In the spacious lounge with its living room atmosphere, interested customers were advised on how easy it is to buy a MobileTicket. They had the opportunity to win a miniature ticket on an oversized smartphone, to be chauffeured across the station to the tracks on cozy red sofas, or simply to wait for the next connection over a coffee.

The more than 200 SBB employees on site received prominent support from Andreas Meyer (CEO) and Jeannine Pilloud (Head of Passenger Traffic), who wheeled customers in an armchair or sofa directly to the stand, assisted them with ticket purchases and had time for a selfie with them afterwards.

The lounge was implemented by the Aroma agency, which was commissioned with the creative staging after winning the pitch and set up an SBB living room at each of the five stations for two days.

Responsible at SBB: Caro Bleuer (Digital Marketing Manager), Sarah Georg (Content & Community Manager), Marina Häfliger-Stierli (Head of Digital Marketing), Roman Oester (Marketing Communications Manager), Sabrina Rizzo (Project Management, Digital Marketing Manager), Patrick Römer (Digital Marketing Manager), Nicole Thiele (Digital Marketing Manager), Christof Zogg (Head of Digital Business). Responsible at Aroma: Nicole Nagel (overall project management), Eugen Brunner (consulting), Jan Vanek (graphics), Nadine Henze-Maar (stand architecture), Jan Mohr (production management), Marco Wüest (installation management).

Roman Auer is responsible for the automotive industry, retailers, insurance companies and health insurers, as well as advertising and PR agencies. The 39-year-old has been working in the media industry for around 17 years. He entered the industry through Cinecom & Media. This was followed by more than five years in various media agencies. Auer worked as Managing Director at Mediabox BTL for over five years and most recently was Deputy Sales Director at Goldbach in the TV market.

Roman Auer and Roman Faé (from left)

Roman Faé is responsible for the games industry, tobacco and toys, and digital agencies. The 32-year-old has 13 years of sales experience, primarily in consumer electronics and telecoms. Faé entered the media industry three years ago via AE Group Holding, where he was responsible for building up the Swiss market. Most recently, he was responsible for the Cineman and Teleboy portals at Cinergy.

 

The "Breast Cream" is a moisturizing cream that has been specially developed to motivate women to regularly check their breasts. Prevention should become a routine - like brushing your teeth or applying cream to your face. It is well known that breast cancer is now one of the types of cancer that can be treated and cured relatively well if the symptoms are detected early. A diagnosis is therefore no longer a death sentence and does not stand in the way of a long, fulfilling life - with wrinkles and everything that goes with it. The campaign by the Colenso BBDO agency recently won silver in the "Print" category at the Clio Awards. The "Breast Creme" was launched back in October 2014 in collaboration with the beauty line Skinfood and distributed by New Zealand's largest supermarkets (Case-Movie). Each pack contains instructions on how to recognize symptoms. Clever advertising from New Zealand - once again. (hae)

Sobu is the recommendation platform of Swiss Post. It works on the principle of "buy - share - profit". As a registered user, you can earn money every time you make a purchase through recommendations by sharing the online purchases you have made on your social networks. When friends store at the same online store, you get a credit. As a rule, this is 5-10 percent, with each store determining the amount of the credit individually.

A business idea with potential

Sobu has been around for almost three years. But until now, almost no one knew about the platform. "Last year, we had an awareness level of 0.6 percent - even though we are the largest recommendation platform in Switzerland with 120 stores and the business idea is ingenious," Roberto D'Elia, Head of Sobu at Swiss Post, is convinced. "True, neither peer-to-peer nor affiliate nor cash back is anything new," he admits, "but this is the first time these three trends are being combined in Switzerland, and social media is also being incorporated." A gfs survey last year showed that the business idea, with 1.2 million users, actually had more potential than it was currently exploiting. "That led us to launch a broad-based campaign across all channels instead of communicating exclusively through the online channel, as we have done in the past. We also want to reach these 1.2 million users," says D'Elia.

Real ambassadors

The advertising agency was commissioned with the first major advertising campaign for Sobu across all channels. "The challenge was to explain the complex, innovative product in a campaign," says Creative Director Frederick Rossmann, describing the initial situation. "You can't avoid describing the entire Journey - but how do you do that? We finally had the idea of working with real ambassadors who use the platform themselves. These demonstrate the huge potential of social media for Sobu on- and offline during the course of the campaign."

Casting à la DSDS

The first phase of the multi-stage campaign started back in May 2015, when ambassadors for Sobu were sought via online channels and print ads. Over 300 people put themselves forward for the public vote. 30 of them were then invited to a live casting in the second stage to prove their talent as ambassadors. "A celebrity jury, which included The Bachelorette's Frieda, got to grips with the participants à la Dieter Bohlen," says Werbeanstalt managing director Reto Dürrenberger. The casting was finally won by Pascal, Nicole, Sandra, Denja and Joël. For them, the battle now goes into the next round. Their goal: to get as many people as possible to shop in the same online stores. The winner will be the one who has earned the most money with Sobu by the beginning of December.

Films as the centerpiece

The five ambassadors are now getting a lot of support. The nationwide campaign for Sobu was launched on Thursday. At the heart of the campaign are five TV commercials - one for each ambassador. They can be seen throughout Switzerland on the country's largest TV stations. The advertising agency has tailored the five spots specifically to the five ambassadors: dancing, singing or shouting, in them they take their posts out into the real (offline) world to really promote their online purchases. "The surprising thing is that the people in the spots are not actors. They are absolutely real. What they show in the spots, they have also done in real life," Rossmann emphasizes.

"The ambassadors are now responsible for the micro-campaign, so to speak," explains the creative director. To this end, they have a Facebook profile, which makes them public figures (so they get celebrity status), and a small budget for further advertising measures. In addition, they can rely on the support of the advertising agency: The agency's experts advise them when needed. "However, there is no compulsion to discuss measures with us. The ambassadors are free to design their own campaign as they wish. In return, they receive a small sack money from us," says Dürrenberger.

There is hardly any spamming

Do you like real friends spamming you with ads? No - but that doesn't happen either, D'Elia assures: "We can rely entirely on the customers for that. They are selective about what they post. Because otherwise they quickly have no friends and thus no way of earning money. Experience shows that customers share a maximum of 2-3 products from a shopping cart of 10. If they share, it has a high impact for that."

The campaign will last until the beginning of December 2015, and whoever has earned the most money by then will emerge as the winner and be paid ten times their winnings. The cash back is a central element of Sobu. However, the ambassadors' main motivation is probably not the money, but the publicity. How else do you get your own TV commercial?

Text: Simone Isliker

The redesign by Art Director Nathalie Steiger is supported by new, modern fonts and numerous graphic elements that have been reduced in color. At the same time, the structure of the magazine has been made more flexible, so that key topics can be given more prominent weight. Overall, readers are guided through the magazine with more ease.
There are also innovations in terms of content: for example, the weekly TV review "Tele-Check" or the "Mediathek" section, where the editorial team presents the best series, films or documentaries of time-shifted TV. Tele is the premium product of the TV guides published by Axel Springer Schweiz. With a paid circulation of 130'733 copies (WEMF 2014), the title reaches 413'000 readers every week (MACH Basic 2015-1).

 

The office in Vorarlberg is headed by Moritz Kempf, who has made a name for himself as a "boy with ideas" in the Lake Constance region. With eight employees, The Relevent Collective currently serves clients such as Volvo Switzerland, AXA Winterthur, Victorinox, Vorwerk and Raiffeisen Switzerland.

Florian Wieser (left) and Moritz Kempf (ZVG)

"Communications consulting, digital at heart." That's how Florian Wieser describes his communications agency The Relevent Collective. After eight years as co-founder and head of strategy at the Swiss digital advertising agency Coundco, he founded his own company in the spring and has been assembling his team over the past few months.

The Relevent Collective carries its philosophy in its name: The communications office sees itself as a collective that works with a variety of competencies from the fields of communications, social media, digitization of customer relations and employee motivation. The "eleven" in the name stands for what Wieser considers the optimal size of teams.

Sparring partner for digital communication

"Highly collaborative and proactive" is how Wieser describes his company's way of working. "We work with innovative forms of organization and collaboration and try them all out ourselves." The Relevent Collective also brings this philosophy to its consulting projects: "Only if we manage to encourage companies to adapt their communication to modern needs can their customers and employees be won over to concerns," Moritz Kempf, head of the Austria office in Dornbirn, is convinced. He sees The Relevent Collective as an "agile sparring partner" that encourages its customers to embrace digital transformation - in communications, but also within the organization through experience and creative impulses.

The Relevent Collective got off to an uncharacteristic start in the first few months with two major campaigns: AXA Winterthur is raising awareness among young people about safe driving under the slogan "Ride Hard. Drive Safe." for safe driving (Drive-safe.axa.ch). Volvo Switzerland launches its used car platform Volvo Selekt with a video competition (Goodbyemylove.ch). Both are heavily based on storytelling, content marketing, and customer engagement.

Consulting projects and selected larger campaigns

The collective brings its experience with content and interaction from such campaigns into consulting projects. With two to three selected larger campaigns per year, in-house implementation is to remain the exception. The consulting projects range from the global community strategy and implementation for Vorwerk's kitchen all-rounder Thermomix to the internal positioning of a marketing department with a focus on digitalization.

Moritz Kempf therefore does not see the company as competing with existing agencies in Vorarlberg and on Lake Constance: "We see ourselves as a partner for communications projects and the lively communications scene in the region." In Dornbirn, as in Zurich, four employees currently work for The Relevent Collective.

The advertisers from the city on the Limmat are realizing the entire seasonal communication for the Grisons team. This includes match posters, radio spots and a new online presence. The match posters in particular play a special role. The posters should not only inform the fans about the current match dates, but above all strengthen their identification with the team. At least that was the brief.

The players are therefore at the center of the new campaign: each motif shows a player portrait combined with a combative message. The selection is not limited to just a few key figures in the team. Instead, there is an individually designed poster for each team member. In this way, the communication already expresses what actually characterizes the HCD - namely determination, commitment and team spirit.

Responsible at HC Davos (HCD): Marc Gianola (Head of Marketing & Sponsoring), Markus Glarner (Head of Communications & Ticketing), Sandro Rizzi (Communications and Events), Nina Koller (Event Manager). Responsible at FCB Zurich: Dennis Lück (CCO), Sören Schröder (Head of Copy/Concept), Marcin Baba (Art Direction), Dominik Brülisauer (Copywriter), Fabian Sigg, Lukas Schnider (Graphic Design), Manuela Tappe, Annika Hänni (Web Design), Olivier Walther (Photo), Nina Danner, Sharon Nehrenheim (Consulting).
 

Attitudes toward advertising on mobile devices:

Although 45 percent of respondents—the majority—find mobile ads «generally annoying and disruptive,» one in three participants (35 percent) accepts advertising on mobile devices because it allows them to access free content. Fourteen percent of survey participants have no objection to ads on their smartphones or tablets, «as long as they feature affordable offers and products tailored to my needs.» Seven percent of respondents stated that they do not feel bothered by mobile ads because they simply ignore them.

Perception of Mobile Ad Formats

The study also examined how consumers respond to different mobile ad formats. Study participants were able to rate the formats—text, native ads, banners, video, and audio—using a school grading system. Surprisingly, only five percent of participants rated native ads as «very good»; native ads thus performed the worst in the “Very Good” category.

Fifteen percent of participants rated video ads as “very good,” putting video formats slightly ahead of audio formats (12 percent) and banners (11 percent) in this rating category.

Interestingly, banners received the most positive ratings overall from participants: 72 percent gave them ratings ranging from „very good“ to “satisfactory.” Text ads followed closely behind. Both video ads and native ads managed to convince only 60 percent of participants to give them a rating of “3” or higher.

Click-Through Rates for Mobile Ads

Unsurprisingly, participants« responses to the question of how often they click on mobile ads are as follows. More than one in four (27 percent) »never« click on an ad on their mobile device, and more than one-third of respondents (36 percent) say they »rarely« click on a mobile ad. However, as many as 27 percent of participants do click on an ad at least »sometimes.”.

For just under two-thirds of the consumers surveyed, the main reason for clicking on a mobile ad is when «the services or products offered meet my immediate needs» (64 percent). That said, just under 40 percent say they click «when the ad is funny» (38 percent), and nearly one in three is enticed to click by a good image (32 percent). A strong advertising slogan, on the other hand, entices only one in four respondents to click (26 percent). In the open-ended response section, however, the overwhelming majority wrote that they usually click by accident.

According to the study’s findings, pre-roll video ads on YouTube are also largely ignored: 45 percent of participants say they «always» skip ads when watching YouTube videos. One in three still does so «often» (35 percent). With 72 percent of respondents saying they «never» or only «rarely» click on the banners displayed in the video clips, a fairly pronounced level of banner blindness can be observed.

Mobile Ad Blockers

More than half of the respondents (54 percent) have already heard of mobile ad blockers—meaning awareness of the issue in Germany is significantly higher than in the UK and the U.S., where only 40 and 35 percent of respondents, respectively, are familiar with mobile ad blockers. Nevertheless, ad blockers for cell phones or tablets are still completely unknown to nearly one-third of survey participants in Germany, and 15 percent are not sure whether they have ever heard of mobile ad blockers.

However, 40 percent of participants are absolutely certain; they would «definitely» install an ad blocker. Compared to British (47 percent) and American (42 percent) study participants, German participants are thus the least determined to block mobile ads on their smartphones under any circumstances. In fact, 49 percent—almost half—of German respondents say they would install a mobile ad blocker only «if it isn’t too complicated.».
As many as 12 percent of respondents say they do not want to install ad blockers on their cell phones. This indicates that German participants are slightly more tolerant of mobile advertising. Only 10 percent of participants from the UK and only 9 percent of American participants want to do without mobile ad blockers entirely.

Conducting the Survey

The Instantly consumer survey, conducted exclusively via mobile devices, took place from July 7 to July 28 with 568 respondents in Germany, 1,271 respondents in the United Kingdom, and 2,278 respondents in the United States.
 

People wear the Koppelmann logo like an accessory on their face. The emphatically fashionable-looking motifs can be seen as advertisements and posters, especially in the Upper Basel area, where Koppelmann has been represented for five decades and now has four branches. Advertisements and Out of Home are used as advertising media in September and October.

Responsible at Koppelmann Optics and Acoustics, Liestal: Stephanie Bayer-Frei, Mischa Pellet. Responsible at Kreisvier Communications, Basel: Nannette Graf (primary responsibility); Dijana Martinovic (consulting); Sven Kahler, Philipp Kropf (AD); Gerald Mink (text).
 

Eurobest on Tuesday communicated the details of this year's 114-member jury. "We are proud that almost 40 percent of the jury is female" rejoices Lions Festival CEO Philip Thomas. It is the highest percentage in the 28-year history of the festival, which will be held in Antwerp, Belgium, in 2015. "This reflects the trend across the industry and shows that Europe is moving in the right direction when it comes to gender equality," Thomas said. In addition to a high proportion of women, however, the jury was also impressed by the fivefold Swiss representation by the people listed below (hae).

Creative Effectiveness Jury:

Francois-Louis Noel, Managing Partner, M+C Saatchi

Design Jury:

Christian Haas, Creative Director, Refinery for Design

Direct Jury:

Samuel Textor, Creative Director, Kind regards

Film, Print, Print & Poster Craft Jury

Dennis Lück, Chief Creative Officer, FCB Zurich

Healthcare Jury:

Annette Felicitas Häcki, Creative Director, Rod Communication

Im Heimatland" was produced by Eyelight Film on behalf of AZ Medien and UPC Cablecom. The series tells the story of the life of a flat-sharing community with three not-so-young ladies and one man. The four fundamentally different characters draw a mirror image of the socially and politically diverse Switzerland. The members of the former "Café Bâle" ensemble - Rinalda Caduff, Charlotte Heinimann, Dominique Lendi and Roland Herrmann - have been recruited as the main actors. "Im Heimatland" will run from spring 2016 on Tele Züri, Tele M1 and Tele Bärn, as well as on TV24 and on UPC Cablecom's My Prime.

Concordance in everyday life: A WG as multifaceted as Switzerland

"Im Heimatland" tells of bizarre everyday stories, of common sufferings and joys, and repeatedly takes a close look at current social and political issues such as the housing shortage, immigration and the youth craze. The characters in "Im Heimatland" are as multifaceted as Switzerland itself. The series is an entertaining, sometimes instructive portrayal of the real Switzerland and is as honest as its characters - without being poster-like, but with a critical eye and a lot of subtle humor. At the same time, the protagonists are so different in their convictions and political views that the series never takes a position, but rather encourages discourse. "Im Heimatland" aims to entertain and at the same time make you think.

"With 'Im Heimatland' we have a series in our quiver for next year that has all the qualities to delight a broad audience in the tradition of the most iconic Swiss series. The format is a targeted expansion of our entertainment program for a discerning Swiss audience that has proven to appreciate a skillful combination of current social and political issues and pointed humor," says a delighted Roger Elsener, Managing Director TV at AZ Medien, about the latest in-house production in the program of AZ Medien's TV stations.