SwicaTop 13,00%Flop 87,00%
Of course, lifestyle is an essential part of a health insurance campaign - the opposite would be "deathstyle", which is certainly a bad way to advertise. Wordy views on www.werbewoche.ch/adrating
Orange
Fair - unfair? Ad raters didn't have a good word to say about the Lowe campaign for Orange, but only in terms of clicks.

Telecommunications Orange and Swisscom advertise their mobile networks with almost identical concepts, but in contrasting ways.
Nothing is more invisible than a network that transports voices, images and letters. How can consumers recognize the benefits if they can't feel them? This presents the advertising agencies for the two mobile phone providers Swisscom and Orange with tricky tasks. But the egg of Columbus has already been found: As with a detergent or small car, positioning can only be achieved through image. Of course, differences can be perceived in the individually experienced service of the two providers. But that is everyday mobile life, Peanuts.tunnel or Alpine pass?
Swisscom was the first provider in Switzerland and remains "unchanged and by far the market leader", Publicis can assume as the basis for its advertising. For the mobile giant's in-house agency, the campaigns for Swisscom Mobile are therefore "primarily about confirmation for customers".
Publicis has developed a campaign that "enables even clearer responses than before" to the various communicative attacks from competitors. One spot, for example, emphasizes the fact that Swisscom Mobile "still offers the best coverage of all mobile network operators". This applies - explicitly in response to last year's Orange campaign - even in remote mountain areas. Swisscom Mobile emphasizes "clear advantages". The commercial shows that indoor mobile communication is also possible in underground car parks. Coverage in railroad tunnels is also visualized in the new campaign's mini film.
This dramatizes the advantages of Swisscom with a "Mobileman" who is on the road in his car every day to test whether and how good reception, sound quality and noise suppression are with Swisscom Mobile, even in the most unusual locations. The commercial is entertaining, quickly edited and smilingly conveys the self-assurance of the class leader.
"We do everything we can to make it work everywhere," summarizes the campaign claim. Which confirms the company slogan "Go far. Come close" is confirmed in the best possible way, according to Publicis. Anyone who sees the commercial should ask themselves the additional question "more than ever": "Am I on the right network?"
The first thing in the morning
In its 2002 Orange Network campaign, the Lowe agency used landscape images to find answers to this question in the most remote mountain landscapes. The quality of "Orange Network" was demonstrated in places in Switzerland where you can only make cell phone calls on the Orange network.
As a continuation of this idea, Lowe has now realized a campaign that shifts the focus to people. In advertisements, TV commercials and in the cinema, Orange shows the unusual everyday working lives of customers who are committed to the Orange network and its quality day after day. Not in the
The campaign portrays the 21-year-old professional fisherman Hansueli Zwimpfer, who has taken over a fishing business from his father and is now the 13th generation to run the company.
For Orange, the fisherman is an "ideal example of the individual needs of customers". According to the commercial, the professional fisherman's life includes 540 kilograms of hardware, seven business trips, four deliveries and - a net.
Lowe's campaign aims to position Orange in Switzerland as a "reliable partner with outstanding network quality". The satisfaction of Orange customers is currently being publicized with advertisements and TV commercials throughout Switzerland.
The protagonists of the TV commercials advertising Swisscom Mobile and Orange mobile customers could not be more different.
Smile free for 60 minutes on the fixed networkTelecommunications "Lara, 8 p.m., 031 555 43 43" - at first glance, this might seem like a cinematic revival of "Doktor
Shiwago", turns out on closer inspection to be Wirz's latest advertising prank for its customer Sunrise. With loving doodles, like the ones everyone has made during a phone call, the creative minds want to publicize the landline product Select Plus. The plus for the customer: They can chat for free for one hour per month for one year - although they have to commit to this. The plus for Sunrise: an increase in the current 833,000 fixed-line customers. The latter is not nearly as interesting as mobile telephony due to the monopolized last mile, explains Beat Ruch, Head of Marketing Communications at Sunrise. In addition to new customers, the posters and advertisements have also generated other reactions for the telecommunications company: On the one hand, curious people are dialing the printed Bern number, and on the other, Lara fans (mostly parents) want to reorder the poster. (sk)
Andreas Panzeri

The St.Gallen-based communications agency Complecta is launching the online newsletter Gonzo News, a magazine designed to dispel the usual marketing clichés and take a critical look at the general principles of advertising. On eight PDF pages, it propagates the agency philosophy of "Gonzo communication". "Gonzo stands for crazy and unusual. Communication today has to be much more emotional and surprising. Gonzo therefore shows how to communicate successfully in the age of information overload," explains Complecta Managing Director Stefan Grob. "Gonzo News" is available for download at www.complecta.ch.

Private radio The government of the Principality of Liechtenstein wants to take over the private broadcaster Radio L and operate it as a public national broadcaster from 2004 under the name Radio Liechtenstein, for which it has applied to Parliament for the creation of a new broadcasting law. The background to this is the withdrawal of the previous private investor Peter Ritter, according to a press release. In Liechtenstein's small advertising market, it is "difficult for Radio L to maintain broadcasting operations in the desired quality with the available sources of funding". In order to safeguard the public service, the government intends to take over the assets of the owner Radio-TV AG for 3.1 million Swiss francs and bear a maximum annual loss contribution of 1.5 million Swiss francs.

Religious Marketing It’s nothing new that South American soccer players and Italian ski racers cross themselves and ask for divine assistance before competing. What’s still a bit unusual, however, is the use of the rosary as a sports accessory. At the Aesch parish festival—as the promotional poster suggests—it’s being given a whole new kind of honor. A, let’s say, outrageously sleazy one. As if the rosary weren’t already daring enough in its «politically correct» guise, the creatives slapped a grandiose porn movie headline on top of it. Calculated, thigh-slapping humor. The tagline «Jesus Christ, this is going to be good» rounds out the sophisticated overall impression. But let’s set aside the practical, extended version of the quick prayer and listen to the reasoning behind such humorous advertising: «With all the hip party options available for summer fun, it’s a real challenge to promote a parish festival that’s—at least in terms of image—conservative,» says the agency. The women from the Sm’Aesch-Pfeffingen Volleyball Club were all the more open-minded when it came to «breaking prevailing taboos with a charming idea.» We learn that the volleyball player prays that the Almighty will lead numerous “little sheep” into temptation and to the volleyball club’s booth. We’d be all too happy to find out which rosary the creative director
chose—the Joyful, the Sorrowful, or the Glorious—as he struggled to find enlightenment for his mission?
(la)

Advertising psychology His test is used worldwide because Max Lüscher knows exactly how people react to colors. On September 9, "Farben-Lüscher" will be 80 years old.WW: The color black is very popular in the advertising industry. What does someone express who is dressed in black every day? Max Lüscher: These people have one thing in common: they don't show their feelings freely. They claim to be right. We have to let go of the idea that people are the way they want to be seen. Almost all people have a front and a flip side. If a person presents themselves as very compliant, there is often an authoritarian claim behind it. If, on the other hand, someone appears authoritarian, there may be either a soft core or a fear of being influenced. So someone who consistently dresses in black has an authoritarian, authoritative appearance.
Federal Councillor Micheline Calmy-Rey can sometimes be seen on television in her office: The room is a veritable orgy of bright, cheerful colors. Yellow, green, red in variations, even orange. What does that say?
It signals: "I am addressing the public." These colors appear cheerful, light, happy. I often wear yellow myself
Therefore, I also address the public - with my books. But that doesn't mean that I'm a sociable person.
Personalities are known to change, for example with age. Do you react differently to certain colors today than you did 50 years ago?
No. I remember painting a certain drawing with my favorite colors when I was four years old. The colors from back then are still my favorite primary colors today, namely blue and yellow. For me and for many others, the character has basically not changed.
Can the sender of a "color message" assume that the respective color will be received equally by all people?
Yes, he can. All over the world, in all people. Color perception and the associated sensory experience is a physiological reaction. However, whether you like a certain color or find it unpleasant varies from person to person. For example, everyone with normal vision perceives red as red and feels it as such. Red creates excitement. Depending on whether a person wants or rejects excitement, they react to this color with approval or rejection.
What role does color play in the workplace?
A very important one. I advised Axel Springer Verlag in Hamburg for many decades. The editorial teams there worked in rooms with white, bare walls. The white walls had a tiring effect. That gave me the idea that all the linen in an operating theater shouldn't be white either.
So the fact that green rather than white gowns are now worn in operating theaters is due to her initiative?
Forty years ago, a special congress was held at the Basel Cantonal Hospital for chief surgeons from all over Switzerland, at which I was able to describe my experiences with the color white. I explained that the white drapes in particular, over which the surgeon works for hours on end, had a tiring effect. I recommended having them dyed lime green to protect the eyes and contrast with red blood. None of these surgeons agreed with me. Only the head surgeon in Basel at the time thought: "Let's try this for Mr. Lüscher's sake." Today, you won't see an operating room in any hospital or TV movie where only white drapes are used.
Can mistakes be made with colors?
If you use colors in a targeted way, you should choose the color that creates the desired effect. An example from everyday life is the woman who dresses in red and thus signals lusty activity. The choice of color for labels and packaging of luxury foods is crucial for sales. Even medicines must not have the wrong colors if you want people to take them.
An example?
A well-known multivitamin preparation is sold in a brown capsule - completely wrong. It should be orange. Or the capsule of a tranquillizer is black and red - also completely wrong. Red and black together mean explosive aggressiveness, which is certainly not calming.
Colors are almost always used in combinations...
... the meaning of the individual color remains the same. But in combination with another, it can create a new effect. Let's take magenta, a pink violet. The meaning of magenta alone is sensitivity, vibrating intensity. If I combine magenta with orange-red, this creates a pleasurable, often sexual arousal in the viewer. If, on the other hand, I combine magenta with a dark blue, the vibrating sensitivity expresses itself as a sensitive, tender empathy.
The new Stop AIDS campaign is yellow and black.
That's exactly right. This combination symbolizes suicide. It could be mine.
What about color in mass psychology?
Thirty years ago, I advised a cigarette company to improve the packaging of its very successful brand. I optimized the pack and the posters for the target group with just a few color changes so that sales increased by a third.
However, you no longer advertise cigarettes. Why?
Today we know how harmful smoking is. That's why I will never support this advertising again.
Yet you still watch cigarette advertising?
Yes, but only to observe how well or badly this advertising is done. I recently noticed a brand of cigarettes called Cartier at the kiosk. The stronger version has a blue band on the packaging, the milder one a red one. That's exactly wrong. Companies don't even know how much they are damaging themselves by using the wrong colors. Colors are used to control the consumer's perception so that they can sense the unique character and quality of the product.
For example?
I have differentiated five types of must by color so that the label indicates the taste: blue-green tones for sour must, light, pale yellow, slightly reddish tones for sweet must.
What colors do you recommend for beer packaging?
A beer label should usually signal nature, as it is a distinctly natural product. So it must certainly contain green.
And for chocolate, which is already colored per se?
I can signal the flavor by using certain colors. If something is to be sold as sweet, salmon-pink colors are suitable. Blue-green and brown tones are suitable for bitter nuances. If it contains honey, I use the honey color.
Max Lüscher, guru of color psychology, has often used his findings on the effect of basic and mixed colors in advertising.
Life for the colorsMax Lüscher, born in Basel on September 9, 1923, was granted a special permit at the age of 16.
to attend psychological and philosophical lectures at the University of Basel. He soon realized that the general assertion that colors have no specific meaning cannot be true. He proved that color perception is objective and universal. This made him the founder of what is now globally recognized scientific colour psychology. In 1947, Lüscher explained his color diagnostics at the first World Congress of Psychology in Lausanne. As a result, his color test with the "Lüscher colors" quickly became internationally known. Max Lüscher wrote 14 specialist books, some of which have been translated into 29 languages. His best-known titles are "Psychology of Colors", "The 4-Color Man", "Signals of Personality" and "The Colors of Love". His main work is called "The Law of Harmony in Us". Lüscher, now professor emeritus, lives in Lucerne and Locarno and his office (Lüscher-Diagnostik) is located in Riehen. More information can be found at www.luscher-color.com. (hrf)
Interview: Herbert Fischer

Long-distance travel Yeah, it's going to be cool: Manta Reisen, the Swiss market leader for diving trips and the Maldives, has greatly expanded its range and is presenting new dream destinations around the globe in time for the 2003/2004 travel season. Diving worldwide, Maldives/Sri Lanka, the Red Sea and the Indian Ocean are offered in four catalogs. The advertising agency Inhalt&Form announces the new catalogs with an image campaign, which was realized for the general and Sunday press. Peace, man!

Internet Listening to the radio and watching television online still play a subordinate role at present. However, as media convergence increases, it must be possible to measure usage. There is hardly any reliable data on streaming, i.e. listening to the radio and watching television on the web, in Switzerland - and above all, little is known about surfer preferences. SF DRS started a trial with live streams in June, but stopped it after two days for legal reasons. The situation is different with radio: anyone working on their PC can now listen to all DRS stations (www.drs.ch) and the many private stations (www.radioplay.ch) on the side, but with a delay of up to half a minute depending on the PC and line.exact figures on web radio usage are not currently available. Although the Radiocontrol system recognizes streaming under certain conditions (see box), the clock cannot identify the source of the signal (radio, PC, department store loudspeaker).
Even MMXI Switzerland, which measures internet usage in Switzerland, can only shed a little light on the matter. The MMXI panel shows, for example, that out of 56,000 people who visited the www.drs.ch site at least once in July, 21% also listened directly to DRS web radio. It is not easy to determine whether they actually listened to the radio, which station and for how long.
It can't have been long, as the total presence per visitor on drs.ch in the whole month of July was only seven minutes. Measured against the average radio consumption of 121 minutes per person per day, radio streaming is therefore (still) a negligible factor. People who sit in front of their PC and listen to the radio at the same time do so via a separate receiver, in many cases probably also for financial reasons (telephone charges).
But MMXI wants to find out more. "MMXI claims to measure internet usage, so we also need to be able to identify this form of internet usage," says Urs Wolfensberger, Managing Director of MMXI Switzerland. If media convergence does indeed become more intensive, he says, the aim is to be able to provide the economy with the resources it needs on day X.
Inactive after 30 minutesThere are still two technical problems to be solved: MMXI already collects data on all processes on panel members' PCs, but streaming activities cannot be clearly identified and assigned in all cases. The second problem is that if an open browser on a panel member's screen shows no new clicks for around half an hour, the MMXI system judges it to be inactive. However, this is disastrous for streaming, because web radio browsers - once started - remain open in the background for a long time while people are surfing or working in the foreground. Future Internet measurement must therefore be able to identify streaming browsers and at the same time register any other (Internet) activity on the screen.
Another problem is the use of downloads. Ideally, future internet measurement will be able to indicate what was downloaded from the web and where (from CD, from the internet) and when or how often these downloads were used. The trick will be to allocate the use of broadcast downloads to the respective broadcasters. Urs Wolfensberger does not know whether this will happen. But MMXI will be taking a further step in the fall: the panel will then also be able to identify Real Player or Quicktime, i.e. applications that are used for streaming.
The streaming problem will not be the last to await a solution. Wolfensberger sees more to come for research: How are we supposed to measure and correctly allocate when the Internet or radio are perhaps used on a cell phone, the newspaper on a PC or TV and Internet in the car? "The more the individual media diversify their distribution channels, the more complicated it becomes to get an adequate picture of actual usage," he says.
Before a surfer's web listening habits can be measured, there are still many obstacles to overcome.
Steinmann is also on the ball "Radiocontrol can measure radio usage from the internet, provided the broadcast is not delayed by more than ten seconds," says Matthias Steinmann, Head of the SRG Research Service. If the delay is longer, additional software and, depending on the case, hardware would be required. "But it is technically feasible, we
are working on it," he says. But he doesn't think streaming is too relevant, he is more concerned with another problem: the ability of new TV sets to store programs and play them back with a time delay. "That's coming," he says firmly, "and Telecontrol will be ready for it." (mk)
Markus Knöpfli

Weekly newspapers The German weekly newspaper Die Zeit is increasing the number of literary supplements from five to seven, including a second supplement for the Frankfurt Book Fair and a children's and young people's book supplement in the run-up to Christmas. They are published in tabloid format and are also sold individually. In addition, Die Zeit is expanding its editorial offering in the literature section. This year, 12 additional pages will appear, followed by a further 30 pages next year, as Pressetext Deutschland reported.

"Nici" plush figures and accessories can be used in a wide variety of ways for a wide variety of promotional purposes.Nici" brand plush toys, gift ideas, toys and stationery items are represented in Switzerland by H. Siegrist-Import AG, Flawil. The company supplies and supports stationery shops, gift boutiques, specialist toy retailers and department stores. The company also develops figures that are individually tailored to customers' specifications. Location: Stand 4.139 in Hall 4 at the X'03 marketing fair at the Zurich Exhibition Center.

Newspaper printing will earn less money over the next five years, with the number of orders, revenue and cash flow all set to fall. This is the result of a survey conducted by the industry association Viscom. In the magazine sector, printing companies expect more orders for smaller print runs, meaning that everything will remain the same financially. Significantly less revenue will be generated from form printing in the future. On the other hand, the industry is expecting more orders from direct marketing, which should generate more revenue and cash flow. The 100-page brochure can be ordered for CHF 160 from Viscom, tel. 01 421 28 28.

Publishers The Zurich-based publishing house Tamedia has slipped into the red in the first half of this year. The loss amounted to CHF 3.8 million, compared to a profit of CHF 26.9 million in the same period of the previous year. Sales fell by 13.5 percent to CHF 290.6 million. Earnings before interest, taxes, depreciation and amortization (EBITDA) plummeted by 74.3 percent to CHF 11.8 million. Newspaper sales fell by 17.7 percent and magazine sales by 9.2 percent. In the electronic sector, sales increased by 53.4 percent, mainly thanks to the pleasing development at Tele Züri (see also page 25).