The campaign aims to show how the members of Gypserie Peinture Genève are working to make the city of Geneva a friendlier place. Among other things, a bus circulating in Geneva for several months was designed in the association's colors.

The GPG is also launching a competition in which two lucky participants can win a total color makeover of their home. The makeover includes professional advice and work carried out by apprentices, who are supervised by experts from the association. The progress of the work can be followed via the Website of the association and on their Facebook page.

The campaign runs throughout the year and is intended to appeal to the general public as well as to convince B to B customers of the members' expertise.

Responsible at Havas Worldwide Genève: Gabriel Mauron (Creative Director), Pierre-Olivier Gardello, Simeon Brandner (Art Directors), Thibaud Genevois (Copywriter), Pauline Charuel (Account Manager). Print: Gobet Rutschi.

Regardez Executive Producer Matthias Zurbriggen, a long-standing colleague of Wasem and Steudler, will take over the management of the new team. The team is completed by Producer Valdita Shabanaj and Senior Communications Manager Simone Frei.

The partners: Jürg Steudler, Matthias Zurbriggen and Bart Wasem (from left to right)

In addition to the realization of commercials, corporate films and explainer videos, Regardez intends to expand its efforts in the coming months to video-based content marketing and YouTube channel marketing (conception and management of YouTube channels including the realization of YouTube videos). 

The aim of Regardez is to seize the opportunities that open up on the Internet for its customers, to follow in the footsteps of international pioneers and to systematically and successfully use moving image content for marketing and corporate communication with fresh strategies, the company continues.

The aim is to show that YouTube is much more than the video playback platform that it is often still perceived as, namely the second largest search engine in the world, an intensively used social medium and an excellent tool for customer loyalty and the dissemination of brand messages.

Werbewoche spoke to Jürg Steudler and Bart Wasem about video-based content marketing and YouTube channel marketing. You can read the interview in the current issue of Print edition the advertising week. 
 

And then you miss him. If things go badly, terribly. A classic.

I had a similar experience with my white, old iPhone: I pushed it around a hundred times, threw it down, cursed it, pressed it into the children's hands as a hush agreement, stuck it between two sofa cushions when it rang, splashed beer over it; lovelessly banged it on the soap dispenser in the toilet so that it wouldn't once again clatter off the tailgate into the orcus ... and suddenly it's no longer there! Gone!

My dear cell phone, not only carelessly left lying around (by me), but also taken mean (by someone who also had to times). If I had found my iPhone again on the soap dispenser, when I looked for it half an hour later, I would not know exactly how often I look at its display within a day, quickly send a message, take a picture, check my mails. In short, I missed my iPhone, my pictures, my data, and the feeling that I could be reached if I wanted to. I felt strangely helpless, disconnected, as if someone had abandoned me in the desert without water. And what do I do now in the streetcar with my hands? With my eyes??

The next morning, I had a visitor in the editorial office. He arrived ten minutes late and excused himself by saying that he was a bit uncoordinated today because he had left his cell phone at home. Ha! Another one of those. If you left your pacemaker somewhere, the total malfunction could still be explained. But it's about a phone. And we are obviously dependent on it.

Since neither lost and found office nor the police, neither iCloud nor Findmyiphone could give me hope of seeing my phone again, I overcame the pain of separation and already had a new iPhone less than 24 hours after the loss, of course the next generation but one, with even more bites and even more tools. Not even the little bag from the lost one fit the newcomer anymore. But you know, as a journi and mommy, of course you have to ... imagine ... if something were. And I was not even firmly ashamed of it.

Today, the cell phone is not only a central tool, it is part of the person, not to say the personality. It is worn close to the body, is the most loyal communication partner when drinking beer or taking public transport, is dressed and decorated, tidied and fed, cleaned and brought up to date. It's better off than many a colleague who complains weeks later that he hasn't heard from him in ages.

This finding about our mobile addiction fits with the results of a new study by Finland's Aalto University, commissioned by Swedish mobile equipment supplier Ericsson: According to this study, delays in downloading videos to cell phones create as much stress for users as solving a math problem or watching a horror movie. Uahhhhhh!!!

For the study, test subjects had to complete a task within a set time limit. This forced them to watch poorly buffered and jerky videos. The pulse rate, brain activity and eye activity of the test participants were measured. The result: if the loading pause lasted six seconds or longer, the subjects' heart rate increased by an average of 38 percent, significantly more stressful than, for example, the annoying wait at a supermarket checkout. It should be added that the study took place in Denmark, which is one of the countries worldwide with the highest streaming speeds on the Internet. So the test subjects probably burst their bubble even faster than would have been the case here. Although I get quite nervous just describing the study setting.

Item: Slow loading of videos on the cell phone is the horror of today - and after a small private study I can say: immediately after losing the cell phone.

You can now imagine how much it weighs on your heart to leave your cell phone on a soap dispenser and then curse like a bastard because you knew the moment you put it down that you were going to leave it there. It's a wonder I survived that. I could already see the Blick headline: "Mobile phone gone: collapse."

In the future, health insurance companies will offer theft insurance for cell phones in order to reduce health care costs. But it probably wouldn't be a bad idea if we all left our cell phones somewhere from time to time. Just choose a safe place for your treasure and remember it well. Maybe write down where you put it on a piece of paper. No! Not "notes" ...

Anne-Friederike Heinrich, Editor-in-Chief Werbewoche

[email protected]
 

 

In a statement, Presse TV welcomes the expansion of its shareholder base. "With Somedia and its owner Hanspeter Lebrument, Presse TV is enriched by an important voice from the Swiss-German and Rhaeto-Romanic publishing landscape. We look forward to offering SRF productions from the media house in Chur in the near future," says Tobias Wolff, Chairman of the Board of Presse TV. Silvio Lebrument, Managing Director Media at Somedia, adds: "In addition to the Südostschweiz Standpunkte program, we have ideas for further productions."

Presse TV was founded in spring 1995. The shareholders are Neue Zürcher Zeitung, the German-Japanese Development Company for Television Program (DCTP) as trustee of the television activities of German publishing houses, Basler Zeitung and Ringier Axel Springer Schweiz. The cooperation with SRG is governed by a cooperation agreement that runs until the end of 2018. It specifies in particular the broadcasting times available to PresseTV and the duration of the programs, as well as the financial modalities.

With a range of programs covering information, politics, business, culture, science and health, Presse TV aims to offer viewers an alternative to the other TV programs, which are mainly geared to entertainment. PresseTV's programs are: BekanntMachung, gesundheitheute, NZZ Format and Standpunkte (Basler Zeitung Standpunkte, Bilanz Standpunkte, Handelszeitung Standpunkte and NZZ Standpunkte). Werbewoche belongs to Somedia.

Facebook will also have to improve in this area in the future. Zuckerberg pointed out that the company has already taken important steps. For example, counter-speech against hate speech is being promoted on the social network. In addition, about 200 people in Germany are working to ensure that "bad content" is not posted on Facebook. Zuckerberg admitted that those responsible had not previously been aware of the specifically German aspects of this problem. He said that Facebook had first had to learn that special attention also had to be paid to incitement against migrants when taking action against hate on the Internet. At the same time, Zuckerberg emphasized that there is basically "no tolerance" for hate speech. "Hate speech has no place on Facebook." The network is repeatedly criticized in Germany for not intervening to a sufficient extent when users incite against refugees. Against the backdrop of ongoing discontent, Facebook had pledged at the end of November to take tougher action against such hate messages. (SDA)

Supertext opened a branch in Lausanne in February 2016 as part of its ongoing growth and customer orientation strategy. With Zurich and Berlin, the agency now has three locations.

"With a growing client base in French-speaking Switzerland and strong demand for localization, we decided to open a branch office in Lausanne," Laura Fernández, head of sales, said in a statement. "In order for a translation to be understood exactly as the source text, it must be adapted to the cultural context of the target language. With the new location, we ensure that French-speaking Swiss, as well as German-speaking Swiss customers, benefit from the regional and linguistic proximity of our language managers and translators on site."

The Lausanne branch already has three permanent employees. Under the direction of Florence Milinkiewicz, Sarah Tworke, Daphné Grekos Monney and Pascal Gysel coordinate the text and translation assignments for western Switzerland as language managers. The new office is centrally located at Rue Etraz 4 in the coworking space ThinkSpace.
 

Santésuisse, the industry association of Swiss health insurers, is committed to a free, social and financially viable healthcare system that is characterized by the efficient use of resources and high-quality medical services at fair prices. Santésuisse commissioned the agency Notch Interactive to develop an independent and transparent comparison portal for acute hospitals, which is to provide information on treatment quality and patient satisfaction. In addition to the comprehensible, transparent presentation of independent data about the hospitals, user-friendliness was a central concern of the project.

According to health economist Heinz Locher, the Spitalfinder.ch now available is a "quantum leap "*; it is optimized for desktops, tablets and smartphones and supports insured persons in German and French in their choice of hospital, which has been free since 2012. Patients can thus use the hospital finder to get a quick, clear and uncomplicated picture of the various hospitals before an upcoming treatment or procedure and thus select an optimal offer.

This is ensured on the one hand by the Hospital finder underlying reliable data from public sources, which are updated on an ongoing basis. Key data on patient satisfaction, wound infections, falls and pressure ulcers come from the National Association for Quality Development in Hospitals and Clinics (ANQ), and case numbers and mortality rates come directly from the Federal Office of Public Health (FOPH).

On the other hand, insured persons can use the easy-to-understand functions and displays to see in which hospitals they receive the optimal treatment. In addition to patient satisfaction, the number of cases for the various treatments and the number of wound infections all play a role and can be read off in comparison. For direct contact, telephone numbers, addresses and websites of the hospitals are always included.

Babette Sigg, President of the KF Consumer Forum, praises the hospital finder "Comparison portals for services of all kinds have existed for a long time and are actively used by consumers. Thanks to the hospital finder, there is now an intuitive tool that can be used to query the quality of the hospital's results." The consumer magazine Saldo also rates the Hospital Finder with 4 out of 5 stars and praises the "user-friendly preparation of the official quantitative and qualitative data of acute care hospitals. "**

Responsible at Santésuisse: Verena Nold (Director Santésuisse, overall responsibility), Martin Kull (co-project management, controlling), Gregor Patorski (co-project management, conception), Cornelia Meier (basics, methodology). Konsumentenforum kf: Babette Sigg (Director Konsumentenforum kf, overall responsibility), Jan Ramseyer (project staff). Vresponsible at Notch Interactive: Peter A. van der Touw (overall responsibility), Jeff Gerber (creative direction), Philippe Meier (art direction), Marcel Vogt (group account director), Marco Giaquinto (consulting), Katrin Ulmer (junior consultant).

This pools the strengths of all service providers through joint direct sales via Saas-fee.ch. Both businesses and guests should benefit from the optimized sales processes and synergies.
 

Guest and booking behavior in tourism has changed dramatically in recent years. Online booking portals are flourishing, but they also siphon off booking commissions from tourism destinations. As a result, marketing resources are limited. "Most businesses simply don't have the resources to handle guest communication on their own," said Pascal Schär, CEO of Saas Valley Marketing, in a press release.

Combined forces

The Free Republic of Holidays Saas-Fee developed a so-called "Smart Marketing Engine" with the support of the federal government as a CTI funding project (Commission for Technology and Innovation). This is a marketing platform that facilitates the joint direct marketing of the 700 service providers (hotels, parahotels) via Saas-fee.ch promotes. All providers have access to various tools (CRM, app, social media management, newsletter) as well as to the content and offers. This bundling increases the presence and findability of the businesses on the internet. The new Saas-Fee/Saas Valley application developed as part of the project can also be individually tailored to the businesses. Despite this extensive networking, each service provider remains visible as an individual company under the common umbrella.

Focus for guests thanks to centralized marketing

The digitalization strategy leads to economies of scale by reducing the high marketing costs of mostly family-run businesses to a minimum. The cooperation increases the marketing opportunities of all service providers, as the offers are now networked or offered directly at the establishment. They can save money and concentrate more on their core business, which ultimately benefits the guest. After all, local quality is and remains central to sustainable tourism.

 

Wasem and Steudler want to take a step towards the future and move into video-based content marketing. They have been preparing intensively for this over the past few months. We visited the filmmakers on Zurlindenstrasse and talked to them about expanding their range of services.

WW: You are merging your two companies again at the beginning of March. What prompted this?
Bart Wasem: Due to our close proximity and shared infrastructure, we have already moved closer together again in recent years. In addition, we have realized most of our projects together anyway, so this step was a logical one. A joint company is less administratively complex and, in the age of social media, we don't have to manage all channels multiple times.

Another new development is that you want to push video-based content marketing. Why now?
Jürg Steudler: We have been monitoring developments in this area for a long time. Over the past two years, a lot has happened in this country. The ad-free streaming service Netflix came to Switzerland and national telecommunications providers introduced time-shifted television. Commercial breaks can now be bypassed completely. This makes it increasingly difficult for the advertising industry to get its messages across to consumers via traditional channels.
Wasem: A similar development is taking place on the Internet. Ad blockers are now very widespread and are already built into web browsers by certain manufacturers. This is why a rethink is needed.
Steudler: There is an increasing demand for films that offer cognitive or emotional added value and are therefore watched voluntarily. Film can convey emotions better than any other medium and is therefore suitable for conveying brand messages. However, the way we design films in future must start with the target audience and be geared more towards their needs and motivations.
Wasem: This is a great opportunity for creatives. They are no longer so limited to a maximum of 30 seconds and can once again prioritize their ideas over length.

You have focused on YouTube channel marketing. Why is YouTube the central channel for video-based content marketing?
Wasem: In this country, many see YouTube primarily as a play channel for the young. But many international companies are already relying heavily on YouTube for their marketing communications. They do so with good reason: YouTube is not only a digital video player, but also the second largest search engine in the world and an intensively used social media channel with sharing, liking and commenting functions.
Steudler: This is why YouTube is ideal for customer retention. Companies can regularly bring their new subscribers into contact with their own content.
Wasem: At the same time, they also use the search function to reach users who are not tied to the company channel but simply want to find out more about a topic or product. Video is very convenient. It is much easier to press the play button than to read a post.

Which companies are already successfully using YouTube channel marketing - and what can we learn from them?
Steudler: These are often brands with many different products or products that require explanation. Good examples are Edeka, Volvo Trucks and Sennheiser. These companies operate extensive channels, which they cleverly link to their own website and social media channels. Some of the videos are elaborately produced, while others are kept simple in the style of video bloggers. There are storytelling forms like in classic commercials alongside typical corporate movies, editorial contributions and music videos, all of which complement each other. Google refers to this as the HHH strategy. It is also interesting to note that successful YouTube films usually have a longer lifespan than conventional commercials.

You have been producing commercials for over 20 years. Do you know the recipe for success for YouTube films?
Wasem: I think the most successful approach is the right mix of creativity, authenticity and relevance. Traditional film and advertising knowledge no longer works unconditionally. YouTube is dynamic and remains unpredictable in many ways. Even Google doesn't have a simple recipe for success. One thing is certain: trial and error and iterative optimization are becoming more important. Only those who don't take risks are sure to do the wrong thing.

What exactly does your offer look like?
Steudler: In the future, we will create entire channels. We create the microcosm of a channel, i.e. welcome videos, headers, thumbnails, playlists and so on. We also offer support and management of the channel. This also includes the preparation of existing films for the YouTube channel as well as the interface to online marketing agencies, for example for linking the channel with online campaigns.

You have undergone further training over the past few months. Where did you do this and what did you focus on?
Steudler: At the moment, we can often be found at Google and actively participate in their seminars. We also attend workshops, mostly in Germany. Culturally, the Germans are closer to us than the Americans - and they are also further ahead than us in content marketing. But the most important thing for us is observing and trying things out, as well as exchanging experiences.

Interview: Simone Isliker 

Much praise for the innovative state

On January 26, the Swiss Media Association presented a study that examines the planned Advertising Alliance of SRG, Swisscom and Ringier and raises some legitimate questions. However, it also reveals some surprising gaps. Above all, however, the idea of the advertising alliance receives a surprising amount of praise from the authors of the study.

"Under the guise of public service, anything has been possible so far"

The joint venture between Swisscom, Ringier and SRG is causing a stir. The private media companies, represented by the Swiss Media Association, are fiercely opposing the planned advertising alliance. Natalie Rickli supports the position of private media companies as a member of the National Council and, as Partner Relation Manager at Goldbach Media, is very familiar with the challenges that private media providers will have to face in the future. The National Council's Committee for Transport and Telecommunications, of which Rickli is President, has adopted recommendations in favor of private providers. Werbewoche spoke to her about the necessary redefinition of the public service, the irritating role of OFCOM and data as the most valuable raw material for the media industry

"Caught in the spell of the automotive universe"

Not that the advertising for the car is already inadequate, now the poster for the show in Geneva is also lacking in glamor, ideas and esprit. Finds Advertising Week mothball Theophil Butz.

Print also needs a performance mandate

Column by Hans StutzDemocracy relies on the informed citizen. Now the NZZ Group is aiming to align the national sections of the Neue Luzerner Zeitung (NLZ) and St. Galler Tagblatt. Bad news for national politics."

"Regardez!": joint future for Le Mob and Encore

Le Mob Motion Design and Encore Pictures are reunited with immediate effect. Bart Wasem and Jürg Steudler are merging their companies as of March 1 and are now operating under the new name of Regardez! which was the name of their first joint company, which they ran from 1999 to 2004. They bring executive producer Matthias Zurbriggen on board as their third partner.

"I change, therefore I am"

Ping - a new message pops up from XING: A good friend has changed jobs. Again. And for the fifth time in two years. The result: another flowery Managing Consulting something or other title, complete with a new radiant selfie in a blue blazer. Naturally, we congratulate her on her new job, but at the same time wonder how long it will be before she has her next position lined up.

Walker fishes in international waters

The Zurich agency Walker launches with #FlyBoardFishing the first campaign of the newly acquired account for the pastilles brand Fisherman's Friend. The spectacular spot is causing an international stir and puts the spotlight on a sport that has not yet received much attention.

All genuine at Cailler

Cailler's new image breaks away from traditional industry advertising, in which computer-animated chocolate flows through the image in sensual slow motion. Jung von Matt/Limmat shows real cows, real milk and real farmers.

"Creativity cannot be measured in time"

Jonathan Schröder is a freelance copywriter and concept developer. With his in January launched Free Friday" experiment the Vienna-based German wants to find out what his work is worth. Agencies or companies that book Schröder on Friday determine the level of payment themselves. The experiment will run until the middle of the year - in an interview with Werbewoche, Schröder gives an initial interim assessment.

"Media and creation are not coordinated enough"

We have already mentioned Google and Facebook advertising here. The third force in the online advertising league is advertising that does not reach our screens via a server of the two giants Google and Facebook. We found out more about their current importance in the media mix from online marketing specialistDaniel Hünebeck in the picture.

Head of the week: The strategist of the haphazard

Katarina Stanoevska-Slabeva researches how social interactions work in the digital world. Her way of thinking is that of a former programmer: deterministic. Chance played a decisive role in her professional career.

Do we still need search engine optimization in 2016?

Google was voted Switzerland's most trusted brand in the fall of 2016. Mr. and Mrs. Swiss trust the search engine just as much as the print media, with the only difference being that Google tries to answer questions instead of asking them.

 

The basis of the new positioning for the Sarn-Heinzenberg ski area is the song "Abafahra" by the Bernese combo Tonight & Only. The hit from the 2000s by composer and singer Wädi Gysi serves as the motto for the atmosphere on the sun terrace below the Piz Beverin. The modestly funded campaign includes posters, advertisements in the regional press, small posters on public transport and radio spots. Furthermore, selective activities in the social media are planned.

"1 toboggan run, 2 lifts, 3 mountain restaurants and only white all around."

larger representation

Responsible at Heinzenberg ski lifts and chairlift: Christian Kalberer (overall responsibility). Responsible at BSSM Werbeagentur, Basel: Urs Schneider (CD); Pascal Rehmann (AD); Hannes Müller (strategy/text); Luca Stancheris (junior AD); Daniela Geiser (desktop); Philipp Buser (consulting); Imke Fichtner (production); tonton GmbH (radio spot); Ralph Lehner (photography); Sturm AG (image editing).

The industry report is a new, 16-page special publication that appears six times a year under the Werbewoche label and takes a very targeted look at various sections of our industry. The first industry report on the subject of marketing will be published on February 26 and will be distributed together with Werbewoche 4/2016 to all Subscribers shipped. These topics await you:

Brands should make

Brands have to do something to really tell a story.

The Author: Mirko Kaminski is founder, owner and CEO of the German agency Achtung!, which works for Swiss and Nestlé, among others, and employs 150 people. Kaminski has been a juror at the Cannes Festival, the New York Festival and the PR Report Awards, among others. The agency is among the top agencies in the German PR creative rankings and was also nominated for the Swiss Award Corporate Communications in 2015 with a campaign for Swiss International Air Lines.

 

In a nutshell: Hans-Georg Häusel holds a doctorate in psychology and is a thought leader in neuromarketing. He is one of the leading international experts in marketing, sales and management brain research. As a brain researcher with many years of consulting experience, Häusel knows where the many small unconscious purchase buttons are located in customers, what distinguishes customers from one another and how to win them over. He shows managers how motivation and leadership really work from the brain's point of view and what makes companies successful. Häusel is a sought-after keynote speaker both nationally and internationally. He has received the Excellence Award as one of the best speakers in the German-speaking world. Together with the Haufe publishing group and the Nymphenburg Group, Häusel also organizes the largest European neuromarketing congress every year. Häusel is a lecturer at the Hochschule für Wirtschaft in Zurich and works as a senior partner for Gruppe Nymphenburg Consult. Haeusel.com