For seven years now, the white gift package with the red loop has symbolized the amount distributed.

This year, however, the message is conveyed with a surprising twist. As in previous years, a film shows the joyful moments when Mobiliar customers discover their package. What is unexpected, however, is that another sequence follows, which underlines that this is not the norm with most insurance companies.

This mechanic is also implemented in the print and poster campaign with motifs placed one after the other or next to each other.

"It's great that, together with Wirz, we succeeded in giving the same annual message a new facet again this year," says Sarah Pittet, project manager for marketing communications at Mobiliar. "And that, after the damage sketches, we have another campaign that exemplifies that consistency in communication over many years pays off."

Complementing the classic appearance, online measures including an informative and entertaining website round off the campaign.

Responsible at Die Mobiliar: Christoph Ott (Head of Brand & Marketing Communications), Sarah Pittet (Project Manager Marketing Communications), Tamara Kitsao (Marketing Communications), Lina Moro (E-Business). Responsible at Wirz: Fernando Perez (ECD), Thomas Kurzmeyer (CD), Luca Schneider (AD), Sarah Ming (text), Nadia Gantenbein (graphics), Yves Rückert, Pascal Fussen, Manuela Bührer (consulting), Nicole Suter (art buying), Désirée Guzzo (media realization), Mario Müller (production). Media agency: Mediaschneider, Nadine Müller and Sonja Morgan.
 

The experienced journalist and pagemaker Alain Zucker is joining the editorial team of the NZZ am Sonntag. As of September 1, 2016, he will become a pagemaker and thus a member of the editorial board as well as a writer in the Bund background. Since 2013, Alain Zucker has succeeded Arthur Rutishauser as editorial director at Tages-Anzeiger. From 2011 to 2013, he served as head of news at the Tages-Anzeiger. Before that, he was head of the economics department at Weltwoche, correspondent for various Swiss and German media in the U.S. and head of the background and opinion department at Tages-Anzeiger. He studied history and economics in Zurich and St. Louis.

Larissa Bieler, Head of Product Development Print at NZZ am Sonntag, will now also take on a part-time role as page maker. Chanchal Biswas is relinquishing his pagemaker role at his own request. He will remain Deputy Editor-in-Chief of NZZ am Sonntag and will also become Editorial Director Digital at NZZ am Sonntag.

The current editor of the Background section, Michael Furger, will take over as head of the section on June 15. He will succeed Francesco Benini. Michael Furger has been Background Editor of the newspaper since 2008 and is also a lecturer in political communication at the Institute of Mass Communication and Media Research at the University of Zurich. Prior to that, he was editor in the Zurich and region department of the Neue Zürcher Zeitung from 2004 to 2008 and domestic editor at the Swiss Dispatch Agency (SDA) from 2000 to 2004. Michael Furger studied history, German studies and European popular literature at the Universities of Zurich and Salzburg.

On March 23, the Responsive agency celebrated a groundbreaking premiere with Ticino Turismo and invited guests in the presence of Federal Councilor Doris Leuthard and presenter Christa Rigozzi at Switzerland's most visited museum. At the new special exhibition "NRLA - Gateway to the South", visitors may take a seat on one of the three VR stations and experience an impressive journey through space and time in a particularly detailed 360° world.

Responsive, an agency specializing in online, mobile and VR applications, designed the entire on-site VR presence for the client and guest at the Museum of Transport Ticino Turismo and designed and implemented the application in-house - 100% Swiss Made. The stations were built in style with discarded original SBB lounge car seats by object builder Cyrus Schwabe also completely in Switzerland. The extremely powerful PCs from Brentford are built into the bases of the chairs as well as into the cases, so that they are invisible, just like the sensor for head tracking and all cables. To give visitors an impression of what to expect after putting on the Oculus glasses, Responsive also realized an animated film for the info screen.

The application refers to the campaign "Discover the other side" of Ticino Turismo for the opening of the Gotthard base tunnel in 2016. After the visitors are shown the construction of the two Gotthard railroad tunnels by means of impressive 3D animations with 360° view, they dive - typically blinded by the sun during the tunnel exit - into the wonderful landscapes and well-known highlights of Ticino. After arriving in Bellinzona, for example, they enjoy a private screening at the Festival del film Locarno - the entire Piazza Grande has been recreated in 3D for this purpose. A short time later, after a picnic on Monte San Giorgio, you find yourself in a hot air balloon next to San Salvatore high above Lago di Lugano with a correspondingly spectacular view, then in a typical Ticino grotto and finally, after about five and a half minutes and further highlights, at the literal final bouquet on a boat in the bay of Lugano. The appropriate audio effects and animations underscore the intense experience.

On Rr.ticino.ch you can download the complete application. With VR glasses and the appropriate hardware, you can also enjoy Ticino from home. A reduced version due to hardware limitations - without 3D animations - for mobile VR glasses, such as the Google Cardboard available in the museum store, also works directly in the browser and without additional downloads. This is also considered a technical milestone. Last but not least, a desktop version is available for those who do not yet own VR glasses.

Skillfully used, VR is suitable for various purposes. Patrik Marty, Managing Partner at Responsive explains the almost unlimited possibilities for a new brand experience: " For example, we can take the end consumers on a virtual company and production tour, let them learn applications in a playful way or show them a real preview with detailed views up close. As for Ticino Turismo, we also like to turn the wheel of time, break boundaries and make history come alive in the now."

Responsible at Ticino Turismo: Elia Frapolli (Tourism Director), Manuela Nicoletti (Country Manager Switzerland), Luca Preto (Online Manager). Responsible at Responsive: Tuan Nguyen and Patrik Marty (both Managing Partners).

The exhibition and the virtual reality application can be experienced until October 23 at the Museum of Transport in Lucerne and at any time at Responsive.

Read more about Virtual Reality (incl. interview with Patrik Marty and Tuan Nguyen) in the print edition of Werbewoche, publication on April 15, 2016.

Creative is not only the campaign, but above all the product. Basler's safety modules are innovative insurance products, some of which have never existed before. This is no coincidence, as Basler Insurance has taken to the streets in Switzerland and, under the motto "What if..." people asked, "What would be their biggest everyday concern if their partner died suddenly." This has resulted in safety modules such as the Basler "Life Coach," which provides unbureaucratic and personal assistance to families in the event of bereavement. 

Who looks through the financial documents in the event of death? Who will take care of the administrative matters if the children have to be looked after at the same time? How will the funeral be organized? The life coach assists the bereaved with all these questions. With his professional network of partners, he manages the transition phase until everyday life is settled again. 

Erdmannpeisker's emotional TV spot runs on all Swiss channels until the beginning of May. We see the life coach from Basel, but also hear the voice of an affected mother and wife who thanks him in a letter. The spot develops its special emotionality from the tension between text and image. Creative Director Gabriel Peisker: "Because it's so difficult to talk about death, we put the performance in the foreground."

The accompanying online measures such as banners, Facebook and video ads, advertorials and the informative Microsite was realized by the online partner agency campfire, also from Biel. Erdmannpeisker and campfire have been working together successfully for different clients since 2014.

Responsible at Baloise: Marc Hallauer (Head of Marketing Switzerland), Yves Thiriet (Advertising Manager, Marketing Switzerland), Stefano Bucher (Project Manager Marketing Switzerland), Michael Besel (Head of Digital Marketing), Flavia Buser (Digital Marketing). Responsible at Erdmannpeisker: Gabriel Peisker (CD), Sybille Erdmann (consulting), Patrick Fawer/Christina Weisser (AD), Urs Zwyssig/Oliver Krippahl (text), Jenny Zioerjen/Christina Weisser (media design). Responsible at campfire: Anne-Sophie Fraser (Creation Online), Damian Kunz (Conception and Consulting Online), Dirk Unger (CD and Creation Online), Nadia Meier (Text Online), Noémie Viatte (Development Online Advertising Media), Pius Caduff (Technical Consulting Online), Rise&Shine Films (Life Coach Interview Videos. Technical implementation microsite: Aperto. Markenfilm Schweiz: Uli Scheper (production), Jovan Todorovic (direction), Damjan Radovanovic (camera). Media editors: Laurence Sass, Simon Racine. Photography: Neumann und Rodtmann, Berlin.
 
 

Until their functional decline in the 1950s, the colorful enamel signs were colorful features in gloomy industrial cities from around 1890, according to a press release issued on Monday. In Germany alone, there were over 300 enameling factories that produced the tin signs coated with molten glass powder.

Compared to other advertising media, enamel signs scored particularly well with their high resistance to weathering and thus also helped to develop brand awareness among consumers. Companies such as Coca-Cola, Nestlé and Maggi strove to achieve this from the second half of the 19th century.

Advertising agencies usually entrusted the design of advertising signs to well-known painters and graphic designers. Niklaus Stoecklin from Basel, for example, designed a sign for Gaba/Wybert pastilles in 1926. Graphic artist Herbert Leupin created the Pepita sign with the parrot in the 1940s. According to the press release, the Persil White Lady is also an icon of advertising and can also be seen in the special exhibition at the Toy Worlds Museum. The sign was designed by German artist Kurt Heiligenstaedt. Another Swiss classic is the advertisement for Union briquettes.

Tinplate plague displaced by paper posters

In the early years of the 20th century, advertising signs proliferated to such an extent that there was often talk of a "metal plague", as the story goes. Attempts by authorities and interest groups to impose restrictions through bans met with resistance from the associations of advertising companies.

After the Second World War, enamel signs were gradually pushed out of the streetscape. The consumer market became more fast-moving and the long-lasting advertising media were replaced by cheaper paper posters. Today, enamel signs are coveted collector's items. Auction houses offer top-quality signs like works of art. They sometimes achieve five-figure results.

The more than 150 signs on display at the Basel Toy Worlds Museum come from the collection of Michael Müller, who lives in the Basel region. Müller began building up his collection at the age of 23, which now numbers hundreds of signs. The special exhibition runs until October 9, 2016.

was once again the target of a malware attack, according to the 20 Minuten website on Monday afternoon. The culprit was a contaminated network of an external advertising provider whose ads were embedded on 20minuten.ch. All ads from this provider were immediately deactivated, according to 20 Minuten.

The malicious software in question is a Trojan called Bedep. According to initial findings, only Windows systems are at risk, the report continues. Once Bedep is on the system, the tool tries to open further backdoors for attackers.

Hacker attack with e-banking Trojan horse

Malicious software had already been distributed via the 20 Minuten website on Thursday. According to the Federal Reporting and Analysis Center for Information Assurance (Melani), it was an e-banking Trojan called Gozi. It attempts to access users' bank accounts.

This had come to the attention of the federal administration. It had detected various attempted infections. However, its defense systems were able to fend off the repeated attacks. For security reasons, however, the 20 Minuten site was temporarily blocked for employees. Other companies followed suit.

After the attack on 20minuten.ch, Tamedia had stressed that only users accessing the website from their desktop computer were affected. At no time had there been any danger from the mobile 20minuten apps. This is also the case with the latest malware attack, according to 20minuten.ch. (SDA)
 

Agency founder and chairman of the board Stefan Swertz sets with this decision the course for further growth, it says in a statement on Monday.

Before joining Adisfaction, Martin Caduff built up the online marketing team of a Zurich web agency for seven years. In parallel, he taught web project management at the SAWI Academy for Marketing and Communication. At IAB Switzerland, he is the deputy head of the Search specialist group and teaches search engine marketing at the IAB Academy. He regularly speaks on this topic at industry events such as Swiss Online Marketing and Suisse Emex. In the Adisfaction management team, he heads the Search Engine Marketing and Analytics divisions.

Sonam Wieland studied business administration with a focus on marketing at the University of Applied Sciences Northwestern Switzerland. After joining Adisfaction, he worked as an online marketing consultant for key accounts in the financial sector. He implemented digital media cooperations and advertising campaigns and developed innovative approaches in campaign conception. As a member of the management team, he is responsible for the further development of the media consulting and campaigns division.

Martin Caduff and Sonam Wieland have been instrumental in driving Adisfaction's growth, the statement continues. Together with the team, they have acquired renowned new customers, including the Basler Kantonalbank, UBS and the ZHAW School of Management and Law. Business with existing customers such as Aldi and Weight Watchers has also increased. In the last two years, the number of customers, the number of employees, and sales have all risen sharply.
 

Since the beginning of April, Roberto Blank has been responsible for sales of the IN-Folder, the carrier medium for unaddressed direct advertising, throughout Switzerland. IN-Media, part of Direct Mail Company Basel, produces and distributes the IN-Folder twice a week to Swiss households in a print run of around 1.4 million copies.

As a proven print media specialist, Roberto Blank started his career at OFA Aarau. He then held management positions at Somedia, Ringier, Aargauer Zeitung and, most recently, Factum in Zurich. He is now returning to IN-Media, continuing his five-and-a-half-year tenure at the publishing house.

Roberto Blank studied business administration at the Solothurn University of Applied Sciences and holds a degree in marketing planning.

The IN-Folder provides readers with regular information on consumption, leisure, health and much more directly to their homes. Blank takes on the task of marketing the folder to national advertising customers.
 

 SRC President Annemarie Huber-Hotz said that the 50th anniversary year should be a year of humanity, because without humanity there is no life worthy of the name.

The SRC is using its anniversary year, together with the Red Cross cantonal associations, rescue organizations and institutions, to maintain contact with the public, partners and authorities and to demonstrate the services it provides in the service of humanity at home and abroad.

The opening ceremony offered the SRC volunteers and employees, as well as the general public, an entertainment program on the Bundesplatz, the highlights of which included musical performances by the two charity ambassadors Nubya and Greis.

Relounge is responsible for the entire live communication for the opening event on the Bundesplatz in April and the ceremony in June 2016.

Responsible at SRC Swiss Red Cross: Markus Obertüfer (Project Manager 150 Years SRC). Responsible agency: Relounge; Photography: André Albrecht.

From 4 to 15 July 2016, the Lucerne creatives will be working on a 17-metre-long, three-storey motorboat from Monday to Friday. While they create, illustrate and program on the middle deck, customers will be received on the airy upper deck or the loungy aft deck, depending on the weather. A professional captain ensures that work can continue undisturbed. There is no fixed timetable. The route is based on customer appointments or the wishes of the team.

Together with Microsoft, the JWT agency and the support of art historians, the major bank has created a new, never-before-seen Rembrandt painting for the Rijksmuseum. Thanks to the help of big data, facial recognition software and a 3D printer, it will look as if Rembrandt had painted it himself. (sis)

From an advertising perspective, the referendum campaign on the revision of the Asylum Act is likely to be a meagre one: The supporters lack the money for paid advertisements, as CVP campaign manager Laura Curau announced on Tuesday, according to the Tages-Anzeiger. And from a financial point of view, this is probably even more drastic: the opponents - namely the SVP - have lost the desire to financially support their much-maligned media with advertisements.

According to Schweiz am Sonntag, head of strategy Christoph Blocher commissioned an external analysis following the lost DSI referendum campaign. The conclusion: the media were the central factor. According to Blocher, the intention was deliberately to talk about the SVP rather than the issue. The party was portrayed as wanting to abolish the rule of law, human rights, democracy and the state. Blocher speaks of a "campaign of vilification" that - with the exception of the Basler Zeitung and Weltwoche - was conducted by all media titles. The editors-in-chief were at the forefront of this.

The SVP draws conclusions from the analysis study. "Should we pay for advertising space if opponents can publish their arguments for free?" Blocher is quoted as saying in Schweiz am Sonntag. The private media in particular should be held "accountable" with this measure. According to Blocher, they now have to prove that they really are the fourth estate in the state. In other words, the SVP expects more balanced reporting.

According to the political scientist Claude Longchamp, who Tages-Anzeiger described the decision as "remarkable", the decision also fits in with the general trend that fewer and fewer players in Switzerland are prepared to invest a lot of money in referendum campaigns. There are two reasons for this: Firstly, there is a growing realization that referendum victories cannot be bought. Secondly, it is becoming increasingly difficult to influence the media through advertisements. They have a basic attitude and express this in the referendum campaign, says Longchamp. As a result, the parties prefer to spend their money where they can have a direct influence - i.e. via their own publications, online platforms or social media. (hae)