty times in the Greater Toronto Area so that he would be captured by the camera vehicles. Three of them worked and were available on Google Maps. But where? That was the main challenge of the campaign. The latest clues were shared and discussed via social media channels such as Twitter and Facebook. And Red checked in at various locations in the city via Foursquare and left clues as to his whereabouts. This also included wild posters with QR codes that could be analyzed by smartphones for further clues. And further clues could be read from the barcodes on the packaging. The main prize for participants in this digital treasure hunt was a red Smart (sic!). But the campaign also won: not only three Lions in Cannes, but also 15.6 million impressions across all media channels in thirty days. The remarkable thing about this campaign, however, is that not a single dollar was invested in conventional media (TV, radio, print, etc.), but it was carried out where the target groups are most frequently on the move: on social media and on the street.

Maddy brings industry overview

How does mobile advertising in Switzerland compare with the showcase examples from abroad? Maddy was created to investigate this question journalistically. On this web platform (www.maddy.ch), creators and professionals who specialize in mobile advertising can register their companies and campaigns. This creates an online overview of the various mobile advertising players and their activities, which is useful for the entire industry. If particularly interesting aspects or individual cases emerge on Maddy, these will be presented in more detail in future articles on the current focus topic of mobile in separate articles. We hope that this crowdsourcing attempt will find broad support and will report on Maddy's progress on the Online News website of Werbewoche.

Christoph J. Walther
 

The current social media high flyers

According to a press release issued on Thursday, Martina Kammermann studied German language and literature and has a Master's degree in cultural journalism. She has previously worked for the Berner Zeitung newspaper and a young publishing house in Hamburg.

041 - The culture magazine is published by IG Kultur Luzern, the umbrella organization of over 200 cultural organizations from the cantons of Lucerne, Obwalden and Nidwalden. The monthly magazine reports on cultural life in Lucerne and Central Switzerland. It also contains a detailed calendar of events. (SDA)

> Jonas Wydler leaves Lucerne culture magazine

What it's all about: For several years now, VBZ has been advertising institutions with fully painted vehicles. The energy streetcar, the Ewigi-Liebi streetcar, the women's streetcar and many more. Now comes the Sunrise streetcar, and most people are outraged. 

My theory is that there is criticism that you are being used for advertising and have to pay for it. I believe that these are just pretextual reasons. The real reason is that the design of this Cobra is "ugly as hell", as one Facebook user put it. That's where the whole problem lies. It's not just the stationary, public posters, but now also the rolling ones that are upsetting the aesthetes, and there are a lot of them. "Sunkotz-Tram" is the name given to the billboard/space/society interest group that is fighting against the flood of advertising in public spaces. Once again, a company has come up with the best solution. If the identity, which is truly not a highlight, is transferred one-to-one to the Cobra, this is an indictment of our industry. No effort was made to present a more original, cheekier and funnier image on this large area. Now it costs 480,000 a year, and because it's so unoriginal, it's met with criticism and is therefore anti-advertising. 

I have been in the advertising and design business since 1965. In the past, it was extremely important what was placed on an advertising medium. Today, this craft has been lost. The computer was used to slap the Sunrise CI color shading stripes onto the Cobra template. It looks great. But it's not an idea! Maybe it would have looked good on an A4 sheet of paper (but I doubt it). The fact that no thought was given to how something like this would look in large format on exactly 36 x 3.6 x 2.5 meters and be loved by the courted viewer for a whole year is stupid. 

The next fully painted streetcar is due to hit the rails in March. I hope that this head of communications is not already talking about an unconventional solution, like Andreas Gregori from Sunrise, by calling the fact of painting a streetcar unconventional. 

I'll repeat myself: whether it's a TV commercial, a poster or a double-page spread: It's the content that counts. I recommend that Sunrise redesign the entire streetcar. The 480,000 streetcars are no incentive for my 20-year-old son to change his subscription. Dear Heinz Vögeli, we already proposed such a streetcar campaign four or five years ago. At that time, however, it was still too conspicuous. 

For a Basel player, the stand-out moment of the week can only be having witnessed FCB take the leather pants off Bayern in the Joggeli. 

Theophil Butz, once a star advertiser (Ringier), now an inspirer and, from now on, a mocker. "Not an easy role, but a necessary one, which I perform here every 14 days." Please send any relevant information to [email protected].

 

This is intended to summarize the various KWC products for the shower under an umbrella term with brand character. Renzen Communications was responsible for the creative process from A to Z, from naming to the implementation of various print measures and packaging design.

Responsible at KWC, Unterkulm: Roland Gloor (CEO), Cheril Kaufmann (Head of Marketing Communication), Sabrina Küng (Marketing Communication). Responsible at Renzen Communications, Aarau: Hanno Lietz (CD/text), Thomas Mischler (AD), Desirée Agostino (consulting). Photography: Jean-Jacques Ruchti, Aarau. Image editing: Stefanie Kühni-Grusche, Pink Gecko, Hunzenschwil.

 

After six years, it’s time for a breath of fresh air, according to a statement released on Thursday. Starting with the March/April issue, the business magazine *Punkt* will feature a new design concept. The modern layout is intended to provide a clearer overview and improve readability. Punkt also has new content in store, the statement continues. One example is the «L’Entrepreneur» section, which profiles entrepreneurs and their work. Under the motto «Business is more,» the magazine also covers topics from business, investing, and lifestyle every two months, offering a behind-the-scenes look at companies, products, and services. Beyond daily news, the magazine regularly features economic policy opinions and (new) economic concepts.

Punkt is published by the independent media company Financialmedia in Zurich and currently reaches nearly 40,000 readers with a circulation of 12,500 copies per issue.

Marketers love it when consumers click on their Facebook "Like" button. And rightly so! They don't "just" gain fans, but also networked consumers and brand ambassadors who can be used efficiently for advertising on Facebook. 

I would like to underline the benefits of the fan base with a practical example: Last year, we were commissioned to win fans for a Zurich boutique on Facebook and acquire them as new customers via an incentive (anyone who becomes a fan of the boutique's Facebook page receives a 15% discount voucher for their next purchase). With a budget in the three-digit range, we succeeded in gaining over 1000 Facebook fans and activating them to shop in the boutique. 

Fans provide favorable leads 

At the beginning of the year, another Facebook campaign was launched to gain new fans and customers, which achieved interesting results: Sponsored Facebook Ads achieve a significantly higher ROI than conventional Facebook Ads when gaining new fans (and customers). With a large Facebook fan base, new fans can be acquired with sponsored ads at an attractive cost per lead. 1000 fans were used for sponsored ads (referrals) and tested against conventional Facebook ads. The performance of the two campaigns, which were "on air" for six days, showed significant differences: 
 

• The click rate for sponsored ads was three times higher and the conversion rate six times higher than for conventional ads. 
• A fan was won for 14 centimes via the sponsored ads and for 1.18 francs via the conventional ads. 
• Over 2000 fans were gained within six days. 
• 10 percent of new fans have printed out a voucher. Of the 200 vouchers, 35 have already been redeemed. 

With the boutique's original 1000 fans, we had a social reach of 85,000 in the greater Zurich area (each fan has an average of 85 friends who have seen the ad). Each friend of an existing fan saw the boutique ad an average of fifteen times. They saw different ads, as we noticed that the click rate drops significantly after ten impressions. 

Our observations show that the quality of fans acquired via fans tends to be better. They are more likely to remain loyal to the brand than those acquired via conventional Facebook ads. 

Fans are accelerators 

On average, a Facebook member has over 150 friends who often share their opinions and tastes and are therefore interesting consumers for a brand. Companies that want to use Facebook advertising professionally can almost increase their reach with a solid fan base. This is why considerations and measures for building and maintaining the fan base are an important part of the Facebook strategy. 

Imre Sinka 

 

For holders of the Somexcloud Social Media Manager certificate, the Center for Marketing Management at the ZHAW School of Management and Law now offers the opportunity to demonstrate the skills acquired in the course in a thesis written according to scientific principles. The focus here is on critical reflection of one's own social media practice. According to the press release, the specialization of Somexcloud graduates that the diploma aims to achieve is in response to a clear market need for well-trained social media professionals.
 

The publishing house published the scandalous News of the World newspaper until mid-July 2011, when the Sunday paper was discontinued. The publisher also publishes the tabloid The Sun, which recently hit the headlines for bribing police officers and other officials. (SDA/DPA)

(Image: Keystone)