In the first week since its launch, the app called Paymit has been downloaded and activated more than 10,000 times, representatives of SIX, UBS and ZKB told the media in Zurich on Wednesday. UBS accounted for the largest share. At Switzerland's largest bank, the app has been downloaded 14,000 times and activated 9,000 times, they said. "We are very happy," said Andreas Kubli of UBS. That's because until now, the app had only been publicized among employees and experts. The 2.5 million customers in Switzerland will be addressed next week with a "very loud" advertising campaign.

Notice: Read more about the UBS campaign in the print edition of Werberwoche (10/2015), which will be published on Friday.

The ZKB was also satisfied. Within a week, there had been 1564 activations of the app, said product management head Martin Loosli: "We consider the number to be very positive." The SIX app had been downloaded 500 times, said SIX CEO Urs Rüegsegger. The app allows individuals to transfer and request funds via smartphone. This means, for example, that the partial amount for a joint lunch paid by one person for all can be transferred to a colleague. The money goes directly from bank account or credit card to bank account.

Not yet at the store checkout

However, the app cannot yet be used at the store checkout, it said. This distinguishes Paymit from Swisscom's payment app Tapit, which can be used to pay by cell phone in stores. However, the use of Paymit in retail is in preparation. The company is in talks with retailers, Kubli said. The prerequisite for using the app is a Swiss cell phone number and, depending on the app, a bank account or a credit or prepaid card. Because the app is based on a uniform banking standard, it can be used by anyone living in Switzerland - regardless of whether they are a customer of UBS, ZKB or another bank, the statement added. For a payment to be processed, both the payer and the payee must use Paymit. It makes no difference whether users use the Paymit solution from UBS, ZKB or the independent solution from SIX. Because the system is open, all banks can use it. Credit Suisse and Raiffeisen have already expressed interest and are looking into a timely launch, said Pedro Deserrano, head of marketing for SIX's payments division: "Our goal is not to virtualize the bank card, but to replace cash."

Postfinance also ahead of launch

The number of cash payments is falling steadily. In 2010, 87 percent of all payments in Switzerland were made in cash; this year, the figure is only 71 percent. And by 2020, it is likely to be only 60 percent, Deserrano explained. There is great potential for payments between private individuals, he said. "We know that from other countries like the United Kingdom and Denmark," Deserrano said. Dankse Bank alone has 1.6 million customers for its payment app in a country with a population of 5.6 million, Kubli said. While the financial industry is pleased with the launch of its payment app Paymit, Swisscom has a different tone. Swisscom CEO Urs Schaeppi has repeatedly said he is not satisfied with Tapit's appeal to customers. The app, which was launched last year, has only been downloaded 10,000 times. UBS had participated in a trial of Tapit, but decided not to pursue the project. Postfinance also plans to launch its own payment app called Twint in the fall. This will work with credit cards, the bank or postal account or with prepayment as with a prepaid card. The user does not have to be a Postfinance customer. Twint is also independent of the telecom provider. There are plans to use it at Coop or the canteen operator SV Group, among others. (SDA)

SW Schweizer Werbung didn't just use its 90th anniversary to celebrate. Together with PS Publicité Suisse, its partner organization in French-speaking Switzerland, the association also fulfilled a long-held wish: a united, nationwide umbrella organization for commercial communications. The foundation for this was laid four years ago in a letter of intent and a joint visual identity. On May 29, the birthday of SW President and Council of States member Filippo Lombardi, the members of the participating associations agreed to a transformation into regional language sections and at the same time founded a new umbrella organization under the name "Kommunikation Schweiz | Communication Suisse | Comunicazione Svizzera | Communication Switzerland". It is headed by Filippo Lombardi together with Vice Presidents Christian Merk (German-speaking Switzerland), François Besençon (French-speaking Switzerland) and Maria-Luisa Bernini (Italian-speaking Switzerland).

Broad-based Communications Council

From 2016, the previous boards of SW Schweizer Werbung and PS Publicité Suisse will be replaced by a broad-based Communications Council comprising 23 members. It will act as a mouthpiece for the entire commercial communications sector and will be responsible for all matters for which the previous boards were responsible. In addition to the previous board members of SW and PS, the following individuals complete the newly created body:

Jürg Bachmann, Head of Marketing, Communications and Public Affairs at Goldbach Group and President of the Swiss Private Radio Association (VSP)

Maria-Luisa Bernini, Owner Swiss Communication Agency Sagl (Delegate PS Pubblicità Svizzera)

Gilbert Bühler, Publishing Director Fribourg News and Member of the Board of the Swiss Media Association (replacing AZ Media Publisher Peter Wanner)

Moreno Cavaliere, Sales & Marketing Director Publicitas (replacing Alain Bandle, CEO Mediaspectrum and former CEO Publicitas)

Markus Ehrle, CEO APG (replacement for Daniel Hofer, Chairman of the Board of Directors and former CEO APG)

Linguistic regional sections

The two previously independent associations SW Schweizer Werbung and PS Publicité Suisse, like PS Pubblicità Svizzera, were transformed into language-regional sections by an amendment to the articles of association. The German-speaking Switzerland section is presided over by the former Vice President of SW Schweizer Werbung, Christian Merk, Head of Governance and Reporting, Zurich Insurance Company Ltd. The new board is formed by the three previous ADC presidents Frank Bodin, Chairman & CEO Havas Worldwide Zurich, Martin Schneider, Director publisuisse, and Urs Schneider, owner mediaschneider. The only new member is National Councilor Natalie Rickli, who is Partner Relation Manager at Goldbach Media. In French-speaking Switzerland, the board, under the presidential leadership of François Besençon, member of the publisuisse management board and former president of PS Publicité Suisse, is made up of the following members: Claude Miffon, owner Black Seven SARL, Vincent Antonioli, Commercial Director 20 minutes Suisse Romande, Edgard Lauris, General Director Lauris, Hervé Devanthéry, Director Synthese BSW, Patrick Zanello, Head of TV Publicitas. In Ticino, the corresponding functions are held by Renato Belotti, Regional Director APG (President), Maria-Luisa Bernini, Swiss Communication Agency Sagl (Vice President), Fabio Balmelli, Regional Director Publicitas, Simone Bianchi, Sales Manager Tele Ticino, Marco Cavaliere, Publicitas, Paolo Januzzi, Jannuzzi&Smith and Matteo Rezzonico, Vice Director Rezzonico Editore.

Atmospheric anniversary event

SW Schweizer Werbung celebrated its 90th anniversary together with illustrious guests from politics, business, media and communications at Fabrikhalle 12 in Bern with an atmospheric Advertising Day. In his opening address, association president Filippo Lombardi stressed how important the founding of the new umbrella association was, especially in view of impending advertising bans. "Especially in the headwind of health politicians and organizations, which is sweeping through our country ever more harshly from Brussels, it will give us stability. I am convinced: if we speak with one voice, we will be heard even in the storm.". In a witty greeting, Bernese President Barbara Egger-Jenzer then revealed herself to be a fan of apt advertising slogans such as "FIGUGEGL" - for her, as a Bernese, it is of course "BIGUGEGL" - and described the legendary saying "Freude herrscht" ("Joy reigns") by former Federal Councillor Adolf Ogi as the shortest and most apt advertising slogan.

Appeal by the media minister to the industry's responsibility

Urs Wolfensberger, Head of Marketing & Sales at AG für Werbemittelforschung WEMF, served up the net advertising revenues for 2014 as an hors d'œuvre, so to speak. Although they had continued to fall last year in a ten-year comparison, the decline had slowed. While the press continued to lose ground, both the electronic media and outdoor advertising were able to make gains. In a subtle speech, philosopher and publicist Ludwig Hasler then explained communication as the constituent of reality - "In the beginning was the word" - which made the conference motto "No democracy without communication" seem almost trivial. In her speech, Media Minister Doris Leuthard emphasized the importance of communication for the work of the Federal Council and stressed that the federal government only restricts freedom of advertising for overriding reasons. As former president of the Swiss Commission for Fairness, she admittedly always considered self-regulation to be more sensible than a ban. At the same time, she appealed to the industry's responsibility to respect the boundaries thus drawn.

First-time presentation of the Lifetime Award

The second part of the Advertising Day was a single plea for creative advertising. First, French advertising legend Jacques Séguéla used numerous commercials to show what he as a "Fils de Pub" understands by this, and at the same time stated a lack of creativity: "We have to find hope again. And we need to believe in advertising again." Martin Schneider, director of publisuisse and board member of SW Schweizer Werbung, then contrasted the French examples with a potpourri of the best Swiss TV spots from the last 50 years. The Advertising Day concluded with the first-ever presentation of a Lifetime Award for exceptional personalities in the advertising industry. The choice fell on Jacques Séguéla, who not only advertised commercial products but also earned his legendary reputation at the political level with twenty campaigns for state presidents.

At first glance, lime kilns are only very technical. Scotti defined the benefits and a strategy. Maerz kilns are tailor-made for every climate. Extreme cold, heat, humidity or altitude: a Maerz always burns with maximum efficiency. Without any problems. The idea was almost born: lime kilns in use under incredibly harsh conditions. With the succinct remark "No problem". Scotti searched the whole world for nature photographs to realize the idea. And then built the kilns in the sea, in the desert, in the ice and on the Himalayas. The result: a campaign that is anything but boring and will be released in May 2015. Worldwide. Maerz is a subsidiary of Thyssen Krupp Industrial Solutions.

Responsible at Maerz: Stephan Lechner, Managing Director. Responsible at Scotti advertising agency: Patricia Meneghin, consulting; Peter Rettinghausen, CD and text; Simon Staub, AD; Jeannine Jones and Selina Muth, graphics. Image editing: Patrik Rohner, Rohnerretouche and Linus Schneider, Pixelprinz.

 

We apologize in advance and thank you for your patience should there be any relevant delays. We would be delighted if you were still reading the newsletter an hour or two later - the coffee certainly won't be cold yet 🙂

Your Werbewoche online editorial team

The largest shopping center in the Bern Mittelland region is celebrating its fortieth birthday this year. Since 2009, the duck borrowed from the logo has played the main role in the family shopping center's communication. The duck has been very popular with visitors for years and now has a large fan club. As a logical next step, Komet has further emotionalized the proven visual. To mark the start of a two-week anniversary celebration from May 29 to June 6, the duck "Shoppy" will hatch from its egg and from then on be present on all advertising material.

The strengths of the animated character are obvious: An independently acting character arouses a lot of sympathy and offers a high identification potential; there are no limits to the variety of topics. Shoppy will appear on posters, at the POS and in short TV spots on special occasions such as the summer sale, Christmas or Easter, and will set the mood for the respective event with funny episodes.

Responsible at Shoppyland: Karl Gorsatt (Center Manager Shoppyland), Rahel Waelti (Marketing & Communication), Diana Weber (Administration). Responsible at Komet: Moritz Staehelin (CD), Joël Weber (AD), Julia Sutter (text), Simon Schatzmann (head of consulting), Sarina Künzli (consulting); animation/image composing: Elefant Studios.

 

"The aim was to give Switzerland's oldest newspaper a contemporary look without changing the character of the traditional paper. I am delighted that we have achieved this goal," says Managing Editor-in-Chief Andy Fischer. The last time the city's official gazette was given a makeover was almost ten years ago. The redesigned "Tagblatt der Stadt Zürich" is particularly impressive with a more clearly structured front, better imagery and new elements. In addition, the text font has been slightly enlarged and readability improved.

Increase in circulation

In order to meet the growing demand for the "Tagblatt der Stadt Zürich", circulation has been gradually increased since the beginning of May. The aim is to reach a circulation of around 127,000 by the end of the year. The current certified circulation is around 122,000 copies (total distributed circulation, Wemf circulation bulletin 2015).

Tagblatt der Stadt Zürich is the oldest newspaper in Switzerland. The first edition appeared more than 285 years ago on February 23, 1730 under the title Donnstagsnachrichten. It signed its first contract as the city's official gazette as early as 1863. Today, the Tagblatt der Stadt Zürich is owned by the two media groups Tamedia (85 percent) and NZZ Media Group (15 percent).

 

On April 13, the Ceylor Contest "Love Forever" started on Boldomatic (Werbewoche.ch reported). For five days, creative users were invited to post their quotes, statements, puns and thoughts on the subject of sex and love on Boldomatic using the hashtags #loveforever #ceylor. For every post submitted and shared on Facebook, one franc was donated to Aids-Hilfe Schweiz. On May 29, Ceylor and Boldomatic chose the winning slogan.

The 2000 specially created condoms with the winning slogan "It's all I let come bet- ween us" printed on them by Boldomatic user Manuela were distributed to amused passers-by in Zurich in the best summer mood. Manuela, the author of the winning slogan "It's all I let come between us", won an iPad Mini, which was presented to Boldomatic by Ceylor.

For each of the numerous entries and Facebook shares, CHF 1 was donated to Aids-Hilfe Schweiz. On May 29, a rounded amount of CHF 1000 was handed over to Aids-Hilfe Schweiz.

Andreas Lehner, Aids-Hilfe Schweiz: "The minimum is still the rubber band! Thank you very much for your support."

The authors of the Top 30 Love Forever Boldomatic posts also had the chance to win an iPad Mini. The top sayings were added to the Ceylor Facebook album and then competed against each other daily in a knockout system. Over the course of two weeks, people were busy liking and participating. In the end, Silke took home the iPad Mini with her slogan "Ceylor or tennis socks - it's your choice". This campaign called on people of all ages to think about the topics of safe sex, sexuality and love and at the same time to enjoy playing with language.

 

Martin Stulz worked as a copywriter at WHS, Lowe and Advico Y&R, among others, where he most recently served as CD. For more than ten years there, he looked after numerous well-known brands, from Migros to Sonntagszeitung to Zweifel-Chips, and shaped some of the most popular campaigns of recent years for them. Martin Stulz is a member of ADC Switzerland.

Also new to the creative management team at Leo Burnett is David Fischer as Creative Director. The creative, who hails from Weil am Rhein, first went to Berlin to work for Scholz & Friends before taking over as creative director of the Swiss branch. Most recently, David Fischer worked for Publicis in Zurich. His accounts to date include Mercedes-Benz, F.A.Z., Emmi, Bernina, Credit Suisse, Orange and other national and international brands. David Fischer is a member of ADC Germany.

CEO Andy Stäheli is delighted with the high-caliber new additions: "Martin and David are not only convincing on a personal level. They also impress with outstanding performance over the years and they know exactly what makes brands popular and successful today."

The departing Johannes Raggio became executive creative director of Leo Burnett/SFLB (Werbewoche.ch reported).

On the subject:
13 Questions for Johannes Raggio

 

According to the press release, he can look back on a total of five years of radio experience and has a degree in geography from the University of Zurich. Radio 1 boss Roger Schawinski: "I am convinced that we have found an optimal solution in Lukas Reinhardt, so that the high quality standards of the Radio 1 editorial team can continue to be met. With his good work as a producer and news editor, he has recommended himself for this promotion." Lukas Reinhardt will take up his new position in July 2015, while the current deputy editor-in-chief Jan Vontobel will take over as editor-in-chief, as previously announced.
 

Kamm Architekten is a young team with a wealth of experience and a long tradition. The company was founded in 1962 by renowned architect Peter Kamm and has been managed by four long-standing partners since the beginning of 2015. The change in management was also an opportunity to take the company's graphic identity into a new era. A comprehensive corporate design and the new kamm.ag website are now the visible result of the collaboration with communications agency Weber Harbeke Partners.

The new appearance was to do justice to Kamm's architectural philosophy: "free of fashionable attitudes, honest and moderate in expression, open to developments in order to give users pleasure for a long time". With the no-frills design and a logo reduced to the essentials, this has been achieved.

The website also thrives on reduction Kamm.ag. The website immediately shows all current projects, and if you want to delve deeper into the subject matter, click on the image or the central navigation: no topic is more than two clicks away.

Responsible at Kamm Architekten, Zug: Andrea Sigrist, Marlise Voegelin-Aeberli, Daniel Bosshard, Martin Wyss Wey. Responsible at Weber Harbeke Partners, Zurich: Thomas Harbeke (CD); Thomas Schicker (AD); Janina Frei (graphics); Eddie Walker (DTP); Christian Sidow (text); Guido Zehnder (consulting). Photography: Michael Egloff.
 

Two things have been noticeable recently. Firstly, car manufacturers are increasingly focusing their advertising efforts on their little electronic helpers instead of the usual emphasis on driving performance, fuel consumption, comfort or design. The assistance systems may be practical, but they are often ridiculed by the generation that learned to drive without technical assistance. However, good advertising may help to create acceptance and sympathy for things that were previously neither known nor needed. Almost like Apple.

Secondly, interactive (video) billboards are fun. And they never cease to amaze. The potential of this form of advertising seems open-ended and anything but exhausted. The only disadvantage: the development of complex examples is complex and expensive. But the attention is all the greater. Posters that interact with the environment are something we have mainly seen abroad, and examples have already been shown here several times. Hair that flutters when a subway passes by or a Dogwho responds to passers-by who have previously picked up the animal shelter flyer.

If you throw the two points into the blender, the result is a current campaign from Germany. By Leo Burnett, for Fiat, with interactive advertising space. Various human parking assistants - from playboy bunny to child - show the parked car the distance to the car behind in real time. The distance between the hands corresponds exactly to the distance between the cars. According to Horizon ultrasonic sensors were attached to the video billboard and the rear vehicle, which supplied the software developed by Viktor Kislovskij, Creative Technologist at Leo Burnett, with data.

 

It's also nice to see how the Casemovie is based exclusively on older models from the competition. And should the electronics fail one day, the modern driver is faced with an unsolvable task - because forgetting is forgetting. No matter what brand. (hae)

For the seventh anniversary of the free newspaper, the journalists from Ringier wrote the texts in their respective dialect. The variety of dialects was limited, however; the majority of the articles in the anniversary edition were written in "Züridütsch. The front article was devoted to the influence that young immigrants from the Balkans have on the dialect of their peers: "Warum de Balkan-Släng bäumig isch." For better or worse, corps commander and Blick am Abend columnist André Blattmann also had to take part in the experiment - although he no longer belongs to the group of under-30s who, according to editor-in-chief Röthlisberger's daring stocktaking, now "also write Esemes and Imeil in dialect". Blattmann approached the matter with due restraint: "What I'm trying to write now is mostly my Höfner dialect from the canton of Schwyz or the language from the Zurich Oberland.

In addition to positive feedback, the dialect edition also provoked mocking remarks on social media. Tages-Anzeiger journalist Michèle Binswanger, for example, was glad not to have to take the train: "The chalice filled with the blood of full-blown linguistic carnage is passing me by," she wrote on Twitter. Another user took sides with French-speaking Switzerland: "Schwiizertütsch as a unifying element. Vraiment? Grüazi les romands ..."

The Blick am Abend editorial team is a repeat offender: the paper has already appeared in dialect twice in the past. An undisputed aspect of the language experiment: In the anniversary edition, for once even the declarations of love in "Schatzchäschtli," which are always written in dialect, did not stand out particularly linguistically. (SDA)

Advertisers also joined in: Ads from Blick am Abend

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