Insurance With mountain farmer Ruf Lanz's wisdom, SuvaLiv encourages people to be careful on the ski slopes Almost a third of all sports accidents are winter sports accidents. This is no coincidence, as Suva's prevention department knows, because skiing on and off the slopes is becoming ever faster and riskier. This trend is encouraged by ever more powerful equipment as well as the high transport capacities of the mountain railroads and thus the heavily frequented slopes. Even if the severity of injuries and the costs of a skiing accident are significantly higher than those of a snowboarding accident, a collision often has fatal consequences in both cases.nevertheless, according to accident statistics, the number of snow sports accidents (2002: around 32,000) has remained stable for a good seven years - slight changes from year to year are due to the varying snow and weather conditions. The development of accident costs runs almost parallel to the frequency of accidents and has been at over 180 million francs for years, whereby the lower costs of snowboard accidents and the shorter healing time of the mostly younger accident victims have a positive effect on the total sum. Based on the medical diagnoses and the increase in lost days, SuvaLiv assumes that serious skiing accidents have tended to increase in recent years.
To illustrate the imminent dangers, Suva is using a calculation from the ETH Biomechanical Institute for the first time this year, which impressively shows how dangerous speeding on the ski slopes is. For example, it was shown that a collision on the piste at 50 km/h corresponds to the impact after a fall from a height of 9.8 meters. This result has now been dramatized by Ruf Lanz, SuvaLiv's in-house agency: On posters and accompanying advertisements, an astonishing motif dramatizes the forces involved in a crash - namely by means of a jump from a high-rise building.
In numerous Swiss winter sports resorts, the poster is intended to appeal to personal responsibility, directly at the POD - "Point of Danger", according to CD Danielle Lanz. And because Suva doesn't want to warn with a raised index finger, the agency developed additional advertising measures with equally surprising implementations and in places where you wouldn't necessarily expect it. "We want to get even closer to the target group of winter sports enthusiasts," explains agency partner Markus Ruf. Chairlift safety bars are used as advertising media for the Suva message. Because you have minutes to look at them. And this immediately before the descent. Hard-hitting mountain farmer wisdom draws attention to the dangers of the grass. "If a loud scream rings out from the slope, the racer's bones are mush" or "If the snow hare hides in the burrow, a racer drives like a pig" are just two of the five subjects. The gondola in the Laax ski resort, which attracts a particularly large number of young winter sports enthusiasts, is also likely to cause a stir far and wide. With its ambulance design and working blue light, it is a reminder that anyone who would rather get to the valley than to hospital should drive carefully.
Campaign against speeding down the slopes, directly at the POD ("Point of Danger"): farmers' rules on the safety bar, gondola in ambulance look.
Ruf Lanz illustrates the dangers of slope turf for SuvaLiv. In addition to posters, the campaign also includes measures directly at the POD (the "Point of Danger"): Mountain railway gondolas with an ambulance look and slogans at the ski lift >> page 9

Luca Aloisi

Classified ads The Neue Zürcher Zeitung has opened an online real estate market under the name NZZdomizil.ch.Classified ads The Neue Zürcher Zeitung has opened an online real estate market under the name NZZdomizil.ch. NZZdomizil advertisements can be placed simultaneously on the editorial real estate page of the NZZ am Sonntag and on the newly introduced "Bauen - Wohnen" page of the Friday NZZ. Combined offers have been agreed with Immoscout24.ch.

JCM Offsetdruck in Schlieren, formerly J. C. Müller AG, was founded over 80 years ago and is now run as a family business by the fifth generation.The company specialized in poster and label printing at a very early stage. With the acquisition of the world's largest sheetfed offset press at the time in 1994, JCM set a milestone in Switzerland with regard to the technical development of street posters. This year, the story has been continued by JCM once again installing the world's largest format sheetfed press in Schlieren. The 177-ton colossus with five inking units and state-of-the-art electronics can print formats up to 151 x 205 cm. With 17 printing units and 50 employees, JCM produces around 10,000 different posters and 11 million beverage labels every day.

Gastronomy The communications agency Adam & Adam is responsible for the new corporate design of the Würenlos service station (colloquially known as the "Fressbalken") The young agency from Forch in Zurich won the budget for the entire CD of the new signage system in cooperation with the printing and lettering specialist Christinger Partner. The production and installation work will be completed on December 1. Adam & Adam was also awarded the contract for the design of the parking guidance system at the opening event, again together with Christinger Partner.

Publishers At the traditional autumn media talk, the Ringier media group only gave a brief glimpse into its cards. "We are currently racking our brains as to how young people will consume newspapers and magazines in the future - and whether they are still interested in them at all," said Michael Ringier. Work is being done on the Neue Zeitung project, he said, but there is no new presentation date.

Out-of-home advertising II How a prince proved that the poster media category likes to be kissed awake There is no doubt about it: with a 14.1 percent share of the advertising market excluding direct advertising (Wemf 2003), posters continue to play a key role in most campaigns. No other country in Europe has out-of-home advertising as the second most important media type - and even ahead of TV. In this respect, Switzerland's designation as a poster country is still justified, even if it used to refer more to the high standard of Swiss graphic design. Threatening advertising bans
However, although spending on posters has almost tripled in the past 20 years and the basic medium of posters has developed at an above-average rate compared to the industry as a whole (+220 index points), the crisis in the advertising industry has increasingly reduced the lead over the vital television.
The varying degrees of development potential are one thing, the quality of the contacts is another. In order to survive the tougher intermedia competition, the major poster companies are trying to strengthen their medium with the hard contact currency of the "Swiss Poster Research" study. Meanwhile, a new study by the University of Hamburg shows that the fleeting nature of contact with TV has increased alarmingly.
As usual, this state of scientific knowledge will also be refuted by another study with other units of measurement, because no other medium allows brands to be staged with entertainment, information and emotions like television. Nevertheless: "In contrast to other media, no one can escape the poster. And although it appears just as uninvited as the commercial or advertisement, its acceptance is probably higher because the consumer has paid nothing for this advertising medium," explains Ruedi Wyler, one of the most creative and striking Swiss advertisers.
And apart from the crumbling privileges of the poster with regard to advertising regulations for alcohol and tobacco, the strengths and weaknesses of the various media are likely to remain largely the same in the future. Which will please the creative agencies, because they can prove the efficiency of certain media types time and again with their concepts.
This was also the case last summer, when a "prince" with an online dating agency behind him went in search of his twin soul. And he did so via a poster. This was not the first time that the Publicis agency had combined the strengths of a poster campaign with the strengths of SMS communication. Nevertheless, those involved succeeded in generating more attention and a huge media response than ever before.
All the more surprising that the agency actually "only" wanted to win PartnerWinner.ch as a new customer with the campaign. "We got in touch with our client APG and immediately produced a ready-to-run campaign," says Markus Gut, Head of Creation, looking back. The mysterious teaser poster with a cross-media element also attracted speculation from various high-circulation news media, which gave the campaign additional publicity - free of charge.
If the basic creative rules - concise and aesthetic reduction of an emotional basic idea to the essentials - are adhered to, the strengths of the poster can also be exploited under "normal" circumstances. Although the print and poster genres are closely related from a creative point of view, it is much easier to derive an advertisement from a poster than vice versa, which is often forgotten. "Every good poster is striking," says Markus Gut, pointing out that there is still great potential for improvement in design. The fact that this desire often fails to meet the customer's expectations is shown by the fact that local posters often achieve a higher recall value due to their originality and striking nature.
Thanks to the ability to differentiate by location, a specialty store in the immediate vicinity can use poster subjects to strengthen its appeal to customers in the same way that manufacturers and distributors of mass consumer goods do on a large scale. There are more and more examples of agencies that have sold their poster ideas to the Indian snack bar around the corner or the hairdressing salon across the street at low cost in order to utilize capacity. APG's Poster Performance Index, which measures the recall and correct brand allocation of posted campaigns, shows how much room for improvement there still is in poster subjects in general. It is striking, for example, how poorly car posters perform in this country compared to posters in other sectors.
But back to the Prinz campaign: the measurable impact of the teaser and the resolution was overwhelming - the response rate was 662%. According to APG and its client PartnerWinner.ch, the effect is said to have been lasting. The dating platform not only recorded a significant increase in new registrations on the day the "Prince" mystery was solved - the rate during the poster campaign was around a quarter higher than the average value beforehand.
Another component of success - and this is where the Swiss market leader in out-of-home advertising recognizes the opportunities of its genre - was that all those involved were prepared to "break out of their existing garden". The client from the online sector, who relied exclusively on posters for a campaign, the poster company, which had the poster posted in specially selected locations, and the agency, which had linked two clients with an effective dialog medium.
ExcellentPlakativity as added value for brands: What is generally true in advertising - the more creative, the more efficient - is even more true for posters. ADC award-winning posters as part of
integrated campaigns often also received Effie awards.
The wide publicity of posters can improve the image and update information from other advertising media.
(In the picture: Migros-Expo.02)
Publicis brought PartnerWinner.ch and APG together to great public acclaim. Angelo Prinz is said to have actually found the love of his life.
Provocation can also be achieved locally and without any great loss of coverage. Word of mouth takes care of the rest. (In the picture: Bliss)
Can't be turned over or zapped away, but can be reinvented - the poster. (In the picture: Sportplausch Wider)
Luca Aloisi

Outdoor advertising I Despite a sharp rise in spending on television and press advertising, billboard advertising in China continues to grow.reindeer pulling Santa Claus on a sleigh through the snow adorn Beijing's Dongchang'an Jie boulevard, which runs past the Forbidden City and Tienanmen Square, on highly visible posters. The Finnish tourist office advertises a vacation in wintry Finland in the Chinese province. In just eight hours, Finnair jets fly from the Chinese capital via the Siberian route to Helsinki, the Scandinavian hub from which the Chinese can reach Switzerland in just under three more hours*. Like Finland and Finnair, many Western companies are flying the flag in the Chinese market with posters; hardly any major company does without the traditional medium of outdoor advertising.foreign labels generally enjoy a high status in China; indeed, a large proportion of consumers in the Middle Kingdom are convinced that all the products of the admired global brands in showrooms and on supermarket shelves are manufactured abroad. "Made in China" does not rank highly as a purchasing argument, but more and more Western brand products, from cars and computers to H&M textiles, are being produced in thousands of joint venture companies in China. The 200-square-meter poster for Adidas does not tell passers-by where the shoes are made - for them, it is a renowned Western brand.
Advance of Chinese brands
However, more and more Chinese labels are also entering the market with logos that are usually completely unknown in the West. In addition to the Chinese Tsingtao beer, which is well-known beyond the borders, there are, for example, Lenovo computers, Geely cars and Bird mobile phones, which are also advertised excessively on billboards in China. In 1999, 6.5 billion dollars were spent on advertising in China, in 2003 it was already 24 billion, as Business Week writes. Although television and advertisements in newspapers and magazines account for the lion's share, a glance at the streets and walls of China's major cities shows that the use of billboards continues unabated; indeed, these advertising spaces are taking on ever more gigantic proportions. China has a long tradition of large posters; since Mao's Long March 55 years ago, the Communist Party has constantly hammered its messages into the people via huge posters; and it still does so today when it comes to propagating the one-child family or warning against Aids.
Posters are also very important in neighboring countries such as Vietnam and North Korea. In the North Korean metropolis of Pyongyang, however, political posters glorifying the "workers' paradise" and the "dear leader" dominate; commercial advertising is still extremely rare here.
Advertising for consumer goods in China made use of posters early on. Even on our first visit to Shanghai and Beijing twenty years ago, the huge posters for Pepsi-Cola or Rolex watches, surrounded by crowds of cyclists, were astonishing.
Switzerland is also presentEven in 2004, these huge advertising spaces have lost none of their topicality. They draw attention to newly built luxury apartments, toothpaste or cars. Or for trips to distant countries, which have moved closer for millions of Chinese thanks to new visa facilitations and increased incomes. Switzerland, with the Jungfrau and Matterhorn, which advertise Swiss products and the country as a tourist destination, is also visually present in China's major cities.
Many Chinese companies realize their advertising in-house; others employ established agencies in Hong Kong or their offshoots in Shanghai, Beijing and Canton. The major labels usually adapt their international campaigns for China, often showing Western faces, which increases prestige.
With the triumph of the meritocracy, China, once a country of shortages, is now experiencing the phenomenon of overproduction with corresponding pressure on prices. In this highly competitive scenario, advertising is often the decisive factor. Advertisements in newspapers and magazines and, of course, television commercials are part of the repertoire of Chinese advertisers, but the billboard has even increased its presence with the economic boom.
* The pictures for this article were taken on a press trip with Finnair.
Big, bigger, biggest: Whether for apartments, vacations in Finland or Rolex watches - the billboards in China draw attention to goods in mega dimensions.
Werner Catrina

There is still almost a month to go until December 24th, but business with the festival of love is already in full swing, and Ruedi Wyler has taken inspiration from the Bible for this year's Christmas poster to attract as many consumers as possible to Shoppi & Tivoli in Spreitenbach. Just as the star once showed the kings of the East the way to the Redeemer, it is intended as a road marker to guide shoppers to the presents.

Consumer electronicsThe Korean electronics group Samsung has chosen the British advertising holding company WPP as a partner for its global marketing programs following a nine-month selection process. Samsung announced that the agency J. Walter Thompson will take over international account management, while Berlin Cameron/Red Cell will be the creative lead agency. According to Andy Hostettler, CEO of JWT+H+F, it is not yet possible to estimate what the budget change will mean for the Swiss market.

Newspapers Tabloid is seen as the magic word for the future. More and more publishers are hoping to attract younger readers and increase their advertising revenue from 240 to 60 copies. For example, the circulation of the Independent in London has increased by 16 percent within six months. The Times in London has also switched to tabloid - target: 100,000 additional copies sold. The German newspaper Die Welt also wants to downsize in order to gain a larger market share. "Welt kompakt" is the name of the mini version. 240 lines of politics and economics from the original are reduced to 60 lines.

Sportswear The Biel-based agency Virus Ideenlabor has acquired the clothing brand Odlo as a new customer for a national promotion.

Stefan Staub, Project Manager Electronic Media at PubliGroupe, on the second step in electronic media marketing.WW The investor 3i has joined Goldbach Media. Stefan Staub It's no secret that Goldbach Media offered a block of shares in the market to finance its growth plans. In this respect, 3i's investment comes as no surprise to us.
Was it also offered to PubliGroupe?
Yes, we were contacted by Goldbach about this, but did not respond.
Why?
Because the offer does not correspond to our strategic intentions. PubliGroupe has set itself the goal of playing a significant role in electronic media marketing in the future. We are aiming for independent solutions or majority shareholdings in our core business.
And Goldbach rejected that?
No discussions were held in this regard.
After the Cinecom takeover, you said that PubliGroupe wanted to take a second step in the marketing of electronic media this year. Is that still to come?
Hardly this year, but we are continuing to work on it. Developing good, forward-looking solutions takes time, the right partners and new, future-oriented ideas. Our goal is still to expand our involvement in electronic media marketing.
In the summer of this year, you would have found the doors of radio marketers Spot Promotion and Radiotele open. Spot Promotion's doors are now closed and Radiotele's are less wide open. Why did you miss this opportunity?
That's how you see it. We didn't pick up the ball from Spot Promotion because we see our entry into radio marketing differently. We are looking for an approach that strengthens radio as a media category as a whole. And just this much about Radiotele: I can confirm Bruno Oetterli's statement that no talks are currently taking place.
Another possibility would be to set up a radio unit at Cinecom, which already marketed radio in the past.
This is not an issue at the moment. Cinecom is clearly positioned as a cinema and TV marketer and is successfully building up a plasma screen network at important POS.
What philosophy would PubliGroupe adopt in the radio market in terms of tariff loyalty or pool design?
We would primarily advocate market-driven offers and a uniform and transparent pricing and discount policy. Today, there is a huge jungle of discounts in the radio market. It also happens that the prices of the national pools are undercut by the local marketers of various stations for direct bookings. This harms the radio genre. Everyone is complaining about these shortcomings today. However, there will only be an improvement if the major market players come together to formulate a common policy.
A week ago, the European investment company 3i slammed the door on whom at the Goldbach
Media acquired a 10 percent stake. This raises questions. Why did 3i come into the picture and not the Swiss PubliGroupe, which had announced a second step in the marketing of electronic media for this year? Is 3i's entry as advantageous for Goldbach in terms of synergies as PubliGroupe's participation would have been? Did the Lausanne-based company turn down Goldbach, or did they miss the boat? Were there any obstacles under antitrust law? And now that the Goldbach doors are likely to remain closed for a while, does the advertising intermediary have any other options for its "second step"?
To clarify such questions, Werbewoche held separate discussions with Stefan Staub of PubliGroupe and Klaus Kappeler of Goldbach Media. (mk)
Interview: Markus Knöpfli