The Lowe agency, part of the Draftfcb/Lowe Group, adapted the TV commercial for Switzerland and developed a radio spot in the appropriate style. At the same time, the campaign heralds BMW's new global presence in Switzerland.
Responsible at BMW Switzerland: Roger Calisi (Head of Marketing Communications). Responsible at Lowe: Daniel Comte (ECD), Sebastian Hugelshofer, Céline Dillier (AD), Boris Beuckmann (text), Rolf Jeger, Christina Koch (consulting).
To the radio spot
To the radio spot
To the TV commercial

www.draftfcb-lowe-group.ch

Advertising is changing. Not only are new media constantly vying for our attention. A new level of trust is also required. Where stimulus overload is increasing daily, only credible messages can count on a real chance of being perceived. Added to this is the new sociographic structure of our society. The target group of 40-50 year-olds forms the most active consumers with very good purchasing power. However, these people in their prime can no longer be convinced by advertising that presents them with 15-year-old identification figures. "I've noticed this myself with myself. When you're 40, you no longer find it funny when a bloody young teenager presents your favorite label to you. It no longer turns you on," says Bettina Schaefer. Not everyone in advertising has realized this yet. But the trend is unmistakable. "Today, 80 percent of orders call for more mature models," says Bettina Schaefer. She can substantiate this trend with the demand in her agency. Scout 1 and the recent expansion with Scout 2 in Zurich specialize in "real people." Scout 1 presents professional models in its portfolio. They are also offered internationally and work regularly in Paris, London and New York. Together with the "New Faces", who are still at the beginning of their careers, there are around 350 faces in the file. Unlike most agencies, however, many of these professionals are already "of a more mature age". Indeed, more and more campaigns or presentations are being photographed with real people between the ages of 25 and 40. "True, the creatives on the computer may remove a few wrinkles. But a mature look is in demand," Bettina Schaefer knows. To meet this growing demand for authentic models, she also founded Scout 2 last year. This people agency also has around 350 people and the number of models on offer is constantly increasing. However, these diverse characters do not model professionally. Here you find from the successful lawyer over the genuine craftsman or from the attractive teacher up to the child-loving grandmother all, which would like to stand gladly times on the other side of the camera. With the now combinable offers of Scout 1 and 2 Bettina Schaefer is convinced to be able to meet "the currently large change" in the model industry with exactly the correct concept. The success has already allowed the agency to grow to ten permanent employees. In addition to the boss, a second scout helps to discover new talent and scan the 40 or so new applications per day. Three graphic designers maintain the set cards and the portfolios on the Internet. Then there are the consultants at the booking table and two people for administration.
Bettina Schaefer, who started out as a model herself, joined her mother in Switzerland after school. In her home country, she took her A-levels in art and sport. That's why she couldn't tackle her planned medical studies in Zurich without taking additional exams. While Bettina was cramming for the required subjects, the attractive blonde was approached several times on the street to pose as a model. "At 19, of course, that was fun." And so eventually medicine gave way to fashion. In the following four years as a model, Bettina Schaefer has worked for Vogue, Harper's Bazar and many international campaigns such as Nivea, in addition to local assignments. "On average, I was in front of a camera four days a week," she recalls of those times. She enjoyed being out and about regularly in Paris, London, Milan and also New York. "You get to meet interesting people, you get to use your languages, and you also realize over time which contacts you need to continue to cultivate." Unlike some top models who don't like to be reminded of their past, Bettina Schaefer would do it again anytime. "Modeling is a very valuable school of life. You can also bring a lot of experience into your next projects, where you develop again." The ex-model can therefore only recommend the job to a young talent. "It's a highly serious business." Those who want to make it to the top, however, have to apply a lot of discipline. "Today perhaps even more than in the past."
Despite many offers, posing was then exhausted for Bettina Schaefer after the sense of achievement from the first cover became more and more repetitive. However, the world of photography continued to fascinate her. So she founded her first own agency in 1986. Option is still internationally successful from Zurich today, but is continued by other partners. Bettina Schaefer left in 1991 because she wanted to do more photography herself in the meantime. Since her father was already a passionate hobby photographer, he motivated his daughter to take this step with a professional Nikon. Already with the option, Schaefer increasingly photographed the portfolios for her models herself, because she had a precise idea of the desired quality. As a freelance photographer, she now wanted to specialize in children and celebrities. Soon came regular orders from catalogs,advertising or beauty campaigns. Later came private requests from artists such as Maximilian Schell and his family, Otto Walkes or Mario Simmel. A deeply felt experience for Bettina Schaefer was when she was allowed to accompany the Dalai Lama on a tour as a "private photographer" for three weeks.
When she met the photographer Daniel Gerber on another job in Egypt - "He was responsible for the stills on this production, I for the men's print subjects" - the direction of the profession was to change once again. "I took pictures until the day before our daughter was born and was already on the road again four days later," recalls Bettina Schaefer. Nevertheless, the working mother wanted to bring a little more peace into life for the future. "We were looking for a solution with more stability for our young family." The solution was found in Scout. With the agency founded in 2004, Bettina Schaefer initially wanted to primarily "scout" new models and then "build them up internationally." Soon, however, the business model developed into something much more exciting. "I had the right nose that more and more everyday faces and especially older models would be in demand."
Andreas Panzeri

The five Konsumenteninfo websites now receive 10,000 or more visitors a day. With more color, larger images and more prominent links to new or important content, the user guidance on the sites launched two years ago has been modernized and optimized. In particular, the popular and highly frequented services "Warning lists", "Test winners", "Guide" and "Fact sheets" as well as the new, independent health insurance "Premium calculator" can now be accessed even more quickly with just a few clicks. In addition, all content is tagged with keywords, allowing related content to be displayed and linked to on all pages.
New function icons in the page header, with which the entire layout and fonts of the sites can be enlarged, also ensure improved readability. This allows visitors with visual impairments or oversized monitors to view the sites according to their needs.
The redesign was conceived and implemented by the Zurich-based media and internet agency Update, which was already responsible for the relaunch of the consumer information site two years ago. The open source content management system webEdition remains the technical basis for the extensive portal.

www.ktipp.ch
www.saldo.ch
www.gesundheitstipp.ch
www.kgeld.ch
www.hausundgarten.ch

He is Heidi Klum's favorite photographer. British portrait and fashion photographer Rankin is also considered one of the best - read most artistic - erotic photographers in the world. Stylized as an "enfant terrible" for advertising purposes, Rankin has nevertheless had personalities such as Tony Blair and even the Queen sit still in front of his lens. George Clooney is not vain with him and Madonna even lets him do her make-up. It is therefore a high-profile engagement that By Heart is now working with the star photographer again for a fashion campaign. Ranking actually fits the strategy. Oliver Burger's PKZ Group pursues a very clear and striking strategy like hardly any other Swiss fashion company: "It gives its claim to leadership a face season after season," says CD Hans Siegwart from By Heart. Rankin's portraits are now intended to further intensify this brand world of PKZ and Feldpausch.
The focus is on self-confidence, style and personality. Depicted by top models Rianne ten Haken and David Gandy, the two brands invite you to a fashionable fall. The campaign features large-scale advertising print and is precisely tailored to the 50 or so points of sale in Switzerland.
Andreas Panzeri

It's not the first, but it's a decisive new architecture that the Neue Zürcher Zeitung wanted to give itself after 230 years. Publicis is providing the communications support for the new look. Unlike the newspaper, the agency did not look for a new look. The blue pencil remains the central visual. Somewhat implausible - in contrast to the content of the newspaper - are messages on a thin pencil that run for a full three lines. We can look forward to a relaunch in advertising too.

Ovomaltine Choco Crunch, that's the Ovo with a little something extra. The difference between Ovo and the classic can't be ignored: thanks to the small crunchy chocolate particles, it makes an outrageously loud crunch when you drink Ovomaltine Choco Crunch. The launch campaign that Maxomedia in Bern created for its client Wander therefore revolves around this "crunch". The new drink is aimed primarily at young consumers. They don't drink their Ovo just for the pleasure of it. Drinking should also be fun, as consulting group manager Andreas Schrag explains at Maxomedia. The campaign follows this guiding principle. Whether it's a TV commercial or a cell phone ringtone, the fun crunch effect is omnipresent. In a film realized by Condor, young people look for the "ultimate crunch experience" - only to discover that nothing can excite them beyond the real crunch of Ovo. For the cross-media launch campaign, it also crunches on a microsite, on the radio, in specific print media, online, and, of course, at the POS. pan

Scholz & Friends Zurich has launched a "Wish Campaign" to mark the 50th anniversary of Blick. The focus is on Blick readers, who can send their wishes to Switzerland's largest tabloid newspaper by phone, text message, microsite or in person during the "Wish Mobile Tour" until October 14. "Make sport really fun again", "action and bite" or "more about the national sports of wrestling and hornussen" are some of the well-intentioned recipes for success. We wish you the same: Good luck.

Crisis, traffic jams and swine flu, minaret debate, Polanski and a visit from Aunt Käthe - Jesus Christ, do we really have to do all that? Calm down! Go tango dancing again. It's incredibly calming. What women have always known and men have always denied has now been proven by a scientific study by Frankfurt's Goethe University: dancing is great.
Colombian-born Cynthia Quiroga Murcia wondered why couple dancing plays such a minor role in leisure activities in Switzerland and Germany. Does it perhaps not bring pleasure to the stiff gentlemen there? Murcia wanted to find out exactly, and in her doctoral thesis she investigated what else happens to couples besides painful contortions during tango dancing. She took saliva samples from 22 couples before and after dancing and measured their hormone concentrations. In addition, the dancers assessed their own emotions using a standardized questionnaire. The result is hardly surprising for ladies: erotic dancing reduces stress hormones and increases the sex hormone testosterone. So, gentlemen: dancing does NOT stress you out. On the contrary. Recently, couples therapists have even been trying to save troubled relationships with tango.
Murcia does not reveal how well you have to be able to dance tango for the stress-relieving effect to work. However, she most likely conducted her study on couples in which the tango was already recognizable as a tango. Murcia also leaves open the question of whether dancing with your partner at home has a negative or positive effect on hormone release. The best thing is probably to give it a try. A tried and tested tip for the ladies: Fishnet stockings can enhance the effect of a brisk little dance. And for the men: take the lead. She'll never let you down that easily again.
Anne-Friederike Wilhelm

3+: Market share up again in September
3+ continued to make gains in September. With a market share of 5.3 percent in the target group of
15-49 year olds, Switzerland's largest private channel was in fourth place among the most-watched channels for the first time in the prime time 20:00-22:29 time slot and thus on a par with Pro7.
In the first nine months of 2009, the channel, which was founded three years ago, reached over 40 percent more viewers than in the same period last year. According to its own figures, 3+'s current figures are therefore ahead of those of international competitors such as Sat1, ORF1, RTL2, ARD, ZDF, Kabel1 and VOX. In September, 3+ was able to catch up with Pro7 for the first time with a market share of 5.3 percent, putting it behind SF 1, SF 2 and RTL. The growing popularity of 3+ is also confirmed by the Brand Asset Valuator (BAV), a study conducted by the Y&R Group. In the international brand study, which analyzed the change in brand vitality of over 40,000 brands between 2000 and 2009, the young Swiss television station was ranked 26th among the rising stars of the new millennium in Switzerland.

Numerous education reforms - such as HarmoS - are evidence of the upheaval in the Swiss education system, according to an Adesso press release. In order to be able to present the education system with reliable and consistent information in the future, the Federal Statistical Office FSO is carrying out a comprehensive modernization of education surveys. This includes the statistics programme "Modernization of education surveys". This provides a comprehensive description of the education system at all levels - from pre-school to higher vocational education and training.
Learners and teachers must be presented just as well as the financing of the education sector, the communication continues. This is the only way for political authorities to gain an accurate picture of the state and development of the education sector. Whereas in the past people were recorded using aggregated data, in future data sets will be provided in the form of individual data. This means that each person will be recorded individually. The data records will also be provided with common personal identifiers, making them comparable.
The application portal will be implemented in three stages: The statistics on learners will be completed at the end of March 2010, the statistics on school staff at the end of May 2010 and the statistics on educational qualifications at the end of 2010.

www.adesso.ch

The new site has been completely redesigned graphically and made more user-friendly. It is presented in a fresh and modern design, together with new navigation guidance and a revised and streamlined structure.

www.previon.ch

www.glueckspost.ch

The greatest SI Style of all time
The advertisers at Jung von Matt/Limmat have created an oversized mailing for SI Style. A huge 50×70 centimeter edition advertises the reach of Switzerland's largest women's magazine to agencies and potential advertisers. Wemf has confirmed it: SI Style is the biggest celebrity and fashion magazine in Switzerland with 420,000 readers. Jung von Matt/Limmat has developed a special mailing for SI Style to communicate this success story to advertising and media agencies and advertising customers. The current issue of the magazine is published as "Riesen SI Style". Although the special edition has slightly fewer pages than the original, the content is otherwise identical, as Lukas Frei, Creative Director at Jung von Matt/Limmat, told Werbewoche. Only the editorial differs from the normal edition and is aimed directly at potential advertisers: SI Style has made itself both especially large and especially small with the special edition, it says. The print format is especially large at 50×70 centimeters, but the circulation is all the smaller at 400 copies.