Leuthard promotes lower levy for RTVA

If voters approve the revision of the Radio and Television Act on June 14, households will pay just 400 francs per year for radio and television reception, down from the current 462 francs. Doris Leuthard kicked off the referendum campaign on Monday with this argument.

The total amount of radio and television fees will be spread across more shoulders with the general levy, Media Minister Leuthard explained the reduction to the media in Bern. The new fee is to be introduced in mid-2018 or early 2019. In future, there will be 3.3 million contributors instead of the current 2.6 million. The levy will be charged per household and will no longer be linked to whether the household owns a receiver. A few thousand people would have to pay the new levy even though they do not own a receiver. However, the current system is also unfair, as those who do not watch or listen are financed by the honest payers. This is no longer possible. Registration should be automatic - based on the residents' register for households and the VAT register for companies. Anyone who does not have a receiver can be exempted from the tax for five years. This reduction is a "nice chunk", said the President of the Foundation for Consumer Protection, National Councillor Prisca Birrer-Heimo (SP/LU). She hopes for further reductions as the bureaucratic effort will decrease and the time-consuming checks will be eliminated. She also welcomed the fact that the hardship rule will be retained and that recipients of supplementary benefits, among others, will remain exempt from the tax.

No more money for the SRG

According to Leuthard, the change is necessary due to technological progress. The old system dates back to a time without the Internet. Today, 92 percent of households and 100 percent of companies have an internet connection. Radio and television can also be received on tablets and smartphones. It therefore "no longer makes sense to link the fee to a traditional receiver". The aim is not to collect more money for radio and television. After all, the Federal Council has only adjusted the fees in line with inflation over the last twelve years. Leuthard described the fear spread by opponents that fees would rise to CHF 1,000 per household as a false claim. In response to the Swiss Trade Association's (sgv) demand that the Swiss Federal Audit Office should examine the SRG's finances because the SRG could finance the Yes campaign via its supporting association, the Media Minister said: "We are already examining the SRG's finances, the audit office is welcome to take a look if it feels like it."

Zero tariff for three out of four companies

The SGV had launched a referendum against the RTVG revision. It fears that the economy will be burdened with an additional CHF 200 million with the levy. Leuthard said that only companies with a turnover of over CHF 500,000 per year would have to pay the levy. For three quarters of all companies, this means that they pay nothing. A further 9 percent paid only 400 francs. Today, the fee is between 612 and 1409 francs. The fee for companies, on the other hand, can rise to up to 39,000 francs. However, this only applies to companies with a turnover of over one billion francs. Leuthard emphasized that the new media levy is simple and fair. The Mayor of Lausanne and Vice-President of the Swiss Association of Cities, Daniel Brélaz (Greens), said that he "doubted that there was any company that did not watch television or listen to the radio from time to time". On the other hand, it is "absurd" that someone does not pay fees simply because they have the right technology. Leuthard warned that the discussion about the RTVA should not be confused with the discussion about the public service. The public service discussion must be conducted, which is why the Federal Council has a report to parliament in the works, but: "With the RTVA, we are only changing the collection." (SDA)

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Strong advertising month of February

Unlike January, February saw bold advertising spending, with total advertising expenditure reaching 353.3 million Swiss francs. This represents a 1.9 percent increase compared to the same month last year.

The first two months of 2015 thus yield a cumulative advertising print of 677.8 million gross Swiss francs, which represents a cumulative increase of 0.3 percent over the previous year. This is shown in the Advertising Market Trend Report 2015/02 from Media Focus.

Vehicle industry presses on the gas pedal

At 41.8 million gross Swiss francs, the vehicles sector increased its advertising print by 16.9 percent year-on-year in February. Around 35 million advertising impressions (8.8 percent) of this went to the new car product group. The list of the top 10 products of the month underlines the strength of the vehicle sector: with the Mazda2, Audi Q3 SUV, Volvo XC60 SUV and the Citroën C4 Cactus, no fewer than four vehicles fall within the top 10 most advertised products. With an increase in advertising pressure of 227 percent, the Audi brand shows the highest advertising pressure in the industry in February. It invested 45 percent of its advertising pressure in the out-of-home medium and 31 percent in TV advertising.

Green beverage wave at Rivella

This month, the beverage market shows a 54 percent increase in advertising. This is thanks in part to Rivella with its Rivella Grün product. The newly launched lifestyle beverage, which this month ranks fifth among the 10 most advertised products, even outperforms the also newly launched product Coca Cola Life. Rivella increased its ad spend by 650 percent over the same month last year and is the strongest beverage advertiser this month. Coca Cola follows in second place, with their ad print spend up just 20 percent. While Rivella spent nearly two-thirds of its ad spend on Rivella Green in February, Coca Cola spent just 15 percent of its total ad budget on Coca Cola Life. Even Coca Cola Zero and Coca Cola Light were advertised more heavily, at 21 percent. Rivella invested the largest share of its advertising spend in TV advertising, which accounted for 91 percent of the total media mix. Coca Cola also put a large proportion of its advertising pressure into TV advertising, with 73 percent.

The mail takes off and drives away from the SBB

In February, the transport companies sector recorded an advertising print of 5.8 million gross francs. This is an increase of 71 percent compared with the same month last year. Swiss Post is also involved in this development. It increased its advertising print expenditure by 206 percent compared with the same month last year and invested almost all of the advertising print in the "Couriers and postal services" product group. SBB also noticeably increased its advertising print this month: With an increase of 146 percent, it has an overall advertising print that is only slightly smaller than that of Swiss Post and is close on its heels.

Advertising pressure in the overall market

Development of advertising print as of February 2015

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Advertising printing in the industries

Advertising pressure in the sectors with year-on-year comparison

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Top 10 of the month

Top advertisers and most advertised products/services (excluding assortment and image advertising) in February

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Advertising pressure in the media

Development of advertising print in the media compared with the previous year

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Switzerland Tourism appoints new Market Manager India

To ensure comprehensive coverage of India, a key source market for tourism here, Switzerland Tourism has appointed Claudio Zemp as its new Market Manager for India. He will begin his duties in Mumbai on May 1, 2015.

According to the press release, the 41-year-old is a proven tourism and marketing expert with many years of international experience. At the Switzerland Convention & Incentive Bureau (SCIB) in London, Zemp was most recently responsible for the United Kingdom and Ireland markets on behalf of Switzerland Tourism (ST). Prior to that, he worked for ten years for the Switzerland Travel Center STC as Aviation Manager, also in London. Further stations in his worldwide professional experience include his roles as a travel consultant at STA Travel in Auckland and as a senior sales consultant at Trottomundo in Zurich.

India occupies an important position in ST's market portfolio in the group of strategic growth markets: the aim is to maintain the strong growth of recent years*. The starting point for this is good: Switzerland is still one of the most sought-after destinations in Europe for Indian travelers. This is mainly due to the snow experience, which is possible 365 days a year, the good accessibility with daily direct flights from Mumbai and Delhi, the charming landscape and the potential with a younger clientele that is increasingly interested in active vacations.

Zemp will start in Mumbai on May 1, 2015, taking over from Stephan Heuberger, who is moving to ST's headquarters as Project Manager in Content Management. In India, Zemp will lead a team of four employees in Mumbai and Delhi.

* Growth in hotel overnight stays generated by Indian guests from 2000 to 2014: +170 percent. Source: Federal Statistical Office FSO

Michael Fueter launches new website

Based on a template from Getfabrik.com, Michael Fueter's website now features a new design.

Getfabrik.com is also used by well-known English production companies such as Academy and Knucklehead. In addition to a selection of his work, the website contains Michaelfueter.com also links to Fueter's awards, his client list and his agencies in Switzerland and abroad. Michael Fueter's clients include Mercedes-Benz, BMW, Audi, Renault, Mazda, Switzerland Tourism, Denner, Migros, SUVA, CSS, Carlsberg Breweries, COI, Swisscom, AXA, Credit Suisse and Swiss Post.

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His films have won around 150 awards, including Cannes Lions, Epica Awards, Eurobest, Cristal Festival, Art Director's Club New York, New York Festivals, Klappe Deutschland, Art Director's Club Germany, Art Director's Club Switzerland and EDI Switzerland. His stadium spot created with Ruf Lanz for Suvaliv has just been voted Publisuisse Spot of the Year 2014 (Werbewoche.ch reported). Michael Fueter is a member of the Art Director's Club Switzerland (ADC) and a member of the Director's Guild of America (DGA).
 

Ogilvy sends the Defender on its lap of honor

Before the Land Rover Defender makes its final exit, Ogilvy & Mather is sending it off with a cross-media campaign.

At the end of 2015, the last Defender will roll off the production line at the Land Rover plant in Solihull (UK). With the "Landy", as its fans affectionately call it, the original Land Rover is retiring at the age of 67. It marks the end of an era for Land Rover and Landy fans all over the world. And a legend begins.

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Ogilvy & Mather Zurich has developed a cross-media campaign that has been running since the beginning of the year to support the last Defender year in Switzerland. The campaign focuses on and highlights the Defender's varied and eventful history as well as specific offers for exclusive and limited special models, which are advertised both in print ads and online.

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Ogilvy & Mather Zurich, in collaboration with the event and communications agency Woehrle Pirola Zurich, designed and created a special Defender microsite for the last Defender year. In addition to the offers Defender.ch information about the Landy as well as stories, films, tributes and a timeline with the most moving moments and important milestones from the Defender's history will be available online. The highlight of the farewell year will be a farewell party for the Defender in the summer with numerous surprises, to which all Defender drivers in Switzerland are invited.

Responsible at Jaguar Land Rover Switzerland: Stephan Vögeli (Managing Director), Karin Held (Director Marketing, PR & Sponsoring), Sladjana Mitrovic (Communications Manager). Responsible at Ogilvy & Mather: Jonathan Schipper (overall responsibility), Claudia Sigg (consulting), Thomas Bolliger (CD), Marcel Elsener (text), Woehrle Pirola AG (concept/text)
 

Rod: New HIV campaign targets early detection

Anyone who shows symptoms of a viral infection outside the flu season and has had unprotected sex in the weeks before should see a doctor. The federal government's new HIV campaign is aimed at early detection of the disease.

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"Most people experience symptoms similar to influenza shortly after contracting HIV," the Federal Office of Public Health (FOPH) said Monday. These should be taken seriously. The new "Love Life" campaign by Rod Kommunikation focuses on newly infected people, because the HI virus is very contagious, especially in the first few weeks. In addition, an immediate therapy could possibly contribute to the fact that the virus causes less damage to the immune system.

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The FOPH is launching the new campaign together with the Swiss AIDS Federation and the Swiss Sexual Health Association. Radio spots and advertisements are used to appeal to people to consult a doctor if they experience flu symptoms after unprotected sexual intercourse.

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Broad criticism of last campaign

Last year's "Love Life" campaign attracted a great deal of public attention: the film was viewed over a million times, and the website attracted hundreds of thousands of visitors. The "Love Life" manifesto has been signed over 178'000 times. It had succeeded in keeping HIV and safer sex as an important topic in public discussion, the Federal Council had written in a report in the fall of 2014. But the campaign also triggered widespread criticism. The Future CH Foundation took issue with the "highly sexualized" content of the posters. Parliamentarians also complained that they did not have a good influence on sexual development. After various complaints, the campaign was even taken up by the Federal Administrative Court. The court did not stop the "Love Life" campaign for the time being. The judges argued that it was questionable whether the campaign posed a danger to children and young people. The decision is an interim ruling, the final verdict will follow. (SDA)

Criminal charges for election campaign advertising

Silvia Steiner, candidate for the Zurich CVP government council, has filed a criminal complaint about an election campaign advertisement. Steiner told the Zurich private radio station Radio 1.

She is deeply shocked by the untruths that a brochure spreads about her. The brochure was distributed to many households in Zurich today. The non-party committee "Self-determination at the end of life" writes in the multi-page brochure that CVP government council candidate Steiner is a danger to democracy. She should therefore "under no circumstances" become a councillor. "This is a smear campaign, false in content and defamatory", says Steiner in the Radio 1 interview. "I was the first to file a criminal complaint and will inform the police to bring the truth to light", Steiner continued. She expects the anti-advertising to cause her massive damage in the election campaign.
 

Numéro10: "Bli Bla Blo" for Net+

Numéro10 has launched a new campaign for Net+ to promote the multimedia provider's new offering.

The new product offering includes TV, Internet and telephone, called "Bli Bla Blo". With the new product, the provider wants to position itself as ambitious and daring. In addition to TV commercials, the campaign also includes print subjects.

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E, T & H: Tilsiter becomes the Swiss cheese

In a new campaign, the agency E, T & H is positioning Tilsiter as the quintessential Swiss cheese.

Tilsiter is a real piece of Swiss homeland. It is made with sustainably produced Swiss raw materials from small-scale farming and is processed in family businesses according to traditional craftsmanship. Tilsiter was first produced in Thurgau at the end of the 19th century. Today, around two dozen cheese dairies from Lake Constance to Upper Zurich produce Tilsiter and it is one of the most popular cheeses in Switzerland.

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Reason enough to make Tilsiter the Swiss cheese par excellence. Just as Rivella is the thirst quencher of Switzerland, so now "Tilsiter. The Swiss Cheese." This is the claim with which the Tilsiter Switzerland varietal organization is launching its new campaign.

As brand ambassadors, the well-known Tilsiter cows communicate the new positioning and link Swiss icons (history, customs, culture, sights, etc.) in an emotional way with our Tilsiter as the Swiss cheese. Of course, a little wink of the eye should not be missing. TV spots and posters will be used, the presentation will be experienced at public fairs and tastings in supermarkets.

Responsible at the Tilsiter variety organization: Peter Rüegg (Managing Director), Claudia Moya (Marketing and Communications). Responsible at E,T&H: Peter Thoma (overall responsibility), Jean-Marc Demeulemeester, Brigitte Andres (creation), Gertrud Weitz (consulting and media), Elefant Studios (film production), Fabian Gasser (director / CG artist), Marco Fischer (head of production).

Last but not least: Seat for Füdlibürger

No one really wants to see what’s known as the «bricklayer’s cleavage.» Yet two current campaigns are addressing the topic of this unwanted butt crack—with two completely different messages.

You don't want to see it, but you have to: The butt phenomenon popularly known as "mason's cleavage" occurs frequently in everyday life. And this despite the fact that the problem could easily be fixed with a belt. And it's by no means just plumbers, construction workers and other tradesmen who reveal more than the viewer wants to see at the back: wherever people sit or bend over, there's a risk of butt ligature. 

Two current campaigns address the issue in a very similar way. Yet the messages couldn't be more different. Canadian plumbing store Hoyle's and agency Sid Lee are self-deprecatingly cementing the bricklayers' décolletage stereotype - "plumber's crack" in English - and turning unsuspecting citizens on the park bench into eye-catching advertisers for the company's plumbers:

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FCB Chicago offers a somewhat less funny message, but an equally amusing and well-crafted implementation for the Meredith's Miracles Colon Cancer Foundation. On the bus, the guests' pants slip down threateningly. The clue: No one wants to see this except the doctor who is examining the patient for colon cancer. The statement may seem a bit sought-after, after all, even the doctor doesn't care about this sight. And if he does, then a completely different one is needed. Nevertheless, the campaign is likely to attract a lot of attention, because the result looks deceptively real. (hae)

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Leone Ming raffle logo

The Leone Ming agency is giving away a corporate design to mark the anniversary and is combining the entire promotion with a cross-media campaign.

As a strategy-driven brand agency, Leone Ming has focused on branding and brand communication. Over the past 14 years, 199 corporate identities or product brands have been developed. The agency from Liechtenstein has launched a competition to design the 200th corporate design. Specifically: the 200th corporate design will be raffled off.

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To take part in the competition, three logos designed by the agency must be recognized. The entire campaign has been implemented with a cross-media campaign. In addition to traditional advertising media such as advertisements and posters, web banners, social media, POS media and guerrilla measures were also used. Among other things, 8000 beer mats were distributed, which can be used as registration forms. Interested parties can also register directly on the F12 poster or drop their business card in a box at the F12. The campaign runs until April 15, 2015.

Responsible at Leone Ming: Leone Ming (creative direction, concept), Christine Böhmwalder (art direction, consulting), Fabienne Dosch (graphics), Sabine Frommelt (project management).

 

Erdmannpeisker celebrates 60 years of Chocoly

The Swiss family cookie brand Chocoly is celebrating its 60th anniversary. To mark the occasion, Erdmannpeisker has developed an engagement campaign for children under the slogan «It’s our birthday, you celebrate.».

All participants have the chance to win one of 20 mega children's birthday parties. The platform for the competition is a microsite where children can apply for the party with a drawing: Chocoly.ch. The Chocoly cow also got a facelift for the anniversary. The funny and charming illustration will be used as a key visual on all packaging, in communication and live at the parties. The anniversary competition and its landing page are highlighted by a promotional leporello on the packaging, advertisements, online banners and various retail activities.

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Responsible at Wernli (Hug): Esther Zürcher (Head of Brand and Product Management Wernli), Mike de Bever (Head of Consumer Marketing), Jean-Luc Baer (Jean-Luc Baer Product Manager Wernli). Responsible at Erdmannpeisker: Gabriel Peisker (CD), Christina Weisser (AD), Rainer Neusius (consulting), Felix Reidenbach (illustrations), (microsite realization - responsive ag, Zurich), Christina Weibel (final artwork)

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