The lenticular shows which ingredients belong in which order in the glass. By moving the card, the 15 different photographs seem to merge into one another, creating the impression of a film sequence in progress. The ingredients and proportions are indicated on the back.

The spot comes with a summery, relaxed visual language. The animated mixing instructions were created in collaboration with Boutiq Film Production and Great Garbo Music. The spot has been running since June 30 at locations where the lenticular cards are available and the Aperol Spritz is ready. An Aperol Spritz ad featuring the card (see below), which appeared in Kinki magazine for example, completes the integrated appearance.

Responsible at Campari Switzerland: Oliver Widmer (Brand Manager), Christian Kauffmann (Director Marketing & Sales). Responsible at TBWA\Zurich: Christina Bürgin-Hengstmann (Agency Producer), Frederick Rossmann (Creative Direction), Matthias Ziegler (Text), Johannes Dörig (Graphic Design), Simona Mink (Desktop Publishing), Edith Swiezy (Account Director), Eunike Pilz-Heil (Account Manager). Responsible at Boutiq Film Production: Philipp Zünd (Director), Luana Derungs (Producer), Adrian Suter (Motion Design), Bruno Conti (Motion Design), Semir Saleh (3D Artist), Bahar Oner (3D Artist). Responsible at Great Garbo Music: Diego Baldenweg (Composer), Lionel Vincent Baldenweg (Music Supervisor).

For a long time, the question of the return on investment (ROI) of a social media engagement embarrassed practitioners and consultants alike. There are a growing number of solutions for social media monitoring, both commercial and free of charge. These are often geared towards the American market and only work to a limited extent here. Because they differ in their performance features, several tools are often used side by side. At the end of June, Google Analytics was expanded to include social media tracking, which means that the most widely used web analytics solution can also be used for this area.

Reason enough to take a closer look at the topic of social media monitoring in an upcoming issue of Werbewoche. We are conducting an online survey to find out how social media analytics and social media monitoring are currently being used in Switzerland. Take part: Wemad.org/survey.
 

The aim is to hit the respective weekly target. The user can determine the shooting direction and set how hard the ibex should swing. As an additional difficulty, the wind conditions over the Grisons mountains must be taken into account. Each friend who hits the weekly target increases the chance of winning the weekly prizes. The game is also spread via Facebook friends. Every friend who lands in Graubünden can be informed of this with a post. Since the game was launched, over 100,000 friends have already been catapulted to Graubünden.

About the game: Apps.facebook.com/ferienschleuder.

Responsible at Graubünden Ferien: Gaudenz Thoma (CEO), Gieri Spescha (Head of Corporate Communication), Mike Frei (Brand Management & PR). Responsible at Jung von Matt/Limmat: Livio Dainese, Fernando Perez (Creative Direction), Samuel Christ (Text), Bruno Manser, Daniel Serrano (Art Direction), Anja Schatz (Screen Design), Rolf Helfenstein, Nicolas Schoberth, Florence Studer, Roman Meister (Consulting), Erasmo Palomba (Art Buying), Elefant Studios (Animation), Jingle Jungle (Sound Design), Stephan Meier, edge5 (Programming).
 

The reason for concluding the cooperation was the problematic subject of the minibar: "I have found, both as a guest and as an employee in many hotels, that the minibar is an unfortunate product," explains Vogel. "The most unpleasant thing for the guest is the question at check-out: 'Did you have anything from the minibar?' He feels like a criminal, usually wrongly. Nevertheless, more is often drunk from the bar than is stated, liquor bottles are refilled with water, and many products are expected but not consumed at all, and must be thrown away at the end of the season. In short, the minibar is usually a losing proposition." For this reason, Vogel initially wanted to have all minibars removed from the Märchenhotel's rooms - but a family hotel without refrigeration in the room? Not a good idea either. "So we came up with a new minibar concept," Vogel says. "We removed all the liquors, juices and snacks and now only offer Elmer Mineral 'with and without' and Elmer Citro. The beverages are complimentary for our guests. We present our new Elmer minibar to each guest upon arrival and point out that Elmer is our local beverage, with its water springing just a few miles from here. That, of course, creates a much greater appreciation for the product than if the guest thinks it's just any water." In the hotel rooms, a sticker on the minibar door, a flyer and a bottle opener indicate the hotel's cooperation with the beverage supplier; the flyer also provides information about the history of the alpine Elmer-St. Martin springs, which rise above Elm deep in the mountain interior. All Elmer beverages are also served in Elmer glasses at the hotel, so the brand is stylishly present without being obtrusive. Elmer Citro and Elmer Mineral are also served at the buffet and in the restaurant, and the welcome drinks mixed with Elmer as well as all other Ramseier products such as Ramseier-Süessmost, Apfelschorle and Suure Moscht as well as Sinalco Original and Cola are on the drinks menu. "Above all, we want to put Elmer Citro back in the minds of our guests," Vogel says. "The brand has a great tradition. It used to be part of being a kid, part of every school trip; today, unfortunately, 's Citro' has lost some of its meaning. But maybe we can refresh our guests' memories a little."

65 to 70 percent of the fairy-tale hotel guests are Swiss residents. There is therefore a good chance that some of the departing guests will buy the "vacation drink" again at home - especially if the kids have positive memories of "the fine Citro. Such a boost for the Elmer brand would be very welcome.

Advertising and product placement times two

"The cooperation with the Fairy Tale Hotel is an ideal platform for us to address Elmer Citro's target group, the Swiss family, in a positive atmosphere," emphasizes Marco Imfeld, Head of Marketing and Sales at Ramseier Suisse. "We are convinced that this cooperation will generate a positive brand Photo: Keystone Photos: Keystone w transfer for Elmer. This is because we can pick up our consumers much more strongly on an emotional level in the vacation environment and create positive experiences much sooner than with classic advertising. Above all, our impact in the fairy-tale hotel is not torpedoed by other, usually international soft drink manufacturers - which would be the case if we were to run a TV ad, for example."

This was one of the reasons why it was easy for Patric Vogel to get those responsible at Ramseier Suisse excited about a collaboration. Vogel: "I asked Ramseier if they were interested in a strong partnership that would make the Märchenhotel the first Elmer Citro hotel in Switzerland - Citro because our focus is on children and families. As a result, we agreed on a mutual exchange of services, initially for three years." Ramseier, as owner of Elmer St. Martin's Springs, partially sponsors the mini bar drinks that are free for guests, and in return the company is allowed to use the fairy tale hotel for its Elmer Citro advertising and promotions. In Elmer Citro's current photo contest, for example, the first prize is a one-week stay at the Märchenhotel Braunwald. At the beginning of July, Elmer Citro's long-time brand ambassador, former Elmer ski racer Vreni Schneider, inaugurated the Zwerg Bartli children's hiking trail in Braunwald, while the Märchenhotel in turn lends Elmer backpacks to its guests for hiking. Further ideas to dovetail the goals of both companies are already waiting to be implemented.

"On the one hand, our collaboration is very locally focused on Glarnerland," says Elmer marketer Marco Imfeld. "On the other hand, we can integrate the Märchenhotel into our nationwide communications, as with the current promotion, which we are advertising in regional media in the greater area between Zurich and Glarnerland, as well as in national trade communications. Because everyone incorporates the partner wherever possible, the result is an optimal symbiosis." However, a joint national advertising campaign of the Märchenhotel with Elmer is not planned.

Marketing is always

Patric Vogel studied business administration, banking and finance, worked for seven years in the banking industry and finally completed a postgraduate course in hotel management. He was responsible for marketing, events and sales at the Hotel Giardino in Ascona and the Hotel Montana in Lucerne. The fact that Vogel has marketing in his blood is not only proven by the cooperation he has set up with Elmer Citro. The young hotel entrepreneur also put together several attractive vacation packages and called on his guests to rate him and his future wife Nadja as the new management team of the Märchenhotel "during their trial period." A campaign that secured the young couple many sympathies - and a three-digit number of packages sold. A fresh breeze is already blowing through the time-honored corridors of the Märchenhotel, which Patric Vogel only took over from his father in May. The generational change at the Märchenhotel prompted many beverage suppliers to pester Patric Vogel with offers of cooperation. Why, of all things, did he decide to cooperate with Elmer? Quite simply, the young hotelier wanted to work with a company with regional roots. And since Braunwald and Elm have both belonged to the municipality of Glarus Süd since this year, Ramseier Suisse virtually forced itself on him as a partner. "Braunwald and Elm have their own water," Vogel says. "And I felt that we absolutely had to make a joint story out of it." The collaboration also fits perfectly into Ramseier's communications concept. Imfeld: "We deliberately look for special, regional activities for Elmer Citro that are more likely to be noticed by the target group than an appearance in the mass media. There, we get lost in the competition with the international soft drink multinationals with this family brand. The Märchenhotel is a good fit for us because it's not just any hotel, but stands out from the crowd with its consistent overall concept." Vogel and Imfeld will now spend the next three years watching how the collaboration goes and whether it pays off for both sides. But already now, both are confident that the contract will be extended in 2013.

Anne-Friederike Heinrich

In a nutshell
The former Hotel Bellevue Braunwald, today better known as Märchenhotel Braunwald, has stood for relaxed family vacations in front of the magnificent mountain panorama of the Ortstock, Braunwald's local mountain, for almost 40 years. In 1907 the venerable house was built as a grand hotel, at the same time as the Braunwald funicular railroad. In 1972, the building was threatened with demolition. Patric Vogel's grandfather, hotelier and father of three sons in the hotel business, bought the house and opened the Hotel Bellevue Braunwald. In 1975 he handed it over to his son Martin Vogel, who was only 27 years old and over the years coined the brand "fairy tale hotel" - as a fairy tale uncle for the youngest guests. Vogel senior ran the hotel together with his wife Lydia until May of this year, when he handed over the reins to his son Patric (31), who grew up in the hotel. Together with his future wife Nadja Bänziger (33) and the approximately 30 employees, Patric Vogel wants to lead the Märchenhotel brand into new times. Recently, the Märchenhotel was named the second best family hotel in Switzerland in Karl Wild's renowned hotel rating in the SonntagsZeitung newspaper. www.maerchenhotel.ch

Elmer is part of Ramseier Suisse AG, the leading Swiss producer of fruit and fruit juice beverages. The company has production sites in Sursee, Hochdorf, Kiesen and Elm. In addition to Elmer Citro and Elmer Mineral, Ramseier Suisse carries the Ramseier and Sinalco brands. In addition, Ramseier Suisse produces various beverages for the Swiss retail trade as well as for major international groups. The water of Elmer Citro and Elmer Mineral comes from the alpine St. Martin springs, which are located deep in the mountain interior above Elm and belong to Ramseier. The "Tectonic Arena Sardona" region and the springs were declared a UNESCO World Heritage Site in 2008.

www.elmer-citro.ch, www.ramseier-suisse.ch

Wow. Dog food producer Beneful has launched a TV commercial for dogs (http://bit.ly/o7meGL). The spot doesn't exactly sparkle with ingenuity, but it does come up with a few unexpected gadgets: Because while the dog owner gets the messages "great food," "healthy," "makes your dog happy" and "buy me" conveyed in pictures and text, Waldi, dozing in front of the screen, hears the squeak of a dog toy as well as several high-frequency sounds that his master can't perceive. Waldi senses: I must have this food. Dog food commercials aren't the most exciting thing on TV, and the carrots trickling out of the package aren't exactly the favorite food of every yapper, but still: every loving dog dad and every doting dog mom's heart warms when their dizzy best friend suddenly wakes up from his doze and starts staring spellbound at the screen or wagging his tail.

Freely according to the motto "cats would buy Whiskas". Only this time it's dogs. An American dog owner has documented how his Labrador reacts to the Beneful commercial that was also broadcast in the U.S. (http://bit.ly/ qsUfKH): The four-legged friend wakes up from his nap and looks into the camera with a trusting and somewhat dopey expression. That's it. No resounding buying impulse, but a reaction. Not every commercial gets this much attention, especially not in the animal world. And if Waldi likes it, his master is sure to buy. That's how dog lovers are.

No risk, no fun

Such a double-coded spot carries risks and chances. Everyone who has or had a dog knows this: Our Münsterländer Heidewachtel reacted very sensitively to noises. The dog ignored the high-frequency dog whistle with unshakable elegance, but the dog stood toe to toe when I let a shrill "Üüüüüüüü" sound into the garden with pursed lips. Ammunition and New Year's Eve fireworks didn't even make our hunting dog bat an eyelash, but he was afraid of squeaky toys. The word "Teita" drove the animal into an uncoordinated frenzy of joy, because it stood for a long walk, while Mr. Heidewachtel reacted very sensitively to the rattling of the spiked collar. After a certain period of getting to know each other, we were able to calculate the effect of these sounds and use them in a targeted manner. But how do you establish the message of high-frequency squealing in a commercial?

Surely there are four-legged friends who start to tear up the sofa set or urinate on the indoor palm tree when they consume the Beneful commercial. Georg Sanders, nutrition expert at Beneful parent company Nestlé Purina PetCare, confirms that such a risk does exist: "The reaction of dogs to the sounds of the TV commercial depends, among other things, on the play behavior of dog and owner and the individual experiences of the four-legged friend." Well, there you have it. Presumably, owners can be happy if their Wuffi only acknowledges the commercial with a spontaneous waking phase, yelp or tail wag. We can look forward to the first lawsuit for damages from the USA.

Awakens the best in men

But now to the chances of the two-channel spot: Tweak the concept of dual coding a bit, and it should be possible to show a man a spot about diamonds and superficially make him feel that the ad doesn't affect him at all. But the next time he walks by a jewelry store, he suddenly feels an uncontrollable urge to go in and buy some utensils for his sweetheart. The same should be possible for shoe, clothing and flower advertising. Washing and cleaning product commercials would also be an interesting area of application. Imagine your husband getting up during a commercial break between two parts of "Terminator" and starting to clean the toilet like a remote-controlled robot. Wow! Then I would even buy the cleaning agent that goes with it.
 

On July 24, 2011, FC St. Gallen got off to a brilliant start in the Challenge League with a 4-2 home win over FC Vaduz, the agency said in a statement. With this result, the team from eastern Switzerland clearly showed where it was heading: upwards, towards promotion. The FCSG is one hundred percent committed to this goal.

In keeping with this, E,T&H launched a new campaign under the motto "We are FCSG." with motifs from the club's immediate environment. The new campaign mainly lets loyal fans have their say: Fans who have always stood behind FCSG who clearly communicate their motivation and credo: "We are FCSG. Together we are strong!"

The subjects are used before the games both as advertisements in various publications and as posters.

Responsible at FC St.Gallen Event: Marco Baumann (Head of Marketing). Responsible at E,T&H: FCSG Project Team.
 

What's it all about? An article appeared on Tagesanzeiger.ch this week accusing SRG Director Roger de Weck of putting SRG critic Natalie Rickli under pressure. The article was based on statements made by Klaus Kappeler, CEO of Goldbach and thus the employer of the active National Councilor, in an interview with the Tages-Anzeiger.

The article generated more than 250 comments within a few hours. No wonder, because it contains two absolutely irritating words: SRG and SVP. As you would expect from online comments, they cover the whole spectrum of pros and cons, from balanced and level-headed to below the belt.

The article leaves some questions unanswered. What is behind the article? Why is it being published now? After all, the conversation between de Weck and Kappeler apparently took place at the beginning of February. Why would de Weck want to work with Goldbach at all (Kappeler: "He would also like to work with us. "), after all, he has Publisuisse. Why did de Weck not want to comment to the Tages-Anzeiger. After all, these are serious accusations that are being made. And the answer of SRG spokesman Daniel Steiner, "These statements are absurd," is not exactly revealing. Are these all just aftershocks of de Weck's election? After all, this election was quite a talking point, de Weck was actually only accepted by the SP and the CVP, the SVP fired from all guns against the "EU turbo squared", said the Zurich SVP National Councilor and Auns managing director Hans Fehr to the SDA at the time.

If Kappeler's statements are true, and we have to assume that they are until we have proof to the contrary, then this is all a huge mess, because attempts by the fee-financed SRG to exert pressure on individual politicians or private-sector companies in the media industry are completely unacceptable. I'm curious to see how the whole thing continues, because you can't leave it all like this. SRG would be well advised to provide clarity here as quickly as possible.

Pierre C. Meier, Editor-in-Chief
[email protected]
 

In terms of awareness, the ad for Sunrise by the advertising agency Scholz & Friends ranks first, followed by the one for Orange by McCann-Erickson and the «I am» ad by Advico Young & Rubicam. The ad for M-Budget Migros by Jung von Matt Limmat takes first place in the «Uniqueness» category, ahead of the «I am» campaign and the ad for Desperados by TBWA. In the “Brand Fit” category, the M-Budget ad by Migros takes first place, ahead of the ad for Switzerland Tourism by Spillmann Felser Leo Burnett and the ad for the Kopfstützen.ch campaign by the advertising agency cR Basel. Switzerland Tourism also tops the list in the “Likeability” category, followed by M-Budget and “I am.”.

> To the results at a glance
> To the detailed results

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 500 net interviews, random selection according to quotas.
Survey Period: 26. 07. 2011–03. 08. 2011.
Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)

The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study "Advertising favorites in Switzerland" is Marketagent.com Switzerland, which specializes in online market research and has a registered panel of
It has a panel of 20,000 willing respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.
 

Maxomedia has realized a comprehensive promotional campaign for the online bank Swissquote. The aim of the campaign was to attract new customers and draw attention to the Swissquote lounges in Zurich and Bern. The offer was advertised with posters and flyers. In Zurich and Berne, promoters dressed as a bull and a bear in smart business suits were out and about to draw the attention of passers-by to the offer in the lounges.

On the pulse of events every day, exciting encounters every day, new challenges every day: The job of a police officer is varied and demanding. The demands are correspondingly high. Anyone who wants to know whether they have the necessary general knowledge for the police profession can now take the "Super Tschugger" online aptitude test. You have to answer ten questions about the economy, politics and society. Those who provide enough correct answers will receive an invitation to apply for a job, as well as the chance to win great prizes. "Super Tschugger" is available on Facebook at www.facebook.com/supertschugger, as a mobile application for iPhone and Android and as a web app. With the game, Kapo Bern is going on the recruitment offensive and killing two birds with one stone: with the playful online quiz, it reaches its target group via digital channels with a high level of acceptance and at the same time can address potential candidates directly. Republica has been supporting Kapo Bern in the conception and realization of cross-media recruitment campaigns since 2010. CD Re Wilk, Alexander Jaquet and Oliver Kirschbaum were responsible for consulting, Youri Laubscher and Fabian Schäublin for the design. The online/mobile implementation partner is MySign. pan

The movement began at the newsstand. A week after the mass murder, two Norwegian tabloid newspapers placed a large portrait of the perpetrator Anders B. Breivik on the front page, whereupon kiosk employees removed the two titles from the range or placed them on the display stand with the backs facing forward. "We no longer want to see this face in our workplace," explained the objectors. "It should be forgotten and not be exposed. " This was reported last week by the Berlin daily newspaper TAZ. In the meantime, the movement had spread, even passers-by were already putting their hands on the kiosk display and "turning over newspapers". And one kiosk manager justified the action with "sympathy for the victim". However, none of the victims' relatives had anything to say. The editor-in-chief of a Norwegian tabloid, on the other hand, claimed that such actions bordered on censorship. Censorship? For once, the daily sales poll at the newsstand was directed against the tabloid makers. And why not! There were no calls to "turn newspapers around" in Switzerland. But you could hear the objection that if you dealt with his writings, Breivik would achieve exactly what he had wanted: Recognition and publicity. Occasionally it was said with the undertone that the media attention could encourage some people to imitate him. So should media professionals analyze the 1500-page document in detail? Or are media professionals making themselves the mouthpiece of a man of conviction? The fact is: firstly, Breivik's mass murder is politically motivated, and the deed and justification are consistent. Secondly, demands for restrictions on reporting fundamentally contradict the enlightened citizen's right to information.

Breivik's act has also changed the perception of criticism of Islam - for a long time - in many Western European countries. However, it is also true that much of what claims to be "criticism of Islam" is rabble-rousing defamation, even incitement, fueled by the motivation to silence Muslims - as well as the defenders of their fundamental rights. Consequently, it was mainly politicians and bloggers - in addition to the tabloid media - who made their political business out of "criticizing Islam" and who called the perpetrator and pamphlet writer Breivik a "madman", a "monster". In the short and long term, keeping quiet serves the interests of the Muslim enemies, in the short term because they do not have to face up to the debate about the widespread hostility towards Muslims, and in the long term because they can fill the gaps created with conspiracy fantasies, including complaints from the controlled media.

Let there be no misunderstanding. What peace researcher Johan Galtung explained is correct. Right-wing populist or radical right-wing parties, which Breivik admired, "cannot be blamed. They are responsible for creating hatred against Muslims. But they are not responsible for Breivik's hatred. His world view, his hatred of the alleged alliance of social democratic multiculturalists and Islamists, is unprecedented." On the other hand, Breivik's act has also made it clear that most European media hardly deal with the Islamophobic activists who let off steam in blogs such as the German-language Politically Incorrect, nor have they noticed how they are insulted and denigrated there on a daily basis.

Above all, however, encouragers need encouragement, i.e. accurate information. The first addressee of media professionals is still the enlightened citizen; the gaps in reporting become the black spots of public discussion. Conclusion: Breivik's face doesn't have to be plastered on the front page and on the newsstand every day, but media professionals must deal with his writing, the more precise and therefore the more detailed, the better.
 

When hearing slowly deteriorates, the human ear can initially no longer perceive high frequencies. In everyday life, this is not only impractical, but sometimes even leads to painful side effects - as strikingly depicted in the ad. With a minimalist ad, Hear the World now shows a perfidious beneficiary of this situation and encourages in an entertaining way to make a hearing test in time: On the white page, a common mosquito is depicted in its original size. The discreet headline at the bottom of the image breaks up the ad:

Hear the World is a global initiative by hearing instrument manufacturer Phonak to raise awareness about hearing and hearing loss. The initiative addresses social and emotional consequences of hearing loss and provides information on prevention and solutions for a problem that affects 16 percent of the world's population.

Responsible at Hear the World: Renato Di Rubbo (Director Marketing Channel Solutions), Elena Torresani (Marketing Manager, Corporate Marketing). Responsible at Wunderman (Y&R Group): Markus Gut (CCO), Thomas Engeli (ECD), Michael Gallmann (AD), Florian Tillmann (Text), Rahel Güttler (Senior Consultant).