This is the conclusion of the latest brand analysis by Webguerillas. The German agency examined the social media presences of the nine most valuable watch brands in the world: Breitling, Cartier, Chopard, IWC Watches, Longines Watches, Omega, Rolex, TAG Heuer and Vacheron Constantin.

In the process, 35 different key performance indicators such as response rate or relative growth were evaluated for the three most important social media platforms Facebook, Twitter and YouTube and condensed into four core values: "Brand Punch" shows the brand's own activities on the social web. "Brand Awareness" provides information about the size and activity of the brand community. "Brand Applause" stands for user approval - for example, through likes or shares. "Amplification" refers to the virality of the content, i.e. how quickly or easily the respective brand content spreads on the web. The platforms were examined from October 1, 2014 to September 30, 2015.

Rolex is not only the most valuable watch brand in the world, but also communicates best on Facebook, according to Webguerillas analysis. On a normalized scale of -1 to +1, the brand achieves a value of +0.71, leaving IWC Watches (+0.07) and Vacheron Constantin (+0.01) far behind. With around 4.6 million likes, Rolex has the largest fan base worldwide in the check - even though Longines' Facebook page grew the most with an increase of 53 percent in the last twelve months (Rolex: +27 percent). Rolex thus has by far the highest awareness value on Facebook in the check (+0.96). This is despite the fact that the luxury watch manufacturer is less active on Facebook than its competitors. This is particularly interesting in view of the high amplification value (+0.94): When Rolex posts on Facebook, the brand generates the most comments compared to its competitors.

"Rolex shows how content marketing works. That it's not important to post as much content as possible, but the right content. Although the watch manufacturer is less active on the social web compared to its competitors, its content receives a high level of attention from users. At the same time, Rolex achieves the highest engagement rate on Facebook in the check," says David Eicher, Managing Director of Webguerillas.

Cartier achieves the best average value for Twitter (+0.47). The brand is ahead here in terms of both awareness (+0.86) and applause (+0.46). With more than 300,000 followers, it has the most popular Twitter channel in the ranking and the strongest follower growth (+125 percent). Compared to its competitors, Cartier also creates the most admin tweets on Twitter. These, in turn, are shared particularly often. Only in terms of the virality of its content (+0.16) does the brand have to admit defeat to its competitor Breitling (+0.85) on Twitter.

David Eicher adds: "Cartier achieves top awareness values on all three channels. This means that the brand has a particularly large number of fans on Facebook, Twitter and YouTube."

With a scaled value of +0.14, Tag Heuer emerges as the winner from the overall ranking on YouTube. The brand posts by far the most videos there - a total of 59 videos were uploaded in the period under review. Alongside Omega (+0.85) and Rolex (+0.55), TAG Heuer (+0.54) is the most active on its YouTube channel. However, this is not directly reflected in the size of the brand community, user approval or the virality of the content: in terms of awareness (+0.08), applause (0.46) and amplification (-0.07), Tag Heuer only achieves values in the midfield. Overall, however, the brand achieved the best average score in the check.

 

At this link you can download an Excel file in which the awards won per agency or agency group can be entered.

The completed Excel file must be submitted to Advertising Week by December 4, 2015 ([email protected]). On the file you can also find the rules updated in 2012. Eurobest, the last counting contest of the year, will take place from December 1-3 - the results will be online from Friday morning (if you participated and you didn't find out about them before). It is enough if you return the form by the evening.

Notice: Various agencies have already been sent the ranking form by mail. This call is to ensure that no scoring agencies were "forgotten" or were contacted via an invalid contact.

A PDF of the last year's rankings you will find under this link.
 

"Freud schänke" is the motto of Coop's big 2015 Christmas campaign, for which Havas Worldwide Zurich came up with a loving and emotional story. In four episodes, little Amélie meets a reindeer that becomes her best friend in the course of the story. Together they experience festive adventures and bring joy to many others in the process.

The four 40-second TV spots were directed by Maurus vom Scheidt, who has proven many times that he can skilfully translate highly emotional content. He was supported behind the camera by Frank Griebe, who is best known for his work with Tom Tykwer on "Perfume" and "Cloud Atlas.

The TV campaign is accompanied by a large-scale POS initiative and a print campaign, for which photographer Per Kasch was behind the camera. While the POS motifs stage the "Freud schänke" theme in Coop supermarkets, the print subjects, like the TV spots, give hints about the gift that customers will receive for free with every purchase during the respective week. For example, in the first week of the campaign, starting on Monday, November 30, Coop will be giving away a CD with 15 specially composed Christmas songs by the Schwiizergoofe, Switzerland's most successful children's choir. No less than 4 million Christmas CDs have been produced in the three national languages. The wish: to bring joy to the whole of Switzerland at the holidays.

The songs on the CD were composed and produced at Hitmill - they were penned by Roman Camenzind and his co-producers Georg Schlunegger and Fred Herrmann. The Schwiizergoofe are a project initiated by Nikol Camenzind in which children from all over Switzerland are given the chance to participate. Coop has supported the Schwiizergoofe as the main sponsor since 2013. All four of the Schwiizergoofe's CDs released to date have reached platinum status and are among the best-selling Swiss albums of 2014. The title song of the TV campaign "Es Truckli vou Liebi" is part of Coop's Christmas CD and, like the other songs, can be downloaded at Coop.ch/holidaygratis download. The Schwiizergoofe also appear in the first TV spot - together with the title heroine Amélie. The subsequent spots are about more joyful surprises, also accompanied by the Hitmill theme song.

The campaign is flanked by a wide range of measures designed and implemented by other agency partners. For example, the entire offer communication as well as the Christmas special issue comes from the Basel agency Valencia. The PR activities, the storytelling via the multi-part Christmas story of Amélie and Rémy in the Coop newspaper and via audio book version as well as the web content are the responsibility of YJOO, the digital advertising measures of Nexum and Goldbach and the media planning of TW Media.

Havas CEO Frank Bodin takes great pleasure in the campaign: "It was important to us to create a campaign that has the power to move people emotionally. We wanted a campaign that not only conveyed the motto 'Freud schänke' but was a part of that joy. I think we achieved that." All the films were shot in Switzerland, the opening spot with the Schwiizergoofe, for example, in Solothurn. Folker Wrage, CCO at Havas, on the main actors: "Amélie and Remy are simply a dream couple, and you can tell from the films that they also became best friends in real life during the course of filming. Maurus vom Scheidt has brought this friendship to life in a wonderful way." Coop's Christmas campaign starts on Sunday, November 29, 2015 and runs until the end of the Christmas holidays.

Responsible at Coop: Thomas Schwetje (Head of Marketing/Services), Sacha Zuberbühler (Head of Advertising), Carole Burri (Main Project Management), Cassandra Zamorano (Project Management Advertising Festive Market), Kathrin Wullschleger, Christof Braun (Advertising), Karin Heliopoulos (Media), Oliver Johnson (Head of Digital Marketing), Anja Kapust (Project Management Digital Marketing). Responsible at Havas Worldwide Zurich: Frank Bodin (overall responsibility), Folker Wrage (CCO), Michael Kathe (CD), Magnus Sambo, Christoph Hess (text), Sebastian Krayer, Moritz Stillhardt (art direction), Walter Tagliaferri (client service director), Claudia Sigg, Martina Faeh, Sabina Wothe, Patrick Naef, Jonas Brändli (consulting), Toni Gadza (print production). Film and photo: Constantine Wrage (FFF production), Maurus vom Scheidt (director), Per Kasch (photo), Pool Films (film production). Responsible at Hitmill: Georg Schlunegger, Nikol Camenzind, Roman Camenzind (composition, lyrics), Georg Schlunegger (producer), Roman Camenzind (executive producer), Fred Herrmann (mix), Noemi Mathis (project management HitMill), Jonas Künzle (project management Schwiizergoofe), Daniel Jerosch (graphics). Responsible at YJOO: Nina Krucker (conception), Christian Nill (editing), Jennifer Wagner (project management). Responsible at Valencia: Diana Aberkane, Iraklis Hungerberg and Eliane Weisskopf (all consulting), Tommy Schilling (creative director), Jan Kempen (art director), Nadine Gschwend (junior art director), Emanuel Plüss, Marco Fritz, Stefan Stohler, David Wangler and Marina Korth (all polygraphy). Photography Magazine: Per Kasch, Martin Graf. Styling Magazine: Karin Messerli, Claudia Schilling, Feride Dogum. Responsible at The Cover Media: Michel Zürcher, Baschi Thommen. Responsible at Nexum: Mirko Reckhard (Consulting), Fred Augstein (Conception), Peter Steier (Art Director), Krystel Moreno, Simon Theis (Design), Aleksandra Gulba, Lydia Heckl (Editing), Jonas Reindanz, Jana Börner, Stephan Pavlovic (Development), Julia van Egeren, Dominic Hirtz (Project Management). Responsible at Goldbach Interactive: Andrea Dätwiler (Consulting, Project Management), René Schoedon (Art Direction / Concept), Benedict Ritschel (Screendesign / Production), Sandro Kohler (Motiondesign). TW Media: Stephan Küng (Managing Director), Maja Fricker (Managing Director).

Since November 16, The Beef Burger and Cha Chã have been offering a new takeaway service in the city of Bern. At Marktgasse 44 - a Migros Aare Cooperative location - fans of burgers as well as Asian cuisine will get their money's worth at one address.

According to the press release, the aim of those responsible at Republica was to use a simple idea on a culinary basis to promote both "to go" concepts together in one campaign. This was realized with common double words such as "Schnapp Schnapp", "Auf Auf" or "Meins Meins" in different typologies. One typeface stands for the rich burgers of "The Beef Burger", the other for the exotic, light dishes of "Cha Chã". The double slogans can be read on the background of a menu board. As part of the campaign, advertisements and posters in pedestrian zones, a radio and cinema spot, POS and below-the-line measures were realized. They will be used in the run-up to the opening and during the launch phase in the Bern region.

Responsible at Cha Chã: René Rohr, Head of Operations, Nicole Schärer and Sarina Künzli, Communication Gastronomy. Responsible at Sportgastro: Sven Rindlisbacher, Managing Director. Responsible at Republica: Chris Morgan, Mike Krüll (Creative Direction), Aline Windler (Graphics), Andreas Szentkuti, Lando Pfoest (Text), Gary Jude (Composing Artist), Andrea Nehls (Consulting), Bala Trachsel (Overall responsibility).

Since mid-October, Facebook has been showing so-called Instant Articles in its newsfeed, interactive articles that load up to ten times faster than is usual on the mobile web. Currently, Instant Articles are still in the test phase and are being further developed in collaboration with well-known media companies from various countries, including The New York Times, National Geographic, Buzzfeed, The Huffington Post, The Guardian, and BBC News. In German-speaking countries, Spiegel Online and Bild were the first partners.

The NZZ media group is now also a partner of Facebook Instant Articles. The first articles of the Neue Zürcher Zeitung were published today directly in the Facebook News Feed as Facebook Instant Articles, with the advertising revenues remaining entirely with the NZZ, the media company writes.

Anita Zielina, Editor-in-Chief New Products NZZ: "An increasing proportion of our users are accessing our offerings from external platforms. We not only see revenue potential in Facebook Instant Articles, but also see the partnership with Facebook as a strategic experiment to learn more about how our content is used on such platforms. In addition, we are using this channel to introduce a younger target audience to the NZZ brand, who are also increasingly using Facebook for news and background information."
 

A lot is currently being written about smartwatches, but they are still hardly widespread in this country. Only 1 percent of Swiss respondents said they owned such a high-tech watch. The typical smartwatch wearer is male and under 55 years old. Women who own a smartwatch are currently still a rarity. Already 41 percent of the Swiss population owns a tabet PC in the household. The more highly educated in particular like to own such a device. Compared with the population as a whole, people who regularly use a tablet read newspapers and magazines from the business press, the sports press and the regional daily press on paper more often than average. The cell phone has definitely arrived in all segments of the population. 96 percent of respondents say they own one. Of these, two-thirds have a smartphone. These devices are more popular than average among young people and the more highly educated.

Apple is the most popular brand

The probability that Swiss people will find a smartphone under the Christmas tree is greater than that a smartwatch will be there. 33 percent of respondents said they intend to buy a cell phone for themselves or others in the next 12 months, while only 5% are considering buying a smartwatch.

Among smartphones, Apple is the most popular brand. 34 percent of respondents say that if they were to buy a cell phone today, they would choose a model from this manufacturer, followed by Samsung with 33 percent.

Data basis: MA Strategy 2015 study

The data was published today as part of the WEMF MA Strategy media study. The study enables advertisers to find out which media genres or mix of genres are best suited to reach their target group. The target group can be defined both by sociodemographic characteristics and by consumer characteristics.
 

With this step, the tradition of a joint editorial team, which already existed under René E. Gygax, will be resumed. Geissbühler will be supported by the previous deputy editors-in-chief Roland Drenkelforth and Alex Karlen.

Stefan Geissbühler has been Editor-in-Chief of the Thuner Tagblatt, which cooperates closely with the Berner Oberländer and the BZ Berner Zeitung, since 2011. The lawyer joined the BZ Berner Zeitung as an editorial employee while still a student, and from 2006 to 2011 he was head of news, editor and reporter for the title and also hosted the TV discussion program BZ Talk.

 

If you can't see the rainbow, you can't enjoy Skittles to the full, said the sweet manufacturer. The problem of color blindness affects around 300 million people worldwide. For a long time, the malfunction of the color receptors could not be corrected with a pair of glasses. Until the Californian company Enchroma launched the "Digital Color Boost" technology on the market last year, which makes exactly that possible.

Skittles is now using this technology for a campaign. The candy manufacturer commissioned Enchroma to design packaging that looks colorful even for the colorblind thanks to "Digital Color Boost". This makes the Skittles packaging extremely eye-catching for those for whom the world otherwise appears colorless. For colorblind people, the kiosk display looks like this:

Here, two have clearly come together to form a perfect brand partnership. (sis)
 

Advertising on TV increased continuously after the small dip in April this year: after seven points in September, it now also increased by five points in October. As a result, TV reached a new record level of 665 points.

There was no slump at all in the online segment in 2015. Compared to the same month last year, investments in online advertising rose by eleven percent. The growth of 15 points in October alone also contributed to this.

Digital out of Home also made slight gains. Radio and teletext, on the other hand, lost ground slightly in October.

With an increase of four points to 661 points, electronic media as a whole closed at a record level. Jürg Bachmann, Head of Communications at the Goldbach Group, is delighted: "TV, especially online, but also digital out-of-home, have made significant gains since the beginning of the year in these difficult market conditions, which has led to a pleasing upturn in electronic media, while the market as a whole has hardly changed."

 
 

Poverty, war, environmental pollution, exploitation. The state of the world is increasingly raising questions among donors. Is there any point in donating at all? Isn't it just a drop in the ocean?

The 2015 Heks collection campaign addresses these concerns. And answers them with a realism that is unusual for NGO advertising: it's true. Nobody can save the whole world - but the world of individuals. Like that of the Brazilian smallholder Cido, for example, who is the face of this year's campaign. Thanks to the support of the Hek, he now has his own land, an income and a future.

So if you're wondering whether donating makes sense, it's best to ask him. With this request, the TV commercial refers to the Campaign websitewhere Cido gives personal answers. In this way, the NGO is breaking new ground in dialog and demonstrating once again how big things can be achieved on a small scale.

This motto also applies to the realization of the TV commercial: only photos were used. The photos were taken by photographer and freelance Art & Creative Director Christian Bobst, who also realized the film. Each of the pictures was taken especially for the film and there is a story behind each one, which you can find out about in the photo reportage on the campaign website.

The TV spot as well as an online spot and banner are now available.

Responsible at Heks: Hanspeter Bigler (Head of Communications). Responsible at Advico Y&R: Martin Stulz (CD, lyrics), Christian Bobst (CD, photography, direction), Kerstin Schnyder, Selina Egger (consulting), Wolfgang Weigl (editing), Jingle Jungle (sound), Daniel Quadros Smith (scouting & recording supervisor).
 

Fredinko has already caused a stir with a 3-day live painting at Grafik 13. Fredinko's latest works, in which he creates iconic motifs in the "Fredinko style" alongside his typical "hidden object paintings", are now on display at the Zurich Pop Art Gallery Foxx presents.

Smaller formats of these new motifs, numerous older works and the "Business Cards by Fredinko" series (which, according to the artist, make excellent Christmas presents for young and old alike) can also be purchased at the Gallery Art 333Wädenswil, can be marveled at.

 

Leaving a long-term relationship can be quite difficult. It is particularly difficult if you have entered into a binding contract. However, thanks to the special legal situation, it is currently easy to switch to a better TV provider. 

Plan.Net Suisse has launched a campaign calling on people to ditch their old TV provider and elope with their new love. A concept that was consistently carried through from the display campaign to YouTube prerolls to the landing page, as the agency writes in a press release on Thursday. On the landing page, the user had the choice between a conventional termination letter and a Cancellation letter for romantics.

The campaign has already been completed. The agency is satisfied with the results: the preroll was watched to the end by 67%, the overall click-through rate is 23%.

Responsible at Plan.Net Suisse: Thomas Lüber (Creative Director), Nina Martens (Senior Art Director), Katharina von Wyl (Text), Ritiane Zimmerli (Junior Art Director), Jasmine von Niederhäusern (Screen Design), Roger Hubmann (Senior Consultant). Responsible at Media Schneider: Alexandra Meyer Jans (Digital Consulting), Judith Rueter (Digital Consulting).