"We are launching a premium brand," Andsjö had said in an interview with the newspaper NZZ am Sonntag. The company wants to score points with subscriptions that allow unlimited use within Switzerland, as the Orange/Salt boss announced at the event to launch the new name in front of 1,200 guests - including many Orange/Salt employees - on Thursday evening in Zurich. There are Swiss rates, Andsjö said: the cheapest Pass subscription costs 999 francs per year or 83.25 francs per month. There are also subscriptions for the young and the old, as well as for people who want unlimited calls in Europe.

The existing Orange subscriptions will remain valid, Andsjö said in an interview with the news agency SDA: "We didn't want to make any big changes to the offer." A revolutionary change in the tariff structure was never intended, he added. Andsjö thus rejected speculation about a price war that had circulated after the takeover by Niel.

The new Salt also wants to entice customers with bundled device offers. In addition to the subscription and the smartphone, these also include a tablet computer and another device, such as a portable speaker, headphones, or a keyboard. Salt is thus following on from Orange's Duo Pack offers, with which smartphones and tablets were sold together.

Telecom expert Ralf Beyeler from the Internet comparison service Comparis judged: "Salt: Salted prices for new subscriptions." Compared to the big competitors, Salt and Sunrise are practically the same price for the cheapest subscription. "However, the price difference to the offers of M-Budget, Aldi and UPC Cablecom is large," Beyeler found.

Further expansion of the cell phone network

Salt also wants to introduce phone calls via Wifi. Customers can use any Wi-Fi hotspot like a cell phone antenna. This will enable them to make calls even in buildings where there is no cell phone network reception, for example. Salt intends to continue expanding its mobile network. By the end of the year, 96 percent of the population should have coverage with the 4th generation of mobile communications, LTE (also known as 4G). This enables surfing speeds of up to 150 megabits per second (Mbit/s).

Things are set to get even faster in the big Swiss cities. LTE Advanced (also known as 4G+), which doubles the speed compared with LTE, will go into operation there by the end of the year. In addition, Salt plans to build 300 new cell phone antennas and thus increase network coverage. This is the largest increase in network coverage within a year since Orange entered the market in 1999.

Name change noticeable for customers

The name change from Orange to Salt is also noticeable for customers. During the time of the changeover, stores will be closed for 72 hours. The goal is for at least 90 percent of the stores to open with the new brand on Monday, Andsjö said. During those three days, customer service will also be limited, he said. The website will also be offline from 9 p.m. Friday until Monday morning to allow systems to be adjusted. While these measures met with understanding in some social media, there was criticism on Twitter, for example, that customers will have to re-register for their online account.

In general, the name change is a feat of strength for the company. More than 16 trucks and 65 delivery vans were used for logistical handling. In total, the exercise cost 40 million francs. In addition to the redesign of the stores, it also includes an increase in marketing efforts to make the new brand known. Andsjö plans to open more stores, but did not say how many.

Long search for new name

According to Andsjö, the search for the new name began more than a year ago. Over time, 737 possible brand names were evaluated. Six concepts were looked at more closely, two were developed further and finally one was selected. For this, 1300 customers were surveyed.

With the new name, the mobile operator can save on license payments to France Télécom, which owns the Orange brand, from the beginning of May. Orange Switzerland had been sold by France Télécom to the British investment company Apax in 2012. At the time, a five-year license agreement was signed to continue using the Orange name, Andsjö said. The agreement expires at the beginning of 2017.

License fees saved

Last year, Orange Switzerland had transferred 21.4 million francs to the French for license and other fees. This means that after two years with a new brand, the mobile operator is driving cheaper. The actual costs are even greater, Andsjö said: "If we add everything up - licensing costs, marketing and stores - we have so far invested 80 million francs a year in the brand of another company instead of building our own brand."

Apax, for its part, had sold Orange Switzerland in February to telecom entrepreneur Niel, who owns the provider Iliad in France. Niel put 2.3 billion euros (2.8 billion francs) on the table for the deal. With the sale, Apax made a strong return of 800 million francs. (SDA)

 

The background to this is the "Kassensturz" report on a social welfare recipient in the municipality of Spreitenbach. According to SRF research, the municipality is said to have urged the man to pay out his retirement assets instead of receiving social welfare. The case was discussed several times. The mayor of Spreitenbach also had his say, who of course presented the matter differently.

Nevertheless, "Kassensturz" took up the topic again and wanted to interview the mayor again. He obtained a super-provisional injunction from the Baden district court that his earlier interview could no longer be used by television. The television producers are defending themselves against this judicial interference in media freedom. They describe the interference as summary justice, which is blatantly unconstitutional and in clear violation of the law.

Superprovisional injunctions are issued if the plaintiff can credibly demonstrate that this will avert an immediate threat to a legal interest.

If such a measure is ordered, the court will summon the defendant to a hearing or give him/her the opportunity to make a written statement. It then makes a final decision on the application. (SDA)
 

On the one hand, the 911 Targa 4 GTS, a sports car that has everything that counts. And on the other, the new Cayman GT4. The Porsche for rebels who not only appreciate extreme performance and lateral dynamics, but also expect them. In order to attract as many fans of the sports car manufacturer from Zuffenhausen as possible to the twelve Porsche Centers on 18 April 2015, Vizner Borel has turned the two real cars into big toys and put them in giant packaging - in the style of Matchbox and Hot Wheels.

The idea and surprising implementation runs through all communication measures. Starting with the exclusive, handmade pop-up invitations for both sports cars, the full and double-page advertisements, the new microsite and the online banners, right through to the POS in the Porsche Centers. There, on April 18, visitors were transported back to their childhood. With oversized, orange Hot Wheels tracks, yellow XXL flags and the huge toy packaging containing the 911 Targa 4 GTS and Cayman GT4 respectively. Anyone who wanted to have their photo taken as a driver in one of the impressive toys for big boys and bad girls could take a seat in the box or behind the wheel of the Porsche. And then take the picture home with them as a printout or view it the next day in the gallery of the relevant Porsche Center.

Responsible at Porsche Switzerland: Yves Becker-Fahr (Head of Marketing); Nathalie Busslinger (Head of MarCom). Responsible at Vizner Borel: Lajos Vizner, Guillaume Borel (overall responsibility), Eveline Jakob (consulting), John Leuppi (creative direction), Florian Steiner (art direction), Paco Alborghetti (graphics), Michi à Porta - WeTalkWithYou (microsite), Flaeck (3D), Tobias Stierli, Diprint (POS implementation), Silvano Stierli, PHD (media), Emma Lupp, Chan-Kim Sean.
 
 

The trigger for the drastic increase in psychological problems is the ever-increasing pressure on very young girls. Experts see the major conflict over the so-called "body image", which is particularly inflamed by social networks. In the study, the mental health of 1,683 girls and boys between the ages of 11 and 13 was monitored from 2009 to 2014. By the end of the recordings, 20 percent of the schoolgirls had already developed emotional problems, compared to only 13 percent at the beginning. "Five years is actually a very short observation period. So we were quite surprised that we were able to record such a significant change in emotional conflicts," explains study leader Elian Fink.

Culture hardly relevant

Above all, the increasingly early confrontation with their own sexuality is putting a noticeable strain on young girls. "Our records also showed no significant differences between children from different cultural backgrounds," adds scientist Helen Sharpe from UCL. The observations were not just about simple worries that every adolescent faces in everyday life, but serious characteristic changes that emerge over a long period of time. "Our results are an indication that there really are significant problem areas," concludes co-author Miranda Wolpert. (pte)

Alarming figures according to a study by the consulting firm PricewaterhouseCoopers (PWC). The reasons for this include generally lower sales figures and changing buyer behavior, driven by the growth of online capabilities in the automotive market. However, Rainer Hofmann, head of the E-Commerce Competence Group at Eco – Association of the German Internet Industry e. V., also sees online retail as an opportunity for car dealers: «Information about the cars for sale, their features, and their prices must be available online. As online offerings become increasingly important in the market, dealers should also take advantage of the wide range of possibilities—from immediate purchase in their own online store and nationwide delivery service to augmented reality and the expansion of services. To truly succeed, however, local dealers must first and foremost continue to rely on a trusting relationship with their customers.»

Online Store and Online Customer Communication as the Core of a Company’s Digital Strategy

Hofmann is convinced that Internet-based online functions have permeated nearly all areas of retail and related services—«E-commerce is everywhere!» Not least for this reason, the e-commerce expert calls on manufacturers to take responsibility for protecting their authorized dealers from low-cost online competition through appropriate contracts and regulations. This has become necessary due to much greater market transparency resulting from the vast amount of information available online. This complicates pricing: All consumers know the lowest global price for a given product—retailers must also lower their prices to stay in business.

But the pressure from e-commerce also presents major opportunities for car dealers: «Car dealers need to rediscover their traditional strengths—such as experience and quality—which customers also rely on. Combining these with a smart digital strategy sets the stage for a successful future.» This is how car dealerships, such as the Mercedes dealer Beresa, create another source of revenue with their own online store. A «Buy Now» feature and a nationwide delivery service also provide competitive advantages. According to Hofmann, the traditional test drive is also a major added value: “To ensure that the customer doesn’t get lost again in the vastness of the internet afterward, specialty retailers must seize their opportunities and demonstrate online why the customer will receive trustworthy advice and service here—and that will ultimately translate into sales.”

Connecting the Online and Offline Worlds

Another way to bridge the online and offline worlds is through auto parts. For example, drivers like to buy auto parts online, as the market research firm Puls recently reported. According to the representative survey, nearly a quarter of the drivers surveyed shop online but have the parts installed at a repair shop. «Car dealerships need to promote such offers to optimally link online and offline channels. This opens up further opportunities for them to continue bringing customers into their service shops in the future,» Hofmann explains, using this example.

Create added value and increase customer loyalty

Customer loyalty is becoming a compelling factor that sets a successful car dealer apart. This can be achieved through a special, quasi-«personal» approach and promotional campaigns, as was recently seen with the Mini car brand. For example, after a visit to the repair shop or customer service, owners of the compact car found that a little surprise in her car. «I missed you,» read a steering wheel cover attached to the wheel. According to Hofmann, digital innovations can also be used to provide added value for customers. For example, automakers such as Opel Augmented Reality for Marketing. Audi is actually already one step further: Customers at Audi dealerships will soon be able to use virtual reality headsets to configure their dream car in a way that is almost as realistic and lifelike as the real thing.
 

The DM, which is being used in three languages throughout Switzerland these days and is aimed at companies with 30 or more employees, high schools and clubs, draws attention to the popular offer of group Foxtrails.

The advertising material is intended to arouse curiosity and provide the most relevant information about the most exciting scavenger hunt in Switzerland. Through a punched hole in the cover, in the impression of a field knife, one gets an exciting insight into the world of Foxtrail when unfolding the DM. The picture collage was created from picture elements of the nine Foxtrail regions and plays with the basic idea that a city can be rediscovered during Foxtrail. A foldout on three pages provides the essentials about the Foxtrail and "2 tickets free" offer.

Responsible at Swisscovery: Christina Hanke (Operations Director), Thomas Bösiger (Head of Marketing & Sales). Responsible at Teil.ch: Martin Zeiter (Creative Direction), Alain Zeiter (Consulting), Remo Genepretti (Graphics).

How the portal New-business.com the newspaper has 48 pages, contains an additional 32-page TV program supplement and covers politics, entertainment, sports, history, science and technology - everything from A to Z. Od A do Z also makes it its business to convey even complicated or complex topics to the reader in an easily understandable way. Ringier Axel Springer is already the market leader in Poland in the tabloid sector and will probably expand this position with the launch. That, at least, is probably the goal, because the competing weekly newspaper ABC was also launched in Poland on Wednesday with a similar concept. It is somewhat more expensive and has been announced for some time. (hae)

The BVSS unites, among others, 90 self-help groups of people who stutter. It advises, finds therapists, and lobbies. And no less important: it informs and educates. "Discrimination and misconceptions are often based on ignorance," it says on the Website. In the flyer "Hints for Talking to People Who Stutter". For example, it says to avoid advice like "Take a deep breath!" and instead make natural eye contact. And not to complete sentences for the other person, as this is perceived as humiliating. Another key point is to be patient, give the other person time to speak, and adjust your own speaking speed downward.

This is where the Leo Burnett Switzerland campaign comes in: There are enough situations in which we can safely be impatient. For example, when YouTube videos stall at the most inopportune moment. But please don't be impatient when our conversation partner has a speech impediment and consequently takes a little longer to answer. The five clips circulated by the mysterious user "LBS Lab" are disguised as normal Youtube videos and bear promising curling titles like "Obama tells RACIST JOKE! OMG!!!" or "TOPMODEL FAIL Compilation 2015 - Hilarious!!!". Now the viral campaign just needs to go viral, but it surely will. (HAE.)
 

It takes place in all Coop supermarkets, Coop Megastores, Coop department stores, Coop Bau&Hobby, Coop restaurants and via COOP@Home.

The promotion is an innovative journey of discovery through the flora and fauna of the Swiss mountains, forests, meadows and waters. It consists of an album and 128 cards with different characteristics: Some glow in the dark or smell, while with others you can only see the motif when you warm them up with your hand or by rubbing them with your fingers. The connected app also allows children and their parents to immerse themselves in augmented reality and access additional content for most of the cards: Sounds, movies, picture galleries, craft instructions and experiments.

This multichannel coop promotion was developed in-house at Boost, as were all web-based and mobile solutions in the area of shopper activation promotions.

Helmut Träris-Stark, Marketing Manager and responsible project manager at Coop, explains: "The Boost concept is embedded in our sustainability communication. It is interactive, educationally valuable and yet playful. Children today learn in many different ways. Learning is more fun with the app - who doesn't like putting a brown bear on the living room table with their smartphone - and learning interesting facts in the process? We will be distributing an additional 10,000 complete sets to teachers free of charge via the Coop newspaper so that they can discover our animal and plant world with the children, integrated into their lessons. We are very pleased to be able to offer our consumers this fun to collect and play with."

Stefan Lindt, Director Collectibles' Promotions at Boost: "The concept, mechanics, production and logistics are all made by Boost. In addition to the collection, we have prepared some interesting surprises for this special Coop promotion, which will be handed out to children in the stores on Wednesdays. The focus is on experiencing our Swiss nature while playing."

The promotion is being advertised by Valencia Kommunikation (Werbewoche.ch reported).

 

175 exhibiting companies - including both start-ups and industry giants - presented their solutions and the latest trends in digital marketing and e-business to 4,961 trade visitors. 936 of them had registered for the premiere of the DMM dialog marketing trade fair.

A unique industry meeting with inspiring encounters and stimulating discussions. In addition, a lecture program and a variety of exhibitors that provide all trade visitors with a comprehensive market overview, know-how and helpful contacts, regardless of whether they come from a start-up, SME, large company, e-commerce specialist or a company that is just starting out in digital marketing. The positive feedback on the Swiss Online Marketing and Swiss eBusiness Expo 2015 and the large number of visitors with a high proportion of decision-makers speak for the success of the seventh trade fairs for digital marketing and e-business in Zurich, according to the press release.

Explaining market developments to the company

One of the highlights was the keynote speech by BMW Marketing Director Steven F. Althaus. Due to the profound change in mobility and changing customer needs in the course of digitalization, the car manufacturer BMW is also in the midst of change, explained Althaus. The focus is no longer solely on owning a car, but on simple, flexible, responsible mobility. "The task of modern marketing is to recognize the changing needs of customers and to explain to the company where the market is heading," said Althaus. The brand is in close digital contact with end customers and is involved in the city and mobility ecosystem with solutions such as "Drive now" for car sharing, "Park now" for finding and booking parking spaces and "Charge now" for finding charging stations. Since 2007, when Project i began, his company has learned a lot, for example that it is worth fighting for innovation, constantly comparing yourself with competitors or companies from other sectors and having the right service providers and agencies at your side "in the most exciting time we have ever experienced".

Data as the new economic fuel

"The world has changed and marketers are game changers," Caroline Taylor, Head of Marketing at IBM Europe, predicted in her keynote speech. People and sensors are generating an exponentially increasing amount of data on the Internet, of which only around twelve percent is analyzed and used by companies. Unfortunately, this "economic fuel" is worthless in its raw state, said Taylor. However, companies today have the technologies at their disposal to create relevant and personal customer experiences from this raw material, which these customers now expect from brands. Fascinating examples such as the customer hijacking of the shoe store "Meat Pack" from Guatemala or the digital offering of the tennis institution Wimbledon show what is already possible and show the way forward.

Merging data from their silos and making it usable

In reality, the digital experience of many consumers often leaves a lot to be desired, postulated Zuzanna Gierlinska, EMEA Director Data Management Platforms, Oracle Marketing Cloud. This is due to the fact that a lot of data from different marketing divisions is stored in data silos that are not synchronized with each other. As a result, customers are bombarded with marketing messages that do not match their interests in terms of their content or the timing of the offer. The order of the day is therefore: Combine data in one place, structure it and make it usable. This would also enable targeted targeting and personalized and relevant customer experiences.

On the trail of the multi-screen customer

According to Sandra Emme, Industry Head at Google Switzerland, consumers now use up to six screens to browse the internet. While desktop computers are being used less and less, smartphones are the main drivers of internet usage and enable completely new services. Tablets, smart TVs, wearables and internet-enabled systems within cars also play a role. However, as most web activities start on smartphones, brands need to address consumers there and offer mobile-optimized websites. Online and offline are no longer separate worlds; customers are already switching back and forth effortlessly, says Emme. However, companies are still lagging behind this development. Google offers support with its cross-device and cross-channel tracking tool Universal Analytics.

The mobile shift has already taken place

Dr. Kathrin Kissau, Head of User Research at Net-Metrix, brought further insights into mobile web usage in Switzerland to the trade fair. In Switzerland, the "mobile shift" has taken place over the past 12 months: More than half of traffic already comes via mobile operating systems. Oliver Weinstock, Nemuk, Jan De Schepper, McDonald's Switzerland, Jens Margraf, Salesbird.io, Tom Sprenger, Adnovum, and Chris Baumann, Xsmart Mobile Shopper Activation, discussed how this can be used for mobile marketing and mobile shopping with Fritz Reust, Managing Director and Member of the Board, Smama - Swiss Mobile Association. One conclusion was that mobile advertising must be well done and offer customers real added value, otherwise it will be perceived as particularly annoying on the most personal of all devices.

Branding and performance complement each other

The IAB panel discussion on "Branding vs. performance" provided insights into the impact of online advertising. Bettina Hoffmann, COO Audience Measurement at GfK Switzerland, used a case study to show that online campaigns are not perceived as disruptive if the creation is well done and the contact dose is right. Ad awareness, brand proximity and increasing brand sympathy and willingness to buy can then be measured. "Branding and performance complement each other perfectly," explained Kurt Schwendener, owner and Managing Director of Adresult. In his experience, a pure performance campaign works on its own, but is not sustainable. He was supported in this by Tobias Gärtner, Managing Director of Plan.Net Suisse. Online branding is a long-term investment in future success, builds trust and protects the company against attackers who offer their products at lower prices.

Comprehensive overview

In total, more than 80 presentations and panel discussions as well as the exchange with the 175 exhibitors gave trade visitors a lively impression of which marketing and business trends will be important in the future and which tools they can already use to reach their customers today. Selected presentations will soon be available to listen to on the Swiss Online Marketing and Swiss eBusiness Expo website. The next edition of Swiss Online Marketing and Swiss eBusiness Expo will take place on April 13 and 14, 2016 at Messe Zürich. Further information is available at Swiss-online-marketing.ch to find.

 

Publicis: Five new clients in the first quarter

Five new clients rely on Publicis' "Lead the Change" credo to underpin their claim to leadership with outstanding communication. The additions to the brand portfolio include Bibi Babyprodukte (Lamprecht), Ittinger (Heineken), Swiss WorldCargo, Toggenburg Bergbahnen and Sistag. All of the new clients are rooted in Switzerland, but are seeking strategic advice and creative support from Publicis to meet very different communication challenges. The tasks range from brand positioning, campaigns and websites to logo and claim development. The first works will be on show in the summer.

 

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Schwartz Public Relations takes over Denon's communications in Switzerland

After almost two years of successful product communication for hi-fi specialist Denon, Munich-based PR agency Schwartz Public Relations is now also taking over press relations for German-speaking Switzerland. The communication measures will focus on topics and news relating to the innovative HEOS by Denon multi-room system. "We welcome the communicative support from Schwartz Public Relations," says Oliver Noll, Cebrands.ch, official distributor for Denon and HEOS by Denon in Switzerland and Liechtenstein. "The aim is to professionally expand the Swiss market with specific PR measures."