The full-page ad was conceived by Matter Gretener Lesch and appeared in the Blick of Friday, May 29, right next to one of the numerous articles on the controversial Fifa Congress.

Responsible at Motorex: Manuel Gerber (Head of Marketing). Responsible at Matter Gretener Lesch: Daniel Matter, Marcus Gretener, Dominik Imseng, Severin Candrian, Verena Knof.

Just in time for the election congress in the Hallenstadion, the agency pulled out all the stops to present Fifa President Sepp Blatter with a mattress from the traditional Glarus company. The gift was accompanied by a personal greeting that referred to the strengthening of the backbone.

Responsible at Riposa: Walter Schnellmann (Management). Responsible at Havas Worldwide Zurich: Frank Bodin (overall responsibility), Folker Wrage (Chief Creative Officer), Michael Kathe (Creative Director), Denis Schwarz (Art Direction), Mathias Bart (Text), Diego Cortés (Consulting). Photograhy: Joseph Khakshouri. Documentation: Filmmaking.ch
 

If the name of the sender appears too early in a commercial or in any other narrative format, this is known as premature brand effusion. The sender experiences its climax before the story has itss.

Features

The outpouring almost always takes place within the first few seconds. Not infrequently, it occurs before the penetration of the advertising message in the consumer ( " ante portas " ). According to some experts, however, the early mention of the brand is not always " premature " . If a concept is missing completely, for example, then there is also no structuring of the film, text or event into dramaturgical sections that require a certain sequence.

Follow

Premature brand effusion is a dysfunction in which the implementation partner is unable to control the timing of the logo insertion itself. This results in considerable strain in the relationship between the campaign maker and the audience. A feeling of powerlessness on the one hand is accompanied by a lack of narrative satisfaction on the other.

Remedy

One well-known method of avoiding premature brand effusion is the squeeze technique. This involves squeezing all of the product's benefits into the story shortly before the highest pressure to name the product. If vignettes are also used, test subjects report a delay in climax of up to 6 times.

Published so far:

Idea bedsores (decubitus idea)
Panic-progressive disorder (morbus pendulum)
Margin inflammation (gastritis profit)
Success strabismus (strabismus successus)
Gold fever (febre auri)
Platitourette (repetitio nausea)
Visual fetishism (stimulus best practice)
Probonose (thrombosis facsimile)

The 33-year-old also reports on major political events for the entire AZ Medien TV family of stations, produces the business magazine "Geld" (Money) and is responsible for editing and presenting special programs such as the annual review "Menschen" (People) or the election series "Kampf ums letzte Wort" (Fight for the Last Word). Since last fall, Hostettler has also anchored the news on TV24. In 2014, the mother of a twelve-year-old daughter was awarded the Swiss media prize for local journalism "Diamant" for her series on the Jura conflict (now the "Swiss Press Award").

Frank Lang, Managing Director of Goldbach Interactive, has informed the Board of Directors that he intends to leave the company in the next few months and take on a new challenge next year at the latest. Until his departure, he will lead the agency together with Klaus Nadler, Chairman of the Board of Goldbach Interactive Switzerland and member of the Executive Committee of the Goldbach Group. This will ensure continuity of leadership and quality of service. "Over the past six years, I have been able to shape the agency, build it up and grow with it. Now it is time for me to take on a new challenge," Frank Lang said in a statement on Thursday. Over the next few months, Klaus Nadler and Frank Lang will continue to develop Goldbach Interactive in line with the defined strategy and appoint a new management team.
 

"Safe provision. Since 1926." The new claim is a confirmation of the almost ninety-year history of the insurance company Schweizer Ärzte Genossenschaft (VA). As a small and fine pension specialist, the VA offers doctors financial security as a basic requirement for a carefree life. The new appearance of the VA brings this claim to the point. On display are surprising X-ray images of objects that symbolize important stages in the lives and basic needs of medical academics: from graduation to starting a family to retirement.

The campaign diagnoses VA customers' desire for financial security - and predicts a carefree future for them. In the course of the new communication appearance, the VA's image was also revised. The well-established logo was modernized and simplified, and the typical VA colors were freshened up.

Responsible at VA: Roland Koller (Head of Sales and Marketing). Responsible at Komet: Moritz Staehelin (CD), Joël Weber (AD), Mona Fluri (Screen Design), Julia Sutter (Text), Simon Schatzmann (Head of Consulting), Marc Aeschlimann (Consulting), Fabian Merz (Head of Digital); Web Programming: Cube Grafik; Image Editing/Composing: Patrick Salonen

Strapping cameras to animals to see the world through their eyes is nothing new. Video camera with night vision function on a cat: nocturnal forays. Shaky, barely recognizable - but fascinating nonetheless. GoPro on dog harness - shaky, hardly recognizable - but still fun.

In order to put the Coolpix L31 model at the center of attention, Nikon is now presenting a particularly appealing idea: "Heartography". The device, in which a camera model called L31 is "clamped", is connected to a heart rate monitor (also attached to the dog) via Bluetooth. The highlight: the camera triggers when the dog's heartbeat increases.

In other words, the human ends up with photos showing things that the dog finds exciting. That's a pretty appealing idea for dog lovers - and at least a very good idea for everyone else. No wonder the Casemovie is attracting a lot of attention online.
 

A joke in the service of virality? From a purely technical point of view, the device appears to be feasible. Even if it is not entirely clear why you have to strap such an unwieldy camera as the L31 to a dog, when every action cam today weighs and measures a fraction of the size. What really makes you wonder, however, are certain shots from the Casemovie:

Where is the camera dog - if not an Irish Wolfhound - carrying the camera here? Certainly not where Nikon would have us believe (see top picture). This shot is even more confusing:

This human reflection reinforces the suspicion that this could be a pure marketing stunt:

Nikon appeases the many suspicious viewers on YouTube with the explanation that it is a crew member who is filming the scene.

Whoever believes it... However, one could also counter that in many cases, casemovies are staged from A to Z anyway and are more or less poorly re-enacted by amateur actors. That's why the dog heart camera doesn't have to be a lie. And even if it is, the idea is appealing - and that's the main thing. (hae)

Heartography.nikon-asia.com

Sonja Hasler worked for Swiss radio and television from 1994 to 2014. She began her career at Schweizer Radio DRS as a sports reporter, and from 1997 she worked as a radio news editor. From 2001 to 2005, Sonja Hasler was head of discussion for the "Tagesgespräch" program on Swiss Radio DRS. In 2006, she moved to Swiss television. Sonja Hasler hosted "Rundschau" for seven years and also hosted the political discussion program "Arena" from 2009 to 2014. After a career break, Hasler is now joining the program "Persönlich" as head of discussion. She succeeds Katharina Kilchenmann, who is leaving SRF, and will host the discussion program in rotation with Anita Richner, Dani Fohrler and Christian Zeugin.

Sonja Hasler: "I am extremely happy about my new job. The show has long been part of my Sunday ritual - alongside breakfast plait and maloney. During my time out, I realized that I still have a great desire to have conversations with interesting people - preferably live conversations with surprises. That's my passion. "Personal" is perfect for that."
 

"We have informed Fifa that we will re-evaluate our sponsorship if they do not address the issues," Visa said in a statement. The South Korean car manufacturer Hyundai also emphasized in a statement that it would be monitoring the situation closely. "As a company that places the highest value on ethical standards and transparency, we are extremely concerned about the legal action taken against certain FIFA executives."

Visa and Hyundai and its sister company Kia Motors are among FIFA's permanent marketing partners alongside Adidas, Coca-Cola and Gazprom. Emirates airline and Sony left this pool at the end of 2014. Instead, talks are currently underway with Samsung and Qatar Airways. Before the corruption investigations against numerous top football officials became known, Coca-Cola and Visa had already called on FIFA last week to take more decisive action against human rights violations in World Cup host country Qatar. (SDA)

Switch has to give up the monopoly at the end of 2015 and has stopped the direct sale of CH domains on January 1, 2015. The company is gradually handing over customer support to its business partners, the Swiss registrars. Gruber & Ianeselli developed a Switzerland-wide advertising campaign for this purpose, which made all domain holders aware of the changes in the first quarter of 2015.

The current E-Panel APG campaign, which is now being broadcast at Switzerland's largest train stations, features a breaking news story showing that the CH domains of the biggest soccer stars have been transferred to Hostpoint. This once again positions Hostpoint as a likeable brand that clearly stands out from its technical IT/ISP environment.

Responsible at Hostpoint: Claudius Röllin (Co-Founder / Sales & Marketing). Responsible at Gruber & Ianeselli: Alessandro Ianeselli (Consulting & Strategy); Fabian Gruber (Creative Director). APG Production: MB Graphic + Motion Design, Marco Bach.

The fundraising campaigns of Zurich's Mühlehalde home for the blind are legendary. In a TV commercial that won many awards, the elderly residents once sang the hit song of the blind world star Stevie Wonder: "I just call to say I love you". With charm and wit, but without Stevie Wonder's singing skills. Because not all blind people can earn millions by singing. In 2015, on the occasion of the 50th anniversary of Swiss television advertising, the public voted the spot the most popular commercial of all time.

In the new fundraising campaign, 96-year-old Cécile Nicolussi poses as a Christmas angel, 89-year-old Alfred Tyrluch as Santa Claus and 92-year-old Helena Frey in a festively decorated Christmas tree outfit. The campaign will start on June 1 with posters in Zurich and will also be distributed virally. Like previous campaigns, it was conceived by the Ruf Lanz creative agency. Andrea Libardi, Head of Fundraising and Communications at the Mühlehalde Foundation, says: "Together with Ruf Lanz, we want to continue to open hearts and wallets with surprising ideas."

Markus Ruf, co-owner and creative director of Ruf Lanz, says of the new unusual idea: "People are particularly keen to donate during the Christmas season. But then almost all charitable organizations advertise, and a fierce cut-throat battle breaks out. That's why we're now simply bringing Christmas forward six months and getting people in the mood to donate as early as June with a wink."

The Mühlehalde Foundation is dependent on donations every year. This is because the additional costs for the specific care services are only partially covered by the public purse and the care tax, which is paid by the residents.

Responsible at the Mühlehalde home for the blind: Andrea Libardi (Head of Fundraising and Communication), Heidi Thomi (Fundraising and Communication), Bernard Rasper (Chairman of the Executive Board, Head of Residential Home), Monika Leemann (Member of the Executive Board, Head of Mobile), Cécile Nicolussi, Helena Frey, Alfred Tyrluch (models and residents of Wohnheim Mühlehalde). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Director), Florian Birkner (Text), Colette Magnin (Consulting). Photography: Jonathan Heyer, Image editing: Pixelpolish, Styling: Damaris Eigenheer, Hair and make up: Matteo Leone, Production: Dhondup Tersey (All In Production).