Telecommunications Sunrise says goodbye to aggressive price war advertising and lets Wirz Werbung position itself as a full-service provider.Telecommunications provider Sunrise advertised in the fast lane when it was launched on the Swiss market. As a result, Sunrise quickly made it to second place behind Swisscom and ahead of Orange in the pecking order of telecom companies in Switzerland. The downside: today, Sunrise is perceived by many in the public as "too young". Sunrise is seen merely as a price-aggressive mobile provider. Even worse: Almost forgotten is the fact that Sunrise is the only true full-service provider in Switzerland besides Swisscom. Sunrise wants to open up
To correct this image, the provider, which belongs to the Tele Danmark mobile communications group - it was merged with Diax in November 2000 - is digging deep into its pockets. "Fundamental thought has been given to a slight repositioning," says Norbert Egli, Head of Marketing Communications at Sunrise/TDC Switzerland. Accordingly, the agency Wirz Werbung was given the task of "opening up" Sunrise.
The new campaign aims to show that Sunrise is not just a low-cost provider, but offers its customers a comprehensive range of services. In addition to mobile communications, this also includes fixed network telephony and the Internet. "The brand has grown up," says Egli. The previously younger audience is therefore to be mixed in terms of age. The target group for Sunrise is now young families. "Broader, nicer and more customer-friendly" is thus the new motto. Of course, the price, still a strength of Sunrise, should remain an important argument.
Wirz solved the task with an image film that, with the claim "Always a smile," was deliberately designed to be somewhat more conventional than the usual telecom advertising. "The challenge was to find a container for the many messages," explain Thomas Kurzmeyer and Thomas Bolliger.
A kaleidoscope of imagesThe two Wirz CDs opted for a 58-second TV spot. It strings together all Sunrise's services like a string of pearls with quickly comprehensible symbolic images. The scenes show, for example, a windsurfer at the seaside - with the matching text overlay "Surf faster thanks to low-cost ADSL".
In another scene, a woman sits relaxed in front of her laptop: "Flexible working, where and how you want." At a party, young people are sending MMS via cell phone, accompanied by the text: "Share everything at the best MMS rate in Switzerland." On the subject of Fixnet, a woman lies on the sofa and makes a phone call. The explanation: "Longer chats with low prices.
Of course, the reference to number portability is also important. The "taking along" of the old cell phone number is symbolized by an exchange of bodices between two soccer players. Other scenes illustrate the possibility of roaming with Sunrise in over 130 countries, the prepaid card or the Sunrise call center. With the latter, the spot finds its final shot to the text "Welcome to your customer-friendly Sunrise". This is followed by the logo and the new claim "Always a smile".
The breadth is the spice "Not everything can be explained in detail. But it should give the overall impression that Sunrise's offering is very broad," is how CD Kurzmeyer sums up the commercial. Stylistically, he would file the film under the heading of "clean conservative advertising." "What you know should be shown with a slight twist." "A nice, friendly world" should also shine through. Also sought was a colorful, friendly style that also flirts a bit with the idea of sunlight. "The sun should shine on the viewer without showing a penetrating sunrise," says Wirz consultant Susan Baumgartner.
For this reason, the spot was shot in South Africa. Many small plays of light can be found again and again in the strikingly beautifully styled scenes. The Cape of Good Hope is also where the images for nine other spots were shot, as well as over 30 image motifs for various
details of Sunrise products and services. These short commercials and advertisements are to continue the image advertising in various forms in a later phase - with individual stories that show the whole Sunrise world in a coherent way. The images realized in South Africa will also be used in brochures and posters. "We produced this campaign in a kind of modular system," says Susan Baumgartner.
The shoot thus became "one of the most elaborate productions in Switzerland this year," Wirz advertisers are proud to say. The project was directed by the talented Jörn Threlfall, who comes from England. "A man," say Wirz advertisers, "that few will be able to afford in a few years." Behind the camera was Frazer Taggert, who usually shoots feature films or Nike commercials.
The new Sunrise commercial will be shown on TV and will also be released in its own version in cinemas and at Sunrise cinema open airs.
Elaborately shot cinema and TV commercials line up Sunrise's offers with a kaleidoscope of images.
Telecommunications Wirz designed a new image campaign for Sunrise with a smile on his lips. >> page 7
Andreas Panzeri

Following a pitch, Zurich-based advertising agency Publicis is now handling Coraya's budget. Under this brand, the French company Cuisimer produces a range of fish products, including surimi. Coraya surimi have been sold in Switzerland by Migros for over ten years. Since March, the brand has also been available at Coop. Publicis is launching a campaign with classic advertising as well as POS measures this spring.

The Swiss copywriters' association Script has admitted two new members to its professional register (BR). They can now call themselves "Member Script BR" for two years.
certification round. According to the association, only a few agency employees are currently among the 19 BR members. The board hopes that advertising agencies will also recognize the importance of a quality check of the
copywriter becomes more conscious. The next BR certification will take place in
November 2003. Documents and information are available at www.scriptweb.ch.

Rights trading The rights marketer Highlight Communications in Pfäffikon SZ is acquiring 16.4 percent of the German production company Constantin Film from EM TV, enabling Highlight to increase its stake to 41.4 percent. The sale price amounts to 7.5 million Euro. Following the transfer of the stake, Highlight must submit a mandatory offer to the remaining shareholders. Constantin announced that the production company's Supervisory Board and Management Board had discussed the expected offer controversially on Thursday. German producer Bernd Eichinger holds a 25 percent stake in Constantin. The rest of the shares are in free float.

The Zurich advertising agency Guye Benker has won the advertising budgets for the Luzerner Rahmkäse and Winzerkäse varieties of the dairy group Emmi Schweiz AG.Guye Benker prevailed in a competitive presentation. The first campaign to be launched in June will be a print campaign for Luzerner Rahmkäse.

Press A good idea catches on: More than 75,000 people in German- and French-speaking Switzerland ordered a trial subscription for 20 francs at the last "Schweizer Presseshow".Presse A good idea catches on: More than 75,000 people in German-speaking and French-speaking Switzerland ordered a trial subscription for 20 francs at the last "Schweizer Presseshow". For this promotionally effective price, people were able to get a taste of a daily newspaper for six weeks, read a Sunday newspaper for ten weeks, or receive three to 13 issues of various magazines delivered to their door, depending on the title. Now the Swiss Press Association wants to repeat the successful press show. "Feel good & enjoy" is the motto of the new campaign. Reading with pleasure, Sundays to feel good, discovering new things in the areas of culture, fashion, design, food, drink and wellness are the specific keywords. "We expect 24 to 32 newspapers and magazines to take part in this leisure game," said project manager Pepi Burch in a circular at the end of February. In the meantime, to his "great delight", 33 titles have emerged with a total circulation of around 4.5 million copies. Over the course of the summer, these will be accompanied by a joint folder in which all participating publications briefly introduce themselves, offer their trial subscriptions and encourage readers to take part in a competition in which there is also a car to be won.
Action motto of the Swiss press.

From 1 to 3 May, Tower Sports in Rapperswil's AlbuVille will be hosting the grand opening of the summer season, with numerous attractions and, above all, a 15 percent discount on the entire range of swimwear, leisurewear, sports shoes and bikes on 1312 square meters. The "must-attend event for all customers" is of course also "a great opportunity for advertisers who can hardly wait for summer", says Daniel Krieg from Publicis. In a double-page advertisement in the Oberseenachrichten, advertisers were once again able to let off steam in a pre-summer fashion. A small poster with the hairy subject is likely to trigger a fundamental discussion about the aesthetics of shaving off chest hair, and not just among Mister Switzerland candidates. A man needs a toupee like this after shaving his chest.

On June 8, the Swiss Press Association launches its new image campaign for the publishing industry under the motto "Only advertisements can do this", which runs until the end of October and is aimed at Swiss advertising agencies. Twelve of these agencies, all of which serve print media as clients, will each create a subject within the basic design created by the lead agency Matter & Partner.

Daniel Bieri has been Senior Art Director at DDB Zurich since April 2. "To achieve great things, it's best to start small." Looking back, the new Senior AD of DDB in Zollikerberg would like to consider this motto as one of his life maxims. "Born and raised in the village, I achieved my success in small but sure steps," says the Entlebuch native. He learned the graphic design trade from scratch as an apprentice in Lucerne. Bieri spent his years of training and traveling as a junior art director and freelancer for various agencies such as Wirz, Aebi/BBDO and Wyler Werbung. "If you don't change, you won't stay the same" was the motto borrowed from Bertolt Brecht when Daniel Bieri "needed a new kick" five years ago. As a Senior AD, he joined Jung von Matt in Hamburg and worked on accounts such as Minolta, Audi and BMW. After 18 months, Bieri finally discovered "the alternative for a new attitude to life": he threw himself into the vibrant capital city life of Berlin.
He repeatedly worked there as a freelance AD for the newly founded DDB Berlin until "an interesting offer" from the then creative director for a permanent position lured him. "For purely private reasons", Bieri returned to Switzerland at the beginning of this year, where he once again "succumbed to the allure of DDB" in Zurich. "Not just because my initials are in the DDB logo, of course," he jokes. "Owner-managed agencies live the idea of their owners. With network agencies, on the other hand, an idea can become a philosophy," the new Senior AD is convinced.
Bieri was attracted to DDB Zurich by the interesting tasks and small but talented team that awaited him there. With Patrick Lienert as CD and Kaspar Loeb as CEO, DDB Zurich also has "two people who create an inspiring and human atmosphere". For him, DDB is a network "that is not only characterized by pioneering
creations, but also through exceptional team spirit." In addition, every DDB branch can count on the support of others in the network when it comes to managing a large budget.
Daniel Bieri is currently experiencing this particularly in his campaign for McDonald's. DDB Chicago has grown up with this client over the years. This brand know-how now needs to be utilized if DDB Zurich wants to "link McDonald's as closely as possible with fun and joie de vivre and integrate this even more homogeneously into the Swiss emotional world". Bieri, the creative manager for McDonald's, hopes to create "eye-catching, entertaining and opinion-forming advertising" for this brand.
Bieri became a new member of ADC Switzerland in the fall of 2002. "Of course it's a compliment to be invited to join the ADC," he says happily. However, his primary focus in this club is not on personal interests. "Transience is the biggest flaw in our work," he says. But with its yearbook, the ADC is countering this transience with something that allows advertising to be remembered as a piece of contemporary history. "Because outstanding work gains additional significance if everyone can build on it. And by honoring the best creative work every year, the ADC also manages "to make the advertising world forget for a few brief moments that it is really just a mistress of the economy.
Daniel Bieri, who describes himself as a "humanist", loves being with other people in his free time. His hobbies include cooking for friends and late-night discussions. He doesn't need others because his job is too varied for him to need his own leisure activities.
Andreas Panzeri

In August, a campaign is to be launched in German-speaking Switzerland to promote the Graubünden region's new brand, which was created by Interbrand Zintzmeyer & Lux in 2002. six agencies have been invited to take part in the presentation: local agencies Trimarca and GGS as well as Weber Hodel Schmid, Advico Young & Rubicam, Lowe and Publicis. The decision is to be made in May. The "graubünden" brand, in which the "ü" takes the form of a stylized ibex, is being launched by an association. Its sponsor is the cantonal Department of Home Affairs and Economic Affairs.

Last week, the Alliance of Swiss Advertising Agencies (ASW) organized a seminar in Zurich on "The price of fear - ways out of the crisis of confidence" at the Credit Suisse Forum in Uetlihof.the forum of a major Swiss bank? - A choice that is not without a certain irony, as many of those affected blame the financial institutions for the current misery. "Have those who took on entrepreneurial risks overreached themselves?" asked ASW President Diego Bally meaningfully in his welcome address. Are the legacies of failed managers even blocking our future?
Jörg P. Krebs, member of the Executive Board of Switzerland Tourism, presented a current example of problem solving. Starting from the difficult economic terrain, he showed concrete measures that are being taken in his company to overcome the crisis. One thing in particular became clear: there is no such thing as absolute economic security anyway. New, current problems keep cropping up. For Switzerland Tourism, these are reportedly the two diseases Swiss and Sars at the moment.
Crafty moderator: Filippo Leutenegger tried to lure people out of their shells with provocative questions.
Beat Fritsch was a guest at a symposium organized by the Alliance of Swiss Advertising Agencies (ASW) last week. There, various speakers tried to get to the bottom of the current crisis and to come up with solutions. With varying degrees of success, however.
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Fredy Hiestand, on the other hand, who invented the Hiestand croissant and was once the nation's baker, sang the praises of SMEs. He sees only a partial crisis of confidence. After all, it is the CEOs of listed companies who appear in the headlines, usually in a negative context. However, the main pillars of the economy are not necessarily to be found there.
The refreshing and lively presentation from the perspective of the industrial bakery pioneer and doer was extremely well received by the audience. Hiestand also provided a practical example in response to a question from the audience about the best way for advertisers to attract customers. "Come to the potential customer with a concept," was his tip. In the course of his business activities, he has repeatedly been approached by agencies - both very large and somewhat smaller ones - for advertising budgets. However, he only spoke to those who presented him with a solution to a specific problem. As a baker, he is not really interested in whether an agency has been successful and won awards or whether it has advertised for Pepsi or Camel.
A manager is far from being a leader, according to trend researcher Lars Thomsen. Leadership today
In any case, the analysts, who focus on quarterly figures and nip any long-term commitment to a company in the bud, have taken the lead. Ultimately, Thomsen postulated that the courage to make mistakes is a success factor in the long term - after all, most decisions are made on the basis of uncertainty. Which is also correct - after all, the principle of trial and error is a pattern of action in the history of evolution.
At the panel discussion led by Jean-Frey CEO Filippo Leutenegger, Diego Bally disguised the most significant statement of the event as a question: "Isn't today's crisis of confidence among customers and in the economy more of a crisis of self-confidence...?"

Print Even if more and more marketing and advertising budgets are being slashed, the printing presses in Switzerland are running at full speed. While annual paper consumption per capita was 216 kilograms in 1995, it rose to 232 kilograms in the following six years. Printed advertising materials (26 percent) and newspapers (19 percent) are the most important product groups. Followed by business stationery (16 %) and magazines (15 %). source: Viscom