The magazine, designed by Ideart, is sent to all existing customers of Götti + Niederer Optikhaus Luzern. It is also intended to attract new customers.

Contact at Götti + Niederer Optikhaus Luzern: Urs Niederer (owner). Responsible at Ideart Lucerne: Ludek Martschini (creation, consulting), Peter Martschini (production, organization).
 

Investor Giorgio Behr has intervened in the bidding war for Tele Züri. This has emerged according to research by Der Sonntag. But Behr would neither confirm nor deny this to the newspaper. The report also does not name a source for its information. The Ringier publishing house, the private broadcaster 3+ and the film producer Bernhard Burgener are also in the running, the report continues. The latter, together with Martin Wagner, the former publisher of the Basler Zeitung, had offered 20 to 25 million francs. Burgener, too, declined to comment in response to a question in an interview with Sonntag.

At the same time, Roger Schawinski is said to be interested in buying back Radio 24: "According to information from Der Sonntag, Schawinski is thinking of operating two radios at one location: Radio 1 (slogan: "For adults only") and Radio 24 for a younger audience, as Der Sonntag writes.
 

The game is intended to expand the Swiss community and offer fans, players and globetrotters not only a gaming experience on the subject of aviation, but also bring them closer to the Swiss destinations. This resulted in the Facebook game "Fly to your Friends". Players can virtually fly to their Facebook friends or a Swiss destination via the Facebook app.

Miles and points are collected with every flight. The more points you collect, the further you can fly and the more points you earn. Two Business Class return tickets for Europe await the best globetrotters every week. The main winner will receive a "Round the World Ticket" worth CHF 5,000. Information on the current route (Google Map) and the weather at both the departure and destination can be called up for each flight via a dashboard. The information is obtained live from Google and is therefore in real time. The flight time is also displayed in real time. For each destination, the player will also find images obtained from a database (panoramio).

The game started on June 8, 2011 and will run for a total of 8 weeks until August 1, 2011.

Responsible at Swiss International Air Lines: Christian Lüdi, Alex Strehler (project management), Parand Rohani (main responsibility). Responsible at Isuntu: Cyrill Schneider (Creative Direction), Panajot Jelev & Benu Menzi (Consulting and Project Management), Mario Nelson, & Naomi Meran (Text), Vale Florea (Art Direction) Janina Imberg, Slav Ivanov (Programming).
 

The homosexual, bisexual and transgender market offers a great opportunity. It is worth around 743 billion dollars. But is there a risk for companies if they actively target homosexual customers? According to Adage.com, Disney was shunned by a conservative organization for years in the past because the family-oriented experience company had also reached out to gay customers. Even in 2011, backlash seems to be an issue when it comes to marketing to gay consumers. The more interesting question is therefore how marketers react to the risk of a boycott. Simply missing out on the homosexual, bisexual and transsexual market in order to avoid risk should not be in the nature of marketing. This is because the backlash to gay advertising is overestimated.

Even a short statement can work wonders. For example, a statement that diversity is recognized and respected, but that it is not a selective concept. And should a new "gay brand" nevertheless establish itself, this would certainly not be a risk in terms of customer loss, but rather a gain - namely by expanding the target group and strengthening the brand. After all, concepts such as style, pioneering spirit, sex and coolness not only appeal to a large customer base in the heterosexual world, but are also indispensable in the gay community.
 

City Media specializes in the sale of small advertisements for 28 newspapers and four portals. The sale is the result of Publigroupe's focus on the international media sales business in China and follows the recently announced sale of its 17 percent stake in Huashang Interactive Media. Publigroupe made the announcement in a press release on Friday.
 

In a survey conducted by Werbewoche, industry experts confirm the remarkable growth in mobile advertising in recent months. And they all expect further steep growth. Marc Lottenbach, Head of Publishing at 20 Minuten Online, has noted "significant growth in revenue from in-app advertising at 20 Minuten" over the past twelve months. And Stefano Buzzi, Head of Advertising Market at Tamedia's Newsnetz, puts it in a nutshell: "We expect growth of over 50 percent for the current year compared to 2010. Overall, however, the share of mobile advertising in total advertising sales is still in the single-digit percentage range." At NZZ, Remo Baumeler, Head of Online Advertising Market, predicts revenue growth of 20 to 25 percent this year, which corresponds to last year's growth. He adds: "The prospects remain good, the potential is far from exhausted. "Simon Morton, CEO of the online advertising agency Admazing, also expects the mobile advertising market to grow by 50 percent per year and is promising products developed for this purpose. Michael Baum, Managing Director of the marketing company Stailamedia, which specializes in mobile advertising, refers to the German market, where the Federal Association of the Digital Economy (BVDW) recorded growth of almost 40 percent in the mobile advertising market in 2010. "I see development in Switzerland at least on a par with Germany," comments Baum, adding: "Overall, the industry will grow even more strongly in the coming year." Finally, the answers from Google provided by the Swiss press office indicate that this is a global phenomenon. In the third quarter of last year, annual revenue from mobile advertising amounted to one billion dollars, and at the same time, mobile search queries increased 2.3-fold worldwide. More than 80,000 content providers have registered on the AdMob network, which Google acquired in November 2009, in order to generate advertising revenue. In the past year, traffic has increased three and a half times and now amounts to 2.7 billion queries per day.

Read more in the current print edition of Werbewoche

The respective campaigns are specifically geared towards the needs of young people and include print and online marketing as well as social media, guerrilla marketing and promotions. The agency has already built up a sizeable client base within a short space of time, the statement continues. Since its foundation, brands such as Trojka Energy, Nokia, Tally Weijl, Data Quest and Burger King have relied on the agency's expertise in youth marketing. "Our specific know-how regarding the information and decision-making behavior of young people enables us to design our clients' promotions and campaigns in such a way that they reach the target group directly without wastage and their success can also be measured precisely. This gives us a decisive competitive advantage over conventional marketing agencies," explains Fabio Emch, Managing Partner at Jim & Jim.

Cancer - nomen est omen. The disease eats its way mercilessly into the body. If you are lucky, you can contain the tumors for a while, but you can rarely fight them completely. Around 18'700 Swiss and 15'750 Swiss women are newly diagnosed with one of the various types of cancer every year, men most frequently with prostate cancer and women with breast cancer. One in two men and one in three women will be diagnosed with cancer in the course of their lives, and 15'394 Swiss people die of the voracious growths every year, with an upward trend. Since last year, cancer has even been the number one cause of death in the western world. In order to set an example against the disease and for those affected, as well as to support cancer aid projects and cancer research in Switzerland, the Cancer League has been running the "race against cancer" since 2010. The task: individual cyclists or bike teams of three to six people conquer the old Tremola pass road from Airolo to the Gotthard pass and back again - and do so as often as possible during 12 hours. Participants can stop as often as they like, take a break or even push their bike if they run out of breath. Teams can ride together or as a relay. The number of times the individual riders or teams make it back and forth is recorded, but there is no winner or prize. Instead, great prizes will be raffled off at the end of the race, for example watches or a sports check at the Hirslanden clinic. The entry fee for individuals is 2500 Swiss francs, for teams 5000 Swiss francs. The money is donated without deductions to Swiss cancer projects and cancer research. This year, the proceeds of the race are earmarked for cancer patients in economic hardship and for research into rare cancers. Teams can choose which of the two projects they would like to support. Those who don't want to bike can run in the guided walk "On the Road Against Cancer." The hike leads from Airolo along the old mule track to the Gotthard Pass. The path crosses the Tremola several times, so that hikers and cyclists meet again and again. The entire hike takes just under four hours, and those who wish can already start the return journey to Airolo at the intermediate station Motto Bartola in a shuttle bus. The hikers do not have to pay an entry fee, but donations of any amount are very welcome. Those who are not enthusiastic about either cycling or running can also support the sporting teams with a donation. A donation form can be found on the website www.raceagainstcancer.ch.

Giving up is out of the question

The motto behind the race is "Never give up - giving up is out of the question". Because the chance to get over the mountain is only given to those who do not lose their strength, courage and firm will - this applies to the participants of the race as well as to people suffering from cancer and their relatives. "The fact that the route of the race always leads back and forth is to be understood symbolically ", explains Markus Aerni, responsible for the event. "Even with cancer, things go up at times, down at times - but you're always fighting the same mountain." The "race against cancer" was launched last year to mark the 100th anniversary of the Swiss Cancer League. The event was attended by 100 cyclists, about 70 percent of whom were themselves affected by cancer or their relatives. "Among the participants were celebrities such as cycling legend Robert Dill-Bundi and disabled athlete Heinz Frei," Aerni says. "The most eager rider rode back and forth eight times, adding up to about 8'000 meters of altitude - once into the stratosphere. That rider's sponsor had promised a lap bonus and had to dig deep into his pocket." The 2010 race raised 220'000 Swiss francs, which were invested 1:1 in two children's cancer research projects and a cancer league project for patient care. "This year we expect about 300 participants, and by 2014 we want to have at least 1'000 riders," Aerni plans. "The Dutch parent event Alpes d'HuZes, which starts under the motto 'Opgeven is geen Optie' (Giving up is not an option, editor's note), generated a proud 12 million euros in 2010 in its fifth year of existence with 2800 riders. These figures show us the way." And they give encouragement to all those affected by cancer. But the "race against cancer" is not just a sign of solidarity and a new fundraising tool. Despite the serious background, it should also be fun, enjoyable and bring people together. That's why the event not only involves cycling and hiking, but the organizers have also organized a welcome aperitif as well as a starting and a closing event with a raffle and a joint dinner. In addition, they are helping participants find accommodation, because due to the early start, most athletes will have to spend the night around Airolo. Participants of the race who do not want to book a hotel can stay for free in civil defense facilities or camp.

Advertisers and communicators in demand

Stefan Ingold, CEO and partner of the Bern-based advertising media producer "Denz digital / Bedruckbar", has already put together his anti-cancer team: Together with Chris Morgan, Creative Director and co-owner of Republica, Daniel Tobler, Managing Director of Agency 01, and Thomas Klarnetas of Carbagas, he will torture himself on his bike over the Gotthard on August 27. "I have respect for the tour because, like my team members, I like to do sports, but far too rarely. We're taking part anyway, because it's not about winning, but about setting an example against cancer. How often we get back and forth is secondary. Our goal is to reach the pass as a team at least once. Then we have the fun." To avoid going into the race completely unprepared, Ingold and his three men now practice riding their bikes every Tuesday afternoon. "It definitely benefits us, because one of the most effective preventative measures against cancer is exercise," Ingold emphasizes. "As CEO, I'm always confronted with cancer cases that make me very concerned. It's just not something anyone can say is none of my business." Although the registration period for the event only began a few days ago, organizer Markus Aerni has already recorded 120 registrations. "Many are already taking part for the second time," he says. "In addition, various well-known personalities have already confirmed their participation, for example gymnast Ariella Kaeslin and ex-ski racer Bruno Kernen." Even Nella Martinetti is in on the action. The singer, who herself has cancer, cannot take part in the race. But she looks after the offspring of cycling parents in a crèche. So there is no excuse for not taking part in the "race against cancer". Now it is your turn. Help us and register a team for the "race against cancer". How about a mixed agency-client team, for example? Or an online editorial team? Then you'll not only be cycling or hiking against cancer, you'll also be strengthening customer loyalty or experiencing a great employee event. It's worth it in any case: The first three registrations received by the organizer under the keyword "Werbewoche" will be rewarded with a free annual subscription to Werbewoche plus four issues of Media Trend Journal.

Anne-Friederike Heinrich

Coming soon: Race against Cancer

When August 27, 2011
Bike race 7-19 o'clock
Hike 10.30-14.30
Route Cyclist old pass road Tremola; Airolo - Gotthard Pass - Airolo;
Distance: 25 km; altitude difference: 947 meters
Route hiker old mule track; Airolo - Gotthard Pass;
Stopover Motto Bartola with possibility of return
Entry fee Individual rider: 2500 francs; Veloteam: 5000 francs;
Wanderer: voluntary donation
Registration until August 8 at www.raceagainstcancer.ch, later registrations by arrangement with the office; [email protected] or phone +41 32 392 19 19

The site was implemented on the basis of Contao, using the latest front-end technology. jQuery is used for the large-scale animations. Ajax is used for the dynamic exchange of content during the animation phases. By using native browser technology, the full-screen animations work without the use of plugins and proprietary technology. This means that the website can be accessed on all common browsers, smartphones and tablets.

The content can be hidden so that the atmospheric images can fill the screen. The background is also used to display the 3D visualization of "The Circle" architecture.

Jung von Matt/Limmat created the design based on the new imagery developed at the beginning of the year. Mitlinks developed the interaction design and technically implemented the website.

Responsible for co-links: Lorenzo Mutti (concept, consulting and project management), Watezz Bleuer (interaction design and development), Balz Rittmeyer (interaction design and development). Responsible at Jung von Matt/Limmat: Lukas Frei (Creative Direction), David Hanselmann, Wim Roelfs (Art Direction), Christoph Hess (Text), Alexander Schradt (Screen Design), Dominic Daeppen, Kristian Brändle (Consulting), Deborah Herzig (Art Buying), David Willen (Photography). Responsible at Zurich Airport: Andrea Jörger (Head "The Circle"), Christian Bärlocher (Head Marketing Communication), Sibylle Koller (Manager Marketing Communication).
 

When it comes to social media, Migros is best known for Migipedia. The online platform for customer dialog about products was launched a year ago, has already won awards and now has around 19,000 registered users who can use it to discuss 6,000 products for the time being. However, the social media commitment of the Federation of Migros Cooperatives goes beyond this initiative. "Dialogue is part of Migros' origins," explains Leila Summa, Social Media Director, in an interview with Werbewoche. From 1925, the popular sales lorries were used to drive to customers and communicate with them, but today the company relies on the internet for dialog and social media is now building the bridge virtually. "We go to the customers by wanting to be present in social networks and, on the other hand, bring them back into our realm with Migipedia so that they can also exchange ideas there." With the launch of Migipedia, it soon became clear that if you want to create a social media platform, you first need a social media strategy, a holistic approach that includes Migipedia and Facebook, Twitter and other channels, Summa continues. Listening and engaging in dialog is just the beginning. The aim must be to live a 360-degree feedback loop: To pass on feedback from customers to those responsible in order to have optimized products on the shelves and in turn keep the community up to date on this optimization.

Today, this interaction between the channels works well: if someone from the social media team of around ten people (not all of whom are full-time employees) publishes something on Facebook, this triggers comments on Migipedia and, in turn, reactions that are spread via Facebook and Twitter. There is not only the official Migros page on Facebook (with 43,000 fans), but also numerous other fan pages for Migros products set up by customers. The best known is the fan page for Migros Ice Tea with around 91,000 fans, which is now managed jointly with the administrator. A recent count at Migros revealed around 90 such groups, of which around 30 to 40 are active and all of which have more than a quarter of a million followers. Such pivotal groups are included in Migros' social media monitoring in order to be able to provide a response or react to ideas. However, they cannot be promoted beyond this, says Summa, adding: "Groups that have grown organically also want to continue to grow organically, and Migros should not be too dominant."

Breaking away from old thought patterns

Summa emphasizes that when introducing social media, it is often underestimated how much the organization also needs to be developed. All areas of activity need to mature at the same time: Along with the advances in technology, customers must be willing to participate, and the company must have the will to follow this path in the long term, which must find a place in the corporate strategy. A company must mature and break away from old ways of thinking if it wants to search for ideas with its customers, involve them in brainstorming and decision-making and thus optimize the product range. Only when employees have been convinced of the benefits of social media is it possible to actually respond to customer suggestions and make changes accordingly. For example, it is not a given that a category manager will openly accept a customer's idea and introduce it to the producers. Internally, this requires interdisciplinary teams (product managers, corporate communications, marketing, customer service and customer & web intelligence) and new positions that bring know-how into the company. In the first one to two years, she is primarily concerned with solving such change management aspects and thus promoting social media maturity both within the company and among customers. "That's a lot of work in-house." She praises the fact that there is "an extremely high level of attention and a firm commitment" to online and social media at management level.

Leila Summa sums up by saying that they have "already made extremely good progress". The first example that showed how things can work was ice tea last fall. The suggestion came from the community to offer the cult drink not only in Tetra packaging, but also in PET bottles for on the go. The idea was implemented, which led to "enormous joy" among the community. And for Migros, it led to increased sales, as no less Tetra has been sold since then. Two new jams, "Erdbeermund" and "Herbstsünde", which were developed with Migros customers from the idea to the decision, will be launched on Migros shelves at the beginning of September. The next step will be to develop a baked goods product using crowd sourcing, Summa reveals, adding that they are working on finding out which products are particularly suitable for development with the community. Christoph J. Walther

WHAT DOES COOP DO?
Perhaps it's about the often-circulated difference between Zurich and Basel: while Migros (headquartered in Zurich) is actively involved at the forefront of social media platforms, arch-rival Coop (headquartered in Basel) is much more reserved in this regard. Media spokesman Urs Meier explains that Coop only uses social media elements "in a targeted and campaign-related way". For example, for voting in a fine food TV commercial. The Xing platform is "occasionally used" in the personnel area to advertise jobs or to contact people directly. Yes, Coop has a social media concept, but this "is and remains internal". And no, there are currently no employees at Coop who are exclusively responsible for social media. Meier sees the biggest risk in using social media as doing a little bit, but then not doing it properly, thereby suggesting a promise to customers that ultimately cannot or can only partially be kept. Nevertheless, Coop hopes that social media will become "an effective dialog channel that we believe is used in the right way".

In the viral video "Enkelschreck- Acid auf Rädern", a pensioner raps by playing with all the clichés and really taking on the grandchildren's generation. "Don't annoy me, you mega spaz. I'll give your drink Corega-Taps". Or: "It's sad what kind of douchebags you meet. You want to go high? Come on, take my stairlift." What doesn't sound so great in writing is actually funny as a video - for a generation of rappers who don't take themselves too seriously, and for everyone who often can't take rap seriously in general. A lot of YouTube users probably came to the same conclusion, as the video has already been clicked on 492,000 times. After 500,000 clicks, she will move from a retirement home to a golden prefabricated building, tweets the rap granny. Incidentally, the voice is that of dubbing artist Luise Lunow. She also "battled" on the radio. Her video can also be seen on the website Enkelschreck.de, where there is also a webshop with T-shirts. The sender of the campaign can also be found there, in the imprint: The marketer AS&S Radio. The project was developed in collaboration with the agency Lukas Lindemann Rosinski and Hastings Music, as Managing Director Esther Raff explains to Wuv.de.

The aim of the radio spots and the video was to appeal to listeners and Internet users, create exciting discussions and dissemination and provide the best entertainment, Raff continued. It is already very clear that this campaign is a huge success, which proves that creative radio advertising can trigger a real hype on the Internet and make a completely unknown brand name go viral overnight. For this reason, documentation of the campaign is also being sent to advertisers and media decision-makers.

The interesting thing is that a rapping grandma of all people was used for genre marketing, but could actually be successful with it. The song is playing on Deutschland Kombi radio stations and on all connected channels on the social web.
 

Since April 4, Search.ch has been integrating the official telephone directory data from Swisscom Directories into the telephone directory. New entries, changes or additions to an entry are taken over directly by the search engine. This important innovation was the prelude to a series of further measures, which are now being promoted in a current campaign by the brand agency Schoch & Sonders. "As up-to-date as it is fast" is the motto of the biggest marketing campaign in the history of Search.ch. At the same time, Switzerland's first search engine is also presenting itself with a new look. This started in 1999 with the Swiss telephone directory. Further milestones were a self-developed Swiss map in 2004, a route planner in 2009 and now also the possibility of retrieval via iApp and other mobile apps.

Strong advertising pressure

The campaign just launched communicates via print subjects. These are based on the most popular search terms on Search.ch, such as "restaurant", "hairdresser" and "doctor". A TV spot in all three national languages is broadcast on top Swiss stations. 442 broadcasts in German, 139 in French-speaking Switzerland and 67 in Ticino promise great advertising impact. In print, the target is around 2 million contacts. New online advertising media entice users with a competition in which restaurant vouchers are raffled off daily. Search.ch also wants to use this competition to generate feedback from its users on the redesigned home page of the search portal. The offensive is rounded off with a mobile campaign.

STEPHAN OBWEGESER, CEO SEARCH.CH, ON THE NEW WEBSITE

WW: What is behind the concept of the advertising campaign?
Stephan Obwegeser: The campaign concept had to reflect the new brand image on the one hand and support our awareness and knowledge goals on the other. In concrete terms, therefore, the aim was to make a high-quality impression without appearing overbearing. The new brand elements had to be incorporated, of which the red square is certainly the most dominant. In addition, we wanted to convey our message. In my opinion, we got to the heart of the matter with the claim "as up-to-date as fast.

What has changed or improved at Search.ch?
We have always been fast, for example, thanks to the feedback bar, the extremely lean website structure, and few and selectively used graphic elements. Since the integration of the Swisscom Directories data on 4.4.2011, our users can now find the official and daily updated directory data on Tel.search - i.e. all phone numbers and addresses officially registered in Switzerland, which we provide with various additional information.

What are Search.ch's competencies compared to other search portals?
Search.ch focuses entirely on Switzerland and its local needs. As a directory and service portal, Tel. search forms the basis. However, Search.ch is much more than "just" a telephone directory. In combination with the map of Switzerland with a lot of additional information that cannot be found on international portals, the route planner, local weather, the local cinema program or the real estate search across all relevant Swiss providers, Search.ch offers everything that is needed to plan and organize an everyday life. Behind the scenes, in-house expertise makes all the difference. Exclusively top-qualified developers, all here in Switzerland, develop and build our services. They know the needs of the Swiss and what makes the difference.

What is searched for most on Search.ch today?
Tel.search is our most used service today. Since the campaign launch and website relaunch on May 30, 2011, we offer a search across all services on our new home page. The ranking of the relevant Tel.search queries has also influenced our subject selection. The ranking is: restaurant, doctor, garage, hotel, hairdresser, dentist.

What do you expect from the customer vote for the best home page?
Involvement! Search.ch works. And we don't want to take anything away from our users that they love. At the same time, we want to develop further together with our users - to do this, we listen and take on board their feedback. Times and user habits change - today Search. ch is increasingly being used from mobile devices and tablets. It is precisely here that the new approach for the Search.ch start page with the search across all services and the clear service icons should offer an attractive alternative to the current start page. We are curious to see what our users think of this.

What are the other goals of Search.ch?
We want to continue to grow and remain the leading directory and service portal in Switzerland. With the current campaign, we are primarily pursuing awareness and knowledge goals. Today, around 40 percent of Swiss Internet users regularly use Search. ch regularly; this figure is slightly higher in D-CH than in W-CH and Ticino. These are good values - but they can and should be increased. Furthermore, we want Swiss Internet users to know that Search. ch has made a significant quality leap. Whereas in the past an address or telephone number was not found here and there, today you can be sure: What I can't find on Search.ch, I can't find on any other platform.

Interview: Andreas Panzeri