We already covered this topic here in December: The agency Abott Mead Vickers BBDO presented the reflective garments of the Proviz brand in the right light. The principle: cyclists cannot be reflective enough in the dark. If you can be seen, you are less likely to be involved in an accident.

Volvo and Grey remain true to this principle in England, but go one step further and launch "Lifepaint". The paint makes everything that is sprayed visible in the dark. With the advantage of the whole bike. Whereby "paint" is a bit of an exaggeration: Lifepaint is not only invisible during the day, but has no negative impact on the treated materials and colors. And it disappears again after a week at the latest - provided it hasn't rained beforehand. The product can be applied anywhere where something or someone needs to be made more visible - including dog collars and school rucksacks.

With Lifepaint Volvo's safety is turned inside out and passed on to the most vulnerable road users, Nils Leonard, CCO of Grey London told Adweek.com.

Since Friday, 2000 spray cans have been distributed to bike stores in London. If the product proves successful in everyday use and is positively received by people, the campaign will be extended nationally and internationally.

The Lifepaint launch is supported by posters whose content only becomes visible when photographed with a flash. (hae)

Heer Druck has long been more than just a traditional print shop. It is a media service provider for cross-media and print. In order to make its services, which go far beyond printing expertise, visible to the outside world, the company decided to reposition itself. Kraftkom developed and implemented the entire rebranding process. The owners of the now renamed "Medienwerkstatt" opted for a very unconventional, diverse and extremely dynamic corporate design. In the first phase, the name, brand, correspondence, Website, newsletters, image and service brochures, mailings, give-aways, exterior, interior and car lettering.

Responsible at Medienwerkstatt: Markus Bättig, Daniel Stierli, Sonja Bloch. Responsible at Kraftkom: Pascale Hoch (Consulting), Natalie De Cataldo (Project Management), Simone Bonilla (Art Direction), Silvia Brander & Anja Brönnimann (Graphic Design) / Photographer: Tobias Siebrecht (Ammann & Siebrecht).

Driven by the fact that consumers are adopting mobile devices so quickly and at the same time clicks and conversions on mobile ads are increasing rapidly, advertisers will spend more on mobile ads than desktop ads by the end of 2015, according to the report. It also shows that consumers use mobile devices to search for products, but still make most online purchases via desktop. It is therefore essential for advertisers to adapt their cross-channel advertising strategies to reach consumers across devices and platforms.

The benchmark study "Mobile Advertising Around the Globe: 2015 Annual Report" contains statistics and trends uncovered by analyzing the Marin Global Online Advertising Index. The index is based on advertising data from leading global brands that control and manage digital advertising campaigns worth more than 7 billion US dollars per year via the Marin platform. The data represents all major industries and 13 countries and regions, including the US, UK, Eurozone, Japan and China.

The key findings of the "Mobile Advertising Around the Globe: 2015 Annual Report" by Marin Software:

Mobile SEA shows a meteoric rise

Between January and December 2014, the proportion of SEA clicks via mobile devices rose from 32% to 44%. It is expected that by the middle of the fourth quarter of 2015, clicks from paid search via mobile devices will account for more than 50 percent of the total SEA market. In response to this trend, advertisers are expected to spend more on mobile search ads than on desktop search ads by the end of 2015.

Research on mobile, buy via desktop

Although mobile is growing, the report shows that consumers tend to use mobile devices to search for products and click on mobile ads, but ultimately complete the purchase on desktop. The click-through rates (CTR) of mobile search ads average 2.7 percent, while the average CTR for desktop ads in search is 2.1 percent. The same pattern applies to mobile social ads (0.6 percent CTR) and mobile display ads (0.4 percent CTR). However, when it comes to conversion, desktop is still the leader. Search ads on desktop had an average conversion rate of 10.3 percent, social ads on desktop 1.1 percent and desktop display ads 3.1 percent. In comparison, mobile conversion rates reached 7.1 percent (search), 0.4 percent (social), 2.6 percent (display).

The rise of Mobile Display

Clicks on mobile display ads grew by 60 percent between January and December 2014. At the beginning, they amounted to 32%, at the end to more than 50%. At the end of the year, the majority of clicks on display ads came from smartphones and tablets. Once again, smartphones took clicks away from desktop PCs. The share of clicks almost doubled between January and December 2014. If these trends continue, the percentage of clicks on display ads from smartphones only (not including tablets) will make up the majority of digital display clicks by the beginning of the fourth quarter of 2015.

Mobile already dominates social media

Mobile devices already account for the majority of spending on social ads. More than 55 percent of social advertising budgets are spent on smartphone and tablet campaigns. It is no wonder that companies are investing heavily in mobile ads. Because they work. 62 percent of all clicks on social ads come from smartphones and tablets.

Mobile video advertising on the rise

While consumers still mainly watch videos on desktops, mobile devices are catching up fast. Data from eMarketer shows that smartphones and tablets accounted for 30 percent of all online video views in the third quarter of 2014. This percentage is on the rise.

"The rise of mobile is amazing. But it's important to remember that most people jump back and forth between desktop and mobile devices multiple times when researching or purchasing products," says Matt Ackley, CMO of Marin Software (pictured). "Our new data shows that advertisers need to adapt their strategies to reach consumers across multiple channels. To do this, they need to utilize tools that allow them to accurately attribute mobile ads. Clicks on mobile ads do not always lead directly to conversions. But they very often influence purchases made via desktop or in-store."

For additional insights and data on Global Mobile Advertising, download the "Mobile Advertising worldwide: 2015 Annual Report" from Marin Software: http://bit.ly/1GYbSq3
 

In the main competition for advertising formats on all channels, the 27-member jury of experts headed by Thomas Strerath (Jung von Matt in future) voted a total of 68 films onto the shortlist from around 320 entries from Germany, Austria and Switzerland. In addition to Andreas Panzeri, former deputy editor-in-chief of Werbewoche, two other jury members from Switzerland were represented: Martin Spillmann (Serviceplan Suisse) and Sonja Brand (Pumpkin Film).

With Swisscom, at least one Swiss client has made it onto the shortlist. In the "Celebrity Spots" category with the Tina Turner film produced by the Swiss company Stories and created by Heimat Berlin; in the "Craft - Camera" category with the film "Tree", also created by Heimat and produced by CZAR / Feit Films.

The medals will be presented at the Award Ceremony & Award Show hosted by Thomas Strerath on April 16, 2015 at Theater Kehrwieder in Hamburg.

Shortlist (PDF)

Exploring the highlights in Zurich, calling up information about the hotel, reserving a table in the restaurant, filling out the hotel feedback form - in future, thanks to the digital concierge, all of this will be possible directly from the room in all Zurich member hotels. The digital concierge is a tablet that replaces the conventional hotel folder with digitally prepared content that can be customized at any time. The digital concierge provides information about Zurich as a destination and the respective hotels directly in the room. In the long term, tourists will be able to use the tablet as a city map, information terminal or travel guide when exploring the destination.

Zürich Tourism thus provides benefits for hotel guests as well as for hosts and other tourism providers in Zurich: hotel guests can conveniently make use of various services from their hotel room or on the move, while hotel operators can send information about the hotel or news - such as the current daily offer in the restaurant or the fitness schedule - to their guests' rooms in a timely and uncomplicated manner. Tourists can also be made aware of events or special offers via integrated content from Zürich Tourism.

The tablets are provided free of charge to member hotels by Zürich Tourism in cooperation with Swiss Casinos Zurich and the Zurich Hoteliers Association. The implementation is being carried out by SuitePad, a company specializing in digital guest folders, with Denkplatz in charge of the technical project management. Interested hotels can choose from three offers with different designs: Basic, Executive and Superior.

If potential customers who have landed on the web store through a Google search, for example, leave it again immediately because they were unable to find what they were looking for at a glance, VeAssist suggests alternative products that match the search term. If a user leaves the webshop before making a final purchase, VeContact ProActive offers to send them the items from their shopping cart as a notepad by e-mail. This email enables the customer to continue and complete the purchase at a later date on a laptop, smartphone or tablet in the same store. The conversion rate can also be optimized with VeChat. If the potential customer wants to leave the page, they are addressed specifically via a layer and asked for feedback if necessary. VeChat can offer fully automated help or special discounts to keep the customer on the site. If the user has already left their e-mail address, but nevertheless cancels the purchase process, VeContact sends them a one-off service e-mail after one hour, informing them of the cancellation, displaying products from the shopping cart and encouraging them to return to the store.

With these re-marketing and re-engagement apps, Ve Interactive reduces the bounce rate of web stores and can therefore increase sales by double-digit percentage points. The individual apps and campaigns are managed and controlled via the VePlatform dashboard. VePlatform also provides helpful analyses and reports, which in turn can form the basis for new campaigns. Ve Interactive works with a purely performance-based commission model. There are no contract terms or set-up costs for store operators.

Case studies on the use of the app for Conrad Electronic and Deindeal.ch

The electronics retailer Conrad Electronic is faced with intense competition from a large number of rival providers and a wide variety of price comparison portals. The consequence was a high abandonment rate in the ordering process and therefore many lost online sales. Ve Interactive therefore needed to ensure that its service orientation could be increased in all other sales channels in addition to its stores. This personal service should also be offered to customers online, thus guaranteeing a better perception of customer service. The company then developed an overall concept specially designed to meet the requirements of the Swiss market. Initially, generic emails were sent with a personalized salutation. The product feed was used as the main campaign. And finally, a personalized salutation was used to get in touch with customers on a very personal level after an abandoned order.

The result: the recalled conversion was increased by 266 percent, the click rate rose by 19 percent and more than 50 percent of all email recipients clicked on the Conrad online store to complete their abandoned purchase. This remarketing strategy seems to have been well received: "Our customers are very satisfied with Ve Interactive's solutions," says Conrad Electronic.

Deindeal.ch was also confronted with a high abandonment rate. The reason: the time-limited and frequently changing offers. Many Dein Dealers are impulse buyers who surf the platform in search of the best deals. An email solution has already been developed in-house for existing customers to cancel their orders. However, this could not be used for new customers for technical reasons. Ve Interactive activated Ve Contact. By combining a product feed and a two-stage cascade email, a specifically tailored email cycle was developed. In the second step, Ve Chat was integrated - initially on the product page, later also in the checkout of Dein Deal.

The result: Ve Contact achieved a click-to-conversion rate of 14%, the integration of the product feed into the email led to a 33% increase in the conversion rate and Ve Chat achieved a conversion rate of 30% immediately after activation. By extending the Ve Chat campaign to the checkout page, the recovered revenue was increased by a further 25 percent. "The technical integration on our part was very simple and involved little effort," says Dein Deal.

The likewise newly developed website will be online in the coming months. The new brand positioning is based on the claim "Joy that lasts. Walder Schuhe" and embodies values for which Walder Schuhe has stood for over 140 years: first-class quality and fashion, personal advice and professional service.

As of August 2014, the sixth Walder generation has taken the reins at Schuhhaus Walder. The new management under the leadership of Daniel Walder sets a sign for the future and commissioned Leo Burnett Switzerland with the conception of a completely new brand identity. "The deep understanding of the Walder brand, the brand positioning and the fresh, creative implementation convinced us," says Daniel Walder.

In the current print edition: Interview with Daniel Walder

New claim

First-class quality and fashion, personal advice and professional service - values for which Schuhhaus Walder has stood for over 140 years and which are now also embodied in the new brand positioning under the claim "Joy that lasts. Walder shoes". Leo Burnett thus stages brief, fleeting moments of joy and juxtaposes these moments with joy that lasts much longer: Walder shoes.

Walder branches in a new, modern look

However, the new brand presence is not only visible in the advertising: The 29 Walder stores are getting a completely new, fresh and modern look. The implementation of the new brand positioning at the POS was done in close cooperation with the production team and the technological capabilities of the Leo Burnett Factory. In this way, it was possible to very efficiently develop a solution that was both attractive and effective, and which is now being implemented in the Walder stores on an ongoing basis.

To ensure that "Joy that lasts" is also lived out internally, Daniel Walder held various workshops with his employees and informed them in advance with an employee gift developed especially for them, including an information pack. Says Daniel Walder: "The new positioning must be lived by everyone and be tangibly expressed in daily customer contact." The campaign has been running since mid-March with posters, customer magazines, various POS measures and events. The website, also developed by Leo Burnett and realized in close collaboration with Update, will be online in the coming months.

Responsible at Walder Shoes: Daniel Walder (Managing Director, Head of Marketing & Sales), Suena Jäger (Advertising and Communications Manager), Sabrina Wagner (Marketing Assistant). Responsible at Leo Burnett: Axel Eckstein (ECD), Patrik Suter/Mark Stahel (text), Reto Clement/Daniele Barbiero (art direction), Alba Rau (graphics), Rolf Zimmermann (strategy), Dominik Mätzener (consulting), Erasmo Palomba (art buying), Roger Weber (photography), Daniel Strickler (production), Martin Ottinger (image editing), Hannes Kälin (DTP), Oliver Arnoczky, Tanja Sahli (update).

Karl F. Schneider communicates for "Omega-life

Doetsch Grether, a company active in the personal and health care sector, is supported by PR-KFS, Karl F. Schneider, in its communications work for "Omega-life Classic 500". PR-KFS realizes numerous measures for the nutritional supplement; among others, a competition in which one can win a balanced four-course meal for six people. Nutrition trainer and sturgeon cook Dara Conti cooks at the winner's home.

Statement lives the moment with Gauloises

The Zurich agency Statement has won another major client: the Gauloises brand licensed by British American Tobacco (BAT) Switzerland. According to the agency's announcement, it will be responsible with immediate effect for the 2015 activation campaign. Under the motto "Vive le moment", Statement will create, conceive and coordinate all measures for the Gauloises brand throughout Switzerland for the areas of HoReCa, festivals and events. "We decided to work with Statement because the agency convinced us with its ideas and approaches and showed us new ways to activate, engage and involve our target groups," says Frédéric Addor, Brand Executive Licensed Brands, British American Tobacco Switzerland.

Jenni Kommunikation with customer growth

The Zurich PR agency Jenni Kommunikation has won two new mandates with Safe Swiss Cloud and Starmind International.

With immediate effect Jenni Kommunikation takes over the mandate for the public relations in Switzerland of Safe Swiss Cloud. Safe Swiss Cloud is a secure and innovative Swiss Infrastructure-as-a-Service (IaaS) provider. With Safe Swiss Cloud's services, medium-sized and larger companies can easily build complex virtual data centers in the cloud. The data assets of Safe Swiss Cloud's customers are subject to the strictest data protection in accordance with Swiss and EU law.

Starmind International also relies on Jenni Kommunikation when it comes to media relations. The young company with roots at the ETH is a pioneer in the field of brain technology. It enables companies to make their entire internal know-how accessible to all employees everywhere and in real time, across organizational boundaries. To do this, Starmind uses self-learning algorithms based on the principles of brain and artificial neural network research. Starmind looks back on solid growth. Due to the significant increase in the number of employees, the headquarters was recently relocated to a larger office in Küsnacht. With subsidiaries in the USA and Germany, the expansion is being driven forward.

PRtools decides Tertianum pitch in its favor

The Tertianum company wants to position its brands more clearly and strengthen its online marketing with three new websites, among other things. PRtools, the communications agency from Central Switzerland, won the pitch for the new web presences. "PRtools provided us with a creative and well thought-out concept and convinced us with a comprehensive offer," says Marianne Häuptli, member of the Tertianum management, explaining the decision. With its brands Tertianum Residenzen, Perlavita and Vitadomo, Tertianum is a Swiss market and opinion leader in the field of "living and housing in old age". The Group currently comprises 23 facilities in Switzerland.

Postmail chooses Infel Corporate Media

Postmail, a division of Swiss Post, will in future have its employee magazine PM-Magazin produced by Infel Corporate Media. The agency's experience, analysis and convincing ideas led to the decision. The collaboration between the two companies will start in April. The publication will appear six times a year with a circulation of around 18'000 copies. The third issue this year will be the first that Infel implements. "Infel Corporate Media demonstrates a lot of experience with employee publications. At the same time, the agency has aptly analyzed our magazine and presented convincing ideas," says Maja Guldenfels, Head of Publications at PostMail, explaining the decision.

Reflection Marketing receives order from Expo Milano

Prestigious mandate from Italy for Reflection Marketing: The Zurich-based agency, which specializes in strategic consulting in the field of marketing and sponsorship, was commissioned by the World Expo in Milan to develop the marketing structure.The project includes the value calculation of the different partner services, the design of the sponsorship hierarchy and packages as well as the definition of the concrete pricing. Expo Milano was able to bring on board renowned partners such as Accenture, Samsung, the Fiat Group and Eenel. The World Expo 2015 is dedicated to the topic of nutrition and opens its doors from the beginning of May until the end of October.

The event, which has been held annually since 2013, transforms Zurich into a fashion metropolis and offers numerous fashion houses the opportunity to present their latest spring and summer collections.

In the run-up to the event, The House Agency launched a transmedia activation campaign that focused in particular on posters, advertisements, cab branding, POS and display advertising. The digital presences (web / mobile) provided detailed information about the attractive program. In addition to the creative implementation, The House was also responsible for developing the media strategy and the associated media buying. Live reporting via social media channels also took place for the first time. The House's content unit provided a dedicated community manager who regularly reported on all the special features and events.

Stiletto run, fashion and more

Rennweg became a runway for a fashion parade, produced and choreographed by light artist Gerry Hofstetter. Afterwards, fashion houses and fashion stores on Bahnhofstrasse and Rennweg hosted exclusive shows, attractions and lots of celebrities in their stores. This year's highlight was the stiletto run for a good cause. This was organized by glowbalact to raise awareness for the fight against human trafficking. Even though the world record was unfortunately missed, the solidarity of the participants was overwhelming. In keeping with tradition, the event ended with a party at the Hiltl Club until the early hours of the morning.

What this is about is that we use too much paper. As a result, we are cutting down the forests. Greenpeace talks about 5.5 trees per person in 2003. You can also read about the environmental damage caused by paper production at Greenpeace under "Chlorine". Since 2008, we have been using less graphic paper in Switzerland, but this still amounts to more than 500,000 tons. However, we now consume more paper for printed matter than in 2008 with imported printed paper, i.e. printed matter produced abroad. This amounts to more than half of the total amount of printed matter (258 322 tons). As an idea: 6458 trucks of 40 tons each.

Up to here, most respondents argue, "Yes, it's a problem. We should squander less paper and, above all, have less produced abroad."

And now my real gripe begins: We print 80 percent of our flyers, brochures, catalogs, direct mails, etc., not only 50 percent abroad, but also 100 percent in a way that makes no sense. My theory: I don't believe that 10 percent of the addressees pay attention to such printed matter. Sandro Galli from the company Propaganda Zurich said himself that at least 90 percent of the recipients of advertisements throw them unread into the garbage. In Zurich, "Stop Advertising" stickers on every second mailbox are supposed to advise against pocketing such a moronically printed paper.

In a previous issue, I talked about this saddle stitcher "In" and mentioned its great advantages of being able to throw away the whole pile of paper already pre-bundled. Some very clever ones sneak onto my desk by means of bound inserts via the magazine through the mailbox. This is what I saw in Weltwoche No. 9, starting on page 35. The thing is called "Fokus Wohnen" (Focus on Living), and it is immediately obvious that it is a surreptitious advertisement. But it's not quite as bad as the 28-page Aldi Week I'm looking at.

It always gives me trouble to believe that this kind of advertising has the desired effect. If I have understood correctly, such a 28-page Aldi spin-off brochure is published every week, with an estimated print run of 1 million copies in three languages. If we calculate 50 centimes per copy for printing, distribution, etc., this amounts to 12.5 million Swiss francs for half a year. This means that for the 28-page Aldi Week times 1 million circulation times 25 weeks times 40 g = 1000 tons of ugly printed and unnoticed paper is wasted. I am of the opinion that one could generate advertising with so much money, which could be noticed by the public and even lure me with sympathy and taste into an Aldi branch.

Take a look at one of these weekly specials: Typography: zero. Texts: zero. Logistics: zero. Emotionality: zero and photography: sub-zero. The only acceptable thing is that it says "Printed in Switzerland". My display of the week: the Trämli creatively painted and decorated by the big watch manufacturers during BaselWorld.

Theophil Butz, graphic designer, advertising agency owner, inspirer and, for more than four years now, mothballs for Werbewoche readers. Please send any relevant information to [email protected].
 

Large pop-ups and promoted posts obscure or suppress what we actually want to see on our small screens. In the city of Zurich, concerned teachers kept their pupils in their classrooms during the solar eclipse for safety's sake, because looking at the obscured sun is harmful to the eye. A similar level of care was required from advertisers, because looking at screens obscured by irrelevant brand messages is harmful for the sender and annoying for the viewer. On Facebook, it is easy for users to ban the originators of annoying messages from their newsfeed forever: "Hide all ads from this brand."

So far, the majority of advertising and media specialists seem to care little about this. On the contrary. Instead of class, there is sophistication. Fields for "skipping" pop-ups are getting smaller and better hidden. Just as well hidden as the omniscient cookies and algorithms that anticipate every conceivable need, whether real, guessed or invented, well in advance with a corresponding advertising message. That leaves clickbaiting as the supposedly most creative form of sophistication, which, with teaser messages such as "What happened next moved the world to tears ..." expectations into the unredeemable.

Sophistication is good and is part of the business in a serious form. But without creativity and passion as strong counterparts, advertising on the web and social media degenerates into a disruptive factor. Uli Wiesendanger, TBWA co-founder in a personal interview: "Advertising is more boring today than it used to be." The 80-year-old identifies one reason for this in the way brands are "pandering" to buyers. You don't need to know consumers in detail. This bothers him, as does the firm belief that you have to win buyers as friends via Facebook, which he himself "pushes aside". Wiesendanger is celebrated as a hero in the comments ...

Wiesendanger, who would like to see a bit of scandal, clever argumentation and humor in advertising, brings the growing importance of the regional aspect of advertising into play. He builds a mental bridge between sophistication and creativity. It's about proximity as a goal and targeting as an instrument. Targeting in the sense of sophistication with clever data management: where, when and with what material needs is a target person currently on the move? In our fragmented media landscape, it is no longer possible to find out without the help of intelligent analysis tools. The Swiss painter and graphic artist Hans Erni died on March 21 at the age of 106. Targeting in the sense of creativity requires dedication and devotion. Erni identified completely with Switzerland. As the NZZ wrote in an obituary, he used "his bourgeois realism for achievable goals" in voting posters for the Battle of Cultivation (1942), for women's suffrage (47) and for the introduction of the AHV (54).

His 500-square-metre picture "Switzerland, the vacation land of the peoples" for the 1939 national exhibition is unforgettable. Using a collage technique, he combined tradition and technology, striking a chord with the Swiss people at a difficult time. He was the hero of the "Landi" because he "drew after people's eyes", the NZZ continues. "He created an art that can be understood without knowing anything about art," wrote Hans-Jörg Heusser in 1983.

What you read about Erni now, you should be able to write about advertisers. You don't have to be able to design according to the eyes of an entire nation. But you do need to be able to do so with the eyes of many small groups. Targeting is guidance via sophisticated tools and execution with dedication, care and skill. Targeting is a challenge for us advertisers. Tools help and impact techniques maximize the probability of positive reception. That leaves the content, whose top priority is relevance. The right strategy and a team of enthusiasts ensure order in dynamics and diversity. In the coming articles, I will shed light on these topics. With sunlight, free from darkness ;) - hopefully.

Beat Hürlimann