Affinity of advertisements with supporters in "Yuppieland "Gold (147) Oris
Duke Ellington
(Kissling Advertising)
Silver (140) Hotelplan
World Tour 2003
Bronze (132) Aarau Winery
Champagne Bollinger
(Photo: Wolf, Olten/Keller Druck, Aarau)

The PR agency Vibrio is now looking after the software companies BroadVision and Web2CAD, a US company that develops and sells portal, e-commerce and content management solutions. Web2CAD develops software solutions for optimizing business processes in spare parts and service management. Vibrio supports the company in its repositioning.

Equal rights According to Publicadata, 24,7100 viewers watched the Mister Switzerland election show on TV last Saturday - the first joint broadcast by the private broadcasters united in the TeleNewsCombi. By comparison, the Knie Gala on the occasion of the 200th birthday on SF 1 on the same day delighted 114,9500 animal and clown fans.

Cantonal anniversaries In the advertising campaign designed by Renzen & Partner for the canton's anniversary, 200 people from Aargau express themselves in the largest testimonial campaign in Switzerland Every canton has to live with prejudices - and Aargau is blessed with them like no other. But it also lives from (and with) the people who debunk such clichés. 200 residents of the large Mittelland canton between Bern and Zurich are publicly reflecting on their canton of residence in what is probably the largest testimonial campaign ever launched in Switzerland. The canton of Aargau, which is celebrating its 200th birthday this year, did not want to limit its advertising concept for the anniversary to simply announcing the festive events. A large separate campaign was to accompany the festivities in the anniversary year as a common thread and promote the togetherness of the very different parts of the canton and their inhabitants.
The pitch was won by the communications agency Renzen & Partner (R&P) in Aarau with the idea of offering 200 Aargau residents a striking platform. "The idea was not to communicate a quasi-officially prescribed cantonal identity and festive joy, but rather individual statements from people," explains Gianni Schneiter, CD at R&P. The canton of Aargau was to "face up to its own people" in a campaign that caused a stir beyond the canton's borders and convey a kaleidoscope of critical but also affectionate opinions from Sins to Rheinfelden, from Zurzach to Zofingen. The statements published so far revolve around cultural, economic and sporting topics, but also deal with mentalities and very often with the Aargau's search for identity.
A barometer of feelingsThe campaign has indeed become a platform for praise, criticism, ideas and dreams, "a barometer of the feelings and thoughts of people from many cultures living in Aargau", says Marc Pfirter, State Secretary at the Aargau State Chancellery. In order to ensure that the testimonials attract attention and are taken seriously, the agency refrained from using bright colors - only the cantonal colors, the anniversary logo and the sponsor logos are printed in the respective colors.
Celebrities, artists, originals, but also many ordinary people from all districts contribute their statements about the canton of Aargau. These can be seen, read or heard in full-page advertisements, on F12 posters and in TV and radio spots throughout the canton.
On radio and TV, the commercials are accompanied by a theme tune. It is the folk song "Im Aargau sind zwöi Liebi...". The jingle is sometimes jazzy, sometimes a techno melody, sometimes classical. But it also comes across as a genuine "Hudigägeler". This jingle is also used by Radio Argovia and Tele M1 for editorial reports on the canton's anniversary.
The portraits are not produced in stock, but on an ongoing basis. At R&P, care is taken to create a good mix: All regions, all age groups, social classes and cultures should be represented. By the end of the anniversary year, 20 different subjects per medium will be realized, which corresponds to a media presence of 80 different testimonials.
A total of 200 people will be portrayed and interviewed in order to reach the magic anniversary number. The complete collection will be shown in an exhibition at the end of the anniversary and immortalized in an anniversary book. The main sponsors of the campaign are Axpo, Migros and Swisscom. Media partners are the AZ Medien Group and APG.
Testimonial as a poster: black and white used as an eye-catcher.

Andreas Panzeri

Beer market Spillmann Felser Leo Burnett lets the beery humor bubble over in the new advertisement for Feldschlösschen beer. "Today we drink to a great Swiss achievement: The Matterhorn! The mountain that we Swiss have created for ourselves over thousands of years. With hard work. And with a clear goal in mind. To create an identity for our country. A landmark. A wonder of the world. And a very special one at that!" - To this deadly serious comment, Swiss aborigines climb a rock in the new, documentary-style commercial for Feldschlösschen.Nature is a wonder of the worldThe viewer is spellbound as these aborigines chisel away at the stone with primitive tools. Seen from a long shot, the rock increasingly takes on the shape of the Matterhorn. Then the picture changes to a sketch of the Egyptian pyramids, and the text clarifies further: "With other wonders of the world one sees that they were created by humans. Only the Matterhorn is a wonder of the world that looks like a natural wonder."
At this moment, the Matterhorn in the spot fades to a bright bar. The Feldschlösschen logo appears, and off-camera the audience is asked, "So let's toast the Matterhorn. A great achievement from a small country with a great beer."
Switzerland has produced many achievements: watches, cheese, chocolate - and a great beer. Feldschlösschen is by far the biggest beer brand with a market share of 25 percent, ahead of Cardinal (11 %). The barley juice from Rheinfelden is nationally known and also very popular among quality-conscious mates. "So it makes sense to position Feldschlösschen as the great Swiss beer," says Matthias Kiess, senior brand manager at Feldschlösschen. Martin Spillmann, CD of the new campaign, quotes a statement by Frank Zappa: "Every country needs its own airline and its own weapons. But what it really needs is its own beer!"
To promote this, Spillmann Felser Leo Burnett (SFLB) took a closer look at international beer advertising and discovered that really good beer advertising works primarily with humor. Surprisingly, however, not in the classic beer country of Germany - just as rarely in Switzerland, "even though beer drinking is all about socializing.
The new Feldschlösschen agency wants to counteract this not-so-exciting beer seriousness by providing a new reason to celebrate every day and thus also to laugh happily. As good reasons to drink, they have looked for the most bizarre Swiss inventions and achievements possible. The new campaign for Feldschlösschen toasts these in a humorous and stylishly "beerselige Art" with a lot of winking.
In addition to the Matterhorn, the Robidog is also celebrated in the three different TV commercials. The dog excrement disposer was invented in Switzerland by Josef Rosenast from Thun just over 20 years ago. The Stewi is just as quintessentially Swiss. Thanks to the folding clothes dryer from Winterthur, Swiss housewives were able to get back to the stove more quickly in the seventies. This invention provides the reason to celebrate in the third commercial. In TV versions, the glass is filled with
alcohol-free castle gold lifted. There's no pinching your drink at the cinema.
In addition to TV commercials, ten posters draw attention to other Swiss achievements at the start of the campaign. For example, under
Among other things, toasts were made to the Willisauer Ringli, the half-cantons, the invention of the Obenabe-Jass, and the Tour de Suisse - "the only Tour de Suisse in the world," as CD Martin Spillmann jokingly explains.
The new advertising campaign was launched on May 19. The spots were realized by Swiss director
Michael Fueter - in Switzerland, of course. More precisely, in the countryside around Dübendorf. Condor Communications also toasted to this not only beery but also cost-effective idea. In the Robidog spot, the inventor of the Robidog and the Tagesschau legend Léon Huber also played a part in creating a real impact.
A big one every day for five years The campaign, which is designed for the long term, covers every conceivable advertising medium: from TV commercials to posters and advertisements, it will be printed on beer mats, pub plates, calendars, and much more. In train stations, e-boards are supposed to display a topical reason for a toast. In Zurich, for example, toasts can also be made to "the streetcar that doesn't squeak. Martin Spillmann: "In the coming weeks and months, we will prove to Switzerland that there is a good reason to drink a large beer every day. Switzerland has produced so many achievements that we have enough subjects for the next five years."
The Spillmann-Felser-Leo Burnett spot for Feldschlösschen was inspired by Frank Zappa and his Mothers of Invention.

The Feldschlösschen retro trend from Spillmann Felser Leo Burnett toasts the Stewi dragonfly and the Robidog.
Andreas Panzeri

Fundraising "Schnüfeli" must not be sold: no child would voluntarily give up a cuddly toy like this. The truth is different: One in ten children grows up in poverty in the affluent country of Switzerland. This figure is based on Unicef statistics. Reason enough for the Swiss Workers' Relief Organization to focus on child poverty in this year's fundraising campaign. Instead of sad children's eyes, the Jung von Matt/Limmat agency in charge of the concept shows the "Schnüfeli", which is intended to continue to comfort children's hearts. Instead of trusting children's eyes, emotional hard facts from JvM.

A new advertising agency, Garbini Biedermann, has been launched in Zurich's Seefeld district. Founded by communications experts Remo Garbini and Thomas Biedermann, the company employs five people and positions itself as a classic advertising agency with a focus on brand management. The agency already secured the account for Sony Consumer Electronics at its launch.

Cultural marketing Anything but diva-like poster teenagers are already ensuring that director Christoph Marthaler has a reason to extend his contract with the Schauspielhaus, where an aircraft carrier is still waiting for its winner - the 200,000th theatergoer. Despite the unattained figure, the Publicis advertising campaign (WW 8/02) seems to have contributed to a change of heart among the public. At the end of March 2003, all three main stages reported a significant increase in occupancy rates: 59.1 (previous year: 46 %) in the Pfauen, 83.3 (73.2 %) in the Schiffbau-Halle and 65.2 percent (63.8 %) in the Box. Thanks to the witty subscription campaign, in which actors were transformed into discount products, the slump in subscriptions was partially offset.Audience cultivation fills the auditoriumsBarbara Higgs, Schauspielhaus spokeswoman, sees the reasons for the wave of popularity not only in the strong media partnerships with Tamedia, NZZ and others, but also in the direct communication with the audience, in the more intensive communication of the offers such as the new general subscription or in events such as that of the Swiss Workers' Relief Organization with Federal Councillor Micheline Calmy-Rey.
The most important thing, however, is the attractive program of the season, which has started with two new productions of classics that have been very well received by critics and audiences. Together with the Marthaler production "Groundings", which was also celebrated at the recently concluded Berlin Theatertreffen, "it was simply a good season", comments Higgs. This, in turn, may also have been responsible for the more heterogeneous and younger audience.
Just at the end of the season, the creative team led by CD duo Uwe Schlupp and Markus Gut placed a teen subscription on Zurich billboards and on local TV. "We investigated the question: How do you prepare young people on the threshold of adulthood for life?" says Gut, explaining the idea "with a lot of heart and irony". The answer in the campaign, which was conceived as a teaser: with a Schauspielhaus subscription. Where else are the big questions of life dealt with so vividly in such a small space? The unadorned aesthetics of the campaign and the sober expression of adolescent youths are intended to trigger emotions in all age groups. Just like the theatrical spot, in which a young, clumsy hot dog vendor, with subtle eroticism, can't get the sausage into the bun that the dolled-up customer is annoyedly waiting for.
Ready for life: Schauspielhaus campaign by Publicis. Fidgety sausage doesn't want to eat the hot dog: teenager in the TV commercial for the Schauspielhaus Zurich.
Luca Aloisi

Customer press The Coop press has become a universal read in recent years. Only for women from the countryside or mothers, but uninteresting for all other family members - the image of the major distributors' customer magazines that is deeply rooted in the minds of media planners no longer corresponds to reality. This has now been confirmed in detail by a readership study conducted by the Barbara Domeyer Institute (d&s). It was commissioned by the number two retailer in Switzerland. The development of the Coop-Presse among young readers and men is particularly striking: the three regional language titles of the Coop-Presse have succeeded in significantly expanding their position, especially among the media-critical 14 to 24-year-olds. Whereas in 1994 more than three quarters of this age segment still described themselves as stoic "non-readers", in 2002 this figure had shrunk to less than ten percent. At the same time, the proportion of "regular readers" exploded from ten percent back then to 40 percent today.
The success with the next highest age group, the 25 to 34-year-olds, is very similar. Here too, the proportion of "regular readers" has doubled from around 20 to 40 percent - only just two to three percent of those surveyed in 2002 were still "non-readers" - in 1994, the last time the survey was conducted, this figure was still around 60 percent.
No less surprising is the pace of the advance among the male audience - they had traditionally left the reading of the Coop newspaper to their wives, probably because of the many special offer advertisements with which the shopping list was customized. But those days are also a thing of the past: instead of 20 percent (1994), today around 50 percent of men who receive a Coop newspaper at home describe themselves as "regular readers". In other words: eight years ago, more than 60 percent of men still identified themselves as "non-readers", but in 2002 this figure had shrunk to less than 10 percent.
Everyday topics conquer readers The reasons for the increased popularity of an ever-widening readership are obvious: the original purpose - a customer magazine highlighting promotions and new products on the shelves - is a thing of the past. The content of the Coop newspaper has been expanded into a thematic cornucopia from which the whole family can draw. Society, politics and health issues have been given a much more prominent place in it.
This was the right way to gain additional readers, as the study shows. One of the original core competencies of every customer magazine - "information about new products" - performed the worst. The most popular topics in the Coopzeitung, on the other hand, are those that are also carried by the paid press: "Reports, features, articles". The typical customer newspaper categories "Recipes/menu suggestions" or "Tips for everyday life", on the other hand, landed in second place.
on the back ranks.
No comparable study is available on the customer press of the number one retailer, Migros. Based on this survey, it is obvious that their editions still have potential to catch up. The Coop titles are picked up significantly more often than the papers from the Migros editorial offices. Accordingly, the Coop press has established itself over the past eight years with around 1.5 readers per copy. Not so Brückenbauer. Up to the year 2000, it was even ahead with 1.6 readers per copy. But from 2001 onwards, this figure plummeted to just 1.3 readers per copy - and has not budged since. However, this could soon change. Migros has now also decided to expand its reader marketing efforts (WW 17/03).
Turning the reader profile around in eight years: Coop titles.

56 percent increase in circulationBoth the Coop and Migros newspapers have continuously and significantly increased their circulation in recent years, with the Supercard and Cumulus customer loyalty programs bringing an unprecedented influx of members. Since 1994, the Coop-Zeitung has increased its circulation by 56 percent to 2129160 copies, while the Migros-Zeitung has grown by 41 percent to 2116005 copies in the same period. (dse)
Uses & Gratification Study 2002The readership analysis of the Coop Press carried out by the market research institute d&s is made up of several studies: Purchase Decision Study d&s (1997, 1400 respondents), 20-minute study "Kids - Teens - News" (2001, 660 respondents), additional module Coop Kids Study 10- to 13-year-olds (2002, 100 respondents). (dse)
Daniel Schifferle

There is no Advertising Week during Ascension Week. This issue is therefore a double issue. The next Advertising Week will be published on Thursday, June 5. As usual, you will receive the most important news of the day in our Newsmail. (ww)

For the third time, the Federal Office of Communications (OFCOM) and the Federal Office of Culture (FOC) are looking for a knight who is fighting against the digital divide in society. The "Knights of Communication" competition rewards projects that enable or facilitate access to the new information and communication technologies for a wider population. Projects that have already been launched since January 1, 2002 and will run until July 30, 2003 are eligible to take part. The closing date for entries is September 12. Further information can be found at www.comknight.ch.

TV market TV Productioncenter Zürich AG (TPC) suffered an eight percent drop in sales to CHF 133.1 million in the 2002 financial year, but was able to increase its annual profit by 24 percent to CHF 2.1 million. The SRG subsidiary's positive result was due to cost-cutting measures such as redundancies and the closure of a studio.