The deadline for submission is up to and including Friday 8 April 2016. Please send your proposal to: [email protected].

The jury will then select three nominees from your submissions, which we will present in Werbewoche 8/2016 and on Werbewoche.ch and then put to you for voting. The Werbewoche Advertiser of the Year will be chosen on May 27, 2016, on "Advertising Day" at the Musée Olympique in Lausanne.

The Annual General Meeting of Goldbach Group, listed on the SIX Swiss Exchange, held in Küsnacht on April 07, 2016, approved all proposals of the Board of Directors by a large majority; 4'272'475 shares, or 83.7 percent of the voting shares, were present or represented.

The members of the Board of Directors standing for re-election were elected for a further term of office of one year; Jens Alder was confirmed as Chairman of the Board of Directors. Joachim Schoss, a member of the Board of Directors of Goldbach Group since 2002, resigned from this body. Arndt C. Groth, the candidate proposed for election, was newly elected to the Board of Directors and will also sit on the Compensation Committee. Thus, the Board of Directors of Goldbach Group is composed as follows: Jens Alder (Chairman), Beat Curti (Vice Chairman), Mirjana Blume, Erica Dubach Spiegler, Patrick Eberle, Valentin Chapero and Arndt C. Groth.

Arndt C. Groth, Michi Frank and Jens Alder (from left)

The aim is to impart energy knowledge in a fun way and encourage participation. The "Energy Challenge 2016" focuses on the topics of energy efficiency and renewable energies. The aim is to show the public the potential for saving energy in our everyday lives and how this can be used more actively. In order to achieve the broadest possible impact, the Energy Challenge relies on a roadshow, competitions and an app for smartphones. It is actively supported by Swiss celebrities such as the French-speaking Swiss musician Stress, Xherdan Shaqiri, Carolina Müller-Möhl, Bertrand Piccard and André Borschberg.

Aroma is responsible for project management, planning, implementation and logistics, while FS Parker is responsible for sponsorship, creation and conception.

The Challenge kicked off with a media conference on Wednesday, at which Federal Councillor Doris Leuthard welcomed the important commitment and the two ambassadors Stress and Xherdan Shaqiri were presented.

The media conference focused on the roadshow, which will stop off in nine energy cities (Locarno, Lucerne, Zurich, Aarau, Basel, Neuchâtel, Montreux, Sion and Bern) and conclude with a live concert by Stress on the Bundesplatz in Bern using the energy saved up to that point. The app, which is now available to download from the App Store and Google Play, was presented as another centerpiece of the challenge. It can be used to determine your own energy profile and compare it with the ambassadors. And with a little commitment, every Swiss person can benefit from many advantages.

The public launch of the "Energy Challenge 2016" will take place on April 29 at Zurich main station. All other stations, dates and information can be found at Energychallenge.ch to find.

 

Seven One Media's marketing will be divided into two areas in the future: B2B and B2C. The restructuring is intended to ensure that partners and customers can be addressed in an even more targeted manner and contacts can be cultivated more efficiently. The new B2B Marketing division will be headed by Sabine Körner from mid-April 2016. She joins Seven One Media (Switzerland) as a new member. Sabine Körner has more than ten years of experience in the media and sales business. Most recently, she was part of the management team at Joiz Switzerland, including as Head of Sales. Before that, she worked for four years as local sales manager at Publicitas and for another four years as national sales manager at Belcom.

Sabine Körner and Marianna Marrella (from left)

The B2C Marketing unit will be taken over by Marianna Marrella with immediate effect. From August 2015 to the end of March 2016, she was Product Manager Marketing at SevenOne Media (Switzerland), where she worked in Karin Bardohl's team on marketing projects including the launch of the new Swiss station Puls 8.

Karin Bardohl, previously Head of Marketing at Seven One Media, is leaving the company at her own request after nine years to pursue a new career, according to a statement.

A change of personnel in the Business Development Unit

Andrin Binder succeeds Silvano Senn as Head of Business Development. Andrin Binder worked in Seven One Media's Interactive sales team from March 2013 to March 2016. As Sales Manager Interactive, he contributed to the success of the marketing activity in the Interactive area and was able to introduce the first interactive advertising opportunities at the stations of the Prosieben Sat.1 Group in Switzerland. Andrin Binder brings a wide range of expertise in the digital sector to his new role, and as part of his bachelor's degree he studied the impact of multi-screen use on TV consumption in depth.

Andrin Binder, Head of Business Development

The previous Head of Business Development, Silvano Senn is leaving the company after seven years to take up a new challenge in Dublin.
 

For nine out of ten working people, the daily commute is a reality. Not being at home also means missing mail deliveries. That's why Swiss Post has been working hard in recent years to develop location- and time-independent services. This is also true for parcels: You no longer have to wait at home for the letter carrier. For commuters in particular, there are more and more options for doing postal business on the way to work. Parcels and registered letters can be picked up or posted at over 3,500 access points throughout Switzerland: at many SBB and BLS stations, at shopping centers, at postal agencies with attractive opening hours or at all post offices along the commute.

To increase awareness of the services, Jung von Matt designed a special kind of campaign for Swiss Post. With a pop-up branch set up in just a few seconds, passers-by were surprised and their reactions captured with hidden cameras. The resulting spot was used in pre-rolls and social ads.

To date, the film has more than two million views on YouTube and Facebook. The "pop-up branch" follows the successful film "Racing Packages"which was the second most viewed commercial clip on YouTube in 2015.

Responsible at Post CH: Ruth Mathias (Head of Communications) Martin Gonzenbach (Head of Marketing and Online Communications) Monika Dellenbach (Online Manager Marketing Communications). Responsible at Jung von Matt: Pablo Schencke (Creative Direction); Johannes Dörig (Art Direction) ; Samuel Wicki (Text) ; Marco Dettling, Roman Mösli (Consulting); Deborah Herzig, Evelyn Schneider (Art Buying). Responsible at Jung von Matt/Impact:
Benjamin Herz (Managing Partner). External Partners: Rocket Film (Production) , Daniel Leuthold (Director), Tobias Dengler (Director of Photography).
 

In times of platforms and apps for dating, seniors often get a raw deal. But there are numerous singles in the Ü55 age group in particular. Around one third of seniors live alone. Reto Dürrenberger, Sarah Hiltebrand - the two owners of the Werbeanstalt agency - and Peter Hiltebrand know their way around seniors: in 2009, they founded the "Rent a Rentner" platform. Now the trio is launching "Date a Rentner". Reto Dürrenberger: "Many retirees are still active and fit and don't want to be sidelined. Life is simply too short to be alone and unhappy - even and especially in old age." In their experience with "Rent a Rentner," they had noticed that many older people are alone, for example because their partner has passed away. Some look for new acquaintances on common dating platforms, but these are not necessarily geared to older members. Co-initiator Peter Hiltebrand, for example, found his new partner that way, but, "The costs were high and my membership was renewed without my knowledge."

Those who are lonely die earlier

In 2010, a meta-study that combined 148 studies involving more than 300'000 subjects found the following : People who feel lonely and do not have stable relationships with other people die earlier on average than others. Loneliness is therefore as harmful to health as smoking 15 cigarettes a day and even more harmful than being overweight. "Date a pensioner" is a dating platform for people Ü55. But also a leisure dating platform. "We offer security because all data is on a quality server in Switzerland," says Reto Dürrenberger. The platform is inexpensive and fair, without subscription traps. A basic subscription is free, a "premium" subscription is available from as little as 19 francs per month. The profile can be deleted at any time without cancellation. In addition Date a pensioner comprehensive services with personals, a chat and a forum.

To meet the higher resource requirements in the design area, the agency is bringing Garcia on board. Norbert Rieger, partner at Truestory, is pleased to announce that the new addition is an excellent fit for the team, both in terms of people and expertise.

Alessandro Garcia, a 29-year-old from Zurich, previously worked for five years at Radio Energy Zurich as head graphic designer. Among other things, he was responsible for the visual conception of the events Energy Air and Energy Stars For Free.

The study makes it clear that online brand loyalty is limited: 68% of Swiss consumers are only loyal to a handful of brands online, while 80% of consumers say the internet is good for discovering new brands. In contrast, 54% of Swiss consumers feel overwhelmed by the choice available. This can make it difficult for advertisers to reach and activate their target group.

Nevertheless, 40 percent of Swiss people are happy to receive advertising if it is relevant to them. And a further 28% say they would even buy more if brands sent them messages tailored to them. If this is not the case, consumers are quick to turn their backs on advertising companies. Almost one in two consumers say that they will no longer consider a brand whose advertising they consider irrelevant or if they are bombarded with their advertising.

To overcome these hurdles, it is essential that advertisers understand how consumers behave online: How do they use different devices and channels to make purchasing decisions? Successful brands will be those that can convert this information and use it to target the right consumer in the right way and at the right time in a personalized and targeted manner.

The study confirms that Swiss consumers are becoming more and more device- and location-independent when it comes to online purchases: just over a quarter (26%) regularly use a PC or notebook while watching TV, with more than half (56%) of respondents using their cell phone or tablet. Furthermore, just under half of Swiss under 45s use their smartphones or tablets when visiting restaurants or bars.

Traddoubler launches TD Engage

In response to this increasingly demanding market, Tradedoubler launches TD Engage. A combination of data and artificial intelligence to understand shopping behavior, clearly identify new customers and reach them with tailored and targeted advertising measures.

Immo Hütte, Managing Director of Tradedoubler Switzerland: "Online shopping continues to grow strongly: our study shows that more than 50 percent of Swiss people are buying more online than in the previous year.However, it is becoming increasingly difficult for advertisers to keep pace with the complexity of online purchasing behavior. Creating profiles of target groups in order to understand them properly, deliver relevant content or simply be present in the right channel at the right time is becoming more and more of a challenge. Instead of relying solely on demographic information, advertisers need to look at the behavior of their existing customers. This is the only way they can draw conclusions about new target groups, target advertising precisely and optimize budgets. And that is the core of TD Engage."

TD Engage helps brands to create an accurate picture of their "typical" users. It combines the knowledge of 17 years of data analysis with over one billion affiliate transactions per day from the Tradedoubler network. Machine learning algorithms are used to create profiles, evaluate data and identify new customers, who are then addressed with tailored and targeted advertising messages. Once the right user has been identified, they are addressed programmatically via the Tradedoubler ad server in the right format, with the right message, at the right time - depending on where the consumer is in the purchasing process and how often they have already been addressed. Immo Hütte: "Our study clearly shows that Swiss consumers want to find new brands online and that they value relevant advertising. We have designed TD Engage with this knowledge in mind. We help advertisers to identify and address new customers in just a few steps - in a way that is targeted and welcome."

 

For the second year in a row, director Tobias Fueter and producer Yves Bollag and their creative team realize an animated film for the lingerie manufacturer, in which the drawn protagonist goes on a quest for the perfect bra with her friends. Back in 2015, director and Stories co-owner Tobias Fueter sent animated model Hannah Ferguson and her friends on a quest for the perfect bra in the fairytale "Find the One" campaign spot for underwear label Triumph (Werbewoche.ch reported). The worldwide premiere of an animated underwear spot caused an international sensation and not only earned the Zurich production company a place in the finals of the Cliosbut also silver at the London International Awards, with the Epica Awards and at the Edi.15. The two-minute version of the spot has so far been viewed over 750,000 times on YouTube.

The sequel "Find the One Again" now shines with even more succinctly drawn characters, an exciting setting and a gripping soundtrack - in the German version, by the way, sung by the Ex-girlfriends - for which the renowned Broadway composer Jason Robert Brown was once again engaged. The story: Some time has passed since animated model Hannah Ferguson found Mr. Right in the last commercial. As a new mom, she faces a whole new set of challenges when choosing that one magical-fitting bra. Thanks to the energetic help of her friends and the Triumph Online Shop, this story also has a happy ending.

"We wanted to be more modern, fresher and perhaps a little more mature for the second part - and thus also appeal to a different target group," Tobias Fueter tells Werbewoche. He says the Magic Boost product provided a welcome template for tackling the subject of pregnancy for the first time in the animated world.

It's no coincidence that Stories and Triumph are once again focusing on animation for their second joint project. The advantages of animated characters were clearly confirmed in the first "Find the One" spot. For example, the drawn protagonists have a high identification potential and enjoy great popularity with the target audience. "The fictional characters combined with the music create an emotional connection with the female clientele," says Tobias Fueter, who worked with experts from Eddy Paris and Brunch Paris on the animation. For Fueter, it was elementary to work again with the same people as for the first part, as he explains to Werbewoche: "Only in this way was this implementation possible. Everyone was delighted when we announced the second part. These are artists who want to surpass themselves, enjoy their work and are proud of the result." You can see that in the product - for example, the animation is "in a class of its own" compared to the first part.

Find the One Again is the first global campaign for Stories. Two versions of the spot - twenty and thirty seconds - will air on TV on three continents and in five different languages. For the past eleven days, the campaign has been seen in Asia, including all of China, and will subsequently launch in South America. Online, the two-minute film can be seen in full length and in its shortened ten-second version. Across Switzerland, the spot will run online and on TV for one month from April 11, 2016. (hae/pd)

More on the campaign in the upcoming print edition of Werbewoche.

Web movie (2 minutes):
 

TV commercial (30 seconds):

Behind the Scenes: The Live

Behind the Scenes: The Music

According to the Handelszeitung, the costs for image polishers also reached a record high last year: according to the 2015 annual accounts, a record sum of 81.2 million francs was spent on communication work - an increase of 17 percent compared to 2007. Federal Councillor Alain Berset's Ministry of the Interior spent the most, namely CHF 14.2 million. This is followed by the DDPS (13.2 million) and the Uvek (11.6 million). The growth in the infrastructure department is striking: PR expenditure for the environment, transport, energy and communication rose by almost 17 percent. External consultants are increasingly being called in to cultivate the image. These are billed under the expenditure item "Consulting and contract research". Internal sources speak of 17.2 million that flowed into the PR consultants' coffers in 2015. Various communications agencies work on behalf of federal agencies, including Farner, Burson-Marsteller, Furrer Hugi, Reflecta and Hirzel Neef Schmid. Their hourly rates for consultations range from 250 to 300 francs.

"Flexibelle" is the first in a series of products to be talked about: stretch trousers that are not only fashionable, but also problem (zone) solvers thanks to their shaping qualities. The "Flexibelle" communication continues the umbrella campaign on a product-specific basis: The "Flexibelle" protagonist shown experiences her very special Charles Vögele moment by remaining flexible in her mind - and therefore also reaching her destination in unusual ways. The idea is implemented using moving images in the form of TV commercials, TV sponsorship, online video banners and advertisements/posters. The campaign will be shown in Switzerland, Austria and the Netherlands.

Responsible at Charles Vögele: Meinrad Fleischmann (Marketing Director, a.i), Marco Wermelinger (Head of Marketing Campaigning), Patrizia Vetter (Head of Marketing Lead Medium). Responsible at Scholz & Friends: Sandra Bock, Robert Auer, Frank Lauppe (creation), Melanie Krogmann, Merle Gregor (consulting). Art Buying: inhouse Charles Vögele & Markenfilm. Film production: Markenfilm, Zurich (directed by Manuel Werner). Photographer: Thomas Kettner

As in 2015, the motifs are strikingly striking and continue the "learn-to-be" idea ("learn to be a photographer, become a filmmaker," "learn to be a hairdresser, become a biologist," etc.). The aim of the campaign is to position vocational education as a springboard for a successful career and to demonstrate the permeability of the education system.

The campaign was developed by the agency consortium crbasel, Logos Kommunikation and komma pr. It is currently in its second year and is scheduled to run for five years. By 2019, it is planned to publicize the campaign through other channels and media. Continuous development is taking place in close cooperation with the State Secretariat for Education, Research and Innovation (SERI) and the network partners (cantons, associations).

Responsible at SERI: Gerda Lüthi (project responsibility), Tiziana Fantini (communication). Responsible at CR Basel: Kathrin Kiener (consulting management; Logos Kommunikation); Thomas Fux (consulting, media; CR Basel); Gabriel Heuberger (creation; CR Basel); Rolf Marti; (consulting, editing; Komma PR); Judith Mann (text), Thomas Schaub (AD), Daniel Roth (graphics), Joëlle New (consulting), Marie-Luise Platten (administration). Photography: Ralph Lehner.