Drinks Lowe conjures up the rebellious spirit of young people for Burn by Coca-Cola. 
"If the competition gives people angelic wings, our energy drink turns its drinkers into heavenly slysters." This is how Henk-Jan Menger, brand manager of Burn, sums up his experience with the new drink from the Coca-Cola range, and in line with this insight, the advertising agency Lowe, part of the DraftFCB/Lowe Group, is now encouraging teens and twens to discover their "bad enough" side in its new Burn campaign. The Burn energy drink provides energy to ignite night-time experiences and break with conventions - this is the result of a market study conducted in advance by the marketing managers of Burn, the Lowe agency and HTP Concept.
The study confirms that Burn is perceived by young people as "more mysterious, stylish and rebellious" than competing drinks. True to the motto: being good is boring.
In keeping with this, the Lowe creatives around CD Nicolas Vontobel have come up with a campaign that reveals the good in the bad: the target group is confronted with cheeky tests via various channels.
The young people themselves experience live whether they really are "bad enough" to decipher outrageous cloze words, solve manipulated crossword puzzles in "20 Minuten" or be inspired by reformulated horoscopes for a correspondingly naughty day. Anyone who catches themselves passing the naughtiness tests will also receive proof that they are "bad enough" for Burn.
Burn is currently on the trail of the young rebels with a cross-media campaign: via TV, print and internet. The centerpiece of all campaigns is the wilfully defiled website
.Andreas Panzeri

 The investment company Tom Talent Holding is taking over 80 percent of the cross-media publisher Cinergy. The remaining 20 percent will remain with the current owners Tobias Asch and Martin Glauser, who will continue to manage the company. No details were given about the purchase price. According to the announcement, there will be no job cuts: On the contrary, Cinergy plans to expand further and expand its business areas with the help of Tom Talent's participation, the communiqué says. Cinergy was founded nine years ago and currently employs 30 permanent staff and about the same number of freelancers. The company operates the cinema portal Cineman, the online TV guide Teleboy and the event database Eventbooster, in addition to offering services such as content providing and consulting. Customers include Swisscom, SBB, Ringier, Neue Zürcher Zeitung, Tamedia and Orange.
The investment company Tom Talent Holding was founded last year by media entrepreneur and Jobs.ch initiator Thomas Sterchi. Its holdings include Condor Films AG and the newly founded film investment company Millbrook Pictures AG.

 
After a multi-stage competitive presentation process, the Swiss energy company Axpo has chosen Schneiter Meier Külling as its partner for the new annual report. The mandate includes both the content and the visual design concept and realization of the 2007/2008 annual report. The design and the magazine-oriented reinterpretation of the annual report were convincing for Axpo, according to a press release from the Zurich branding agency.

 
René Worni on alternatives in the age of adult radio. 
Admittedly, the wonderful title (Freddy Mercury blessedly used it as the title of one of his most heartfelt songs) is not mine, but appears at the beginning of a report in the Standard. But more of that later, to stay with the Queen song: Nowadays, in the age of adult radio, you probably have the best chance of hearing the song with Mercury's biting voice on Radio 1.
As is well known, Radio 1 wants to be the station for all those adults who have become homeless in the monotony of the usual animated noodle radio and who have always missed the soundtrack of their glorious teenage years. However, since the station of the tireless media man Roger Schawinski can be dialed up for a daily sprinkling, the concept of the industrious quasi inventor, which was still brilliant before the start of broadcasting, has lost some of its shine.
Does this possibly have something to do with the sobering conclusion of the majority of my acquaintances that Radio 1 is not so different from other private radio stations? In the meantime, however, deserving journalists and media specialists have also taken the station to task and confirm this impression. Jean-Martin Büttner, for example, concludes after a risky self-experiment in Tagi: "No resistance whatsoever, no discovery, no passion, instead incessant aerodynamic complacency."
After such findings, good advice is expensive. But there is hope. From Radio La Colifata in Buenos Aires, the station of a mental hospital run by colifatos, madmen. What goes on there as part of a radio therapy concept is now thrilling the masses: Up to twelve million listeners listen to the dreams, opinions and deliriums of the clinic patients, according to Der Standard. The contributions are broadcast on private radio stations as far away as Mexico and Uruguay. Even world musician Manu Chao raves about La Colifata as an "endless source of inspiration. Clarity mixed with surrealism." With slight corrections and the claim "Radio 1 - for crazy people who have already grown up a bit", Roger Schawinski would instantly have a secure national perspective for his station and the copyright dispute with Berlin's Radio Eins would - bang - be off the table.
René Worni, Editor

 
Private radio station Numéro 10 advertises Radio FR with a nostalgic strip dancer and other celebrities. 
Radio Fribourg is celebrating its 20th birthday this year. For the bilingual station, this anniversary is the impetus for a wellness cure: a new face, a new logo and a new website. Radio Fribourg/Radio Freiburg is now known simply as Radio FR, and this modernization is accompanied by an equally youthful campaign from the kitchen of the Numéro 10 agency. The agency, which specializes in buzz, has organized a contest as its first campaign. The motto is: "Anyone can be a star."
Unlike TeleZüri, where personalities such as pastor Ernst Sieber or Franco Knie advertise for sympathy, Gilles Aeby from Numéro 10 has opted for somewhat more offbeat testimonials.
Red Hot Mary is one of the four Fribourg personalities selected for the new Radio FR. The starlet is well-known and very popular for her nostalgic striptease shows. The campaign aims to play with seemingly contradictory aspects: the authenticity of the Fribourg region and the glamorous world of stars and show business - which is just as present on Radio FR as political information.
Rejuvenating the imageFour personalities from the region, all of whom are very well connected in the public eye, were each "given celebrity as a gift" for a week. The media used were posters and advertisements in traditional marketing, but also interviews on the radio and videos on the website in the sense of buzz and viral. The aim of these ideas was to rejuvenate the image of radio and reach the 15-30 generation, "who like to spread the word".
Further activities for Radio FR will follow in the anniversary year.
Andreas Panzeri

 
Seven Swiss agencies were shortlisted in the Press category in Cannes, but only one won: Saatchi & Saatchi Simko scooped the "Silver Lion Campaign" award with four subjects for the Voltaren campaign for Novartis. DDB South Africa can put the Grand Prix in its display case. It won it with a campaign for Energizer Lithium. It shows what can happen when children's toys run out of batteries: A little boy might reach for a paintbrush to repaint the dog. Or little girls take revenge with a spitting attack.

 
Tourismus Erdmannpeisker created a new excursion brand for BLS, including CI, logo and campaign. 
If you travel from Bern to Valais by train, you cannot choose between different providers, just as you can book flights from Zurich to Berlin with a wide variety of companies, for example. Nevertheless, the BLS - Bern-Lötschberg-Simplon Railway - wants to position itself as an independent company vis-à-vis the SBB - Swiss Federal Railways. It doesn't matter to train travelers. However, those who enjoy a well-maintained excursion will certainly appreciate the efforts of BLS, which is why Switzerland's largest regional railroad wants to go on the offensive with an image campaign in addition to its service. The Biel-based agency Erdmannpeisker created a new CI/CD and logo for a new excursion brand "Lötschberger" for BLS AG. As the most important brand experience for customers, the exterior design of the excursion train was also created by Erdmannpeisker.
BLS is thus developing a new excursion concept for the Lötschberg mountain route, which for the first time combines the railroad, excursion destinations and local providers under one brand on a broad front. As a first step, the rollout of the first of a total of 13 new multiple-unit trains took place on May 21. The material and concept were also presented to the media on this occasion.
The modern high-tech train is extremely comfortable inside and connects several attractive destinations in the "fantastic region" between Bern and Brig, as project manager Martin Gäggeler and marketing manager Damian Pfister at BLS are proud to say. The name "Lötschberger" was deliberately chosen to be strong and catchy with a clear reference to the region, explains CD Gabriel Peisker. The retro design of the logo on the modern train communicates that the desired positioning in tradition and current customer orientation go hand in hand. The exterior design of the train shows the excursion highlights along the route in stylized form. The train thus appears homogeneous from a distance and becomes a storyteller when seen close up on the platform, motivating passengers to board.
Andreas Panzeri

 
Market research The AdScreen operators want to test reach measurement methods this year. 
Without reach measurement, the young ad screen medium is not really getting off the ground. Until now, the industry has made do with passer-by surveys, but these have rarely been really meaningful. Until now, there has been a lack of money and will to conduct a real reach survey. Now IG Adscreen, an association of ad screen manufacturers, network operators and marketers, is stepping on the gas when it comes to market research. According to IG President Fredy Grau, Head of Business Development at IP Multimedia (Switzerland), three measurement systems have been sounded out and tests are to be carried out this year. The companies selected were Mediapulse AG, which conducts radio and TV research in Switzerland, TruMedia Technologies Inc. in Israel and the French company Quividi.
TruMedia and Quividi follow similar approaches and install mini cameras with facial recognition above the adscreens to be measured. These are able to count all the people in or passing through a specific observation area. What's more, the system can also determine the gender and (approximate) age of people who look at the camera head-on for at least one second and are therefore very likely to be paying attention to what is happening on the screen - with an error rate of just 10 to 15 percent, according to the TruMedia website.
Mediapulse, on the other hand, could use its Mediawatch panel, i.e. over 1,000 clocks from the latest generation of Radiocontrol, which are already in daily use for radio research. For ad screen market research, however, the screens would also have to be equipped with transmitters, each of which emits an individual signal that is inaudible to the human ear. However, this can be registered by the Mediawatch thanks to a built-in microphone. This makes it possible to determine whether and for how long the panelist was in the viewing room and which commercial they saw.
All these systems have advantages and disadvantages. For example, it will never be possible to equip all 4,000 or so ad screens in Switzerland with cameras or transmitters for cost reasons. In this respect, however, Mediapulse has the edge, as Mediawatch is already available in large numbers and enables year-round measurement. The separate surcharge for the broadcasters is relatively low. In addition, thanks to unisource measurement (radio, ad screen, in some cases also TV), Mediawatch enables a direct intermedia comparison.
Conversely, Trumedia and Quividi promise greater precision when it comes to calculating the chances of contact, as they determine whether a person is actually looking at the screen. Both systems also do not require the (expensive) recruitment of panelists. On the other hand, however, they raise questions about data protection. Trumedia and Quividi state that they only store anonymous data and not images. This means that passers-by cannot be identified. However, according to Fredy Grau, IG Adscreen will clarify this aspect legally before the field tests.
Markus Knöpfli

 Eco, the Association of the German Internet Industry, has presented the Internet Awards for the eighth time and honored the web television Zattoo with the 2008 Innovation Award. The "Internet Oscar" recognizes outstanding achievements that are changing the world of the Internet. According to the jury, Zattoo was the first company to succeed in realizing real television as a free service via the Internet. In its laudatory speech, the Internet association particularly emphasized the fact that the IPTV start-up also managed to get the public broadcasters on board this year. Zattoo has been operating in Switzerland since June 2006 and offers over 70 channels. The service has 2.6 million users across Europe.
The Eco Association presented awards in a total of eleven categories in the areas of ASP, ISP, hosting providers, web portals and mobile services at a gala in Cologne. Almost 250 companies entered the competition this year.

 The luxury watch company Montres Breguet is not allowed to use the words "Depuis 1775" when sponsoring TV programs. According to the Federal Supreme Court, stating the year of foundation constitutes an inadmissible advertising statement. The Lausanne judges thus supported the previous rulings of the Federal Office of Communications and the Federal Administrative Court. Swatch subsidiary Montres Breguet had already sponsored the TV broadcast of the "Concours de musique de Genève" on several occasions. In each case, it was identified as a sponsor with the logo "Montres Breguet - Depuis 1775". The Federal Court has now ruled that references that go beyond the recognizability of the sponsor or its activities are inadmissible. The reference to the year of foundation serves the purpose of advertising, because the company thereby refers to its traditional and proven watchmaking art.
This advertising restriction does not constitute an inadmissible encroachment on economic freedom, the Lausanne judges went on to say. The advertising industry has sufficient special forms of advertising to attract the attention of the public despite the acceptance crisis for commercials.

 
Wine The agency Visucom.com from Brig is both combative and noble for les Vins des Chevaliers. 
Where there is smoke, there is fire. And where there is good wine, there must be creative advertisers. "There are agencies that also think about creative advertising beyond Zurich Seefeld," wrote Erich Heynen, copywriter and consultant in one at Visucom.com in Brig.
This Valais agency was recently entrusted with the overall communication of the internationally active wine house Vins des Chevaliers in Selquenen/Salgesch. The mandate included the redesign of the logo, the overall revision of the corporate design, the creation and production of the brochure material and the realization of the future communication campaign. This is currently "in diffusion", as they say in the bilingual canton.
The campaign is based on five basic visuals, each in German and French. These subjects are primarily designed and declined for classic use in the print sector. Visucom also designed various mailing campaigns for the whole of German-speaking Switzerland and French-speaking Switzerland. "In order to stand out from the usual visualizations in wine communication, the agency opted for unconventional implementations with a knight as the protagonist in each case," explains CD and AD Frank Lynch. This Chevalier is also an integral part of the new image. "It goes without saying that this involves working with clichés," says Lynch.
The company name Vins des Chevaliers goes back to the fact that Salgesch was the headquarters of the Knights of the Order of St. John or Maltese from 1235 to 1655. Founded in 1050, the Order's main task was to protect pilgrims and the sick. With this in mind, the Knights of Salgesch founded a hostel to welcome and entertain travelers. "It is very possible that they chose Salgesch as their seat because of the good wine," believes Gerhard Constantin, current owner of Vins des Chevaliers, founded in 1930. In any case, his winery has long chosen the knight as the leitmotif for its wine labels out of respect for them.
The five modernized visuals are supplemented by a dozen implementations for event-related use (golf/Euro 08/ski season/Christmas campaigns). These visuals are also used at trade fairs and in online presentations. As the sunny canton is convinced of the quality of its own wines, it has also created its own visual to communicate the awards it has won at international wine fairs. It has already been used for three gold medals at the Concours Mondial de Bruxelles in May 2008 for a Chevalier Rouge 2006, Petite Arvine 2007 and Pinot Noire Grand Cru 2005 as well as silver for Ermitage 2006 and Pinot Noire Reserve des Chevaliers 2006.
Andreas Panzeri

 
Insurance In the immediate vicinity of the Stade de Suisse, at the headquarters of KPT on Tellstrasse in Berne, an unmissable message to the Swiss national football team is still hanging. On an area measuring 7 meters by 8 meters, coach Max comments on the Euro 08 matches. His message is clear: Max wants to see victories. Otherwise he will be angry. Very angry. It didn't help much. That's why we're all sad now. Very sad. But unlike Köbi, coach Max is carrying on anyway and is now training around 11,000 people who have signed up for free coaching since last fall.