Auto BMW launched a viral campaign for the Gina concept car. The campaign is a ratings hit.  
Gina is not an erotic woman, but a concept car from BMW. According to BMW, the abbreviation Gina stands for "geometry and functions in N-fold form". Very few people understand what that means. The German car manufacturer does not mean a sheet metal body, but an outer shell made of textile fabric. The concept car is covered with a kind of skin that stretches over a carbon frame. The idea of this futuristic vehicle has allegedly been around since 2001, and this year BMW plans to present its showpiece to the public and presumably go into series production. The fact that BMW is not only breaking new ground in car construction is now also evident in its communication style. Instead of first informing journalists about the new product, this time the bloggers were provided with PR material first. The idea behind it: an elaborate viral campaign.
On July 10, five days before the official press conference, BMW informed around 40 weblog authors about the "Gina Light Visionary Model" concept car. Within a few hours, a mysterious trailer shot with a spycam appeared on the Internet, showing the wonder car for the first time. As a look around the blogosphere reveals, the campaign was quite successful. The video became a ratings hit. Up until the official presentation date, hundreds of thousands of users watched the film and engaged in lively online discussions about the concept car.
After five days, BMW streamed a second video showing Gina unboxed and featuring an interview with chief designer Chris Bangle. Due to the high level of attention generated by the trailer phase, the video was reportedly linked to many times within minutes and spread virally through thousands of blogs. The usage statistics astounded even the most hardened internet advertisers. The number of viewers rose by 100,000 every hour at times and is now marching towards the 3 million mark on YouTube. On the well-known video platform, the premiere of the new BMW model became the "most viewed film of the day".
The success of the viral campaign was not a coincidence, but a meticulously planned action. On the Sierralog website, the creators provide a detailed insight into the progress of the campaign. In order to stay on top of developments, the bloggers contacted were continuously monitored to ensure that they did not publish the video in their own video channels, for example. To popularize the mysterious Gina concept car, the advertisers played the entire Web 2.0 keyboard. BMW not only fed the video platforms with content, but also online services such as Twitter and the photo community Flickr. The Gina case once again impressively demonstrates how a properly spread rumor can spread like wildfire.
Christian Lüscher
England criminalizes misleading viral marketingViral campaigns,
like the ones BMW circulated on the Internet for the Gina concept car are illegal in England. In future, misleading and anonymous viral marketing campaigns will be punished on the island. As the Institute of Practitioners of Advertising (IPA) writes in a statement, irresponsible and dishonest "buzz marketing techniques" have been illegal since May 26, 2008. The authorities are particularly targeting covert campaigns on social networks such as Facebook or Myspace. Dubious and misleading advertising campaigns have increased dramatically in the recent past. In future, the distribution of positive brand messages if the sender is not clearly declared will be considered a criminal offense. Agencies will be prohibited from communicating with consumers via social networks or blogs if they do not disclose the sender. The authorities also want to prohibit advertisers from publishing viral ads under false names. IPA Director Marina Palmoba says: "In my opinion, these restrictions are not a bad thing. Every responsible advertiser should distance themselves from such methods anyway." Experts assume that discussions on bans will soon be held in Switzerland too. (cl)

 
A network of agencies under the aegis of Alborghetti Communications is launching a summer promotion called "Murmelmania" for Migros throughout Switzerland from July 1. For three months, marbles featuring the Migros Lilibiggs children's figures will be available to collect, play with and swap in all branches, restaurants and many specialist stores. The aim is to increase customer loyalty in the families with children segment and to promote sales and image. The target group is families with children between the ages of four and eleven, and the concept was developed by the Dutch agency Nebus Loyalty, which oversaw the implementation. Alborghetti Communication realized the communication concept and consulting and determined the advertising material together with Z.B.Werbung. Exxtra Kommunikation was responsible for consulting, overall coordination of the communication disciplines, the events and the TV commercial. Flowcube was entrusted with PR and Station AG with the website and online advertising. The Lilibiggs are a creation of Michael Meister.
The promotion focuses on collecting 32 marbles and a joker marble for a solitaire and collectible game board. One marble is free for every 20 francs purchased. Various accessories were produced as further promotional elements. Direct mailings, an information flyer, around 20 different POS advertising materials, advertisements for the in-house, Sunday and general press, the website www.murmelmania.ch, a comprehensive online campaign and a TV commercial serve as communication tools. Murmelmania" will run until September 30, 2008.
 
Responsible at the Federation of Migros Cooperatives:

Wolfgang Schuster (Head of Market Development for the supermarket/consumer market), Eliane Züger (project employee) and Christine Purgly (Head of Children's Marketing).Bodenkleber

Cash divider

Rotair

Backplate

Carrier bag

 Financier Thomas Matter's Matter Group has acquired a stake in private broadcaster 3+: Owner and CEO Dominik Kaiser has sold it 7.1 percent of his shares. Matter wants to invest in companies that are characterized by professional management and good products. "I see both at 3+", Matter is quoted as saying in a statement from 3+. "The TV channel's strategy is right, the potential is great. I have every confidence in 3+." The financier, who as a private individual also holds a stake in NZZ Verlag, has been following the activities of 3+ since the beginning, Handelszeitung wrote on Wednesday. The Matter Group is not to have any operational influence on the TV activities of 3+. "My involvement is not about getting involved in the operational TV business, but about earning money," Matter told Handelszeitung. Dominik Kaiser remains the main shareholder of 3+ with a stake of 83.1 percent.
The private broadcaster was recently able to announce prominent support: Former RTL boss Helmut Thoma will become a member of the 3+ board of directors (see
). Thoma and Matter have known Kaiser for some time. According to the Handelszeitung, however, the ex-RTL producer's involvement is not connected to Matter's arrival.

 
Together with the Handelszeitung and Bilanz, ADC is organizing a specialist event for managers on 1 October 2008 on the question "Is advertising a matter for the boss or not?". Swisscom CEO Carsten Schloter, Urs Berger, Managing Director of Mobiliar, Jura Managing Director Emanuel Probst and FOPH Director Thomas Zeltner will address the topic. The expert and panel discussion will be moderated by Martin Spieler, Editor-in-Chief of Handelszeitung, and Kaspar Loeb, CEO of Saatchi&Saatchi Simko. According to a press release on Wednesday, the results of a survey on who makes advertising decisions in companies will also be published for the first time. The event will take place at the Widder Hotel in Zurich and admission costs CHF 100. 

 
Press America's crisis-ridden newspaper publishers discover "hyperlocal journalism". 
Hyperlocal news, i.e. local reporting dedicated to even the smallest and seemingly insignificant local events, is becoming a beacon of hope for the crisis-ridden newspaper industry in the USA. At a time when national and international news is instantly available from numerous sources and via the Internet, stories from the neighborhood are becoming precious tidbits of information that can only be accessed via very specific channels.one of the publishers that has perfected the concept down to the smallest detail is the newspaper giant Gannett. The country's largest publisher not only owns the national daily newspaper USA Today, but also 85 local papers across the entire United States. A year ago, Gannett introduced the so-called Information Center, which means that the newsrooms of each local newspaper no longer only determine the print content, but also distribute the content centrally on platforms such as Internet or cell phone.
More importantly, readers are involved in the reporting by encouraging them to pass on tips and observations to the editorial team. "The information center starts with the customers, what they want to know," says Sue Clark-Johnson, head of the Gannett newspaper business. "It's no longer about us picking the news for them." The calculation is to find new advertising customers among small and medium-sized companies that place advertisements in the print versions or on the associated websites.
However, Gannett does not want to employ so-called citizen journalists - citizens of a city who provide journalistic work for an established medium. They are to be involved by asking them for advice, but leaving the selection and writing of the stories to professional journalists.
"If local newspapers and their websites don't report on something because it might only interest a few hundred readers, they're not doing themselves any favors," says Mark Krzos, who works at the Gannett News Press newspaper in Fort Myers, Florida. He is a so-called mobile journalist, also known as a "MoJo", which means that he spends most of his time doing research or in his car, where he writes his stories and then rushes off to the next appointment. He covers everything in the course of a day, from a senior softball game or the latest traffic jam downtown to trash issues at the beach. "If local newspapers refuse to provide this service, they can pack their bags," says Krzos.
The Washington Post also began an experiment with hyperlocal journalism a year ago by launching the website LoudounExtra.com, where it covers the daily happenings in a Washington suburb called Loundoun. But while the site is smartly done, it hasn't gotten the desired reception, largely attributed to the fact that the site wasn't promoted within the Washington Post and important local events in Loudoun weren't linked to on the Post's website. Critics point out that the Washington Post is an international brand that could ruin its reputation with a hyperlocal approach.
Brian Steffens, Director of the National Newspaper Association, considers this to be pessimism. "Local news is a gap in the market, even for big newspaper publishers, because you don't get it in other media like TV or radio to the same extent," he says. "Why should they limit themselves to national reporting? That would be like saying I sell ice cream, but only vanilla ice cream."
Gerti Schön, New York

 
René Worni on the last press niche in French-speaking Switzerland.  
Local is hip. Especially in America - where else. For some time now, "strictly local" has been a real trend in journalism there that no newspaper publisher can ignore. The media look into the neighbor's garden is even seen as the last beacon of hope against the decline of the crisis-ridden US press. Newspaper giant Gannett is leading the way with USA Today and 85 local papers. Gannett's local concept is also seen as an important driver of innovation in the Vorarlberg of Eugen A. Russ and his Vorarlberg media company. Anyone driving through Vorarlberg today is bound to fall into the clutches of a mobile journalist, a "MoJo", who maps every little movement around the clock. The local publishers all made a pilgrimage to Vorarlberg for inspiration. And of course to Urs Gossweiler, who made a name for himself in the local industry during his lifetime with his Jungfrauzeitung. Against this backdrop, the closure of the editorial outlets at Le Matin in French-speaking Switzerland is practically an anti-cyclical crab move. But Matin boss Peter Rothenbühler is not in a good mood and is in trouble. The traditional local press, partly controlled by French press czar Philippe Hersant, has a tight grip on French-speaking Switzerland. The free titles (Le Matin bleu also - parbleu! - from its own house) easily skim the national topics for free. The only thing left to do is to take the step to the real (real?) tabloid - notabene à la Blick. Rothenbühler is already dutifully following Ringier's Blick credo that everything must become more magazine-like.
During Euro 08, Le Matin and Blick have already tried out the worst-case scenario: they exchanged editorial articles and sold advertisements in a joint advertising combination. Edipresse and Ringier are probably equally pleased about such a combination against the common enemy Tamedia (including 20 minuten/s) and are looking forward to a longer-term alliance.
After the relaunch of Le Matin next September, the two papers will be virtually indistinguishable. In this respect, Le Matin does not need an office in Zurich. Because there are always a few computers free on Dufourstrasse if needed.
René Worni, Editor

 Swiss households spent an average of CHF 3,276 on media last year. This is 139 francs or 6.6 percent more than in the previous year. The Internet and consumer electronics benefited the most from this, with total media consumption amounting to CHF 11.3 billion in 2007. Content accounted for CHF 6.2 billion of this, devices for CHF 3.5 billion and access for CHF 1.6 billion. This is the result of a study on media budgets by the Swiss Press Association, which was presented in Zurich on Wednesday.
At CHF 1.8 billion, around a third of the total content budget, the press is still the largest producer of content. However, it has to accept a decline: While spending on content rose by 3.5 percent compared to the previous year, spending on print fell by 3.1 percent.
More money was spent on mobile content and Internet downloads in particular. Expenditure in these areas rose by 24.1% to CHF 1.41 million.
Spending on television content increased by 3.5% to CHF 823 million, while sales of books also rose by 2.5% to CHF 812 million. By contrast, expenditure on cinema fell by 15.5% to CHF 208 million.

 
635 newly qualified marketing planners received their federal diplomas on June 28, 2008. The award ceremony took place in a festive setting in the Kursaal in Bern. This year, 913 participants completed the examination, of which 635 (69.7 percent) passed. What's more, the overall grade average of 4.32 is the best ever. The Swiss economy can therefore look forward to highly qualified employees, writes the Swiss Marketing Association in a press release on Wednesday.
Seven of the ten top scorers are women. And among the five top scorers, who all come from German-speaking Switzerland, the women have the upper hand: Patrik Zeder from Bern (score 5.2), Christoph Amgwerd from Wohlen/AG (5.1), Muriel Kern from Zurich (5.1), Andrea Rufener from Fraubrunnen/BE (5.1) and Katharina Käppeli from Zurich (5.1). The federal certificate as a marketing planner is intended to convey the certainty that its holder is capable of holding a management position in the marketing sector.
At the end of the event, Alain Jaccard was given a heartfelt vote of thanks by his successor Andreas Balazs after five years as Chairman of the Audit Committee.
 
Picture (from left to right): The new President of the Examination Board Andreas Balazs with his predecessor Alain Jaccard

 On Wednesday, the criminal court in Zug sentenced three defendants to fines on ancillary points in the trial against managers of the former sports rights marketer ISMM/ISL. In two cases, the court accepted the accusation of multiple counts of obtaining a false certificate, as reported by SDA. A third defendant was convicted of embezzlement. The three other defendants were acquitted in full. Two of the sentences were 60 daily rates of 200 and 500 francs respectively. The third defendant was sentenced to 240 daily rates of CHF 350 each.
The international football association Fifa had started the case. In the spring of 2001, he filed charges against two ISMM managers. He accused them of fraudulently withholding claims amounting to CHF 70 million from him. The Zug prosecution authorities extended the investigation to four other ISMM managers. The investigation also covered fraudulent bankruptcy and damage to creditors. FIFA withdrew its charges in 2004 without justification. As a former private plaintiff, the association has now been ordered by the court to pay investigation costs of CHF 118,000.
Founded in 1982, ISMM was the world's largest media and marketing company in the field of sport. Among other things, it marketed the TV broadcasting rights for the 2008 and 2006 FIFA World Cups. In spring 2001, the company ran into financial difficulties and had to file for bankruptcy.

The Oswald Siegfried Advertising Agency (OSW) has designed an event poster for concert pianist Marianne Schroeder, known for her interpretations of contemporary compositions, under the concert motto "Hidden Sounds - From the Celts to Mozart". According to the agency, the poster caused quite a stir among Basel's friends of classical music. Responsible on the client side:
Marianne Schroeder. Responsible at Oswald Siegfried Werbeagentur (OSW): Michael Oswald (Art Direction ), René Fisch (Text), Nadine Siegfried (Consulting), Miriam Gramelsbacher (Consulting Assistant).

 The Leader cigarette brand will not be granted trademark protection in Switzerland. The Federal Administrative Court has rejected the appeal of a Greek company. According to the ruling by the judges in Bern, the English word "Leader" is a description of quality that makes the average consumer think of a top product. Such a quality designation is devoid of any distinctive character and must be kept free for advertising purposes, even with regard to competitors, and nothing can be derived from the Boss trademark, which is registered in Switzerland, in favor of Leader. In contrast to "Leader", the term "Boss" is usually only used to designate persons.
The Swiss Federal Institute of Intellectual Property refused to register the international trademark Leader in Switzerland in 2007. The decision can now be appealed to the Federal Supreme Court.

 
Tourism SFLB makes Swiss women cry - because of the end of Euro 08. 
It was no longer "King" but "Queen Football" who celebrated at the European Championships. The semi-final between Germany and Turkey was watched by 14.15 million women and "only" 13.34 million men on ZDF. A new development, because for a long time football was a typically male affair. Since the 2006 World Cup, a trend reversal has been noticeable. Experts have found that women identify even more strongly with individual players than men, so the idea of Spillmann Felser Leo Burnett in a European team is absolutely right.
is now making women weep for the end of football festivals. Produced by SFLB and Pumpkin Film
shows various Swiss women who have been involved as hosts over the past three weeks and cheered along with the fans and their football idols. show how difficult it is for the Swiss women to return to their everyday lives. Shortly after the final whistle of the last match, the Swiss women are already longing. Longing for the many great footballers, the countless guests and fans from all over Europe. The
can be seen on TV this week in Germany, Holland, Italy and France. The premiere was right after the final whistle. Since it is intended and made as a "thank you and see you again soon" farewell, it is not used in Switzerland.Andreas Panzeri