The editors of Werbewoche put forward 18 finalists. These were posted on Facebook and could be evaluated there. The interactive voting tool was used very actively. Cablecom received the most votes with 34%, followed by the Orange campaign with 12%, Swisscom with 11% and Switzerland Tourism with 10%.
At the "Pizza Express" restaurant chain in the UK, you can actually type a code printed on the bill into an app and make cashless and uncomplicated payments. This customized mobile payment system is only possible thanks to its own app with Paypal integration. However, it is clear that a separate app for every restaurant cannot be the solution for the widespread use of mobile payment.
In this country, these mobile payment services are still mostly based on SMS and can only be used to a limited extent. For example, payment by SMS is possible at selected Selecta vending machines, but Post Finance also offers transactions via SMS. Japan, however, where mobile payment has been used extensively since 2004 and has now become established, shows what possibilities there are here too. The breakthrough of the mobile payment system is also due to a relatively new technology: NFC. Near Field Communication technology is based on a small chip that allows data to be exchanged over very short distances. This means that you simply hold your cell phone close to the terminal when paying and the amount is debited. The prerequisites for using NFC technology are, of course, cell phones with an NFC chip on the one hand and corresponding terminals in retail outlets on the other.
Google Wallet is one of the providers trying to establish mobile payment in the western world. Once you have registered your credit card, you should be able to pay with your cell phone. However, use is currently restricted to Android phones, and there are also restrictions for credit cards. If the cell phone is NFC-capable, the app can be installed. Many major credit cards are also supported. The problem, however, is that this is a company that has never been seen before, and security and transparency are very important for users, especially when it comes to financial matters. The Olympic Games in London in summer 2012 will be particularly exciting. Visa and Samsung are using the major event as a test area for NFC technology. Around 60,000 locations in London have been equipped with NFC-enabled terminals so that visitors and athletes can make cashless payments. It remains to be seen whether "payWave" - Visa's payment service - will catch on and help mobile payment make a breakthrough in Europe. It is also rumored that Apple is also considering entering the NFC business. At present, iPhones are not yet equipped with the chip. Apple already has a lot of experience in the payment sector with iTunes. A combination of mobile device and suitable app could, of course, drive mobile payment forward quickly.
Starbucks no longer wanted to wait for an NFC service to catch on, so it developed its own app that allows customers to hold their cell phone in front of a 2D scanner and the amount is then debited. Not only can payment be processed more quickly, it also promotes customer loyalty and offers further benefits for the customer with e-coupons and discounts. After just nine months, they have already recorded over three million payments. Square Card Case also uses a different technology. In addition to the credit card reader for retailers, customers can now also install the "Card Case" app. Once the customer is in the restaurant, they can open a bill in their own name via the app. When paying, all they have to do is say their name and the amount is debited from their account. This interaction is simply based on GPS. However, if reception is poor, this could be the biggest problem.
It is unclear when mobile payment will become established, but it is undisputed that it will happen sooner or later. Experts predict sales in the region of USD 670 billion by 2015. Cash is unlikely to disappear, especially here in Germany, where people find it difficult to accept anything other than coins and notes for small amounts anyway.
The introduction of the fully painted streetcar by VBZ has met with great interest in the advertising market. Since Thursday, the first Cobra streetcar has been traveling through Zurich with a full design. Swissquote Bank, which specializes in online banking, is the first customer to use this eye-catching form of advertising, and other customers from various sectors will follow in the near future. By the middle of the year, all five streetcars approved by the city council will be on the road.
The commercial full-scale design became possible after the Zurich City Council approved a three-year test phase in June last year. It is limited to a maximum of five Cobra streetcars at any one time. During the trial period, the offer in the market and acceptance by passengers will be tested. After that, a decision will be made on the definitive inclusion in the VBZ Traffic Media product portfolio.
VBZ Traffic Media markets over 14,000 advertising spaces on 574 VBZ vehicles. The advertising in and on streetcars and buses reaches over 810,000 boarders in the city of Zurich every day.
Around eight years ago, in February 2004, Mark Zuckerberg and his fellow students, the Winklevoss brothers, launched Facebook at Harvard. The yearbook for Harvard University students soon extended its service to Stanford, Columbia and Yale Universities. Almost a year later, Facebook had one million users, and another year later it had 5.5 million.
Due to the high demand, Facebook is not only available to schools and universities in 2006 and opens up to everyone: 12 million users. One year later, there were 50 million users. A minor setback: Zuckerberg is sued by the Winklevoss brothers for allegedly stealing their idea and has to pay them a settlement.
Facebook was launched in German in March 2008 and the social media community has since generated 100 million users. The number of Facebook users continues to rise. By December 2012, there were 845 million active users - despite discussions about data protection.
Mark Zuckerberg has made it from simple student to millionaire entrepreneur in a very short space of time. So the fairy tale of rags to riches is not so far-fetched after all. This hope warms our hearts a little in these cold times.
Advertising that is not only perceived in passing, but also triggers lively discussions in the media and among the public, can be considered a hit by creative people. Vizner Borel can look forward to such reactions with her campaign for Denner. In a nationwide offensive with advertisements and posters throughout Switzerland, Denner is being repositioned under the new claim: "One for all". The visual language is simple - and therefore unmistakably memorable. All subjects are designed in the "carrier bag look" and thus create an immediately recognizable link to the paper bags in the store, which have also been relaunched. A bright red surface with a white handle, which was even applied in 3D at 1500 poster sites, serves as a projection surface for over 40 different headlines. Some of them argue against the competition with rather cheeky allusions. "Save more" or, for example, "Save one more Lidl". As a topper, a few of these posters have been "placed" directly in front of the competition's stores using photomontages. These tongue-in-cheek sideswipes were placed in large advertisements in the Sunday press.
The reactions were not long in coming. "Denner is operating in a gray area," complained 20 Minuten. "Who complains first?" asked an article on Blick.ch. But: "Our aim is not to attack anyone, but to highlight our strengths. With a wink, a little cheekier than usual. Denner is allowed to do that," says advertising manager Huanita Wenger. The strategy is actually not completely new. The TV commercial, in which the driver of a Migros truck waves to a colleague in a Coop truck as he is about to "inconspicuously" stow two full Denner shopping bags in his Coop truck, was also created by Lajos Vizner and Guillaume Borel. Lidl has since returned the favor. The poster "Save one more Lidl" was over-texted with "At Lidl ..." and shown as an advertisement in front of a Lidl store.
The print provocations are accompanied by 13 different Denner commercials produced by Manifesto. In just 10-second statements, the most diverse characters "out" themselves as Denner customers, from a student in a shared flat to a yoga teacher, a millionaire or a fireman. Denner is also taking an unusual approach with the inserts: In each advertising block, three short spots are used in a concentrated load.
Andreas Panzeri
The Advertiser of the Year 2012 is Urs Schneider. He is the owner of the media agency Mediaschneider. Urs Schneider was able to accept the trophy named Egon, designed by Swiss artist Max Grüter, at Lake Side in Zurich. It was a clear victory: 31 percent of all votes went to Urs Schneider.
Ten years ago, the federally certified advertising manager founded his own media agency. In addition to teaching at various institutes (including HSLU, SAWI), Schneider is president of the examination committee of the Swiss Advertising Association (SW) and a board member of SW and BSW leading swiss agencies. He is regarded in professional circles and by his students as the "statistics pope" who has the ability to turn this rather dry subject matter into entertaining and instructive hours of discovery.
In second place, with 17 percent of the vote each, are David Schärer of Rod Kommunikation and Roman Hirsbrunner of Maxomedia. In 2007, David Schärer founded Rod Kommunikation together with Regula Fecker, the 2010 Advertiser of the Year, and Oliver Fennel. Roman Hirsbrunner founded Maxomedia in 1996 as a 23-year-old student with Bernhard Herzig. Today he is CEO of the agency and manages around 50 employees in Bern and Zurich.
With 14 percent of the votes, Geri Aebi, CEO of the Wirz Group, came in third. After twelve years at GGK Vienna, Geri Aebi has been with Wirz since 2002.
For the 12th time, a broad jury presents the "Campaign of the Year" award. There were 18 commercials to choose from. In addition to the readership of Werbewoche, viewers of Star TV were once again able to participate in the vote. The jury's verdict was clear: upc Cablecom's spot by Viznerborel, in which Carlos Leal shows how fast surfing can be, was the clear audience favorite: with 34 percent of all votes, it came in first. In second place, with 12 percent of the votes, was the campaign for Orange by advertising agency Publicis. With 11 percent, Swisscom's Sendervielfalt campaign by advertising agency Contexta made it to third place. In fourth place with 10 percent of the vote is the spot "Zwei Bergler entdecken die Stadt" ("Two mountain people discover the city") for Switzerland Tourism by the advertising agency Spillmann Felser Leo Burnett.
Pierre C. Meier, Editor-in-Chief
[email protected]
Orange awards Swiss media account to Mediacom
Mediacom has won the tender for Orange's media budget. The media agency has been responsible for strategic media planning and media buying for the telecommunications company in Switzerland since January 2012.
Weber Harbeke Partners with three new budgets
New in Weber Harbeke Partners' portfolio: a corporate design project for the Goldbach Group, a product launch for the Kellermann Group and the launch of the Aia Loffler brand.
Advertising agency for Sandoz Austria and Spain
Sandoz Austria and Sandoz Spain now rely on the Swiss advertising agency. The reason for this is the good cooperation with the existing customer Sandoz Switzerland.
The House Agency for BSH Hausgeräte
BSH (Bosch and Siemens Household Appliances) is the largest household appliance manufacturer in Europe. Following an agency evaluation, BSH (Switzerland) opted for The House Agency. A first POS project for Bosch dishwashers has already been realized.
The Serviceplan Group is expanding its business in Switzerland: Mediaplus, the sister company in the Serviceplan Group with a focus on media, has acquired a minority stake in the owner-managed media agency in Switzerland, Mediaschneider. In return, the latter is taking a stake in Plan.Net Suisse, the Swiss branch of the Plan.Net Group, which specializes in digital communications within the Serviceplan Group. Mediaschneider is headquartered in Zurich, with additional offices in Basel and Bern. "I am convinced that we will be successful together. By working together, we are strengthening our expertise and innovative power for the future to the benefit of our customers," says owner Urs Schneider.
As in Austria, the Serviceplan Group now covers all media in Switzerland with this new commitment. "The aim is to build up a house of communication in Switzerland, as we did in Austria," explains Florian Haller, Managing Director of the Serviceplan Group.
The online newspaper is backed by Geneva sociologist Uli Windisch, journalist Philippe Barraud, head of department at the French-speaking Swiss weekly magazine L'Hebdo, and Olivier Grivat, former editor-in-chief of the newspaper 24Heures. Windisch said that the online newspaper would have 450,000 francs at its disposal over the next two years. Among the shareholders of LesObservateurs.ch is the Ticino financier Tito Tettamanti, who has once again been the main shareholder of the Basel newspaper since December.
The magazine has a circulation of over 250,000 copies and is distributed to all households. "We want to rapidly develop Spatz, which was founded 28 years ago, into a modern monthly magazine in tabloid format," says Dominique Hiltbrunner, Chairman of the Board of Publitex, which publishes the magazine.
The first issue of the new concept, which has just been published, gives a first impression of where the journey is heading. The layout impresses with its generosity and modernity; the articles are written by prominent journalists. The cover story, for example, was written by award-winning Zurich author Daniele Muscionico. The title of the article: "Immer Somm-Tag - BaZ boss Markus Somm: Ein Psychogramm" From the next issue, Zurich media columnist Kurt W. Zimmermann will also be taking a monthly look at the media city of Basel with his characteristic sharp pen.
