Children and young people are not the consumers of tomorrow, they are the consumers of today: even the youngest ones control the purchasing decisions of their parents in quenching mode, young people have enough sack money to fulfill their own wishes. If they run out of stutz, they too work the dear producers. "Not only with products for daily needs, but also with home electronics, car purchases and the choice of vacation destination, children demonstrably have a say," says Stefan Vogler, marketing expert at the Zurich agency Matrixs. And: children and young people are very receptive to advertising messages: even two- to three-year-olds recognize brands and products. Under the age of seven, the little ones react above all to logos and mascots; as they get older, they no longer eat nut nougat spread, but Nutella.
"Young people are very brand-conscious," says Bernhard Heinzlmaier, author of the book "Youth Marketing - Put Your Products on Stage" and managing director of Tfactory, a Vienna- and Hamburg-based specialist agency for youth market research and youth marketing. "Young people use brands to construct identity. Brands have an explicit communicative function for them: they signal attitudes and affiliations to certain groups. Product benefits are secondary." This is especially true for boys under 20. The less educated they are, the more important the brand. Girls deal with brands much more rationally and critically, they are more price-conscious and attach importance to their own style at an early age.
Children become customers
A precise definition of until when one is a child and from when one is an adolescent is difficult. "The youth phase is expanding more and more, children are sliding into adolescence earlier and earlier. Today, even eight-year-olds read Bravo," Heinzlmaier says. "The transition from childhood to adolescence is where you start following youth-cultural values and lifestyles." For his research, Heinzlmaier draws an artificial line at age eleven: from four to eleven, you're a child; after that, until 29, you're an adolescent.
Children and young people are becoming increasingly important as consumers. Companies that specifically target young people with marketing and advertising use the opportunity to condition their young target group at an early stage and shape their later purchasing decisions. This is because adults often consume brands that they got to know as children. Because of this influence and early imprint on even the youngest children, marketing to children and young people is criticized by consumer protectionists and family associations. Nevertheless, companies are focusing on kids and teens. A prime example of successful children's and youth marketing is McDonald's children's menu. What kid eats a plain burger at the fast-food giant? It has to come with fries, a drink and a toy.
Advertising with jöh effect
The two largest Swiss retailers, Migros and Coop, also have their sights set on the little ones and the middle-aged: Migros created the Lilibiggs cartoon characters Hugo and Nina and the dog Tobi around five years ago. They are aimed at four- to twelve-year-olds and identify products that meet special nutritional guidelines. Starting in July, Migros will gradually introduce more Lilibiggs products, and by the beginning of 2010 the range will include around 50 Lilibiggs products. Since 2006, there has also been a matching website and a Lilibiggs Club for children up to the age of 12. The club currently has around 30,000 members, who are supplied with a club magazine. In addition, Hugo, Nina and Tobi the dog are regularly the focus of campaigns, for example last year's Murmelmania and currently the Stickermania, where children can collect stickers with animals from the rainforest and stick them in an album. For every purchase of 20 francs or more, five stickers are given for free. Migros appeals to young people only with sporadic campaigns, for example, until last year with M-Budget parties or events around Euro 08.
In 2007, Coop created a child-friendly symbol in the fight against obesity: The Jamadu monkey identifies food, toys, care products, tableware and party goods from the normal Coop range that are said to be particularly suitable for children. And of course, the monkey also shimmies through the Internet: Jamadu.ch offers background information for the grown-ups as well as play fun for the little ones. Jamadu is aimed at children aged four to nine and young families. For youngsters, Coop compiles seasonal products on specific themes and promotes them in its own brochures, for example for the start of school.
Action for the whole family
Andrea Schönholzer, project manager for children's marketing at Migros, does not want to see the Lilibiggs figures and the campaigns associated with them as a way of enticing children to consume. She says Migros wants to build an emotional bond with children: "We consider children an important target group, but not in a monetary sense. For us, it's about building a customer relationship. Children are the customers of tomorrow. If you can establish an emotional bond with them at an early age, you will win their sympathy - with repercussions for later adulthood as well. In addition, parents appreciate meaningful, sympathetic and appreciative interaction with children." The Stickermania stickers are not only collected by children, but also by parents, grandparents, aunts and uncles, says Schönholzer. They would be exchanged by children among themselves, and some teachers would even use them in class, leading to social interaction and the playful passing on of knowledge. Nice side effect. Nevertheless, customer loyalty never happens l'art pour l'art. It aims, if not to increase sales, then at least to secure sales, even at Migros. After all, the company is a retail group and not a social institution. And whether the purchasing power of children is tapped directly or that of their parents via their offspring, the role of the child as a sales driver changes little.
Migros uses specialized agencies such as Alborghetti Communications and Wirz to support its campaigns for children; Flowcube was at work for Murmelmania. In the conception, the company says it takes care to direct commercial messages only to parents. Schönholzer: "We don't want to instrumentalize children. That would lose all goodwill with parents and is certainly not Migros' goal. Children are more persuaded by emotions and dreams than by logical arguments. However, the purchasing power clearly lies with the parents."
Clear increase in sales
Coop also wants to reach children through their parents - and parents through their children: "With Jamadu, the adults have to be addressed first, and the added value of the campaign explained to them: balanced and healthy nutrition, products with reduced fat or sugar content, no flavor enhancers, dermatological safety, etc.," explains Lydie Goltdammer-Fourkal, Head of Advertising Retail at Coop. "Only then do we address the children themselves, who after all should also prefer these good products." In fact, on the Jamadu website, it's predominantly "gesiezt" and explaining, rather than "duzt" and conversing. If the children are addressed directly, the parents are always addressed as well. But this is also due to the situation: A large proportion of four- to nine-year-olds cannot yet read, or can only just begin to do so.
Coop works with KSBSJ to plan and develop its campaigns. The retail group attaches particular importance to the precise definition of the target group - precisely parents and children - and to media values. Neither Migros nor Coop reveal how much they invest per year in marketing measures for children and young people. But Coop's sales growth shows that spending money in this area is worthwhile: "We launched Jamadu in April 2007. In 2008, we achieved sales of 22 million francs, about double the previous year," says Goltdammer-Fourkal. "With the twenty superpoint promotions associated with Jamadu, sales increased significantly."
Pictures are kids stuff
Both Migros and Coop use images and characters to appeal to their youngest customers. This is no coincidence: studies show that children up to the age of seven react particularly well to logos and mascots. Bernhard Heinzlmaier modifies this sweeping assessment: "There is nothing to be said against the statement that people are able to perceive more complex facts from a certain stage of development. But the approach of necessarily serving the youngest with pictures is outdated and lacks an empirical basis: on the free market, comics are in a serious crisis. The fact that Migros' campaign nevertheless works so well indicates that its buyers come from a middle educational class and have a strong family background. With such a target group, the concept of collecting and swapping also goes down well."
Crazy, crass and cool
One way to appeal to young customers is to use their language. However, the use of youth language for advertising purposes is controversial and can backfire badly. Because when adults use youth language, young people often find it chumming up and embarrassing. Corpora such as the Lexikon der Jugendsprache (Dictionary of Youth Language) from Dudenverlag or www.szenesprachenwiki.de suggest that the language of young people can be fixed at a certain moment and that you only have to use this vocabulary to appeal to young people. But that is exactly what does not work. Youth language is constantly changing and varies from peer group to peer group. Some terms disappear from the language after just a few months. That's why it's difficult to speak authentically in youth language without belonging to the group of speakers yourself.
Coop tries its hand at the slippery slope of youth language - and slips: "Whether crazy, sporty or cool, the trendy notebooks, pens and backpacks bring color into everyday life," reads a current brochure from the retailer. Ouch. "With every advertising campaign, we adapt the tone to the target group," explains Coop advertising manager Lydie Goltdammer-Fourkal. Unfortunately, that has failed thoroughly in this case.
"Language is the easiest way for adults to be embarrassing," is Heinzlmaier's verdict on Coop's attempt to curry favor with young people. "There was certainly a 50-something copywriter at work." What's more: most of the time, the things touted as "cool" or "hip" are anything but. It would be better to show a really cool backpack in large format, possibly combined with a snappy slogan. At the same time, it is by no means forbidden to make use of the special lexicons of the young - if you look them in the mouth and remain authentic. But a vague memory of how you spoke when you were young is by no means enough to avoid breaking a leg or even a neck.
With its focus on children between four and twelve, Migros avoids the pitfalls of youth language. "Nothing annoys children more than when adults try to copy them," says Andrea Schönholzer. "Children want and need to be different in order to develop their own personality. That's why it's a fine art to communicate with them in a way that is appropriate for children and yet 'normal'. For us, the only conditionally human Lilibiggs comic characters are the key to success."
Language gives wings
But young language doesn't just appeal to young people. Well-crafted youth language slogans appeal to all age groups. A closer look reveals that the language of the young has long dominated advertising - and that for adults. The more society ages, the stronger the trend toward juvenilization, toward rejuvenation; the more our lives progress, the more we dream of staying young. Advertising must cater to this dream if it is to make an impact. "In the future, only those who offer a young product and advertise it in a young way will succeed on the mass market," predicts Bernhard Heinzlmaier. "Experiential knowledge is losing relevance, innovations are becoming increasingly important, staying young is the trend. Consumers want young brands and young aesthetics. Juvenilization will therefore increasingly become a relevant metric in marketing communications. Companies and agencies should address this development early on."
The Media Markt slogan from 2003, "Geiz ist geil," works with youth language. And it works: The claim is authentic and picks up on the language (and attitude to life) that was circulating on the streets among young people at the beginning of the new millennium. Adults wanted to be part of it and jumped on the slogan. Red Bull's "Verleiht Flügel" also comes across as crisp, fresh and youthful in its abbreviation. And it is by no means embarrassing. That's why the energy drink is not only drunk by young people, but is also revered as a cult drink by adults well into their fifties. The dream of flying slumbers in the same drawer as that of being young.
Advertising as a fountain of youth
But how do you communicate "young"? Non-verbal communication will become more important, pictures will be more important than texts, and feelings and thoughts will be more important than arguments, Heinzlmaier outlines the future. "Products for children are a world of their own. But in the future, advertising for music or sneakers will have to fit the lifeworld of young people aged 15 or 16 and up, as well as the lifeworld of 40-year-olds." Heinzlmaier advises companies and agencies that want to rejuvenate their advertising to seek contact with young people and listen to them carefully. "A good access point to young lifeworlds can also be the younger employees in the company," he says. "Draw from your own pool. Advertising has to go far. It must provoke, develop explosive power and not be too conformist. And yet people must recognize themselves in it."
Of course, there will continue to be markets for subcultures that function differently from the mass market: luxury goods such as Porsche, Breitling, or Château Rothschild follow their own logic and are aimed at a select group of consumers. Advertising for such products must focus on exclusive messages. But those who advertise to the mass market will have to come across as young in the future, also with regard to the communication channels. The goal is to become the talk of the town, not only on TV, the Internet, radio and billboards, but also on Twitter and Facebook. If you're not there, you'll lose opportunities.
Anne-Friederike Wilhelm

Brand Media Monitor 2009 The results of the latest BMM clearly show that the popularity of many press titles is significantly higher than their usage. In the case of television, liking and usage are much more closely aligned.
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Ringier recently reorganized its entire health unit: At the beginning of the year, the program Gesundheit Sprechstunde (GES), which is broadcast weekly on SF 1 as part of PresseTV, was completely revamped, the magazine has also been published with a new layout since the end of February and the website was completely redesigned just a few weeks ago. And now this: Ringier has announced that the magazine will be discontinued as of July 10, with 15 people losing their jobs. However, the Zurich-based group is retaining the TV program (5 permanent employees) and the website.
According to Fibo Deutsch, Head of the Health Unit, the decisive factor in the decision to discontinue the GES magazine was the sharp drop in advertising revenue, particularly in April and May, and the decline in sales revenue for the entire health platform. Moreover, bookings for the coming months did not indicate any improvement. "The print section represents the largest cost block in our media network. If you have to pull the emergency brake, then of course it's where it's most costly," says Deutsch.
With 568,000 readers, GES is (or was) the largest subscribed health magazine, yet it has clearly not been successful in the advertising market. The unit manager is visibly disappointed about this. After the era with TV doctor Samuel Stutz, attempts were made to make GES "more attractive and credible", but this was not supported enough by advertisers, says Deutsch. "It seems that customers don't differentiate between credible and untrustworthy magazines." He is referring to the large number of "free PR magazines" such as Drogistenstern (867,000 readers), Vista or "Sprechstunde Doktor Stutz", which is distributed four times a year at post offices (the latter two do not have a Wemf reach). Deutsch: "They are all clogging up the market."
But what is the reaction at Konsumenteninfo AG, the publishing house that also publishes a subscription title in the same subject area, GesundheitsTipp (532,000 readers)? "As a journalist, you always regret when a newspaper goes out of business - even if it's your biggest competitor," says Head of Marketing Peter Salvisberg. However, the development in the market is an incentive for Konsumenteninfo AG to perform its information task even better with what is now the only subscription health magazine in Switzerland. "We stand for critical, credible journalism that doesn't let the billion-dollar healthcare market dictate the topics," says Salvisberg. Moreover, the company has a good understanding with Ringier and is "open to discussions about possible points of contact". For example, the two magazines have 195,000 double readers. "If some of the other 170,000 GES readers now discover GesundheitsTipp, we would of course be delighted," says the Head of Marketing. And how does he assess the situation in the advertising market? "Advertising that was placed in GES definitely fits in with Gesundheitstipp. However, we have a maximum of 25 percent advertising per issue - so it really stands out," says Salvisberg.
The question remains as to why Gesundheitstipp, with its declining advertising volume and only two to three advertisements per issue, is surviving better than GES, which still had around seven to eight advertisements per issue in recent months. Fibo Deutsch has one main explanation for this: "A big house has big costs, a small house has small costs". And he adds: "The overheads are simply higher for us."
Markus Knöpfli

The Ittiger translation agency USG is giving its customers (and those who want to become customers) a passport-sized "language folder" produced in-house to take with them on vacation. The free language guide contains the most important phrases for crossing borders, money transactions, hotels, eating and drinking, shopping and emergencies in German, English, French and Italian. It will help non-native speakers out of tricky situations. A great help if you don't feel comfortable explaining to the French pharmacist that you don't need a laxative, but a diarrhea medication, with tango-style arm movements close to your stomach. Or when you have to explain to the carabinieri that you have nothing to do with the stolen motorcycle in front of which you have just had your photo taken. And if you don't like talking in a foreign language that you don't speak, you can order a picture book from USG for five francs that works in any language. All the vital things are illustrated - because pointing to the roast chicken is much easier than pretending to have one. If you have any problems, ask your doctor or pharmacist. Or USG. Have a good trip!

Who actually won the Tour de France last year? This is a question that many a cycling fan will have to pass on. But everyone has known for months that Lance Armstrong, the historic - seven-time - serial winner of the French national tour, will be at the start on Saturday. Who has never won anything else. He announced his comeback last September after a meeting with French President Nicolas Sarkozy in New York. The head of state's aim is to regenerate the myth of the Tour de France.
For a decade now, it has been a shadow of its former self, a doping-contaminated event. Various countries have decided not to broadcast the event live. Now it is apparently going back to the way it used to be: the abuses are being concealed. The owners of the prestigious sports newspaper L'Equipe have strongly advised the editorial team to attach importance to doping - and to stop publishing any more revelations. For the owners of L'Equipe, this is a matter of business interests. Because they also own the Tour, and it is what newspapers no longer are: a lucrative business. With an annual profit of thirty million euros.
Reporting on them has always been a balancing act for reporters. At present, L'Equipe is also facing tough competition. Advertising revenues have collapsed and readership figures are falling. The editorial team is under pressure - the bosses have been replaced twice in the course of a year. For the first time in the newspaper's history, the "elitist" specialists for cycling and athletics have been replaced at the top by the "populist" football experts.
The doping allegations made by L'Equipe against Lance Armstrong obviously also play a role in the background. The editorial team published information from the anti-doping laboratory in Chatenay-Malabry about six of Armstrong's doping samples from 1999 that were positive for the blood thickener Epo and were not intended for the public. Because the samples were only analyzed for scientific purposes and were actually anonymized and because no - legally prescribed - counter-analysis was possible, the American was never convicted or banned.
For Armstrong fan Sarkozy, it's all about national interests. After the World Ski Championships in Val d'Isère in February, the head of state, who attended the opening ceremony of the Olympic Games in Beijing, said that his country needed to organize more international sporting events again. The defeat against London for the 2012 Summer Games remains a French trauma. The Tour de France must return to its former glory. The political and journalistic lesson that has now been staged should also impress the international federations that have to award title fights. In a book published recently, a dismissed ex-Equipe editor reports that talks took place in Beijing between the French and the world cycling federation. Three weeks later, the Tour organizers dismissed the doping officer, who was fighting for clean cycling - and later communicated the corresponding guidelines to the editors.
The yellow jersey is washed white. On the Sunday before the start of the grand tour, Lance Armstrong was a guest on a popular TV show on France 2, whose presenter occasionally trains with Sarkozy on his bike. The public broadcaster, from which Sarkozy has withdrawn advertising, is broadcasting the Tour de France - and its commentators can hardly be expected to be critical.
After his mediocre performance at the Giro d'Italia, nobody expects Lance Armstrong to be able to replace Carlos Sastre as the winner. Whether he can benefit the Tour de France myth with his participation is more than questionable. Rumor has it that he is trying to buy the event. In any case, cycling fans and experts are horrified by this American comeback. They will not be following the Tour de France in the coming weeks for sporting reasons. Even if we Swiss are hoping a little for Fabian Cancellara - despite everything.
The "Grande Boucle" will be observed as a social event with a political objective. And read L'Equipe between the lines. Always with the calm and reassuring certainty that the sporting legend of the year will not be Lance Armstrong. But has already been produced in Paris: Roger Federer.

In Switzerland, CHF 11.6 billion was spent on media content (print subscriptions, individual sales, reception fees, Internet downloads, mobile content), corresponding devices and access (connections, cable network, antennas) last year, 3% more than in 2007, according to the 2008 Media Budget Switzerland study by the Swiss Press Association. However, the figures mentioned are based on a mixed calculation. While the entire budget for content, hardware and access was surveyed from private households, only the expenditure for actual media content was included for commercial enterprises. The latter is estimated at a total of CHF 450,000 and accounts for 3.9% of the total media budget. Private households in Switzerland therefore spent around CHF 11.2 billion on media in 2008, of which CHF 6.2 billion (53.4%) was spent on content and access and CHF 5 billion on devices. The average media budget of a private household amounted to CHF 3,328, 2.7% more than in the previous year.
Mr. and Mrs. Swiss spent the most money, namely 15.7% of the total media budget, on IT and telecommunications (excluding devices). This expenditure item grew by a whole 28 % last year (see chart). Swiss households spent 15.2 percent on newspapers and magazines, 7.1 percent on TV (cable connection fees), 7 percent on books, 6.3 percent on recorded video and audio media and games, 3.9 percent on radio (fees, cable connection) and 1.9 percent on cinema. Four-sevenths of expenditure on the purchase of appliances was spent on consumer electronics (including radio and TV sets) and three-sevenths on IT/telecommunications (PCs, cell phones).
These figures are interesting from the perspective of partially or fully advertising-financed content media (excluding direct advertising and posters). Last year, they only received CHF 3.3 billion (-2.2%) from advertising, i.e. around half of what the Swiss are prepared to spend on media content. This ratio between the media's declining advertising income and the growing content budget of private households explains why publishers have recently been increasingly eyeing the wallets of the Swiss. One example: Tamedia and NZZ-Verlag are considering charging significantly higher subscription rates to the Bund and NZZ. Such steps are all the more tempting as the total media budget of Swiss households has increased by CHF 1.8 billion or 19.1 percent in the last five years (since the first study in 2004). The Media Budget Switzerland study is based on published industry data from Swiss business associations and interest groups, statistical evaluations from federal offices and special evaluations from media research. In addition, almost twenty companies, institutions and associations provide their figures. The results of the study are available at www.schweizerpresse.ch.
Markus Knöpfli

In May, all media covered by the index recorded a drop in advertising pressure. The total of all media lost 4 index points in the reporting month of May and came to 184 (188). The e-media fell by 3 index points to 430 (433). Only the Internet and radio remained fairly stable: the Internet medium fell by just one index point to 451 (452), while radio fell by one index point to 254 (255). TV fell by 4 index points to 437 (441) and teletext by 6 index points to 157 (163). The advertising pressure for digital advertising space (AdScreen), which has been surveyed since 2007 and was published for the first time in May, also suffered a loss of 2 index points to 262 (264).
When assessing the Goldbach Index, which has been based on Media Focus data since 1993, it should be noted that the twelve previous months are seasonally smoothed in the short-term analysis of the electronic media radio, TV, online and teletext.

Barry the dog and Hans the goose. This cute pair play the leading role in seven commercials that were filmed last week around a farm in Lotzwil. Not much can be revealed about the story yet. The films will be broadcast on all channels of Swiss television from mid-August and will surprise viewers with their refreshing comedy. It's all about fruit and vegetables. Barry and Hans have plenty to talk about. Barry is dubbed by the popular singer and actor Endo Anaconda in a pleasant Bernese German. Hans the goose wants to know everything better in a polished St. Gallen dialect. "A tension is built up between the two, similar to Dick and Doof," reveals Daniel Meier. The CD of the Küsnacht agency Unikat wrote the script for this animal "soap". The agency won the unusual commission in a multi-stage pitch. The novelty of this comprehensive communication budget: for the first time, the Swiss Fruit Association and the Association of Swiss Vegetable Producers are working together on a campaign. "Together we can achieve much more than if we each do something on our own," says Jan Maurer, Managing Director of Unikat. "Each advertisement on its own would not even be half as effective," adds Bernadette Galliker, Head of Marketing at the Swiss Fruit Association. Thanks to halving the costs, the seven commercials could be realized in top quality by Swiss standards. This is necessary for such personalized animal stories, as the public is now quite spoiled by similar styles from Disney & Co.
The fact that an animal film could offer an ideal solution for this project was the decisive factor for Unikat. As the commercials are also seen against the backdrop of the opening EU market, a lot of complex information had to be packed into the films. "We have to get the Swiss origin across and have to advertise various seasonal products," explains Reto Brühlmann, Head of Marketing at the Swiss Vegetable Producers Association. If you let people say that, it quickly turns into a boring "infomercial". That's why Unikat has invented seven little stories that use talking animals to make the topic much more entertaining.
The dramaturgy is relevant. Animals are part of life on a real farm. "Animals are also likeable," says Daniel Meier. Jung von Matt and Unikat could not have known from each other that the new Migros films also focus on animals. But it doesn't matter. The films can even push each other, as Migros is also a consumer of Swiss fruit and vegetables.
The commercials were realized by Reto Salimbeni and his Manifesto Films. Filming took seven days with two 35mm cameras and a crew of 30 specialists. This included four animal trainers. They had 80 eggs hatched before Christmas and brought the geese into contact with dogs from a young age. After a month, the six "smartest" birds were selected and given their roles to study. They split into the character of Hans, just as Barry is played by two identical-looking dogs. The scenes, which were "acted" down to the second, are now made even more "human" in post-production with digital tricks - for example with a synchronized beak movement when speaking.
Andreas Panzeri

The Swiss Internet printing company Maxiprint is expanding its business to Germany and Austria by entering into a cooperation with the international media company Bertelsmann. Maxprint.de and Maxiprint.at complement the print product range in Germany and Austria. LZ Medien Holding supports the development of Maxiprint by increasing its stake to 31.8 percent.

Tub Google's video platform YouTube has launched the Reporters' Center online, a kind of video journalism school. The YouTube makers want to encourage amateur filmmakers worldwide to publish their videos online and have already managed to get a number of top US journalists to take part, as Meedia.de writes on Wednesday. Among them are CBS star interviewer Katie Couric and investigative legend Bob Woodward. Woodward is known for uncovering the Watergate scandal for the Washington Post and is considered the epitome of the investigative journalist par excellence. In a five-minute video for the Reporter Center, he recounts some anecdotes from his early days at the Washington Post and encourages young journalists to get to the bottom of things themselves. In addition, Katie Couric from CBS gives some tips on how to conduct a good interview. She became famous during the US election campaign for conducting a series of revealing interviews with Republican vice-presidential candidate Sarah Palin. Other videos by US journalists can be found on the site, as well as how-to-do videos for practitioners. These show, for example, how to send the Reporters Center.
Google explicitly mentions that YouTube also offers news videos from professional cooperation partners. Established media companies such as CBS, the Washington Post and the New York Times participate in this center for You e students. I wonder if the magic formula of journalism has been discovered here: Put a to-do list online for the citizens of You Tube with cell phone cameras?

The Futurecom agency has designed an online catalog for the launch of the new Aquatimer diving watches at Iwc.com. Anyone browsing through the catalog is immersed in the underwater world of the Galapagos Islands. Double-page film sequences and high-quality images give the visitor an impression of the rich flora and fauna on land and underwater - IWC's Aquatimer collection is presented and brought to life in a suitable ambience. There are also other interactive elements such as a magnifying glass function, 3D exploration and animated chronographs.
Futurecom is part of the Y&R Group Switzerland.
Responsible at IWC Schaffhausen: Jasmin Beirer (project management). Responsible at Futurecom: Dario Bernardi (project management), Marc Maresch (project management), Christos Margaris (Flash, animation, audio), Marcel Berberich (IT), Patrick Erni (text), Roger Rüegger (CD).

Jung von Matt/Limmat was the only Swiss agency to score points in the "Film" category in Cannes. The agency was honored with a Bronze Lion in the supreme discipline for the Migros spot "Potato". In the "Press" category, it won bronze with the three subjects for the Prostate Cancer Research Foundation.
The Euro RSCG posters for the Zurich Chamber Orchestra were awarded two Bronze Lions by the Cannes jury.
Walker won two Media Lions in Cannes. The "eBay Attack" campaign for Amnesty International was awarded two precious metals by the jury: Walker received a bronze Lion for the campaign in the "Charities" category and a silver Lion in the "Best use of Internet" category.
Ruf Lanz scored in the "Design" category with the "Small Printed Design" subjects for the lawyer Ion Eglin and also won a Bronze Lion.
The Zurich agency Spillmann Felser Leo Burnett won a Bronze Lion in the "PR" category for Cabaret Voltaire.