Cinema With the introduction of precise statements on attendance figures, Cinecom is making reliable evaluations and postcontrols possible for the first time.The times when cinema advertising only had global audience figures available, which were hardly useful for planning, are definitely a thing of the past. Cinecom customers can now benefit from the new Cinema Admission Monitor (CAM), a forecasting and post-control tool that provides precise information on the actual audience situation. "This makes cinema advertising an electronic medium worthy of the name," emphasizes Matthias Luchsinger, CEO of Cinecom.
This was far from the case with the previously reported visitor figures, which were based on the annual reach figures published by Mach Basic. This is because these are average values averaged over the whole year, which neglected seasonal differences. And it was certainly not possible to calculate the actual number of visitors to a campaign that had already been placed using this sparse data.
Compensation granted for the first time
CAM is now addressing this lack of transparency - and doing so thoroughly. The new forecasting model consists of a combination of Mach Basic data and the attendance figures collected annually by the cinema operators' association Procinema. With the aim of preventing downward or upward outliers, the
weekly average values for the past three years are used. This results in an index for each individual week, with which the Wemf figures are weighted accordingly.
Cinecom also uses the cinema operators' figures to calculate the effective performance of a campaign, which is available just one week after placement. However, due to the short time available, only the major Swiss cities are included. "This corresponds to around 70 percent of the total market, which is a meaningful figure," says Luchsinger.
If the postcontrols show deviations of more than 10 percent from the predicted audience figures, the missing performance is automatically compensated for. The aforementioned evaluations and postcontrols are now automatically included in every Cinecom offer.
The new CAM not only provides reliable user figures for the first time, it also provides more precise information on the target groups. Whereas Mach Basic only covered the two age groups 14 to 24 and 14 to 34, the target groups 14 to 49, 20 to 49 and householders aged 20 to 49 are now also shown.
Missed bargains
The current situation shows just how valuable an effective forecasting tool can be for advertising clients. "In the past three to four weeks, viewer numbers have shot up by 50 to 100 percent, mainly due to blockbusters such as 'Harry Potter' and 'Troy'," reports Luchsinger.
Although the clients were made aware of these bargains in advance, no additional bookings were made. The reason: "We didn't have any concrete figures to back up what we were saying. Thanks to CAM, we can now provide this information," explains Luchsinger.
Digital transmission will not take place until 2005The digital transmission of cinema spots announced for the second half of this year will have to wait. While Cinecom Austria successfully completed the step in March, it will not take place in Switzerland this year. "It will certainly be at the beginning of 2005",
explains Cinecom CEO Luchsinger.
The delay is due to the time-consuming integration of the Swiss business of the French cinema marketing company Mediavision, which Cinecom took over at the beginning of the year. Additional time
is also responsible for equipping the 80 or so new cinemas with the new video beamers. (dse)
Would not have happened with CAM: "Harry Potter" was strong with audiences, but only average in the advertising market.
Daniel Schifferle

Tourism The Zurich-based advertising agency Guye Benker has won the budget for the new Aletsch Marketing organization in a two-stage competitive presentation.Aletsch Marketing is responsible for the image of the tourism region around the Aletsch Glacier in Upper Valais. The partners include Brig, Naters-Blatten-Belalp, Riederalp, Bettmeralp, Fiesch, Goms and the Matterhorn-Gotthard Railway. The first works will be on display in late summer.

Telecommunications Formelzwei has won an internal communications mandate from Swisscom Fixnet.The Bern-based communications agency is implementing a company-wide campaign to raise awareness among 6500 employees. The campaign will run from mid to end June with video clips on the Swisscom Fixnet intranet. The clips are flanked by print folders, posters, a competition and T-shirts.

Hair styling For Taft looks, Schwarzkopf invites young people in Zurich to a styling trip in a stretch limousine Until a few years ago, luxury brands were exclusive manufacturers of style, lifestyle, value and taste, but today this is increasingly true for brands of mass products - especially in the beauty industry. They too are now busy developing products that fit into normal budgets and promise self-realization, success, fun and sex appeal to an increasingly younger segment. The beauty industry benefits from the hot and fashionable MTV image world, whose stars it often helps to shape, thus establishing a win-win situation for both sides. After all, who embodies the beauty trends of tomorrow and modern consumer culture more credibly than teen idols such as Pink, Beyoncé or Justin Timberlake and Usher? immersing themselves in the new pop cultureIn order to profit from young people's natural desire for beauty, cosmetics and body care brands, like fashion, also like to borrow from the codes of pop culture. They reflect these in their communication and reflect them on the users, who are often on the same level as their idols.
As everyone believes they were born to be a star in the age of casting show formats and retort musicians, and the cult of stardom and its credibility fade with every new ready-made star, the classic testimonial advertising ploy is also losing acceptance, as can easily be seen from today's fan behavior.
The advertising industry has also responded with new means to fill this gap left by lifestyle-supporting and lifestyle-defining superstars. Events are the magic formula used to spice up TV and print campaigns in line with the expectations of fun-oriented youngsters: The trick now, however, is to make the experience as unique as possible to raise the profile of the brand or product. Fresh ideas are needed now that body spray nights no longer make young party people sweat so quickly and the catwalks are already occupied by certain brands.
The marketing crew at Schwarzkopf & Henkel Switzerland came up with such a concept to promote the renamed Taft Looks hairstyling line to the younger core target group. While the Taft X-press line launched in 1999 was aimed at 20 to 26-year-olds, the focus has now shifted from practicality to the resulting styling. On the other hand - in line with changing consumer habits - the focus has shifted from the Twens to the Teens target group. As the latter are not so easy to reach via the classic advertising channels of TV and print, but a live encounter in their free time is all the more effective, the man in charge, Christian Volk, wanted to target the young, adventurous clientele in a targeted manner.
and style them individually.
To this end, he has a nine-metre-long stretch limousine with a style consultant cruising the streets of Zurich these days. On three evenings, the chauffeur will be driving to trendy addresses to pick up people who have been encouraged by the promoters. They can have their hair professionally styled in the expansive leather seats and experience Zurich from a new, luxurious perspective. As if they themselves were one of the leading actresses in a music clip.
Styling as a leisure activityThe reference is indeed obvious, as the basics of the concept were provided by data from the Viva Youth Barometer. The gel, cream and wax sector is both a trend market and a growth driver. According to this study, cosmetics and hair care products are among the top ten leisure activities that Swiss young people spend money on, and styling is important to very important for 90 percent of all young people.
"The potential in the segment occupied by Taft Looks is still very high," says Volk, describing his motivation for addressing the target group. The measure had to be eye-catching, crazy and as innovative as Taft Looks positions itself - and in an environment in which young people are styled. An individual approach in a limousine for a mass product? The first impression is deceptive. PR, raffles for tickets, media sponsorship, word of mouth and support for various parties that will take place on the fringes of the ultimate styling trips will compensate for this.
Taffeta looks stretch limousine: Constantly new trends require innovative communication platforms.

Luca Aloisi

Competitions In French-speaking Switzerland, outstanding advertising was honored for the first time at the Grand Prix de la Création Romande, sponsored by the Club Créatifs Romands, which was founded last year, and the Fédération romande de publicité et communication. Over 100 agencies took part with a total of 365 entries. The Grand Prix itself was not awarded. The winner in the TV/Cinema category was Rive Gauche for Espace 2, which also won the Audience Award. Label Communication won the poster category for the Roman Catholic Church, while Saatchi & Saatchi Simko won the advertising category for 24 Heures

Free magazines Basel-based copywriters and photographers invent a new format: Sodbrand merges the lifestyle magazine with free postcards From July, Basel residents will have Sodbrand - voluntarily and free of charge. Under this name, a group of young copywriters and photographers are launching a free magazine that doesn't want to be easily digestible: Sodbrand is the feeling in your stomach after eating a hearty kebab too quickly. "With everything and lots of spice!" is the motto of Sodbrand magazine. The intellectual gastric juices are stimulated with an unusual concept. The magazine is published bi-monthly in the form of thirty detachable cards measuring 210 by 105 millimetres. On the front is a photograph, on the back a text. The highlight: at first glance, the two articles have nothing to do with each other. The picture and text editors produce independently; articles and illustrations are arranged separately in a sequence. This results in random combinations. It is only the common theme of each issue - "Fever" in the July issue - that creates unplanned associations for the reader.
"Sodbrand gives images and texts full weight without weighing them down," is how the concept is described in the zero number. "It finds what would otherwise be lost. And breaks open what would otherwise stick together." The magazine therefore not only has readers, but also viewers who have to think about the relationship between image and word. The aim is to provide food for thought and inspiration.
With this idea, the creators of the Sodbrand association want to set themselves apart from the competition in the lifestyle media market. "Many authors and photographers feel that ordinary free magazines are dull in terms of content," says picture editor Benjamin Füglister. "They consist almost exclusively of advertising and editorial advertising."
But advertising also has its place at Sodbrand. Ten of the 30 cards are intended for advertising customers. The front and back are also available to them for creative use. However, the advertising should be clearly distinguishable from the editorial content, says Füglister.
The target group of the postcard magazine is urban people between the ages of 20 and 40 who are affluent, style-conscious and discerning. The aim is to provide culturally active people with aesthetic nourishment. You will find Sodbrand distributed free of charge in bars, clubs, stores and cultural venues in Basel. You can pocket one of the 3000 printed copies in its entirety or tear out individual subjects. The makers of Sodbrand are hoping that the collector's instinct will turn the cards into a trend or even a cult object.
If you want to own a guaranteed complete and immaculate collection, the magazine is also available in bookshops for 18.60 francs.
Each new edition of Sodbrand is to be celebrated with a party in a trendy Basel bar. Benjamin Füglister thinks this is a perfect fit: "You often have Sodbrand after a night of drinking."
Deliberately not easy to digest: the Sodbrand cards force you to read and see things in new ways.

The front and back sides alternate randomly.
Stefano Monachesi

European Football Championship 1356000 people on average watched the live broadcast of the Switzerland-Croatia match on SF DRS on Sunday. This corresponds to a market share of 65.2%.Football-EM 1356000 people on average watched the live broadcast of the Switzerland-Croatia match on SF DRS on Sunday. This corresponds to a market share of 65.2%. The maximum audience on SF 2 was reached at the end of the match with 1512000 viewers (61.4 %). The one-hour pre-match program achieved an average audience of 376,000 viewers (36.3%), the post-match coverage 79,000,000 viewers (35.9%). The daily summary of the European Football Championship from 10.30 p.m. on SF 1 was watched by 608,000 viewers (44.3%). All figures relate to people aged three and over in German-speaking Switzerland.

Private TV The Zuchwil-based regional television station Intro-TV is taking over the program content of U1 TV under a provisional concession, and the Federal Office of Communications will make a final decision on the collaboration and the planned investment in September, as U1 Managing Director Thomas Sadecky explained to Werbewoche. Sadecky expects a positive decision. U1 TV wants to take over the majority of shares in Intro-TV. The regional broadcaster will not only take over programs from U1, but will also produce national live broadcasts for the new parent channel.

Publishers Change in the shareholder structure of Jean Frey AG (JF): CM Cross Media has sold its ten percent stake to Martin Wagner, JF's group lawyer, who played a decisive role in the sale of the publishing house to Swissfirst Bank and private investors at the beginning of 2002. He has been a member of the JF Board of Directors since spring 2003. Wagner emphasized to the Basler Zeitung that he had acquired the shares personally.

Production The TV Productioncenter Zurich (TPC) has parted company with its head of financial accounting with immediate effect after a criminal investigation was opened against him for reasons "that made it impossible for the TPC to continue the employment relationship". The TPC is a subsidiary of SRG.

Football A new trend beer is being brewed in Zurich's Kreis 5 district under the Amboss label. During the European Football Championship, it will be served in numerous Zurich bars, where you can not only quench your thirst with Amboss, but also win. In collaboration with the football portal 90min.ch, the brewery has launched a betting game via SMS or the Internet. Ruf Lanz has developed four poster subjects to ensure that this game is on everyone's lips, all of which - naturally - revolve around football in some way.

Bed linen Following an agency screening, Schlossberg Textil AG Turbenthal has entrusted Dachcom Gmeiner with its overall communications; as a first step, the agency will redesign the international brand identity for the "Schlossberg" and "Bonjour" bed linen collections. Also new to Dachcom's client portfolio are Hausmann Spitalbedarf AG, with locations in St. Gallen, Zurich and Wil, and E. Zwicky AG in Müllheim. In a competitive presentation, Dachcom also won the overall mandate for Klinik Aadorf.