In the ‘Awareness” category, the campaign for Swisscom’s “Natel BeFree” offering by the advertising agency Jung von Matt took first place, followed by TBWA’s McDonald’s nighttime ad and Hesskiss’s FCZ season ticket campaign. The APG’s Ali Kebap campaign by the advertising agency takes the lead in the “Uniqueness” category, followed by the campaign for Ristorante Cantina by the advertising agency Euro RSCG and the FCZ campaign by Hesskiss. In the “Brand Fit” category, the campaign for Blutspende Zürich by Hesskiss takes the top spot, followed by McDonald’s and Swisscom. In the “Likeability” category, the ad for Ristorante Cantina comes out on top, ahead of the FCZ campaign and the Blutspende Zürich campaign.
> Results at a glance
> Detailed results
Research Question and Methodology:
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 501 net interviews, random selection according to quotas.
Survey period: August 26, 2009 – September 3, 2009.
Questions:
At the beginning of today's survey, we showed you a few ads.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale of 1 (= stands out
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
How much do you like the following ads? Please rate each one on a scale of
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values shown here are the top-box ratings: «stands out very strongly,» «fits very well with my image of the brand,» and «I like it very much.» The remaining values can be found on Werbewoche.ch.
The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

The agency with links relaunches the website of the family business Hager Zierbeschläge. The design of the site has been completely overhauled, giving it a more modern and interactive appearance that is in line with the newly introduced corporate identity.
The distinction between the company website and the store has been visually separated. The new product catalog appears clearer and more spacious, giving visitors and customers a clear overview. Thanks to the optimized process, orders can now be placed immediately using the order form. The implementation was carried out using the Redaxo content management system. This means that all content can be managed by the company itself, and the product range is updated via an Excel document.
Responsible at Hager Zierbeschläge: Adrian Hager (Managing Director), Responsible at mit Links: Patrizia Lehmann (Project Management), Lorenzo Mutti (Creative Director), Marcel Tanner (Design).

www.mitlinks.ch
www.hagerag.ch

The media company Tamedia is acquiring a stake in the online marketplace specialist Pro Seller. With the price search engine Finder.ch and the specialist retail purchasing platform Concertopro.ch, Pro Seller operates two online marketplaces for IT products and consumer electronics in Switzerland. More than 700 resellers and over 50 wholesalers are connected via the Concertopro.ch platform. In total, goods worth over CHF 1.5 billion are traded annually via the Pro Seller platforms.
Tamedia is expanding its online commitment by acquiring a stake in Pro Seller. Together with the other shareholders, such as the online investment company Centralway, Tamedia and the founders of Pro Seller want to further develop the offer for a broad audience and expand Finder.ch into the leading price search engine in Switzerland, according to a Tamedia press release.
As a first step, Tamedia will acquire a 30 percent stake in Pro Seller, based in Herrliberg, as of September 8, 2009. The media company has the option of further increasing its stake at a later date. The parties have agreed not to disclose the terms of the investment. In addition to founder Alfred Rossi, the ProSeller Board of Directors now also includes Martin Saidler from Centralway and Christoph Tonini from Tamedia.

www.tamedia.ch
www.pro-seller.ch
www.centralway.chom

In the latest Net-Metrix-Audit publication - WEMF, Net-Metrix-Audit August 2009 -
Tagesanzeiger.ch has more unique clients than Nzz.ch for the first time. Since its integration into the news network on August 8, 2008, the Tages-Anzeiger online platform has increased by 63 percent or around 600,000 unique clients UCs. With currently 1,520,000 UCs, Tagesanzeiger.ch is 54,000 UCs ahead of Nzz.ch. According to Editor-in-Chief Peter Wälty, the growth is mainly due to the continuous and high-quality reporting of the highly motivated editorial team and the high credibility of the Tages-Anzeiger brand.
In addition to Tagesanzeiger.ch, the other Newsnetz titles are also growing: Baslerzeitung.ch has grown by 130 percent since July 08 and Bernerzeitung.ch by 53 percent since September 08.
clients. All Newsnetz titles reach record levels in August 2009.

www.newsnetz.ch
www.tagesanzeiger.ch
www.baslerzeitung.ch
www.bernerzeitung.ch

McCann Erickson has launched the launch campaign for Feldschlösschen Premium Swiss Beer with Swiss musician and film actor Carlos Leal. According to a press release from the agency, McCann implemented the advertising measures in keeping with the style, linking the actor Carlos Leal with the enjoyment of Feldschlösschen Premium. The new beer brand is presented tastefully and desirably with a discreetly charming appearance and high standards. The claim: "Premium Taste. Swiss Made." The campaign can be seen on posters and advertisements.
Responsible at Feldschlösschen: Marlis Ackermann (Head of Marketing), Sabine Strehle (Marketing Manager), Patrick Schweizer (Brand Manager). Responsible at McCann: Susanne Jungbluth, Sibylle Kaelin (Consulting), Christine Manger (AD), Roger Dobmann (AD), Bernd Schultze (Text). Photography: Pierluigi Macor.

www.mccann.ch

On Tuesday, the National Council rejected the SVP parliamentary group's motion to reduce radio and television fees by 20 percent by 101 votes to 58. The quality of television had not improved with higher revenues, as SVP spokesman Hans Kaufmann complained. The SRG still had reserves that would allow a 20% reduction in fees.
Federal Councillor Moritz Leuenberger rejected the fee reduction. In his opinion, such a large reduction in fees would have a serious impact on services. Advertising revenues have fallen dramatically, which is why a 20 percent reduction in fees could not be absorbed without dramatic interventions in the French- and Italian-language broadcasters, according to Leuenberger. The balance between the language regions and thus "national cohesion" would be called into question, warned Leuenberger.

www.nzz.ch

How do you convey the identity of a company that is familiar to every Swiss person and stands for the Swiss values of safety, cleanliness and punctuality in a surprising way?
Being in good hands. Arrive safely.
SBB is an established value in Switzerland. Like no other company, it stands for safety, cleanliness and punctuality. However, SBB's claim goes further than just getting around 900,000 passengers from A to B safely and punctually every day. "To be in good hands. Arrive safely." is therefore the theme of the 2008 Annual Report.
When a company goes one step further in its annual report
How can this message be conveyed in a surprising way without superficially depicting satisfied travelers? Even after six years of successful collaboration, Schneiter Meier Külling continues to pose this question anew - and for the 2008 annual report developed a concept that focuses on the courage to be simple and transparent: in the clear typography, the reduced graphic language and the impressively clear layout grid.
Surprising facets of everyday SBB life
Schneiter Meier Külling also designed the image series with this clarity and simplicity in mind. It shows extraordinary facets of the everyday work of SBB employees: from the avalanche specialists on the Gotthard to the employees in the Coop distribution center and the bridge inspectors.
Added value for readers in the booklet
The booklet enclosed with the annual report also creates added value for readers. The journalistically researched stories present unusual topics from the SBB universe. This reading material also reaches readers who do not normally delve into annual reports.
Awards for the exceptional
The courage to adopt a new concept is paying off. This is underlined by numerous top rankings in the Bilanz annual report rating and currently in the international Best of Corporate Publishing competition, in which the SBB Annual Report 2008 was awarded a silver prize.
Gregor Herbst

With MACH Cinema, WEMF provides the advertising industry with a tool that can be used to plan cinema campaigns more precisely. In addition to the attendance figures for an average week, the annual publication now also includes the attendance figures for each cinema week. The new moviegoer research within the MACH research system thus does justice to the seasonal medium of cinema with a planning tool that is also seasonal. In this way, attendance figures can be taken into account and target groups analyzed according to the film genres that can be booked at Publicitas Cinecom.
Another new feature is the linking of survey data and data from the ticket sales statistics, which creates a new currency. By linking survey data from the WEMF baseline survey with ticket sales statistics from the industry association Pro Cinema, a new and valid currency is created with the individual reach per cinema week and pool. The development of this new approach to moviegoer research was made possible by WEMF's collaboration with Publicitas Cinecom and Pro Cinema.
The new MACH Cinema is published in two editions: While MACH Cinema Basic publishes all target groups of MACH Basic as well as the values of the Cinecom cinema pools, MACH Cinema Consumer contains all target groups of MACH Consumer in addition to the values of the Cinecom cinema pools. For today's publication, the MACH Consumer target groups have been expanded to include additional cinema data. Among other things, it is now possible to analyze the genre preferences of the Swiss for cinema films.
Evaluations of the new performance data are possible in WEMF's online tool "MACH Online" as well as by means of Publicitas' "Vergo" program, which is also accessible online, and by means of Kallysoft Informatik's offline software MMWwin. At the same time, the MACH Cinema brochure and the offline evaluation program can be obtained from WEMF.

www.wemf.ch
www.publicitas.ch

At Wirz Werbung, working for its major client Mars Switzerland has long since ceased to mean just adapting. Especially since the success of the Mars bar, which was briefly christened Hopp during the Euro football tournament, this client is increasingly asking for its own creations. "Switzerland is now cooking at home" is the latest recipe from the team of Client Service Director Petra Dreyfus and CD Thomas Kurzmeyer.
The cross-media campaign, which Wirz developed in collaboration with Assai Dialog + Digital for Uncle Ben's Express from Mars Switzerland, aims to show how this new rice makes cooking much easier for everyone. This is dramatized in a humorous and surprising way. Many fast food outlets will soon be waiting in vain for their customers - because they now prefer to enjoy their meals at home. This is a trend that can actually be observed at the moment, although the idea for the campaign was conceived before the current economic crisis had an impact.
A variety of advertising materials were created around the creative core idea. Two TV commercials dramatize the new plight of fast food outlets. A pizza baker tries to keep his customers with completely new baked goods. An innovative Asian fast food restaurant switches to acupuncture without further ado. Both films were realized by Markenfilm Schweiz. The game is slightly modified in the print subjects. The Pizzaiolos play chess on the empty tables - the Asians play Mikado. The specially launched platform www.zuhause-kochen.ch plays an important role in the cross-media case. Anyone who clicks on one of the imaginative advertisements in various online media is also linked to it. There are also measures at the POS.
pan

An attempted poisoning in Venice, then a chase across the Grand Canal, a fateful stay in a fitness center, mysterious surveillance videos, hot information and drinks shaken but not stirred: This is the stuff of which an online thriller was made, in which the user has to go on exciting adventures alongside super agent CC7. With the competition - or rather game - the Helsana Group wants to use entertaining ideas to help reduce consumers' fears about health insurance. The campaign was developed by the Zurich agency The Eyecatcher, Interactive Solutions. You only live once" is being advertised in various online media. The campaign will run until the end of November and offers attractive prizes and, of course, the opportunity to obtain a customized quote from the insurance company - after all, you only live once. pan

Today at 7 p.m., Radio 105 launches its moderated full program. The station has a number of innovations for the Swiss radio market. The station's presenters can already be heard from 12.00 noon in a kind of "countdown program". Between 12.00 and 19.00, the makers, all the programs, the music profile, the program philosophy, the history to date and the station's goals will be presented to the audience in detail. At 19.00, 105 boss Giuseppe Scaglione will christen the station with his team and guests.
In addition, Radio 105 will become Switzerland's completely visible radio station. Everything that can be heard on FM and on the cable network can also be seen on the Internet: The presenters, the guests and, of course, the music. When a song is playing on FM, the video clip is broadcast simultaneously on www.105.ch. As soon as the presenter turns up the volume and begins his presentation, the image automatically switches to one of the four studio cameras.
The radio advertisement, which is normally played as an audio file, can be broadcast immediately with a TV spot on the station's website. Your spot will not only be heard, but also seen.
The proportion of songs that are not - or were not - in the charts is around 70 percent on Radio 105. In a 4-month test phase before the official start of broadcasting, work was carried out together with listeners to ensure that the radio offers what the target audience wants to hear. These test listeners were sought and found in a campaign by testing their knowledge and passion for music.
A broad-based launch campaign is now beginning for the start of broadcasting. Advertisements, posters, online advertising and various selected media activities announce the new Radio r. The campaign idea itself dramatizes that Radio 105 plays the music that fully corresponds to the target audience. Which is aptly summarized by the claim: "Radio 105. Sounds like me."
JWT+Hostettler+Fabrikant launches national launch campaign for Radio 105
Radio 105 launches moderated full program

www.105.ch

Good bye graveyard of figures: more and more companies are saying goodbye to the annual report, which is little more than a nicely packaged, otherwise rather boring collection of facts. In cooperation with experienced corporate publishers, they are seizing the opportunity to use their "Annual Report" increasingly as an image carrier and central medium for self-presentation.
High-quality content
This already outlines an important trend: Annual reports want to convince their addressees in many areas. Both visually and in terms of content. Meaningful imagery, easy-to-understand infographics and a clear, magazine-style layout create a reader-friendly design that allows the essence of the company to shine through in its visual appearance. Added to this is the high-quality journalistic content that quality providers such as Infel AG also create in a customized manner. The secret of success is "storytelling": abstract messages and facts become easier to understand through concrete, professionally prepared stories - such as short reports, features and portraits - and they come across as more authentic, gripping and emotional.
Looking ahead
The annual report shows its full strength when it does not remain stuck in the past, but also offers perspectives for the future. Certainly, due to the legal requirements for financial communication alone, the review of the past financial year will always be strongly represented. However, there is also a trend towards an increased presentation of the corporate strategy, which - in addition to short-term business forecasts - also clearly and transparently describes the longer-term goals and the way to achieve them.
Issues such as environmental awareness, sustainable business practices and compliance are also playing an increasingly important role in the public eye. These aspects have a decisive influence on a company's image and are becoming a key yardstick for general perception and evaluation. A well-written annual report with convincing content will take this development into account. Another trend can also be observed: not only corporations, but also more and more SMEs are now producing annual reports that are based on the annual reports of listed companies. One characteristic of such annual reports is that they are freer in their form of presentation and can therefore incorporate even more consistent brand communication.
Digital added value too
Just like the forms of presentation, the target groups for annual reports are becoming increasingly diverse. The addressees are not only the financial community, stakeholders and business journalists, but increasingly also partners, suppliers and even the company's own employees. In other words, generally any type of interested party in the company. Annual reports offer additional added value - for example, when they are used to support recruiting measures.
If the annual report is to reach its target groups with pinpoint accuracy, the printed version is no longer sufficient. Infel therefore offers media formats in which the print version "only" forms the basis for an integrated, cross-media communication concept - including vodcasts, e-journals, animated graphics or microsites. The motto here has proven to be: as much print as necessary, as much finely tuned digitalization as possible. The right mix is crucial!
Elmar zur Bonsen

Infel AG, Elmar zur Bonsen. E-mail: [email protected]
Points with Infel
Corporate communication is successful when it offers solutions for specific challenges. Concepts are needed to accompany change processes, manage brands, boost sales, convey an image, maintain a dialog with customers or bring values to life. High-caliber speakers will reveal how to score points with communication at the new Infel "Competence Series 2009". It starts on September 24. Participation in the event evenings is free of charge.
Further information and registration at:
www.infel.ch/kompetenz
The dates:
Thursday, September 24, 2009, 5:15 p.m.
BRAND+SALES
Topic: Intelligent strategies in brand and sales management
Communication
Speaker: Klaus Lintemeier, consulting firm Deekeling Arndt
Thursday, October 22, 2009, 5:15 p.m.
CHANGE+VALUES
Topic: Values: An empty phrase or a competitive advantage?
Speaker: Hans Rudolf Jost, change management expert
Wednesday, November 11, 2009, 5:15 p.m.
IMAGE+DIALOGUE
Topic: Communication behavior is changing - but how?
Speaker: Lothar Rolke, Professor at Mainz University of Applied Sciences