To mark its anniversary year, SRF is looking back at the beginnings and changes in advertising, presenting advertising principles and showing the best advertising clips in a countdown. In four programs, Swiss personalities such as Frank Bodin, Christina Surer, Roman Camenzind and Christa Rigozzi reminisce and talk about their personal experiences with television advertising.

On February 1, 1965, the first advertising spot flickered across the screen in Switzerland. 50 years later, Swiss radio and television is dedicating four episodes of "Achtung, fertig, Werbung!" to Swiss advertising history. Sample commercials and archive material illustrate what life was like in the 1960s and how advertising has developed over the last 50 years.

Advertising experts and celebrities talk about how they experienced the time, which commercials and which advertised products they associate with it. Christina Surer, Roman Camenzind, Rolf Hiltl, Christa Rigozzi, Sandro Brotz, Annina Frey and Kurt Aeschbacher, among others, will be on hand to answer questions. In addition, advertisers such as Frank Bodin and Martin Fueter comment on the content of contemporary advertising. What were the ideas? How have they changed? And why do certain commercials still work today?

In addition, viewers can Srf.ch/advertising from the ten best commercials of the last 50 years online.

Twelve of the remaining 17 analog channels will be dropped on May 12, as the company announced on Tuesday. The remaining five channels - including SRF 1, SRF 2 and Tele M1 - will be removed from the cable offering on May 19. According to the company, customers who already watch digital television from UPC Cablecom will not notice the analog switch-off. Customers with older sets will need a converter or a new television. On older sets without a DVB-C tuner - tube sets or early LCD TVs - digital programs can only be watched with a converter. The company provides one converter per household free of charge. This does not provide high-resolution pictures. The company will discontinue analog services throughout Switzerland by the middle of this year. In a first step, Central Switzerland was completely digitized in November. The last analog channels in Biel and parts of French-speaking Switzerland have already been switched off this year. In the Basel region, UPC Cablecom will switch off analog channels from April 21.

Inter GGA also switches off the analog signal

Inter GGA, the largest independent cable network operator in northwestern Switzerland with around 44,000 customers, also announced the switch-off of the analog signal on Tuesday. However, this will not take place until 27 October 2015, as Managing Director Gregor Schmid explained in a press release: "The costs and investments required to maintain the analogue TV channel offering are disproportionately high. In addition, one analog channel requires as much space as ten SD or four HD channels. Saying goodbye to analog television is therefore a logical concession to the increasing demands of consumers". The complete switch-off of analog TV would create the conditions for further expanding the quality of supply and performance for Internet services and TV entertainment in the foreseeable future. (hae/pd/SDA)

The figures presented at an IAB Talk for the campaign of a German premium car manufacturer show a clear picture: advertising recall can be greatly increased from four contacts, advertising evaluation is very positive and purchase intention is also increased.

First time a comprehensive study for advertising impact implemented

No comprehensive studies on the campaign performance and advertising impact of premium online campaigns existed for the Swiss advertising market until now. That's why the digital agency Plan.net (creation and media) and the market research institute GfK (methodology, measurement), in collaboration with Switzerland's leading premium publishers (Tamedia, Ringier, NZZ and Swisscom), examined both the performance and the advertising impact of the online launch campaign of a German premium car manufacturer. The special feature: The launch focused on digital measures and was not accompanied by TV, print or out-of-home.

Contact control as a decisive factor for positive effect

The unaided advertising recall for the brand of the German premium car manufacturer was increased in the target group (persons 35-74, household income 8'000++ francs) by a total of 32 percent with four to nine contacts, and the aided advertising recall was even more than doubled with 10 and more contacts. Not only the brand, but also the advertising recall for the advertised model had an increase of over 200 percent from ten contacts. At 24 percent for online advertising, recognition of the advertising placed was at a very high level for four to nine contacts. This shows that the higher the contact dose, the stronger the advertising recall.

Advertising media very positively received by target group

The advertising media showcased the product well, were visually appealing and matched the car brand (each with over 55 percent approval). At the same time, the target group did not find the branding advertising media disturbing, even though layer formats were also used. The optimum contact dose in the ad liking process was also four to nine contacts. The purchase intention of the target group could be increased by 15 percent with the optimal contact dose. It is also worth highlighting the fact that 43 percent of the target group could imagine buying a car from the brand, and 19 percent the model advertised in the campaign.
 

Hapimag members spend their vacations in comfortable vacation apartments in Hapimag's own resorts and benefit from the excellent vacation infrastructure and numerous offers. Whether on the beach, in the countryside, in the mountains or in the heart of a vibrant metropolis, in the exclusive vacation world of Hapimag you have the choice. Again and again.

Vacations are perfect when we can be who we are and cultivate cherished habits, according to the campaign's motto. The image and lead generation campaign stages scary moments that can happen if we don't know what we're getting into and the good Hapimag feeling: arriving, feeling safe and discovering new things. It starts in March 2015 - with Landing page, cinema and online commercials, print ads, online and rich media banners, social media ads, eMailing and print mailings.

Responsible at Hapimag: Lutz Halbgewachs (Marketing Manager), Andreas Manhart (Head of Marketing Services), Alba Brandenberger (Marketing Services), Mathias Häcki (Web & Multimedia Engineer), Martin Frey (Head of Web & Multimedia), Thomas Weber (Deputy Head of Web & Multimedia), Kathleen Runge (Community Manager). Responsible at Farner: Philipp Skrabal (CCO), Matthias Berg (CD/text), Nina Wick (consultant), Sam Ng (AD), responsible at Topicfilm: Christian Rösch (producer/director), Sebastien Kühne (director), Jan Mettler (camera), Christine Rüfenacht (editor), Meret Burger-Wirz (production manager).
 

Hannes Grassegger has been an editorial employee of Das Magazin since May 1, 2015. In addition to editorial work, his area of responsibility also includes expanding the magazine's digital presence. The 35-year-old Hannes Grassegger studied economics in Berlin and Zurich and has regularly published articles in the NZZ, Zeit-Magazin and the Süddeutsche Zeitung magazine. The publication of his essay "Das Kapital bin ich. An end to digital serfdom".

From July 1, 2015, Mikael Krogerus will also be joining the editorial team. Mikael Krogerus is currently a freelance author. From 2010 to 2013, he worked for the weekly newspaper Der Freitag. From 2004 to 2010 he was editor at NZZ Folio. The 39-year-old Mikael Krogerus is the author of the international bestsellers "50 Success Models", "Question Book" and "The Test Book", which have been published in 26 languages.

The format is a cooperation between Radio SRF3 and the magazine Beobachter and is now also intended to get closer to the listener in terms of content. A person describes his or her real legal problem and Daniel Leiser or Rosmarie Naef, experts from the "Beobachter Advice Center," then solve the case on-air.

The first program with a new name is about the case of a young student who moved into a shared apartment with her boyfriend two years ago. At the viewing appointment, the young couple was told by the previous tenant that the two purple walls in the apartment had to be taken over as they were. This was also recorded in the handover protocol. The couple painted the walls green after they moved in. In view of their imminent move-out, the couple received a call from the administration, which demanded that they paint the walls white at their own expense, as this was requested by the next tenant. The administration claims that the couple had a choice when they moved in: white or colored walls. Now it is already too late and they have to pay for the costs. The show reveals who is right in this matter.

The stumbling block is the sentence: "There is a threat of a media tax of CHF 1,000 per household per year over the next few years". The Federal Chancellery has replaced this with: "In the opinion of the committee, this threatens 1000 francs of media tax per household per year over the next few years." According to a written statement, the Federal Chancellery has not corrected any substantive statements made by the referendum committee. It had merely ensured that voters would be able to identify the referendum committee as the author of the estimate on the alleged future development of radio and television fees. For its part, the Federal Council is assuming reception fees of around CHF 400 instead of the current figure of CHF 462.

The SGV does not agree with this. The Federal Chancellery is refusing to provide information that all objective evidence points to an increase in the new Billag media tax, it wrote in a press release on Tuesday. This would violate the political rights of free decision-making and the freedom to vote.

The SGV has therefore submitted a voting complaint to the cantonal government of Bern, demanding that the text be formulated "correctly and truthfully". When asked, the Federal Chancellery described it as "absurd" that the addition of a reference to a source should violate citizens' political rights.

The revision of the Radio and Television Act will be put to the vote on June 14. Because households would have to pay reception fees in future even if they do not own a device, the sgv is talking about a tax. Companies with an annual turnover of 500,000 or more would also have to pay a device-independent fee. The SGV has launched a referendum against this (Werbewoche.ch reported). (SDA)

Since the digitalization of media, marketing and corporate communications have been in a state of upheaval. New media, channels and technologies are springing up like mushrooms, making it no easy task for communications professionals to send their relevant messages and stories to target groups in the best way. For this reason, on March 30 Infel Corporate Media launched its own Academy. Because: "Who could communicate these topics better than the communications experts at the soon-to-be 90-year-old corporate publishing and content marketing agency?" is the agency's reasoning.

As a first step, the company is offering a basic course and an advanced course on various topics in corporate publishing and content marketing. The basic courses will start at the end of May, followed by the advanced courses in June.

Werbewoche spoke to Infel CEO Alfredo Trasatti (pictured: second from right) about the Academy. He provides information about the aim of the courses and describes the direction of vision:

Mr. Trasatti, publishing and content marketing are already taught at various institutions. What advantage can the Infel Academy offer here?
Our experts can create a strong practical reference, as they themselves deal with the respective topic on a daily basis. We want to convey the latest findings in a practical way in the Academy's courses. I don't mean to be judgmental, but we create a practical relevance by being able to bring in examples directly from our own work. The diversity of communication channels makes corporate communications more complex. We want to offer interested parties an overview of the currently relevant topics in corporate publishing and content marketing in a short time. The format we offer does not yet exist.

What do you mean?
Our speakers come from the field; they are not primarily lecturers. This means that interested parties from corporate communications can receive targeted training where changes are taking place. After all, today corporate communications is increasingly taking over corporate publishing itself, so that classic advertising is coming under pressure. At the same time, however, the impact of corporate media is still underestimated. But we also notice an uncertainty among companies about how to set and approach content and topics correctly. We want to provide a basis for this. For example, the Academy currently offers a one-day basic course on four topics: Digital and design, their embedding in corporate publishing, their impact, and finally, we also touch on the sales topic. The advanced course focuses on content production, content strategy and organization.

So isn't the Academy ultimately a platform for Infel Corporate Media to showcase and offer its own services in a targeted manner?
Not at all. Our aim is to offer two practice-oriented short courses - a one-day basic course and a two-day advanced course - to provide communications professionals on the agency and client side with real assistance in their daily work. The declared goal of the Infel Academy is therefore to counteract the current uncertainty in this area. For example, an online customer magazine can help the company, but it must address relevant topics, the quality of the content must be very good, and the cycle and the entire processes must be looked at differently. Which content is played on which channel must be carefully considered. Too many companies lack a content strategy. The Academy should serve to raise questions in this context, such as which topics are relevant across companies and media and how these can then be played efficiently on the right channels as a common thread.

Interview: uma
 

Action-packed radio spots continue to tell why parents can also enjoy the new children's paradise.

Responsible at Sihlcity: Jörg Engeler (Center Manager), Mara Bonorand, Vanessa Welti (Marketing and Communications). Responsible at Leo Burnett Switzerland: Pablo Schencke, Anna Leudolph, Barbara Hartmann, Cla Campell, Lukas Tauss (creation), Johannes Raggio (ECD), Isabelle Meier, Ingrid Zumkehr (consulting), Erasmo Palomba (art buying), Hans Kievit (illustrator), Shop Around (production), Hastings (sound studio).
 

Ilgustoitaliano.ch is to inspire the visitor with original Italian recipe ideas for cooking and to bring topics from the Italian everyday kitchen closer. For this purpose, passionate amateur chefs with Italian roots or a close connection to Italy were sought. So-called "Amici del Gusto". New recipes, tips & tricks and reports are published by them on an ongoing basis.

Meanwhile, the Galbani website Ilgustoitaliano.ch already counts over 650 original Italian recipes. In addition, the website presents articles on selected topics as well as seasonal promotions, such as on-pack promos or online contests.

Galbani's online presence is rounded off by its own Facebook page. Here, articles, pictures, and often daily posts celebrate Italian recipes in particular and the Italian lifestyle in general. Links to the recipes of the "Amici del Gusto" create a direct link to the Galbani website. Ilgustoitaliano.ch. After a short time, the community already counted over 10'000 members.

Responsible at Lactalis Suisse: Mathilde Petit (Marketing Director), Nadia Mazzucchi (Sr. Brand Manager). Responsible at Ogilvy & Mather Zurich: Thomas Bolliger (CD), Stephanie Van Ophuisen (AD), Marcel Elsener (text), Samuel Hug (consulting).
 

The Board of Directors of Radio Basilisk Betriebs AG and Riesen have agreed to terminate their collaboration immediately, according to a press release issued by the company on Monday. The reason for this is "the differing strategic and business ideas of both parties". Benjamin Bruni will take over as program director ad interim. In August, he will hand over the position to Wicki and become editor-in-chief of the local station. (SDA)

SRG thus honors the artistic success of Swiss films at major national and international festivals. The prize money is invested in new film projects. The following productions will receive a "Succès artistique" award this year in the four categories of feature film, documentary film, short film and animated film:

Feature films

"The Circle" by Stefan Haupt, Contrast Film Zurich: 70,000 Swiss francs
"Dreamland" by Petra Volpe, Zodiac Pictures 70,000 Swiss francs
"Le Meraviglie" by Alice Rohrwacher, Amka Films 35,000 Swiss francs
"La Rançon de la Gloire" by Xavier Beauvois, Rita Productions 35,000 Swiss francs
"Sils Maria" by Olivier Assayas, CAB Productions 35,000 Swiss francs

Documentaries

"L'Abri" by Fernand Melgar, Climage 30,000 francs
"Iraqi Odyssey" by Samir, Dschoint Ventschr 30,000 Swiss francs
"My Name is Salt" by Farida Pacha, Leafbird Films 30,000 Swiss francs
"Sleepless in New York" by Christian Frei, Christian Frei Filmproduktion 30,000 Swiss francs
"Thuletuvalu" by Matthias von Gunten, Hessegreutert Film 30,000 Swiss francs

Short films

"After" by Pauline Julier, Le Poulpe 10,000 Swiss francs
"En Août" by Jenna Hasse, Galão com Açúcar 10,000 Swiss francs
"The Green Serpent" by Benny Jaberg, Benny Jaberg 10,000 Swiss francs
"Montauk" by Vinzenz Feller, Contrast Film Bern 10,000 Swiss francs
"Sounds of Nature" by Simon Weber, Voltafilm 10,000 Swiss francs

Animated films

"Hasta Santiago" by Mauro Carraro, Nadasdy Film 10,000 francs
"The Kiosk" by Anete Melece, Virage Film 10,000 Swiss francs
"Nain Géant" by Fabienne Giezendanner, Louise Production 10,000 Swiss francs
"Patch" by Gerd Gockell, Gerd Gockell Filmproduktion 10,000 Swiss francs
"Timber" by Nils Hedinger, Prêt-à-tourner Filmproduktion 10,000 Swiss francs