The fight against the planned joint venture is being waged on the one hand via competition law and the Weko (Werbewoche.ch reported), on the other hand via the Federal Office of Communications (Bakom), which monitors SRG's business activities. Schweiz am Sonntag has received a submission from a private competitor. According to the submission, the biggest thorn in the side of the opposition is the "data of the market dominator Swisscom". For tactical reasons, however, the submission to Bakom focuses on SRG. According to the law, the SRG must operate in such a way that private competitors can develop freely. In the view of the opponents of the joint venture, this point is no longer guaranteed with the media deal. They are therefore asking Bakom to prohibit SRG from participating in the joint venture.

But the exclusion of SRG is not the actual goal of the complaint. Rather, SRG has to ensure "that all data collected by it and contributed to the joint venture is made available to all market participants on a non-discriminatory basis," according to the submission. In addition, SRG should ensure that Swisscom also releases its data.

The complaint argues that the joint venture can reach the target audience more precisely than any other Swiss competitor thanks to the data pool of the former monopolist Swisscom. Swisscom is still dominant in the fixed network, broadband Internet and mobile telephony markets. Combined with the data from Swisscom TV, the Swisscom data pool gives the joint venture "an unassailable competitive advantage." In order to prevent the creation of a monopoly, competitors must receive the same Swisscom data as SRG and Ringier, the petition demands.

Swisscom, on the other hand, argues that as a listed company, it gains the data in free competition. Other companies such as Tamedia, Google or Facebook also have a lot of data that is suitable for marketing advertising, a spokesperson told Schweiz am Sonntag. Third-party access to the data is "not envisaged" - but the joint venture is in principle open to other partners, Swisscom stresses. (hae/SaS)
 

For many consumers, the original Comella chocolate drink evokes spontaneous memories of shaking, slurping, foaming and, of course, the familiar Schoggischnauz. Despite these positive associations, the brand is no longer always top of mind when shopping. An emotional on-pack promotion aims to change this. By means of attractive premium partners acquired by Responsive as well as a main prize, which is raffled among all participants - a Piaggio Vespa Primavera worth 4,695 Swiss francs - the target group aged 20 to 30 is motivated to participate and thus to buy.

Proven mechanism

The collection mechanism is simple to understand. Starting in October, consumers will find Comella bottles with blue promotional lids and tetrapaks with promotional stickers affixed to them with an eye-catching implementation in Swiss retail stores. For every code collected and entered on the website, the consumer receives a virtual Schoggischnauz. As soon as enough beaks have been collected for the desired reward, they can be requested. With already five beaks can be ordered.

Responsive, together with its partner Burki Scherer, was responsible for the concept, design and implementation of the entire promotion. For the on-pack promotion, the game center developed by Responsive was used, which, in addition to the participant database, contains the mechanism for ordering the rewards. The Rewards website is full responsive and therefore also mobile friendly.

Responsible Emmi: Jeanine Mauerhofer (Brand Manager). Responsible at Burki Scherer: Stefano Di Giusto, Chantal Gysler. Responsible at Responsive: Patrik Marty, Tuan Nguyen.
 

A lack of spectator interest is otherwise more common in smaller leagues such as the Swiss Super League. However, clubs from the world's top leagues also occasionally complain about empty stands. FC Getafe may play in the highly regarded Spanish Primera Divisón, but on average only 9,000 spectators attend home matches. That's about the same number as FC Zurich in the current season. One of the reasons for the slump: in the Madrid suburbs, the competition from top dogs Real and Athletico is fierce. Creative approaches are therefore required. The club is now providing this with "Getafinder". The matchmaking app, modeled on "Tinder", scores points for one key feature in particular: it only works in and around the Coliseum Alfonso Pérez stadium. This means that fans who are willing to match will meet like-minded people on the spot. On the one hand, the club hopes that the prospect of making new acquaintances will attract fans to the stadium. On the other hand, it hopes that they will "multiply" as a result and thus strengthen the fan base in the long term.

Whether this plan will work is questionable. Nevertheless, "Getafinder" is a successful campaign: the football club, which is otherwise overshadowed by the big clubs in the capital, has attracted more media attention as a result of the campaign than it has for years. In 2011, the club also caused a sensation with a campaign - in addition to the sale to Dubai. The commercial called on male fans to donate sperm. In a sperm bank, a donor was presented with the film "Zombies Calientes de Getafe" ("Hot Zombie Brides from Getafe") - the trailer in a 70s B-movie look can be seen in the commercial. The ten-minute trash film with explicit depictions can be seen on the porn platform Xvideos.com. Although the controversial campaign was highly polarizing, it ultimately led to significantly more season ticket sales. (hae)
 

Casemovie with explicit excerpts on Vimeo.com
"Zombies calientes del Getafe" uncensored on Xvideos.com

A spokeswoman for the association confirmed a corresponding advance report by the news magazine Der Spiegel on Friday. According to the report, the consumer advocates are taking issue with the company's default settings and advertising promises, among other things, in the lawsuit filed with the Berlin Regional Court. The claim that the service is free of charge is misleading. Facebook earns money by analyzing user data and allowing other companies to serve personalized advertising. In addition, 19 clauses of the data policy and the terms of use are illegal, such as the requirement to use a clear name or a clause on data transfer to the USA. On request, Facebook referred to a statement from February. In it, the U.S. company expressed surprise that the VZBV focuses on guidelines and functions that have been used by Facebook and other online services for ten years. These include the need to use the real name, it said. A spokeswoman for the regional court could neither confirm nor deny receipt of the complaint. (SDA)

This is shown by the international marketing and market research company Millward Brown in its study "Adreaction: Video Creative in a Digital World". The marketing experts analyzed the cross-screen video consumption behavior of more than 13,500 consumers in 42 countries. With the help of parallel copy tests on TV sets, desktops and mobile devices, the influence of the creative design of commercials was examined. The study provides insights into how and where advertising is perceived, when consumers react to advertising messages and which creative approaches work best on the different end devices.

Germans watch almost three hours of video content per day

According to the study, 55% of daily device usage in Germany is attributable to the consumption of video content. This means that German multiscreen users between the ages of 16 and 45 watch an average of 174 minutes of video per day across all screens. 58% of video content is watched on TV or on-demand TV, with the remainder being watched on mobile devices. At 19%, the smartphone is slightly below the global average (22%). In an international comparison, the proportion of digital video usage is higher among 16 to 24-year-olds (56%) than among 35 to 45-year-olds (43%). However, online advertising videos are less popular than the global average, especially in Germany. Consumers are much more open to TV commercials. One of the reasons for this is that they already expect to see advertising when watching videos on TV.

"Although video content can be used on different screens, the concept of a classic TV commercial cannot simply be transferred to digital devices. Consumers today expect much more from online advertising," explains Bernd Büchner, Managing Director of Millward Brown in Germany, Austria and Switzerland. "Based on the Adreaction study, we can support marketing managers in developing effective media strategies and creative ideas to address the right target group with the right messages at the right time."

From an international perspective, the majority of study participants are convinced that they have a greater influence on online advertising videos than on traditional TV commercials (63%). Accordingly, consumers react with irritation to online videos that cannot be clicked away or closed, for example.

Skippable pre-rolls (34%) and skippable mobile pre-rolls (31%) are preferred over pop-ups in apps (14%) and non-skippable pre-rolls (15%). The most popular format is the mobile app video that offers the viewer an incentive (49%), for example in the form of rewards in online games.

Millward Brown formulates Three practical tipsto drive the effectiveness and success of creative video spots:

- Consumers are open to targeting - but do not want to be monitored: Consumers are open to advertising videos that target personal interests or well-known brands (40 percent). The least effective videos are those created based on browsing history (25 percent). Even if search behavior on the Internet drives interest-based targeting, a sensitive approach is the most promising.

- Context counts: 49 percent of consumers reject advertising videos on smartphones. Marketers therefore have to work hard to gain the attention of users. 29% of consumers surveyed worldwide would not skip advertising videos if they offered an incentive to watch them in full. Consumers therefore prefer video solutions that can be skipped or that only start when clicked.

- Content is still king: digital formats should already be included in the creation phase so that the advertising videos can be used across all screens. Skippable ads represent a creative challenge - but the effort pays off.

About the study

More than 13,500 multiscreen users aged 16 to 45 in 42 countries were surveyed via smartphone or tablet for the study. Multiscreen users are people who own a TV set, smartphone and/or tablet or have access to these media. Parallel to the study, 20 TV commercials were examined on TV sets, desktops and mobile devices in eight countries using copy tests. The study has been conducted since 2001. It provides insights into consumer perception of advertising messages, especially in digital formats.

Plastic laser swords are piled up in a metal box at the checkouts. Each one costs 22.99 dollars, a bargain compared to the premium red or green version two shelves away for 173.99 dollars. All around stand, lie and hang gloves, caps, plastic spaceships, talking Yoda heads and waist-high Darth Vaders that make scary noises at the touch of a button. The main store of toy chain Toys'R'Us in New York's Times Square has cleared a large part of its sales area for "Star Wars" merchandise, and the chain has announced an "extra-galactic global party" for all its stores in anticipation of the film.

There are still around two months to go before the eagerly awaited seventh episode of the saga - "Star Wars: The Force Awakens" - hits cinemas in mid-December, but a superlative marketing campaign is already underway. The "Star Wars" saga already holds the record for the film series with the most successful merchandising business, but never before has a film been advertised as heavily and on as many channels as "The Force Awakens",
say experts.

Advertising more expensive than the movie

The producing Disney studios had already released a first trailer last November, which was viewed several dozen million times within a week. A second trailer in April proved to be even more successful. The release of a third is apparently imminent.

In May, the US magazine "Vanity Fair" featured many of the actors on the cover, photographed by star photographer Annie Leibovitz. The film has also been advertised on all social media channels and at comic fairs for months.

The merchandising, which has been available since the beginning of September, also includes several books and a computer game, which, according to the New York Times, cost 180 million dollars to develop. Nine million people tested an initial beta version on the Internet.

There will also be an exhibition of costumes from the saga in New York's Times Square, including those of Darth Vader, Yoda, Luke Skywalker, Leia Organa, Obi-Wan Kenobi, Padmé Amidala, R2-D2, Han Solo, Chewbacca and Jabba the Hutt. According to experts, the total advertising costs for the film are said to have been significantly higher than the filming budget of 200 million dollars.

New with Lupita Nyong'o

After ten years of waiting, fans' anticipation and expectations are huge. There have been six "Star Wars" films so far, most recently "Revenge of the Sith" in 2005. "The Force Awakens" will be a mixture of old "Star Wars" greats such as Carrie Fisher, Mark Hamill and Harrison Ford with new additions such as Adam Driver and, above all, Oscar winner Lupita Nyong'o. And experts estimate that not only the marketing, but also the film's revenue could break records. On the opening weekend alone, the film could bring in more than 500 or even 600 million dollars worldwide, breaking the previous record of "Jurassic World", which opened in June with around 524 million dollars. A rosy outlook for the "Star Wars" makers - especially as parts eight and nine of the fantasy series are also set to follow in 2019. (Christina Horsten/DPA/SDA).
 

The Federal Administrative Court, as the lower instance, did not consider the request because there was no contestable ruling. The private individual had lodged her appeal on the basis of the press release issued by the Federal Office of Communications (OFCOM) on August 20. In it, OFCOM stated that, together with the Federal Tax Administration, it had come to the conclusion that the VAT on the radio and television reception fee would not be paid back retroactively. However, the complainant is demanding that the VAT be refunded for the last five years in accordance with the limitation period in the VAT Act.

As the media release from OFCOM is not a ruling against which an appeal can be lodged, the Federal Administrative Court did not take up the request. The Federal Supreme Court has now confirmed the correctness of this decision. In April, the Federal Supreme Court ruled that the radio and television reception fee is not subject to VAT. For this reason, OFCOM has reduced the fee for private households by CHF 11.30 from CHF 462.40 to CHF 451.10. (SDA)

The new design, which focuses on medical expertise and visualization of the mode of action, is intended to create a stronger brand presence and greater visibility at the point of sale. The new packaging of the popular sore throat remedy is aligned with Swissmedic specifications and is available at pharmacies and drugstores throughout Switzerland.

Neo-Angin has been distributed by Doetsch Grether since 1978. The range includes four pastille varieties in three strengths and three flavors; all without antibiotics. The product range is supplemented by the Neo-Angin spray, which is approved for use by health insurance companies.

Responsible at Doetsch Grether, Basel: Anke Hollnagel, Karin Joss (overall responsibility). Responsible at BSSM Werbeagentur, Basel: Urs Schneider (CD); Daniel Bard (AD); Sybille Cueni (desktop); Claudia Paganini (consulting).

Responsible at Migros Media: Rolf Hauser (Publishing Director), Patrick Rohner (Head of Media and Marketing Services). Responsible at Leo Burnett Switzerland: Anna Leudolph, Vanessa Mermoud (creation), David Fischer, Pablo Schenke, Martin Stulz (CD), Isabelle Meier, Ingrid Zumkehr (consulting), Erasmo Palomba (art buying), Pia Grimbühler (photography), Feride Dogum (food styling), Olivier Yoshitomi (image editing), Finger Industries Ltd. (3D design).
 

As in Switzerland, the Gorilla app is also an important centerpiece of the commitment in Germany. In addition to general information about Gorilla, young people can also find lots of tips and tricks about freestyle sports in the app. The app puts the whole world of freestyle sports in your pocket. This is where the campaign developed by Kreienbühl and Vogler comes in: For example, with a movie in which a protagonist is led to a skate park not entirely voluntarily.

In addition, Kreienbühl und Vogler has developed two subjects that will be used as advertisements, posters and in electronic media. The new campaign has been on display in Germany and Switzerland since the fall.

Responsible at Gorilla Germany: Tobias Kupfer (Management), Maxi Heiden (Marketing and PR). Responsible at the Schtifti Foundation: Kathrin Steiger and Roger Grolimund (Co-Managing Directors, Communications), Linda Nussbaumer (Project Management). Responsible at Kreienbühl and Vogler advertising agency: Reto Vogler, Oli Kreienbühl, Marco Donada, Fabian Schiltknecht; Shining Pictures (production), Stefan Bircher (producer), Sophie Toth (line producing), Ari Zehnder (director), Daryl Hefti (camera), Sean Fee (camera assistant), Luc Kämpfen (editor), Seng Kit (cast), Online Video AG (post-production), Jingle Jungle, Bardo Eicher (music/sound design), Leuchtturm (lighting equipment), Eberle (camera equipment), Rico Rosenberger (photography and image editing).

It is thus growing more strongly than in the previous months and so far shows the highest advertising print in 2015. Cumulatively, the first nine months of the year recorded advertising print of 3,480.2 million gross Swiss francs, which corresponds to a year-on-year increase of 0.4. This is shown by the Advertising Market Trend Report 2015/09 from Media Focus.

 

Individual sectors on an upward trend

The biggest year-on-year increase in advertising print was recorded by the political campaigns submarket in the Initiatives & Campaigns sector. Against the backdrop of the federal elections in October, advertising print increased by a whopping 123.3 percent year-on-year. A significant increase in advertising pressure was also measured in the Household Products/Equipment (90.3 percent), Retail (48.7 percent), Cleaning (46.5 percent) and Finance (17.9 percent) sectors. In contrast, a decline in advertising pressure was recorded in the tobacco goods (-57.3 percent), IT & office (-28.6 percent), telecommunications (-25.1 percent) and service (-22.4 percent) sectors.

Neat promotional printing for household items

The household products/appliances sector generated advertising print of 8.8 million gross Swiss francs, representing a year-on-year increase of 90.3 percent. Washing machines were particularly popular in September. The top 10 most advertised products in the industry include three different washing machines: from Schulthess, from Bosch and from V-Zug. A total of around 1.5 million gross Swiss francs was spent on advertising for the three products. In addition to washing machines, water purifiers, water filters, combi steamers and command strips were also advertised in the top 10. However, the highest advertising pressure in the household products/appliances sector was generated for image advertising for Samsung household products. It is also noticeable that, in line with the household theme, products from the sector are mostly advertised on TV. TV accounts for more than 75 percent of the media mix for the top 10 products.

Full speed ahead for the passenger car submarket

With an advertising print of 40.4 million gross Swiss francs, 15.9 percent more advertising print was generated in the passenger car (new) submarket than in the previous year. The top 10 most advertised products include the new VW Touran van, for which an advertising print of around 1.8 million gross Swiss francs was generated. This also puts the car in 10th place among the most advertised products across all sectors. Amag/VW is also in the top 10 most advertised across all industries. The new Mercedes GLC also contributed to the increase in advertising pressure in September. The new model was advertised with over one million gross francs.

 

Advertising pressure in the media year-on-year:

Advertising print distribution in the media

Founded in 2009 by current CEO John Krief, Mystore is a Geneva-based online outlet store specializing in the sale of branded products in the fields of fashion, accessories, shoes, perfumes, watches, travel, etc. at discount prices of up to 80 percent. Ringier will acquire a majority stake of 60 percent in Mystore as of October 15, 2015. John and Allen Krief and Alexandre Branquart continue to hold 40 percent of the share capital. In 2016, Mystore will be merged with Deindeal. CEO of the new joint company will be Benoit Henry, today CEO of Deindeal. Together, the two companies form the leading smart shopping platform in Switzerland. The three founders of Mystore remain part of the management team.

Thomas Kaiser, CEO Ringier Digital, in a statement: "Mystore is an excellent fit with Deindeal and both companies will immediately benefit from new cross-selling opportunities and important synergies in key areas." And John Krief, CEO Mystore: "Ringier has demonstrated a very substantial track record in digital and a great deal of pioneering spirit. We look forward to working with Ringier and in combination with Deindeal to take our company to the next level of development." Benoit Henry, CEO of Deindeal: "Mystore, with its great know-how in product purchasing and strong presence in French-speaking Switzerland, fits perfectly into the portfolio and guarantees both quantitative and qualitative growth."