VW Krieg, Schlupp, Bürge/Springer & Jacoby communicate environmentally friendly driving pleasure. 
It's good when a car is environmentally friendly. It is typical of Volkswagen that the answer to the increasing demands on the environmentally friendly properties of vehicles is "not loud and blatant, but suitable for everyday use and affordable for everyone", as Dani Krieg at KSB/SJ says. The magic word in this case is BlueMotion, VW's new cross-model product line, which is initially available for the Passat and Polo, but will soon also be available for the Golf, Touran and other models.
BlueMotion combines many measures that make vehicles more economical without sacrificing comfort, safety or power. For example, with more efficient engines, improved aerodynamics, low-rolling resistance tires, longer gear ratios and much more. A concrete example: the new Passat Estate BlueMotion with its 105 hp TDI engine and diesel particulate filter produces emissions of just 137g/km CO2 with a fuel consumption of just 5.2 liters per 100 kilometers. And yet it remains a fully-fledged car with everything that makes it really fun.
This is exactly what the KSB/SJ message aims to visualize. The BlueMotion campaign comprises four subjects and mainly appears in the Sunday press. The first subject for the Passat Bluemotion is also the one with the shortest possible headline, as it simply and surprisingly shows the green arrow with the A, which is well known from the energy label of the SFOE (Swiss Federal Office of Energy) and is equivalent to a top mark.
The other two headlines for the Passat Bluemotion: "When we further develop a successful model, little comes of it. The Passat Estate Bluemotion." and "It's not just your children who will be delighted with the new Passat BlueMotion. Your grandchildren will too." Last but not least, the headline for the Polo Bluemotion: "Come to your senses. It's available from your VW partner. The Polo BlueMotion." The campaign will be continued in spring 2008.
Andreas Panzeri

 
Lukas Kircher, creative director at the media agency Kircher Burkhardt, on the practical benefits of reader analysis. 
WW: How important is it for media designers to be able to objectively analyze reading habits? Lukas Kircher: Very important. The significant changes in reading habits call for new approaches in editorial design. You can’t do that without hard facts.
Where do you get the data you use to assess reading habits? Our clients conduct extensive market research, and we ourselves have a vast repository of findings that we analyze and maintain.
What are the advantages and disadvantages of studies such as eye-tracking and read-scan tests? Such studies cannot assess the “softer” aspects of a medium. Read scanning, for example, only shows what was read and for how long—not why someone buys a magazine or likes a newspaper. Very helpful for day-to-day editorial decisions, but risky for strategic ones.
Can these findings be clearly applied in design practice? Absolutely. Publications, for example, need to make much more active use of the first and last pages of each section to highlight journalistic highlights. We need to design for readers with different time budgets: tailoring the publication to different reading speeds.
Do you make use of the results of studies on news consumption in online content? Here, too, simply measuring traffic doesn’t really tell us what the ideal medium is for online readers. We need more information about our users’ motivations. The most interesting study on this topic is probably the ARD user typology.
How are you responding to the ever-changing landscape of news consumption? We’re increasingly seeking a deliberate, meaningful way to narrow down what we absolutely need to know. Premium content goes hand in hand with premium curation: Who can we trust to handle the preselection process?
What is the biggest challenge facing the newspaper of the future? The print brand has excellent opportunities in the digital world: IPTV, mobile, the website, and services. But to take advantage of these, we also need brands and brand families that are truly managed across all media. This applies above all to the further development of journalism and editorial culture, and only secondarily to traditional marketing.
Interview: Doris Oberneder (via email)
For more on this topic, see:
«The camera follows along as you read»

 
Smart Jung von Matt/Limmat has designed a new fall campaign for the little environmentalist. 
The new Smart is still the most intelligent way to drive. It consumes the least fuel, has the lowest CO2 values and, thanks to its dimensions, congests the roads less. "Unfortunately, far too many road users still drive around with body parts other than their heads," say Alexander Jaggy and Michael Rottmann. In their approach to Smart advertising, the two CD at Jung von Matt see that the time has come to make a change. Time to bring more brains into the traffic. "Open Your Mind" is the claim under the logo of the intelligent car, and the fall campaign implements precisely this idea. Not only does a Smart car have the exact shape of a human brain, but with its unrivaled values it is also the only car that can claim to be the most intelligent part of the body.
In the main medium of TV, a brain model is described and assembled in a virtual space. Finally, it is completed by being placed on four wheels. The TV appearance is complemented by print, where the subjects communicate according to the same basic scheme. AD is David Hanselmann. The 3D design was created by Sebastzian Harms and Luca Tomasi. An important element of the commercial is the music by Great Garbo. This sound was realized by Jingle-Jungle.
Andreas Panzeri

The Arosa Humorfestival is starting its 16th edition with a new media partner: Migros-Magazin is replacing the discontinued Facts magazine as print media partner, thus complementing the existing partnerships with Swiss television and DRS3.Migros-Magazin will support the festival, which takes place in December, with editorial and commercial services in the run-up to the event. In addition, over 2,300,000 readers will be able to benefit directly from a reader offer. A special presentation is also being planned for the first Sunday of the festival, December 9, 2007.

 
Screen-up This year's Screen-up & Congress industry event focuses on the opportunities and risks of digitalization. 
On October 17, 2007, TV advertising and television marketing specialists will meet in Zurich for the annual Swiss industry event, the Screen-up & Congress. In addition to the traditional broadcaster presentations, prominent experts from Switzerland and abroad will speak and discuss their visions for the Swiss TV market and current trends in the international electronic media world. The focus will be on digitalization as the media challenge of the future. From the perspective of advertising clients, Hans-Peter Ketterl, responsible for marketing communication at the BMW Group, will present opportunities for companies through digitalization. Raimo Malila, Head of Mobile TV and Video at Nokia Europe, will show which devices the leading cell phone manufacturer intends to use to support the breakthrough of mobile TV.
An entertaining insert introduces four fundamentally different types and their individual media use. The so-called KommTech types explain media use in the age of digitalization.
The channel bosses Matthias Alberti (Sat 1), Ingrid Deltenre (SF), Dominik Kaiser (3+), Catherine Mühlemann (MTV Networks Germany) and Anke Schäferkordt (RTL Television) will then discuss the process of digitization in the IGEM Talk, chaired by Hannes Britschgi, and name the consequences for their own programming.
This year's event will take place in the Arena Filmcity in Zurich's new Sihlcity district, which opened in March 2007. Zurich's newest cinema is also embedded in this new complex. With nine screens and around 2100 seats, Arena Filmcity is one of Zurich's largest and most modern cinemas and provides the perfect setting for the event. (zvg/rw)

Genuinely Swiss ingredients and a creative recipe: not only do you make a world-famous cheese, you also advertise it. The cheese is called Emmentaler and everyone knows that it has holes. But why it has holes is not exactly known.
Publicis has not only found a plausible explanation, it also proves it: the Emmentaler needs its holes to yodel. This is shown in a commercial that can be seen on 3+ and worldwide on YouTube. A short version is used as stadium advertising at SC Bern matches.

Responsible at Emmentaler:
Guido Nydegger (Marketing Communication). Responsible at Publicis: Markus Gut (CCO), Daniel Kobi (AD), Tanja Caduff (Graphics), Albert Matzinger (Text), Christian Siegrist (Head of Consulting), Stephan Lanz and Myriam Mojon (Consulting), Ines Bossart (Art Buying), Patrick Karpiczenko (Direction and Animation), Condorfilms (Production).

 On Saturday, Schweizer Sport Fernsehen broadcast live coverage of the Handball Champions League for the first time in a program window on U1. The national handball match between Kadetten SH GCZ and BSV Bern Muri will be the first regular live broadcast of the new specialty channel on Wednesday. Managing Director Pascal Jenny told Werbewoche that the channel wants to reach its full size by January 1, 2008 with six to seven hours of broadcasting time per day. Contrary to earlier announcements (see:
), Swiss sports television was not launched in September. "This was mainly delayed by the dispute with Cablecom and the pending licensing decision by Bakom," says Jenny. "This also made negotiations with the various sports associations more difficult, although there is huge interest in principle." Cablecom wanted to remove the carrier channel U1 from the offer, but must continue to operate it for the time being due to a super-provisional ruling. Jenny describes the collaboration with U1 as very profitable; "a new line of business is emerging for U1 with sports television." However, with increasing sports content, previous U1 content would have to make way. Less eroticism and less Mike Shiva. In terms of sport, there will probably be three areas: Live broadcasts in the evening before, quiz and news programs during the day and repeats in the morning.
Talks are underway with SF about possible coordination of the program. "We complement SF's offering with fringe and popular sports. However, if SF should ever produce programs from this area, we will stand back," says Jenny. Schweizer Sport Fernsehen is also in talks with TSR and TSI via SF in the event of supra-regional matches and the corresponding program exchange.
Jenny believes there is a good chance of Bakom's decision in the next one to two months. The successive expansion of the program is therefore being driven forward at full speed - also to signal to Bakom that the broadcaster is serious. "We are currently in talks with x associations. For example, we hope to reach an agreement with floorball, volleyball and Swiss Ski in the near future. I expect agreements to be reached almost daily."
 
Michael Koller 

 
Swisslos has commissioned Blue Spirit Communications from Zurich to implement a comprehensive campaign for the Benissimo instant ticket. The agency came out on top against two competitors in a competitive presentation. The campaign for one of the best-known lottery tickets in Switzerland will be launched at the beginning of next year, according to the press release. Since 1992, a maximum of one million francs can be won with Swisslos in the TV show of the same name with Beni Thurnheer.

 In the USA, Google is expanding its AdSense advertising system to include video advertising. With the new model called "Video Units", advertisers are now able to convince consumers of products and services with moving images. The operators of AdSense sites can decide for themselves what type of videos they would like to have shown on their sites. For example, the operator of a football website can specify that only YouTube films on this topic are shown on their pages. Whether the model will also be introduced in Europe depends on its success in the USA, as a Google spokesperson told Pressetext. With the new form of advertising, semi-transparent animation elements appear at the bottom of the window a few seconds after the start of the video clip. The video only starts playing when the user clicks on it. The advertiser pays for the video units according to clicks or the frequency with which they are shown.

 Last week, Roger Schawinski announced that he was taking over Zurich-based Radio Tropic. Now he is taking a stake in another company and becoming a shareholder in the Zurich publishing house Kein & Aber. He joins the existing shareholders Peter Haag and Volkart Holding. By increasing its share capital, the publishing house intends to further expand its activities. At the same time, Schawinski will take over as Chairman of the Board of Directors, as the publishing house announced on Tuesday. Peter Haag signs as delegate of the Board of Directors and publisher. The Kein & Aber publishing house, which has been in existence for ten years, mainly publishes fiction and has also established itself in the audiobook sector. The publisher's authors include Gerhard Polt, Woody Allen, Truman Capote, Steve Tesich and Harry Rowohlt. Roger Schawinski's latest book "Die TV-Falle" was also published by this publishing house.

 
Swisscom has had its license for less than two weeks (see: ), and already the planned mobile TV network for broadcasting the Euro 08 football matches has come under pressure. IG Gigaherz, an interest group of people affected by electrosmog, is opposing the additional antennas that are to be built for the cell phone TV network. This week it is lodging an objection to the construction of an antenna in Köniz. Swisscom wants to build 26 such antennas around Berne, Geneva, Basel and Zurich. IG spokesperson Hans-Ueli Jakob is rebellious: he will go all the way to the Federal Court to prevent the antenna. "The radiation leads to unnecessary additional pollution of the airspace," he tells Cash daily. He also wants to take action against antennas in Zurich. If this succeeds, Swisscom will have a problem. "It would certainly jeopardize our project," says spokesman Christian Neuhaus. There is also the threat of trouble from another side: Biel-based Mobile TV, which had to admit defeat to Swisscom in the awarding of the license for the mobile TV network, is examining a complaint to the Competition Commission. CEO Bruno Bucher intends to announce whether this will happen at the end of October.

 Five years ago, Leo Kirch's media empire collapsed. Now he is back: the 80-year-old will market the television rights for the German Football League (DFL) for six years. The subsidiary Sirius of Kirch's agency KF 15 will act as marketer of the rights from the 2009/2010 season, the DFL announced on Tuesday evening according to SDA.
Prior to this, 36 professional clubs had spent hours discussing the deal at an extraordinary general meeting in Frankfurt am Main. The deal was controversial because the bankruptcy of KirchMedia five years ago had plunged the Bundesliga into its worst financial crisis to date.
Under the new agreement, the Bundesliga will receive at least EUR 3 billion from Kirch for domestic marketing over the six years of its term. This will be supplemented by income from the foreign marketing of television rights. According to the DFL, it expects this to generate revenue of 460 billion euros in the period in question.
This would bring total revenue between 2009 and 2015 to 3.46 billion euros. This is significantly more than at present. To provide the clubs with security, Sirius will provide a bank guarantee amounting to 100% of the minimum payment due per season.