Switzerland is considered a land of plenty. And yet many people live below the subsistence level. This makes it all the more untenable that two million tons of food end up in the trash every year - food that could still be consumed without any problems. The organization Set the table therefore collects surplus food and distributes it to those in need. For these distribution campaigns, they rely on volunteers.

But how can you draw attention to Tischlein deck dich in a broad but cost-effective way? Advico Y&R's solution: with spam. Because correct e-mails often end up in the spam folder by mistake - just like impeccable food ends up in the trash. And because this is the case, spam folders are usually scanned before their contents are finally deleted. In the process, several 10,000 Swiss came across an e-mail with the subject "Not everything in the trash is trash". When they opened it, they learned that tons of food mistakenly ended up in the trash - just as happened with this mail.

So spam mails can not only annoy, but also do good. If they are used cleverly.
 

Enjoy the sunset on a roof terrace and do something for your health? That's possible! With Pop-Up-Yoga. Announcement, invitation and registration for the first Real Life Meeting - a Pop-Up Yoga event - took place only via Facebook. In an urban oasis high above Zurich, yoga instructor Deddou Burkhard then combined dynamic asanas (yoga positions) with cool beats and inspired all participants. Further Real Life Meetings for Sanagate's Facebook fans are being planned, according to the press release.

Responsible at Sanagate: Antonia Lepore (Head of Marketing and Services); Désirée Seuret (Marketing and Communication Specialist); Fabio Gschwind (Assistant Marketing). Responsible at Ogilvy One: Nadine Wolf (Head of Social@Ogilvy); Estefan Justo (Junior Consultant Digital).

 

The light show extended over seven floors and 77 hotel rooms and is probably the largest art action Zurich has ever seen in this form. In the interplay of these light figures, one message repeatedly shone high above Zurich: For.

Photos: Oliver Nanzig

The animated light show at the Renaissance Zurich Tower Hotel is part of Smart's international "For" brand campaign. The action accompanies the launch of the campaign in Switzerland, which is intended to express urban joie de vivre: "For a new urban joy". Under the leitmotif "For", Smart spreads a constructive, positive and optimistic attitude that can change the world. "For" is also an appeal not to want to belong to those who are constantly only "against", but to make a positive contribution: for more quality of life in the city, for more space, for more mobility, for more joie de vivre.

In addition to a Europe-wide classic campaign, the campaign includes extensive online and social media activities that are closely linked. Various agencies are responsible for implementing the international campaign in Switzerland: Jeff Communications for below the line, PRfact for digital marketing/website and PR, Jung von Matt for social media.

The digital platform Whatareyoufor.ch plays a central role in connection with the campaign and all upcoming communication measures and actions: #WhatAreYouFOR smartly encourages Swiss users to share their #FOR message with their friends. The current messages are displayed on a heat map, thus showing the positive impulses regionally over the course of the campaign. The statements generated are regularly evaluated and published in connection with a European study on the topic of urban joie de vivre in Europe.

A key part of the brand campaign is a Europe-wide roadshow touring 15 major cities, inviting residents to celebrate joie de vivre together in their city. Zurich will be the stop for the international roadshow from September 18-20. It will be followed by a national roadshow in various Swiss cities. (hae/pd)
 

The previous coverage of the canton of Solothurn by the media and the radio program targeted at the coverage area Solothurn-Olten remains guaranteed, the State Chancellery announced on Tuesday. The background to the statement is the fact that the Aargauer media company now holds the majority in Dietschi, the publisher of the Oltner Tagblatt. The latter has a 21.9 percent stake in Radio 32. Radio 32 submitted an application to the Federal Office of Communications (Bakom) for the economic transfer of the license. According to the Radio and Television Act, an economic transfer occurs when more than 20 percent of the licensee's share capital or voting rights change hands. At the end of 2012, AZ Medien had to sell its then stake in Solothurn local radio to Gassmann (Bieler Tagblatt). The publisher of the Aargauer Zeitung already owns two radio stations, Radio 24 and Radio Argovia. (SDA)

A scavenger hunt is fun, a scavenger hunt is nice. Especially when there's a car to be won. If "winning" is usually associated with raffles in which you collect Coop grill tokens on a card and end up empty-handed - thanks to the theory of probability - then the Parasol Island agency presents a campaign without a double bottom: Somewhere in the sticks, it has parked a specimen of the new Jeep model Renegade. A total of twelve clues are published and the first reveals that the car is located on a mountain - but not on the continent where the car was designed. So presumably not in North America. Or not in Asia. Or not in Europe. Or wherever American cars are designed today in the globalized car market.

Preferably via the landing page Releasetherenegade.de and Twitter published further (and more precise) information. Right down to the exact coordinates, which registered users will of course find out first - so you can't do without the obligatory data collection after all. The car passes the time by posting selfies in front of the mountain panorama.

It seems that the car is actually hidden somewhere in the mountains. So if you come across a car on a mountain hike in the near future, don't hesitate and get in. "The key is in the ignition - you can drive off immediately!" promises Jeep. Even if the question arises as to why the Renegade had to be transported to its destination by helicopter if it is so easy to "drive off immediately". (hae)

Since July 1, 2014, Bank Coop has been the first bank in Switzerland to pass on all retrocessions to customers without being asked to do so. This applies not only to asset management mandates, but also to all advisory services and e-custody accounts. Only banks that do not withhold remuneration from third parties can provide truly independent advice to their clients. In addition, Bank Coop does not offer its own investment funds. Only those who do not have to sell their own investment funds can independently recommend the funds with the best investment opportunities. Bank Coop therefore always recommends those funds that offer the best opportunities in their respective category according to the objective criteria of the so-called "Best in Class" selection process.

This transparent business approach is reflected in Bank Coop's eye-catching new advertising campaign, created by Ruf Lanz. The creative team designed all advertising materials to be transparent: from posters to streetcar and bus notices to newspaper ads.

The stunning effect involved considerable effort, as Markus Ruf and Danielle Lanz explain: For the posters, shatterproof Plexiglas panels were cut to size and individually screen-printed. The poster panels were freed from the existing metal plates and converted to ensure complete transparency. Each of the total 242 poster sites was individually selected.

Preference was given to locations with a high dwell time: for example, train stations, bus stops and pedestrian passages. The Plexiglas posters can be recycled in an environmentally friendly manner after use. Finally, fair treatment of the environment is also one of Bank Coop's values, according to a statement. Special transparent paper was inserted into various newspapers for the advertisements.

Responsible at Bank Coop: Mathias von Wartburg (Head of Competence Center Marketing), Barbara Gürtler (Advertising Manager). Responsible at Ruf Lanz: Danielle Lanz, Markus Ruf (creative direction), Thomas Schöb, Markus Ruf (text), Marcel Schläfle (art direction), Laura Hofer (graphics), Tanja Felix (consulting). Production: Richnerstutz. Media partner outdoor advertising: APG. Media agency: Mediaschneider.
 

A funding of two million dollars is received by Adello. The mobile advertising company will use the amount to drive its expansion abroad. As founder and CEO Mark Forster explained to Werbewoche.ch, the financial injection will enable the company to compete even better against the strong competition from Asia and the USA. These big players sometimes have budgets in the four-digit millions and correspondingly longer spits at their disposal. As for finances. "I dare to say that, technologically, Adello has very long spurs," says Forster. This explains why the company has been able to hold its own so well abroad. Adello already has subsidiaries in Europe, Asia and North America. The headquarters have been relocated to Silicon Valley, and international customers include companies such as L'Oréal, Sony, BMW and Warner Bros.

"This step today enables us to grow even faster. And keep up a little better," Forster is convinced. Adello's self-developed and self-learning technology makes decisions at an unprecedented speed: around 50,000 variables are recalculated 10,000 times per second. This enables unparalleled quality and precision in audience targeting and permanently optimizes campaigns, which in turn leads to deeper insights and a beneficial ROI for advertisers.

Forster sees great growth potential in mobile advertising. "It's reflected in the fact that people spend three and a half hours a day on mobile devices - already more than on TV or the PC." To be able to tap this potential worldwide, he says, strong partners like Swisscom are needed. "Since our founding in 2008, we have successfully built our company without external financing. Now, however, we are ready to scale globally and Swisscom is an ideal partner for us to do so."

Forster sees the collaboration with the telecommunications group as the result of a long-standing relationship. "Swisscom, as well as various other telecommunications companies, have been our customers for quite some time. Since they understand mobile profoundly, it was only logical that they became customers of ours early on. This long relationship has now led to an investment." Consequently, Forster sees the commitment as a "vote of confidence rather than an obligation." Adello will remain independent and continue to serve all existing customers, he said.

Torsten Brodt, Head of Mobile Business at Swisscom, is also convinced of the success of the investment. "We used Adello to promote our own products and were thrilled with the performance. In direct comparison with other providers, Adello generates better conversion to leads for us," Brodt said in a statement. And Dominique Mégret, Head of Swisscom Ventures, also has nothing but praise for the Swiss mobile advertising specialist: "We are impressed by Adello's tremendous growth, driven by its unique Big Data technology, advanced Data Science and scalable infrastructure. It's clear that Adello is charting the future of mobile media with this unique technology and innovative mobile advertising products." Swisscom Ventures is the venture capital arm of Swisscom and seeks minority investments in companies located in the promising markets of information, communication and entertainment technologies.

Thomas Häusermann
 

Blick knows what moves people in Switzerland. And this is just as true during the week as it is on Sunday. Accordingly, the agency at the airport created a subscription acquisition mailing with detachable Swiss crosses to coincide perfectly with the upcoming Swiss National Day.

Responsible at Ringier Blick Group, Zurich: Simone Marzoll, Project Manager Marketing Sales. Responsible at Agentur am Flughafen, Altenrhein: René Eugstair (Creative Direction); Dominique Rutishauser (Art Direction); Valeria Hörler (Graphics); Miriam Egli (Consulting/Text); Janine Rohner (Assistance).
 

Zurich is the venue of the European Athletics Championships as well as the annual athletics meeting Weltklasse Zürich. As both events take place in the Letzigrund stadium, client Christoph Joho of Weltklasse Zürich decided to design, plan and implement the hospitality area for both events from a single source.

For the European Athletics Championships, the corporate design of "Zurich 2014" is playfully transported into the space. The colorful and cheerful staging emphasizes the hospitality and festive character of the event and gives the hospitality zone a lively ambience.

The sponsor village at the athletics meeting Weltklasse Zürich is given a sporty and appealing face through a dynamic spatial staging that reflects and makes tangible the spirit and power of the athletes as well as the great tradition of the event.

At both events, occasions will take place in up to three tent halls on a total of 4'500 square meters. The facility will provide space for up to 1,800 guests.
 

Parcel inserts are an ideal way for web retailers in particular to attract customers to their online stores. Advertising via enclosed flyers, product samples or brochures in parcels enables target groups to be addressed inexpensively, directly and with a wide reach. And most importantly: it is also well received. According to a study by GFK*, around 87% of recipients of parcel inserts pay attention to them and 67% state that they are very likely to use a customized parcel insert.

Ideal conditions for well-placed advertising, but without a strategy, the marketing of offers via parcel inserts is no guarantee of success. Paketwerbung.de, the parcel insert marketer from Trackscale, the agency for performance online and offline advertising space marketing, has examined the most successful drivers. The results show that three factors in particular determine the success or failure of parcel inserts:

1. before starting a parcel insert campaign, it is advisable to determine exactly which group of people the inserts should address. Only once the target group has been clearly defined can the appropriate senders be selected. They often provide their advertising partners with a target group profile so that criteria such as gender, age and purchasing power can be easily matched. If you want to save yourself the effort completely, you can use the services of insert marketers such as paketwerung.de, who take care of the entire process from target group analysis to the selection of senders and advertising media, right through to insert design.

2. the most important factor for effectively addressing the target group is the insert itself. It is not as important, as many might think, to have a particularly creative design or high-quality paper. It is much more important for insert recipients to receive a suitable offer from which they can benefit in terms of price.* It is therefore advisable for every advertiser to adapt the offer precisely to their target group, to clearly highlight discounts or promotions and to package information briefly and in a way that is easy to understand. If you want to be on the safe side, first test the success of two advertising media factors against each other in an A/B test, e.g. the type of advertising media, the product or the discount amount.

3 Once the insert campaign has been launched, it is important to keep at it and evaluate it constantly. Even during the campaign phase, it is possible to observe exactly which mailer delivers the most success or which advertising medium performs best. The data obtained provides important insights for subsequent campaigns and makes meaningful optimization possible. Here, too, the support of insert specialists can be helpful. paketwerbung.de, for example, has a special tracking tool that delivers campaign results in real time and enables campaigns to be quickly identified and optimized during their runtime.

*Study: European Couponing 2013, DiMaBay in cooperation with the Society for Consumer Research
 

Last spring, SBB called on its customers to photograph their personal "at home on the road" moments and send them to SBB. With great success: 600 SBB selfies were posted on the platform. Sbb.ch/on-the-go uploaded, the best of which were selected and will now be used for the current umbrella campaign and signed with the logo modified by the names of each contributor.

The highlight: these pictures are followed by a new call to send in personal "at home on the road" moments - because this time SBB is going one step further with the logo changed by the customer names. The pictures sent in will be put to the vote on the campaign platform and on the SBB Facebook page, and a jury of experts will judge the thirty pictures with the most likes. The three best will win an entire SBB carriage, which will travel through Switzerland for two months with the names of the entrants instead of the official SBB logo.

"at home on the road" as a contemporary attitude to life

Since 2012, SBB has been writing "At home on the road" on its banner. A claim that is becoming increasingly relevant in an age of increased mobility. At the same time, "at home on the road" describes a diverse and individual feeling for customers, which, according to a study, is primarily characterized by space, comfort, cleanliness, the overall atmosphere, being alone and socializing, certain rituals, rest, catering, and much more. With this year's umbrella campaign, SBB is attempting to capture the diversity and the individual feeling of being at home on the road for each customer by means of images sourced directly from customers, thus consistently placing them in the spotlight. Everyone can and should take part: the pictures can be viewed from Monday, August 11, at Sbb.ch/on-the-go be landed high.

Responsible at SBB: Jan-Hendrik Völker-Albert (Head of Marketing and Sustainability), Myriam Siksou (Head of Group Marketing), Marco Serratore (Project Manager Marketing Communications), Eliane Tschudi (Head of Social Media), Franziska Pasqua (Media Planning). Responsible for concept and implementation campaign: Rod Communication. Responsible for concept and implementation landing page and online advertising media: Maxomedia.