The Basel clothing brand Erfolg is collaborating with Malstube as part of an unusual project: The Zurich-based advertising agency is creating text for the T-shirts in the summer collection. The shirts of the Erfolg brand are characterized by a body-hugging cut, but also by the unusual placement of the label with the lettering: this is always attached to the outside of the sleeve hem. Previously, Erfolg's web address was on the back. However, Malstube copywriter and Erfolg shirt wearer Thomas Meyer thought that this small space could be used in a different way and presented Erfolg with a series of sayings: "Call your mother today", "Drink more water" and "Your body is your friend". The idea of using the label as a philosophical forum was met with enthusiasm by Erfolg. The current 2007 summer collection is therefore accompanied by eight randomly distributed Malstube texts on the shirts.

The TV magazine for education and careers, Futura.TV, has been broadcast throughout German-speaking Switzerland since the beginning of the year and reaches an average of 305,000 viewers per week. The newly produced weekly TV magazine is shown on the regional channels TeleZüri, TeleTop, TeleOstschweiz, TeleSüdOstschweiz, Tele M1, Tele Tell, TeleBärn and TeleBasel (see ). According to Futura.TV, 58 percent of the audience is female and the majority of viewers are between 34 and 59 years old. The main sponsor of Futura.TV is Randstad, the employment agency for temporary and permanent positions. The show is produced by the TV production company Primetime in Schlieren.

Medicine A group of teenagers are going out on the streetcar. They see an advertisement for www.hausarzt.ch and start a heated discussion. Here's the real transcript: "Fucking advertising, man."
"Why fucking advertising? Totally easy!"
"Awesome. These are cuts."
"You'll have to look for a long time."
"Hey man. That's from the knife."
"They're wrists on the wrist."
"Totally easy. But that's just advertising."
"For what?"
"We have to get out."
"Advertising must provoke."
"Hey, it says: You should see a doctor."
PS: This is a promotional product. For risks and side effects, please ask your doctor or advertising consultant.
And the agency responsible, Spillmann Felser Leo Burnett, says: "It's great that our advertising is getting people talking. The campaign wants to say that GPs treat minor injuries quickly, well and unbureaucratically. They are there for all cases. This is shown in four subjects with index fingers that are affected by eczema, have a burn or belong to a self-harming patient.

Press: The revamped NZZ is running a subscription campaign. However, not everyone considers it politically correct. It is Editor-in-Chief Markus Spillmann himself who writes to you. «Starting March 19, I’ll be giving you the Neue Zürcher Zeitung for five full weeks. You don’t have to do a thing—your NZZ will automatically be in your mailbox every day.» However, those who either already subscribe to the long-established newspaper or wish to decline the offer from Falkenstrasse will indeed have to take action. According to Kurt Blum, Head of Reader Marketing at NZZ Verlag, this is the first time the Neue Zürcher Zeitung is using the «opt-out» method for a subscription campaign. This means that the targeted reader must actively opt out if they are not interested in the unsolicited offer.
At least the newspaper subscribers are given advance notice through the letter signed by Spillmann. «Without this advance notice, we would find such a campaign quite problematic,» says Blum, head of reader marketing. The decision was made to take this approach in order to introduce the redesigned NZZ directly to potential subscribers through the product itself, rather than sending them an advertising brochure. «That makes it easier for them to make a personal decision,» says Blum. The primary goal of the promotional campaign is to win back former subscribers. As experts confirm, the response rate is higher for this segment than for «cold» leads. It’s quite possible that the approach chosen by the NZZ will diminish the expected success.
Not in Line with Industry Standards: The Swiss Direct Marketing Association urges caution regarding opt-out campaigns. «This approach is rather controversial and does not comply with industry standards,» says Rico Styger, a member of the association’s board. He notes that he is not familiar with the NZZ’s campaign, but also adds: «Given the current legal situation, there is nothing legally wrong with it.» However, he would generally advise his own clients against such methods, as they could lead to numerous complaints.
This is an experience that is foreign to the NZZ. «So far, no one has expressed outrage over our announcement that we would deliver the newspaper for free without a counter-report,» says NZZ representative Blum. The reactions have been positive, and the number of opt-outs has been lower than expected.
The fact that the NZZ has set aside some of its reserve and is now reaching out to potential new subscribers in a much more aggressive manner is due to the current state of the newspaper market. «There’s a fierce battle for every subscriber,» says Blum.
The direct marketing specialist can confirm this as well. Rico Styger is not aware of any previous campaign in the publishing world similar to the one the NZZ is now running. «Normally, the targeted customer receives a mailing or a sample copy asking them to let the publisher know whether they’d like to take advantage of the trial subscription.»
Nick Lüthi

Bettwaren Ruf Lanz has extended sleep into dreams for Bico mattresses and realized two sleepy spots. The slogan "Für ä tüüfä gsundä Schlaaf" is one of the classics in the Swiss advertising world. The slogan is folklore and unforgettably evokes Bico mattresses, even though it has not been the focus of campaigns for about ten years. However, the text was still used as a binder in the last spot with the "Japanese". At a meeting among business people, the Japanese are visibly struggling with their traditional kippers because they have obviously not slept on a Bico mattress.Now the bed has been remade - or rather Ruf Lanz has been entrusted with the budget for Bico after a pitch last December.
It was also clear to Markus Ruf and Danielle Lanz that the slogan is capital. But it must be developed further in a new campaign. What comes after the good and deep sleep?
You can go to work rested, for example. But that's not particularly sexy for a product promise. So the creatives at Ruf Lanz first had a really good rest themselves - and then, freshly invigorated, were able to work out the idea that a deep and good night's sleep can also produce "beautiful dreams". This basic idea now forms the basis for a concept that can be creatively gratefully "thematized in a wide variety of versions in the future," as Markus Ruf promises.
For the time being, the agency has realized two spots. These are to keep the brand Bico sensationally present as well as to connect it on the image level with the predicate "likeable".
In the first spot, an all-around likeable Swiss housewife dreams herself to a distant dream beach, where she is of course not alone. In the second spot, a shy young man dreams up the woman of his dreams. Stringent resolution at the end: "So that you dream something beautiful: Bico. For a tüüfä gsundä Schlaaf."
Markus Ruf is pleased to say that the freedom of design made it possible to "not have to show a pack shot of a mattress" in these films, which are very much based on the cinema model. For information purposes, there will continue to be factual short spots on the various products in addition to the image spots at the product level. Ruf Lanz also does not make any further print subjects. These will be realized in-house at Bico by a specialized graphic designer.
The new spots were "dreamlike staged" by Condor Films. The shoot went down in Tenerife because the crew found the summer climate needed for such lukewarm dreams here. "And because Tenerife is not at the end of the world, so the budget did not go into expensive flights, but really into the production," reckons Markus Ruf. Patrick Senn acted as director, who, similar to his latest Migros commercials, was able to participate in the design process at an early stage.
On the psychological level, great importance has been attached to authenticity. Thus, the actors seen here in their dreams are really quite normal Swiss people.
Healthy sleep from a healthy company 
Since 1861
Bico stands for dreamlike sleeping comfort. Since modern mattresses began their triumphant advance some 40 years ago, Bico has been at the forefront. In the last four years, the company from Schänis has revolutionized Swiss sleeping comfort once again with innovative concepts in the premium sector such as ClimaLuxe, AirPulse, MicroClean and Privilège. Bico further established itself as the clear market leader. Today, every third mattress sold in Switzerland comes from Bico. According to current market research, seventy percent of Bico users say they would "quite definitely" or "definitely" buy a Bico again.
Healthy sleeping comfort is based primarily on the optimal combination of mattress and bed frame. The mattress provides the fine adjustment to the body, the insert frame or slatted frame is responsible for the rough support and balancing of the body.
 
 
Andreas Panzeri

Competitions Goldbach Media is calling for the 3rd Crossmedia Award. Geri Aebi is the new president of the jury. Gold, silver and bronze as well as 10,000 euros in prize money for the winner are the attractions of the Crossmedia Award. In addition, the jury can award a special prize. The initiator and organizer of the Crossmedia Award, which was already held in 2005 and 2006, Goldbach Media, provides information on the conditions for participation in the Crossmedia Award 2007 on its websites www.goldbachmedia.ch and www.goldbachmedia.at. The announcement of the Crossmedia Award is intended to promote networked thinking and action in communication and the innovative use of media. "The success of previous juries and the increasing adoption of crossmedia in the strategy and concept work of advertising and media agencies have confirmed our decision to have the best work in the advertising industry evaluated and awarded by a neutral jury," says Goldbach Media CEO Klaus Kappeler.
The 2007 award will be presented on May 10, 2007. According to Dominique von Matt, the jury under the new leadership of Geri Aebi, Wirz Werbung, will examine the strategy of cross-media use, the innovation of networking, the push of other content and media, the creative implementation, the staging and brand language appropriate to the media and target group, as well as the effectiveness and overall impression.
Agencies that have realized projects in Switzerland, Germany or Austria in the past and current year are invited to participate. The deadline for entries is April 3, 2007, and judging will begin on April 6, 2007.
 

The winners so far 
The Crossmedia Award 2006
went to Mammut out of 28 entries for the worldwide sensational "Mary Woodbridge" campaign. This was staged by Spillmann Felser Leo Burnett. Silver went to Swisscom Fixnet with Beck & Bondi by Contexta, and bronze to the Love Life campaign by Stop Aids and Euro RSCG.On June 1, the first Swiss Crossmedia Award was presented at Mediarena 2005. A total of 37 campaigns entered the competition. Five made it to the final (Lever Fabergé: Dove 2004; Spillmann Felser Leo Burnett: Feldschlösschen; Jung von Matt/Limmat: Granador; Trio SA: Opel Tigra; Euro RSCG: PostMail. The winner was PostMail's "Great things begin with a letter" campaign.
The jury 2007Geri Aebi, Wirz Werbung (presidency), new
Dani Matter, Matter & Gretener, new
Claudio Dionisio,
Namics Andreas Gedenk, Bemberg Gedenk Media.
Markus Gut, Publicis
Beat Lauber, Neue Zürcher Zeitung
Regula Fecker, strategic planning, new
Urs Schneider, Mediaschneider
Daniel Hartmann, Contexta, new
Dominik von Matt, Jung von Matt
Franziska von Weissenfluh, Bernese Newspaper
Marc Werner, Swisscom
Andreas Panzeri

Auto Since fall 2006, Ruf Lanz has positioned the Hyundai brand as "The German among the Asians". Since then, this brand statement has been consistently applied at all levels. The most recent example: the appearance at the Geneva Motor Show, where the world premiere of the i30 was unveiled. An elegantly designed model in the compact class. In the teaser phase, the i30 was still shrouded under a cloth on advertisements, posters and ad scooters - in Bavarian blue and white. After the unveiling, long-legged hostesses in skimpy dresses were not smiling at the side of the i30, as is the case with other car manufacturers. Instead, cheerful Korean women in traditional German costumes. They handed out freshly baked Munich pretzels in the shape of the Hyundai logo to the astonished visitors.

The Board of Directors of the Bernese newspaper Der Bund appointed Patrick Feuz as Deputy Editor-in-Chief on Wednesday at the request of Editor-in-Chief Artur K. Vogel. The 40-year-old historian Feuz succeeds Dani Landolf, who has left the Bund. Feuz has been a member of the editorial team for 14 years; he has been head of the domestic editorial team since 2002. He will retain this function. The current deputy editor-in-chief Rudolf Burger will remain in office, as the publisher announced on Wednesday.

Market research The brands Calida, Kuoni and Whiskas placed the most popular advertisements in the Swiss media in 2006. In collaboration with the market research institute Demoscope, Publimedia presents readers of Werbewoche with an extract of the results from the Advertising Index (AX-Print) five times a year. This index (see below) is a module of the Market Radar and measures the popularity of advertisements. The three subjects that performed best among the entire sample, i.e. among all four target groups, are shown under the title "Top Three". 
The Advertising Index for print advertising provides binding performance data on advertising as a whole year after year. The 750 interviewees per survey wave are psychographically calibrated. Their value orientations range from north (progressive) to south (conservative) and from west (outward-looking, materialistic) to east (inward-looking, idealistic). This shows time and time again that the different target groups are addressed very differently by the advertising campaigns. For further information on the Advertising Index and the Market Radar, please contact Demoscope on 041 375 40 00 or visit www.demoscope.ch. Publimedia provides planning support with the Advertising Index, the Market Radar and the Print Advertising Monitor (PAM).
 

Agentur am Flughafen from Altenrhein has once again been nominated for the final of the Columbus Awards, the Austrian direct marketing prize. The company has been nominated in the D-A-CH category for its staging of the state reception for the state-certified Austrian master photographers from Balgach-based Vision Studios. Last year, the agency at the airport already won Metal in the D-A-CH category, which was announced for the first time. The awards will be presented on April 19 at the Museumsquartier in Vienna.

Federal Councillor Moritz Leuenberger has also joined the ranks of bloggers. Since Wednesday, the Media Minister has been writing on the Internet about what is on his mind and what he would like to share with his fellow Swiss. He sees the whole campaign as an experiment; he wants to test whether a broader exchange with politically interested people can be developed using this means of expression. In his first entry, he philosophizes about the new opportunities that the blog opens up for him. He plans to write twice a week - depending on how much work he has to do. However, no Federal Council decisions will be discussed and no new important projects will be made public. However, he will provide an insight into the sometimes somewhat complex interrelationships. The Co2 levy also features in his entry: "Sometimes it seems to me as if doctors are standing at a patient's bedside and discussing the method of treatment for an infinitely long time. Until it's too late." The blog is already receiving a lot of comments and visits. Within the first four and a half hours of going live, 4480 visitors were counted, 131 left a comment - but these are of course first carefully checked by the Leuenberger department.

Tourismus Freiburghaus and partners design the first image campaign for the travel agency association. The best vacations can be found in the travel agencies of the Swiss Travel Agency Association (SRV). This is the leitmotif of the first image campaign of the industry association and its members. 900 active members - many independents, but also chain stores such as Kuoni, Hotelplan and Tui - want to use it to communicate their strengths. Travel enthusiasts and holidaymakers should know the advantages of booking the best weeks of the year with a specialist. The travel agency association is deliberately not taking a confrontational approach to the online travel market - after all, most of its members have one foot in it. Instead, the strategically strong BSW agency Freiburghaus und Partner in Bern has succeeded in distilling a genuine USP from the service package. Idea: Only where vacations and trips are planned, booked, reserved and handled on a daily basis do people know the dream beaches off the beaten track. Or
Celebrity restaurants that not even the locals know.
Everyone should benefitThis argument has been realized with simple, stringent implementations for TV advertising, print and online, accompanied by POS stands, carrier bags and public transport hangers and dispensers. The Schönsteferien.ch website with the travel agency finder ensures that every single member benefits.
In line with an integrated and sustainable advertising strategy, the industry was already prepared for this brilliant presentation in 2006 with various measures under the motto "travel know-how - our passion, our future". To this end, over 40 training courses were held in all language regions with around 500 participants.
In addition to all members of the association, industry partners such as airlines, airport operators, foreign travel agencies, insurance companies, IT service providers, specialist media and others are also involved with financial contributions. The resulting win-win situation is evidence of industry-wide solidarity, according to the association.
Andreas Panzeri