BMW travels new advertising highways with "Mission Mini "By Andreas Panzeri An unsolved detective story by bestselling author Val McDermid is currently luring 80 amateur agents from 17 countries to Barcelona. There, they are hunting for stolen paintings by American artist Peter Halley in their BMW Minis. In front of the media, of course. In Switzerland, the event is being broadcast by Star TV.
With "Mission Mini," the BMW car group is setting new standards for event and communication concepts. A mini-novel by bestselling English author Val McDermid was brought to the people in 17 countries from Canada to Europe to Australia via various media.
The unfinished crime novel was inserted in paperback in 23 lifestyle magazines worldwide in mid-August, in Switzerland for example in Forecast, Kult and Massiv. The unsolved crime story with Sam Cooper as the detective is set in the Barcelona lifestyle scene. Six collages by the American artist Peter Halley have disappeared from a gallery the day before an opening. Sam Cooper has a hot lead. But following it up will take a lot of time and effort. Sam Cooper therefore needs help. This is where the novel ends. But the fiction continues in reality. This is called "Mission Mini".
In a tricky competition, 21 international "sleuth" teams are to retrieve the pictures in Barcelona over the course of a week in this mission. These teams are made up of celebrities from the show and art scene as well as Mini Cooper fans who have been selected via public castings in the participating countries. Naturally, all the teams, as well as the 70 or so media people invited, will be on the road in Barcelona in a conspicuously flagged BMW Mini Cooper S during their hunt. For their investigative work in scene bars and other decors matching the lifestyle of potential Mini drivers, Val McDermid has also written the script with various tasks.
The whole campaign was conceived by the Munich-based PR and advertising agency Ketchum. The agency is currently negotiating with various TV stations. In Holland, Kanaal 2 will report on the event in Barcelona, and in Germany, RTL may do so. Across Europe, a "Mission Mini" trailer on the music channel MTV is currently being used to attract attention to the spectacle. In Switzerland, "Mission Mini" is being handled by the Zurich agency Peter Bütikofer & Company, Public Relations and Perception Management.
The "Mission Mini" continues virtually on the web
As the most important media partner for Switzerland, Star TV will report daily from the hunt in Barcelona via a satellite link from November 7 to 11. Star TV has also taken over the casting of the Swiss team. As the celebrity, Dieter Meier from Yello will drive the BMW Mini Cooper S through the streets of Barcelona together with presenter Claudia Lässer. Yello-Meier has made his commitment to this car commercial conditional on BMW working with Star TV to simultaneously produce a video series on accident prevention for young drivers.
Advertising in the form of commissioned art still seems to be associated with certain inhibitions for many artists. In any case, American artist Bill Halley is now a little unsettled because his six collages are to be donated to Barcelona's Museum of Modern Art as part of a BMW PR event after the end of "Mission Mini.
Novelist Faye Weldon recently learned that such PR can have its price in both senses of the word. She also wrote a commissioned novel for Bulgari under the title "Bulgari Connection" - and was promptly ruffled by literary critics. The trend toward such advertising in the arts is likely to continue, however, because it can reach the public in unusual ways, as the concept of "Mission Mini" proves.
"Mission Mini" not only plays with new forms of advertising, but also makes use of new media. For the Internet presence, the crime story was prepared on the basis of Flash 5 as an exciting and multimedia alternative to the conventional novel format. Sleuths here have the opportunity to start investigating the mysterious case of art theft on their own. "I had to go into hiding. Here on my notebook is all the info about the case. See you later." With this message Sam Cooper invites surfers to actively support him in the case "Mission Mini".
At www.missionmini.com, appointed sleuths can access the system from their home PCs and "work with the specially developed, interactive database software for agents," as BMW Switzerland reveals. Online agents can retrieve notes on searches by Sam Cooper; scanned extortion letters and "covertly taken photos and videos of suspects" are collected in various file folders. In keeping with the size of the project, this website is available in five different languages.

New Internet research from Igem and Blue Eyes Marketing provides more transparency for advertisersBy Daniel Schifferle Psychographic and qualitative segmentation is making its way into Swiss Internet research. The tool launched by the Interessengemeinschaft elektronische Medien (Igem) and Blue Eyes Marketing is to be promoted for offline market research at the same time.
Internet studies are becoming more differentiated. Just last week, Nielsen/Netratings presented work panels for the first time, which record Internet use in the workplace (WW 29/02). Now Igem, together with Lucerne-based Blue Eyes Marketing, is launching a strategy tool for online advertising that is the first standardized Internet research to include psychographics.
The aim is to remedy a shortcoming of the purely quantitative research conducted to date, which only records reach but does not provide any information on the qualitative characteristics of users. The tool with the promising name Bluemind was initiated by Igem, whose internal "Internet Research" working group launched the project around a year ago. Blue Eyes Marketing, run by former Demoscope researcher Markus Britschgi, was brought on board as a partner. The Lucerne-based company, which was founded around one and a half years ago, specializes in psychographic, qualitative and quantitative market research. The Klosters-based software company Datavision AG, whose core competence lies in the field of software and programming for psychographic market research, is also involved.
Psychographic test especially for online evaluation
Bluemind will analyze visitors to the participating websites at regular intervals from October. In addition to the psychographic characteristics, the tool will also determine the socio-demographic characteristics, interests, media behavior and advertising attention of the site visitors.
Customers receive the evaluations electronically and the results are supplied in visualized form. A model in the form of an octagon is used to present the psychographic data (see illustration). This initially shows three axes: "Change (innovation) versus Roots (persistence)", "Extraversion versus Intraversion" and "Rationality versus Emotionality".
"As we gain more experience, we will add further axes over time," announces Britschgi. For example, an additional dimension with the characteristics "ecologically oriented versus not ecologically oriented" is conceivable.
What is particularly new about Bluemind is the method used to survey users' attitudes and psychological characteristics. To enable these values to be recorded online, Bluemind uses a self-designed image test. A total of 18 test images have to be evaluated. "This is a time-saving method. In addition, the respondents are additionally motivated to keep taking the test until the end thanks to the visual variety," says Britschgi.
Bluemind's rates are well below the usual costs for Internet research (see also interview). The inclusion of a website costs 4,000 francs, for each additional site from the same provider this amount is reduced to 900 francs. For online access to the data records, customers pay CHF 1,000 or CHF 500 if they are also represented with one or more sites in the Bluemind panel. There is also a special discount on login fees for Igem members. They only pay half the price.
Despite the low price offer, the question arises as to whether the new tool will meet demand. "At the moment, customers are turning away when it comes to the Internet," says Peter Döbeli, co-owner of media agency Konnex AG. "Nevertheless, any new planning tool that creates additional transparency is welcome. Even if it's not used much at the moment," he adds.

Models are people just like you and me. They even get pimples, as the latest H&M posters show. Fashionable pimples. Swedish actor Peter Stormare, known for his roles in the films «Fargo,» «Armageddon,» and «Dancer in the Dark,» poses in various scenes alongside Polish supermodel Malgosia Bela, who is also an actress. Star photographer Richard Avedon staged these extraordinary images of ordinary everyday life in New York. The posters, digital billboards, and advertisements are intended to position H&M’s fall fashion collection this year as an interplay between an elegant, understated style and casual outfits with a touch of ethnic flair.
Walter Schmid Inducted into the DM Hall of Fame. The German Direct Marketing Association (DDV) is honoring Swiss industry pioneer Walter Schmid. As part of the Dima dialogue marketing trade show in Düsseldorf, Schmid will be inducted into the DDV Hall of Fame on September 2. He is the first Swiss national to be inducted into the Hall of Fame, which the association launched two years ago. The laudatory speech will be delivered by St. Gallen-based direct marketer Friedhelm Lammoth, who serves as the DDV’s honorary president and a representative of the jury.
Stock Market Rally. He who laughs last laughs best. In any case, Lowe’s tagline—which the stock market magazine *Stocks* uses rather ironically to promote a new stock rally in collaboration with the online broker youtrade.com—certainly comes across as funny. Unlike on the stock market, however, the 8,000 francs can actually be won, as the fine print reveals. The goal of the rally, running from September 2 to October 25, is to beat the SMI. As starting capital, Youtrade and Stocks will deposit 250,000 francs into each participant’s account—virtually, of course.
Call for Entries for the «Yearbook of Advertising» is Now Open. Econ Verlag is announcing the competition for inclusion in the 2003 «Yearbook of Advertising.» The contest seeks the best German-language campaigns and advertising agencies of the year. The registration deadline is September 26; the deadline for submitting campaigns is October 10. Further information can be found on the website www.jdw.de.
«Das Goldene Ohr» Presents Its Jury. The «Das Goldene Ohr» radio spot competition has announced its jury. A total of 14 jurors will evaluate the ads that advertisers aired over the past year. The jury members are: Carole Armour (Hastings), Michael Barney (Lowe), Manuela Caranci (Rent a Voice), Richi Gasser (Belcom), Christian Hansen (Lowe Direct), Roland Hess (Hesskiss), Markus Holenstein (Fünf Freunde), Alex Jaggy (Jung von Matt/Limmat), Petra Kreussler (Generation Media), Paul Riesen (Goldbach Media), Sylvia Rohner (Exxtra Kommunikation), Rudolph Schürmann (Glamour Engineering), Rony Ulmann (independent filmmaker), and Theophil Butz (former co-owner of Bosch&Butz). This year, the «Golden Ear» awards ceremony will not take place in the summer, as is customary, but in late fall, on November 6 at Miller’s Studio in Zurich.
I’m a party, too. Discretion is a matter of honor on the Zurich Public Transport Authority’s new party tram. That’s because it has completely tinted windows. This way, passengers can not only feel like Very Important People in a totally private stretch limousine. They also can’t see where the party tram is headed. This makes the surprise all the greater when the tram has simply made a few confusing loops and finally ends up at the nearby depot. There, in collaboration with VBZ, the space can be decorated for a corporate party—using every imaginable creative possibility—or transformed for a product presentation. This new VBZ service was conceived by Michel Bronner’s MB Event Agency in Zurich. For more information, visit www.mbva.ch.
Shopping Road. The theme has been copied a thousand times. But it was precisely this challenge that drew AD Mischa Good of Good & Gomez in Zurich to the project. Now there are two more versions of the legendary Aeby Road image. The B12 posters were created on behalf of the advertising agency Bachmann & Partner in Baden for the Neumarkt Brugg shopping center. Migros also had the striking photos printed on a shopping bag. Nevertheless, we certainly won’t reveal here that the second naked man from the left is the art director himself.
X’02 saw a 1.8 percent increase. X’02, the trade show for marketing, communication, and events, came to a close on Thursday. With 11,300 trade visitors, the show saw an increase of about 1.8 percent compared to the previous year—bucking the trend, as the organizers emphasize. The Xongress, the conference held as part of the trade show, also saw an increase in attendance, with over 700 guests. X’03 will take place again at Messe Zürich from August 26 to 28, 2003.
Lifestyle. Just as the stylish celebrities are to the casino in Baden, so are the beautiful people to its competitor in Schaffhausen. In any case, the visuals Swiss Casinos is using to promote the opening of its new casino in Schaffhausen look almost like a fashion brochure. There’s no longer any hint of a “gambling den” here; rather, the message is: Life could be this beautiful if Lady Luck finally smiles on you. The posters were designed in-house. Swiss Casinos has set up an internal advertising agency with five employees for its twelve venues and the five upcoming new openings.
Founding in the Tower Room. The founding ceremony took place in the Tower Room of Basel City Hall. With a view of the neighborhood where the agency is based: Basel West. That is the new name of the Kirchhofer Partner agency, effective September 1. The new entity brings together the former service units Kirchhofer Partner, Kirchhofer Editorials, and Kirchhofer Advertising Agency. Owner Albin Kirchhofer explains that the reservations some companies might have had about corporate communications ten years ago have now vanished. With its new name, the agency—which has been in business since 1969—is reaffirming its commitment to Basel as an advertising hub.
Gross advertising spending up in July. After five consecutive months of decline, gross advertising spending in Switzerland rose slightly again in July for the first time. It increased by 0.36% compared to the same month last year, reaching a total of 231 million francs, according to data from Media Focus. In June, there had still been a slight decline of 0.27%. TV and outdoor advertising performed particularly well in July, with increases of 7.8% and 10.4%, respectively. Daily newspapers, which account for nearly half of total revenue, lost only 0.9% after two poor months. Consumer magazines, which are also important, rose by just under 0.1%. As a result, the significant losses in other sectors had less of an impact: Trade journals saw revenue drop by 13.4%, radio by 5.2%, and movie theaters by 31.3%. Banner advertising plummeted again, falling back below the million mark with a revenue decline of 46.8%.

Striking women and dresses are a fascinating topic. Fascinating because the blatant differences between men and women are wonderfully celebrated in clothing behavior. Or do you know a man, i.e. an advertiser, who puts on such a tight outfit that he can hardly get out of it? Hardly. You can even sell a woman a top that has previously been put through the paper shredder - and she will feel sexy and fashion-conscious. Miss Sixty certainly doesn't seem to make a dissatisfied impression. Why the pants are still whole, however, is unclear - but maybe that's the appeal of this deux-pièce. It's time for fall to arrive and for us to wrap ourselves in a little more cloth.
Chandra Kurt [email protected]
Column

Anything is possibleby Carmelo Buffoli
The recipe for an advertising cake is very simple: take three TV commercials and mix them with a bit of direct marketing. Too thick! Fine, then pick out one commercial and add a radio spot instead. Hm - still too bland? In this case, add a pinch of marketing - for strategic taste. Finally, add a touch of PR to flavor the whole thing. Before baking, however, the recipe changes at least ten more times, all at the same price. That's often what people want.
Can you actually get brown bread mixed with a quarter of wholemeal cornbread in the substance of an airy puff pastry for the same price as a normal butter croissant in a bakery? Hardly. But as we are not bakers, but advertisers, this is not a problem at all. That's how it works in this industry. Nobody really wants to admit that extra requests and constant changes to plans involve a lot of effort - at least not the paying customers. After all, advertisers are creative, and there are no limits to creativity. Anything is possible. Revise the whole thing again? Of course! Of course, all further changes are also included in the price.
How long will it be before such unusual wishes are also expressed in other sectors? Will they be fulfilled there? Nobody would think of answering this question in the affirmative, it would simply be impossible. But why should it be possible in advertising?
[email protected] Carmelo Buffoli is the owner of Buffoli und Partner, Zurich.
Business Lynx

What a pain to be a hungry guest here Experiment I: There are people who go to eat in a fine restaurant because they find its cuisine particularly good, unusual or otherwise intoxicating. Experimental set-up II: There are fine people who go to a restaurant because they like the interior design, appreciate the modern artists on the walls, the polished silverware and the smiling waiters. They don't have to care about the food or the price. The main thing is to sit there over lunch, be seen, look back, whisper, mumble.
Chez Donati" in Basel is just such a restaurant. It is beautifully furnished, exudes a touch of the world on the banks of the Rhine, is almost sinfully expensive and, above all, one thing: it is bad.
The caveat follows immediately, but this only applies to the kitchen. So let's follow test arrangement I, because the author of these lines is not educated enough for test arrangement II, buys his clothes either at a second-hand store or at H&M, does not have a stock portfolio and certainly has no sense of status.
Insalata di rucola con Parmigiano (19.50): You can't go wrong here, so no complaints either. Ravioli di ricotta e spinaci al burro fuso e salvia. (20.-): The dough too thick, the filling meaningless because unseasoned and almost non-existent, finally: too small a portion. Pappardelle con funghi porcini freschi (40.-): The pasta was lukewarm, the porcini mushrooms a small stray heap on the plate. Served with plenty of flavor, but no sauce. Nodino di vitello al rosmarino with risotto (48.-): The veal cutlet slightly tough, the risotto an impertinence, i.e. also edible for toothless eaters - or in other words: mush. The Ile flottante (now the price no longer matters): A giant thing of egg white overloaded with caramelized sugar. The Gâteau St. Honoré: a crème so unremarkable in taste, the choux pastry cakes anything but crispy - ah, Signore Mora, better come to the "Piccoli", also for the tourte.
Experimental set-up II will be found in the "Donati" again and again. Experimental set-up I avoids such restaurants from now on (the colleagues from Al dente are right!) and is annoyed: such a beautiful restaurant really deserves better cuisine.
Too few wines by the glass. The service: cordial - the only praiseworthy thing. Closed on Mondays.
Carlo Bernasconi [email protected]
Chez DonatiSt. Johanns-Vorstadt 48
4056 Basel
Tel. 061 322 09 19
Fax 061 322 09 81
Evaluation

Food .......................2
Drinks ..................2
Operation ................4
Business factor ........4
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

The next Gesundheit Sprechstunde will be published this week in a new look. However, the first new issue of the program guide Tele, also published by Ringier, will not be released until October 4. The relaunches were not carried out out of necessity, but "from a position of strength." Since its launch in 1998, the circulation of the fortnightly Gesundheit Sprechstunde has risen from 54616 to 78416 copies. At the last certification, however, there was "only" an increase of 2300 copies. "Nevertheless, we are in a position of strength, as the new readership figures mean that we can increase significantly again," says Martin Tamas, Publishing Director of GesundheitSprechstunde.
On August 30, the medical, wellness and beauty magazine will be published with a fresh new look by the Lausanne-based agency Unigraf agence de publicité & graphic. In future, it wants to position itself as a "Swiss health magazine". However, it will no longer be a "magazine for the program", even if the proximity to the Presse-TV program of the same name remains.
The most important new features: The logo has been redesigned and the size has been increased to 52 pages. "Readers receive more comprehensive information and more advice," says Tamas. Gesundheit Sprechstunde now contains a multi-page main topic with news, opinions and experience reports. The new "Heroes of Medicine" section portrays inventors and discoverers, while the advice section has been expanded from one and a half to a good four pages. And finally, a four-page photo reportage in the middle of the magazine sets an emotional tone.
The front section is primarily dedicated to medical topics, while the back section provides advice on wellness, fitness, nutrition, sex and beauty. The clearer magazine structure serves to guide readers, but also meets a request from advertisers, who will also receive some new, additional advertising formats and options. The advertising rates will remain the same for the time being, but subscribers will have to pay CHF 49 instead of CHF 39 in future. Tamas justifies this with "more content and scope" and with the expansion from five to 13 editors.
Tele still sees great potential in the advertising market
Although the relaunch of Tele is more or less complete, it is still being tested by 200 Tele readers. Editor-in-chief Klaus Kriesel has applied to the Group management for the relaunch - "not from a position of weakness", as he emphasizes. The aim is to stabilize the circulation and readership figures, which have fallen slightly over the last two years. In view of the competition among the program guides (see also page 1), Kriesel does not expect growth, but does anticipate "great potential in the advertising sector". Kriesel only communicates innovations very vaguely: the concept will be retained, DVD will find its way into the multimedia magazine, the logo will be refreshed and "the stories will be visualized more strongly". The new layout was realized by Media Group Berlin. Markus Knöpfli

Goal: Redynamization of the TamTam.Tam Tam brand Advertising medium: TV spot (nationwide). Deployment: Since mid-July until further notice.
Client: Nutrifrais SA, Geneva; Responsibility: David Evéquoz, Corine Yerly, Marketing. Advertising agency: Simko, Geneva; CD: Olivier Girard; AD: Alexandre Guidetti; Consulting: Suzanne Fellay, Vanessa Kienle; Production: Le Studio, Geneva; Realization: David Charhon; Sound: Séchez vos larmes.

The Zurich-based small agency Soldini Bienenfeld (SB) has won Geistlich Pharma AG in Wolhusen LU as a client.Etat-News Soldini Bienenfeld looks after Geistlich For the Biomaterials division, SB is promoting the new product Chondro-Gide. This is a procedure used to repair knee joint damage. "This means a new era for orthopedics," Frank Bienenfeld said enthusiastically. The agency independently contacted Geistlich with proposals for marketing and was awarded the contract without a pitch. The first step will be to develop sales tools, brochures and other materials aimed at doctors. They are to be used starting next month.
Erat Thoma & Herzog repositions Technoplast The Rorschach advertising agency Erat Thoma & Herzog (ET&H) has won Technoplast Engineering AG from Diepoldsau SG as a new client. The agency prevailed in a pitch against Freicom from Balgach and Dachcom from Rheineck. Technoplast develops plastic electronic systems for companies. ET&H is to reposition the company. In addition to corporate design, this includes flanking measures in the entire communications area, such as events and corporate citizenship.

Objective: To publicize the new generic drug Ciproflox.Spirig Pharma Advertising media: Two-part advertisements in trade media, mailings, trade brochure. Deployment: Since July until further notice.
Client: Spirig Pharma AG, Egerkingen; Overall responsibility: Peter Huber, Floriane Erbeia. Advertising agency: Flavian Kurth, Basel; CD/AD: Flavian Kurth; Graphics: Diana Dold; Photos: Jürgen Weisheitinger; Image editing: Vogt und Stöcklin.

By Beat FritschA well-filled event calendar was available last week. Start: Wednesday noon - end: Friday night. First we went to the studios of Viva-Swizz in Seebach, Zurich's northernmost suburb, where Managing Director Asta Baumöller held a press conference to announce the appointment of Giovanni Zamai as Head of Programming (see page 18). After the press conference, the promotion was celebrated on a small scale with salmon appetizers and fine sparkling wine. It was not possible to linger too long, as the X'02 marketing and event trade show was also taking place in Oerlikon, and thus in the immediate vicinity. There, traditionally under the auspices of Swiss Advertising SW, the industry associations Alliance of Swiss Advertising Agencies (ASW), the Swiss Direct Marketing Association (SDV) and the Association for Advertising Communication (Idée-VfW) invite guests to a drink. Be it because the Point-X of the industry associations had a new stand location; be it because other trade fair aperitifs were taking place at the same time - or be it because the diploma ceremony for marketing communication planners was not held at X'02 this year: In contrast to other years, the aperitif never really got going and noticeably fewer people found their way to Point-X than before.
Actually, the whole fair was a bit in the sign of the general decline, even if the organizers could report a marginal increase in visitor numbers. "The only thing that gets bigger every year are the distances between the booths," quipped a visitor who did not want to be named (and golf-playing owner of a dialog marketing agency). What also grows every year, at least this is the impression of other commentators, is the flood of paper in the run-up to the event. Some had the impression that the exhibition mainly benefited the printing industry. And indeed, the author of this column knows of no other trade show for which he receives so many ticket vouchers, brochures, competition announcements and invitations to visit the stand in advance. Not to mention the gimmicks, samples and "Bhaltis" distributed on site. The X'02 is an ideal hunting ground for hunters and collectors.
Christophe Guye commented on the occasion of his agency party in Zurich's Seefeld that compared to the last few years, everything seems to be going the other way around. The usually sun-drenched Street Parade took place in the rain - the garden party of the Guye Benker agency, which until then had been dogged by bad weather, was held in the brightest sunshine. Maybe it's because of Guye's new partner. Just one year ago, creative director André Benker joined the agency as a partner.
The Weltwoche advertisers are always joined by a number of industry celebrities. In addition to the exponents of the weekly magazine, namely Uli Rubner, Ivan Schultheiss, Ariane Vuagneux and Roger Köppel, one also saw Tagi advertising manager Fridolin Holdener, Tagi media editor Toni Lienhard, Tagi marketing manager Gabi Wettstein, Expo advertising manager Matthew Katumba, Bilanz marketing manager Martin Coninx or Bilanz managing director Elke Zappe. And all of them had a great time in the small but nice private park on Klausstrasse. Some - among them a certain Alex T. - according to reports until four o'clock in the morning. Only one criticism was raised. Somehow the caterer entrusted with the catering was a bit of an oddball. At times, he gave the impression that it was a matter of regret for him to hand over the food to the guests, which had certainly been prepared with a lot of love.
Once again, the legendary Plakandafest was as huge as ever. Even though there was no ski lodge feeling - last year they went beyond all dimensions and piled up tons of glacier snow next to a real curling rink in high summer - but still with a lot of wood. In keeping with the motto "Back to the Roots", the invitation was emblazoned with one of those monumental, worker-glorifying Albert Anker hams from the days when the most common political swearword was still "socialist" and not "neo-liberal". That success today again has more to do with work than with show was also symbolized by the "show block." Throughout the evening, burly and strong men performed,
how water pipes were drilled from tree trunks, wheel bearings turned or firewood split in former times. Christian Dür from Visualixevent was responsible for the "work camp" on the Geeren above Gockhausen.
The motto at the end of the week was "Excursion to Expo Land". This year, the diploma ceremony for the marketing communication planners took place in Biel. From the terrace of the restaurant "La Péniche" one could enjoy a direct view of the Arteplage. The shortlist team did not miss the preceding visit of the Expo.02, especially since they could do this with the most prominent guide. Expo advertising manager Matthew Katumba - still a little sleepy from the Guye-Benker party the day before - led us elegantly past all the queues. This meant that we were admitted to the pavilions in "no time at all" and, thanks to Katumba, were able to walk around the Bieler Arteplage in record time.
Beat Fritsch

at work. This is what it looks like when other partygoers have long been in the land of budget dreams: First a flying visit to Viva-Swizz, then off to the aperitif of the communications associations at X'02 (page 20). Then on to Guye Benker (page 21), the Poster Festival, and the graduation ceremony for marketing communications planners at Expo.02 (page 22).
We locate those who meet on the communications scene at the various events and functions wherever there is something going on in the industry. Do you already have something exciting to report? Pick up the phone (01
296 97 98) or into the keyboard ([email protected]). For event tips as well as further shortlist images: www. werbewoche.ch

Objective: Introduction of the plant brand Paul Greenwood.Migros-Genossenschafts-Bund Advertising media: Advertisements in consumer, women's and residential magazines, POS material. Deployment: Since August 12 until further notice.
Client: Migros-Genossenschafts-Bund, Zurich; Responsibility: Othmar Schumacher, Matthias Haudenschild. Advertising agency: Weber Harbeke, Zurich; CD: Thomas Harbeke, Max Weber; AD: Kim Küng; Text: Christian Sidow; desktop: Nadja Meier; Consulting: Michael Breuer, Urs Hirschi; Photos: Schaub Stierli.
Review see page 5

Goal: Repositioning of the Mars.Masterfoods brand Advertising media: banners and popups. Deployment: August to September.
Client: Masterfoods, Zug; Responsibility: Marc Schmidlin, Market Development Manager. Online agency: dCTRL-Interactive Media and Motion Graphics, Zurich; Media agency: Mediacom Zurich & Vienna; Planning/Consulting: AdLink Internet Media AG, Zurich; Danilo Monteduro.

TBWA Switzerland promotes the fruits of the liaison between Betty Bossi and CoopBy Simone Keller Since this spring, the "cooking teacher" Betty Bossi has been standing at the stove for Coop and conjuring up tasty convenience products on Coop shelves under the label Idee Betty Bossi. The communication of this alliance started in mid-August with a national campaign by TBWA Switzerland.
Time is a precious commodity in today's society. More and more services have to be provided at ever shorter intervals. If people have a little free time, they want to make the most of it and not waste it on unnecessary things. For many, this apparently includes standing at the stove. According to ACNielsen, retail sales per thousand kilograms of sandwiches and ready-made salads alone have risen by 37 percent in the last three years. Sales have even increased by more than half during this time.
The continuous increase in sales of convenience products makes it clear that ready-to-eat and ready-to-cook are central concepts in today's food sector. Precisely because the dishes are prepared by others, the consumer attaches great importance to quality: although the food should be easy and quick to serve, it must also be balanced and of high quality.
The Coop Group in Basel is also aware of these demands. Joie de vivre, convenience, dynamism, freshness and health are central concepts in its own mission statement. According to Coop press spokesman Karl Weisskopf, these are trends that determine shopping and consumption in today's society.
With the new Betty Bossi Idea competence brand, which has been on the shelves since the beginning of June, the retail company aims to take greater account of this customer need. The new range consists of ready-to-cook and ready-to-eat products made according to Betty Bossi recipes. The new convenience range was born in November last year when the Coop Group acquired 50 percent of Betty Bossi Verlag AG. The other half of the shares is still held by the Ringier Group, which earned a good 68.1 million Swiss francs from the brand last year.
Originally devised in the marketing department of Unilever's Swiss subsidiary, the fictional cooking teacher Betty Bossi has conquered Swiss kitchens as a recipe author over the past 50 years. Coop now wants to benefit from the deep trust that Mrs. - and later also Mr. - Swiss have placed in the name for generations.
First figures from Betty Bossi idea delight Coop
Although the shelves of Coop stores have been stocked with Idee-Betty Bossi products for almost three months, the Basel-based company has only been making a public appearance with a national advertising campaign since mid-August. The campaign was conceived by TBWA Switzerland, which snatched the seven-figure budget from under the noses of two competitors. Ursula Guhl, TBWA Client Unit Manager, justifies the rather late timing of the launch with the fact that a wide range of products can already be presented today. At the beginning of June, a silent introduction took place, in which only a few new products were presented.
For two weeks now, Swiss moviegoers and TV viewers have been introduced to the new alliance and its products made palatable: In a rapid sequence of scenes, various people appear with a napkin tied around them, which runs through all advertising material as a visual hook.
The claim "Finally eat better. Look forward to it!" and the pack shot break up the commercial. The follow-up campaign, which includes three more TV spots as well as five billboard and seven ad subjects, aims to deepen the message through testimonials. An Italian man writes a letter to his wife in his mind; a young man philosophizes about life; and a couple enumerates their quirks as they move into their first apartment together. All three spots culminate in the protagonists pausing in a passionate, lustful pose with their napkins around their necks, looking forward to their idea Betty Bossi sandwiches, their pizza or their salad.
The core target group is working 20- to 49-year-olds. But seniors are also to be addressed, according to Guhl, because time is also a precious commodity for this generation today.
"Precious" are also the articles of the new line idea Betty Bossi: "They are high-quality products, therefore they are also more expensive," explains the press officer and specifies that this begins already with the selection of the raw materials.
Despite the higher price range, Coop is more than satisfied with the sales figures to date. According to Weisskopf, they are even "excellent". This is despite the fact that the general consumer slump has also caused a noticeable lull for the major distributor in Basel. Even if the overall figures are still above the previous year's value, as the press spokesman assures. Karl Weisskopf is optimistic about the future of the new competence brand; he is convinced that the good price-performance ratio will convince consumers.