It's nothing new: if you can win over the target group of 16 to 25-year-olds, you will benefit as a brand for the rest of your life. With this in mind, Orange launched a pre-summer promotion with the aim of attracting new customers in this promising segment. The age limit was raised slightly. If you are under 27 and/or a student and take out an Orange subscription with the free Orange Young Option, you will enjoy extremely attractive conditions for the rest of your life - just as if you were never older. This also results in the campaign motto: "Stay young, never pay."

The promo campaign, created by Blue Spirit, covers the entire media spectrum: F12 posters, public transport posters plus, of course, the entire range of BTL advertising media, which uses proven message architecture to welcome consumers on their shopper journey, accompany them and finally direct them to one of Switzerland's 76 Orange Centers. The aggressive promotional campaign also includes a package of measures that will be used in educational institutions such as KV and universities, where the campaign slogan will be varied to suit the target group. pan

Britschgi will continue his mandates as Chairman of the Board of Directors of Young & Rubicam Holding Zug and as Chairman of the Y&R Emea Retail Practice, the international and interdisciplinary strategy unit for the retail sector. The agency announced this in a press release on Thursday.

The fancy animals were dressed up by the Maxomedia agency to implement a comprehensive promotional campaign and advertise a Swissquote Lounge promotion. In their costumes, they were to draw attention to the fact that every customer who opened a trading account in the Swissquote Lounge during the two-week promotional period would receive Swissquote Quant funds worth around 200 francs as a gift.

In addition to the animal suits, the offer was advertised with posters and flyers. In addition, the bulls and bears invite you to the lounges in Zurich and Berne for advice, stock market news and seminars, as well as simply a good cup of coffee.

The Swissquote stock exchange game is still running online until the end of June. With a fictitious starting balance of 100,000 francs, participants can put together their own portfolio. The player with the highest prize wins a Swissquote trading account worth 10'000 francs. The game is advertised with banners on various websites relevant to the target group.
 

Xwall is just as firm on soft surfaces as it is on hard surfaces. According to the Frontwork agency in a press release on Thursday, the perimeter advertising can be placed on one or both sides. In addition, the perimeter advertising can be set up quickly and easily without tools.

The perimeter advertising is printed digitally - with text and images in rich colors.
 

I've tried to find out what it's all about. I understood that Sunrise means "sunrise". Why they called themselves "Sunrise" is still not clear to me. They could have called themselves "Am Apparat", "Hallo" or "Pronto". Maybe that would make more advertising material. But no, it's called "Sunrise", and in the beginning there was a logo for it. At least better than the current one. The whole thing was under a strange star right from the start. The merger with the Oranges didn't work out either. And this ad will not be able to persuade the world to change.

My theory: Sunrise wants to tell me with the new campaign that they are available for me all day. What nonsense. Will they fill my wine cellar? Do they bring my coffee to my bedside? There's been no Sunrise at all in the last few days. It's just been raining. Read this text from the ad:

"The sunrise is always the start of something new. Nothing spreads so much warmth and energy, joy and optimism. At Sunrise, we want to pass on what we carry in our name to our customers. To customers who rely on us every day to help them realize their ideas, goals and wishes with the best services, products and tariffs. Why do we do this? Because we are always happy to be where we can feel the proximity to our customers - and to our namesake. That's actually everything. Have a nice day."

I don't understand why millions are spent on these empty phrases. All I can say is: "Good night."

Orange promises young people that they can make free calls for life. Swisscom has also shot out with its Rocketman. Recently, like Orange, it has also been trying to conjure up symbols in the sky. Only Orange does its fire games after sunrise (sunset) so that you can see something.

The telecommunications companies have built up an overly complex offering. This makes communication about it too complicated. But they don't have the courage to launch a really good image campaign. Otherwise all this advertising money would not be wasted so miserably. No telecommunications provider has managed to become a status symbol. In contrast, certain cell phone providers have managed to convey status (iPhone 4 in white or Blackberry). This sunrise won't change that either, and at ADC something like this will end up under the table.

My stand-up was that Frank complimented me on my column. No, not Baumann, but Bodin, at a chance meeting at Art Basel.

Theophil Butz, once a star advertiser (quote Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].

From April 15 to 26, the Blue Eyes Marketing agency conducted an online survey with a structured questionnaire among 2,373 people. Intensive Internet users from German-speaking Switzerland aged 14-49 were asked about their radio consumption. The study was quota-based according to the definition of Net-Metrix Base 2010/2 and Net-Metrix Profile 2011/1 and is representative of the characteristics age and gender, according to a statement from Radio 105.

Radio 105 is listened to at least once a week by 534,394 people between the ages of 14 and 34. The youth station thus ranks third in the broadest user group WNK in this target group. Second place goes to Radio 24 with 645,971 listeners, and in first place is Energy Zürich with 872,061 listeners. Radio 105 already has 21,454 fans on Facebook, putting it in third place among all private radio stations in German-speaking Switzerland.
 

The agency Saatchi & Saatchi was shortlisted twice in the Film category for its "Otrivin Nasal" campaign for Novartis. In the same category, Spilmann/Felser/Leo Burnett was shortlisted with "More than Mountains" for Switzerland Tourism. The Contexta agency was shortlisted for its "Lost in Val Sinestra" campaign for Swisscom TV.
 

For Swisscom as a company in the TIM market (telecommunications, information, media, entertainment), the question of whether a presence on social media is right or not does not really arise, says Patrick Moeschler, who has been in charge of social media at the blue giant since the beginning of March and is responsible for strategic matters. "Social media fits in very well with our brand positioning," he continues and also mentions the support from top management for social media engagement. Swisscom CEO Carsten Schloter recently suggested that there should be free access to social media in the workplaces of all companies in Switzerland. For Moeschler, it is clear that conducting a public dialog via social media channels is a paradigm shift for companies - once this has been achieved, all necessary process changes can be derived from it. In operational terms, social media engagement is implemented by the individual business units themselves, as they are much closer to their customers. However, the aim is not to portray the internal organization to the outside world, but to consider what image of the company the customer expects when searching for Swisscom. Not every business area automatically has its own external presence. Derived from the brand, which has been managed as a mono-brand since its repositioning in 2008, the aim is to communicate with customers via as few but powerful online presences as possible. "We will therefore never have ten presences on Facebook for different topics," Moeschler apparently addresses internal desires. Twitter is different: because, unlike Facebook, content cannot be selected by language, there are currently 14 Twitter accounts in the three national languages. The audience on Twitter tends to be more topic-oriented, older and more male than on Facebook. Moeschler then highlights Swisscom's own social media tools, including Swisscom Labs in particular. Thanks to the labs, customers can actively shape product development and design at Swisscom. Beta versions of products can be tested - many from Swisscom, but also from third-party manufacturers. Above all, customers can submit their own product ideas. Several hundred product and improvement ideas have been received, most of them for Swisscom TV, and a few have already been implemented. Swisscom Labs is currently mainly known among IT experts and should now be communicated more widely. Swisscom also has a channel on YouTube. An overview of all social media activities can be found at www. swisscom.ch/socialmedia.

Around 30 employees meet regularly at the internal Social Media Board. They are all involved in social media activities, even if most of them are not fully committed. Customer support is an important topic, because as soon as a dialog is offered, it is used by customers, even if something doesn't work, for example. Compared to the more than 18 million customer contacts on the hotline and in the Swisscom stores every year, the volume is "still very small", says Moeschler, but he is certain: "By Swiss standards, we are in a top position with the number of customer contacts via social media channels. " A relatively large number of inquiries come via Twitter, because the audience on this channel is often knowledgeable. To guarantee the high quality of support, specially trained employees are deployed in customer service.

Customer service employees are professionals in one-to-one contact and also have the necessary knowledge to be able to competently help with technical problems. The outage of the mobile data network last November was "very instructive" for the social media employees. Since then, the internal processes have been "greatly refined, adapted and expanded". In times of crisis, goodwill for the brand must be quickly rebuilt by communicating as credibly, quickly, transparently and openly as possible. Even if customers are dissatisfied in such situations, over 90 percent of our customer contacts on Facebook are certainly "pleasant and usually very fair in tone," says Moeschler, summing up the experience.

When it comes to content, it has been noticed that brand topics are less well received than initially expected. On the other hand, informative topics, such as announcements of new smartphones or other products, generate many reactions. The first measure of success in the social media channels is quite simple: the worst post is the one with only one like and no comment. If you don't trigger any action with your messages, you've missed an opportunity to be spread via the viral mechanisms of social media. There are so many topics at Swisscom that you could post several times a day. However, as the messages address customers personally, it is important: "It has to be a message that users want to see." The selection of topics is therefore a constant search for what resonates with the target groups and what doesn't. Christoph J. Walther

 

In Germany, the profitability of AdWords campaigns, particularly in connection with the sharp rise in CPC (cost per click) costs, is the subject of heated debate. Reason enough to take a closer look at developments in the Swiss market: Although CPC costs are not yet at the German level, the percentage increase is certainly comparable. We have come to this conclusion on the basis of observations made by our customers.

Inflation in the double-digit range

As Google does not publish any data on CPC development, we have no choice but to analyze our own campaigns. In Germany, Explido.de provides the representative P-MAXX analyses. I am not aware of any similar public analyses for the Swiss market. We therefore rely on observations made by our customers. For example, we were able to observe the following for a customer from the vehicles segment in Q1 2010/2011:

- The CPC for branded keywords (search terms containing the vehicle designation or brand name) has risen by almost 50 percent to CHF 0.76 per click
- For generic keywords such as family car, leasing or test drive, the CPC increased by 125 percent to CHF 3.70 per click in the same period.

Observations with this and other clients show that the CPC for generic keywords, which are intended to appeal to potential customers at the start of the decision-making process, has become significantly more expensive. As long as more and more companies start using AdWords advertising, this trend will continue.

Swiss costs not yet at German level

The percentage price increase of the Swiss CPC is comparable with Germany. The actual prices are not (yet) at the German level, as an example shows:
- The average CPC for the keyword "car financing" was EUR 4.40 or CHF 5.35 (Explido P-Maxx study June 2010).
- In Switzerland, the CPC for the same keyword is currently CHF 3.10.
In our view, the price difference is probably due to higher demand.

No profitability without control

The massive increase in costs and the significant price differences between branded and generic keywords require careful monitoring of the profitability of AdWords campaigns. However, the price increase is no reason to do without AdWords. Rather, it is an incentive to closely monitor the performance of AdWords campaigns. Among other things, the following questions need to be answered:

- How do the individual keywords perform in terms of visitor depth, dwell time and bounce rate?
- Which keywords (groups) achieve a positive ROI (cost per lead/cost per order)?
- What influence do the "expensive" generic keywords have on the decision-making process? Do consumers find the brand via these keywords?

Only those who know the performance of their AdWords campaign down to the cost per conversion can be sure that their AdWords campaign is successful. The analysis could reveal interesting results that lead to strategy adjustments.
Imre Sinka

P-MAXX studies: www.explido.de/info-news/downloads/pmaxx/
 

The Manor Colibri app can be downloaded at Manor.ch/colibri. It allows users to capture Manor Colibris anywhere in Switzerland. Each Colibri is the bearer of a promotional message. The app is accordingly designed for the long term and will continue to accompany Manor customers beyond the summer, the agency said in a statement.

In addition to the iPhone app, Saatchi & Saatchi also developed a 68-page catalog, advertisements, posters, online banners, eBoard and various POS implementations for the campaign.

Responsible at Manor: Roman A. Müller (Marketing Director), Maya Hitz (Head of Communication and Media), Ursula Steiner (Head of Art Creation), Noemi Schmid, Anne Porschien (Art Creation), Nicole Calegari (Project Management), Sabina Hollenstein, Corinne Aebischer (Assistance). Responsible at Saatchi & Saatchi: Jürg Aemmer (Creative Direction), Jota Ziogas, Chantal Ehrensperger, Urs Althaus, Wolfram Scherer, Anna Esposito (Creation), Beatrix Eichenberger, Claudio Lurati, Fabian von Rechenberg (Consulting), Pascal Schaub (Strategy), René Berzia (DTP), Numa Schmeder, Philip Mattei, Silvio Coco (App Development/ Programming), Detail AG (Image Editing and Lithography).
 

WW: What does TradeDoubler's new retargeting solution offer?
Catrin Rubenson: Retargeting refers to the renewed targeting of specific user groups. Visitors who have visited an online offer, viewed certain products or offers or abandoned a purchase transaction are usually marked. The marked users can then be identified on websites marketed by us using retargeting. We then address them again with banners tailored to the user. This means, for example, that if a user has gone to an Adidas website, looked at basketball shoes there but not completed the order, we know: This user is interested in this product. Now we want to bring them back to the purchase process. That is the objective of retargeting. It doesn't have to be a specific sale. Users who have viewed travel offers, for example, also receive further information and advertising material from us that is tailored to their needs. They receive these when they are out and about again in a different environment.

What's new about it?
That the user can now be tracked a little more closely. With our technology, it is possible to identify a user when they visit another website from the TradeDoubler network and immediately show them specific offers from the original advertiser. In addition, you can offer them perhaps a 20 percent discount on this second contact.

Is the technology also offered by competitors?
This is a technology that other companies also offer. What is special about us is that we now have a reach of 80 percent in Switzerland. Consumers visit many websites a month. The attractive thing about our offer is that we can reach them on several platforms. Our network now includes 15,000 websites from Switzerland. These include everything from the smallest business portal to large media portals such as NZZ, Blick, Top Reisen, shopping sites and service providers in the virtual currency sector, which are growing rapidly.

Have customers already had their first experiences?
We know that it has a significant impact. We are not allowed to publish figures on specific case studies. However, studies have shown that targeted customers are up to 70 percent more likely to complete a purchase than end customers who are not retargeted. In addition, an average increase in the purchase amount of 50 percent was recorded compared to end customers with an unspecific advertising banner presentation.

How does a TradeDoubler customer in your network react when you bring his contacts back to the competition?
Competition invigorates. In the telecoms sector, for example, we work with all providers such as Swisscom, Sunrise, Orange and Cablecom. In the end, it is fruitful for all partners.

What materials does a customer need to provide if they want to benefit from this new technology?
He just needs to have attractive offers in the store and good but simple advertising material. These must be quickly readable by the consumer - with a clear offer that is visually recognized before they perhaps click on. Not too complex, but reduced. Getting the consumer's attention on the web is difficult. You have to try to communicate your message as briefly and succinctly as possible.

How does the idea present itself in mobile campaigns?
We have now expanded the technology. The user who surfs on mobile also receives advertising from us. An iPhone consumer can receive the same advertising as an Internet consumer. This is a new channel, but it works in exactly the same way.
Interview: Andreas Panzeri

 

The umbrella brand "Swiss Post" will remain unchanged. The adjustments will be made in view of the upcoming conversions of Swiss Post and Post Finance into stock corporations. Swiss Post said this in a statement on Wednesday.

In the future, the two brand logos will dispense with the umbrella brand suffix "Swiss Post" and will thus become more independent and concise. The affiliation with the Swiss Post Group will be indicated by the Swiss cross and the same font and color selection.

The new appearance will be implemented gradually from summer 2011 to 2013.