More than 15 percent of the video inventory is already being sold automatically at the start, as the agency writes in a press release on Monday. The Stailamedia SSP functions as a private premium exchange. Private because the sale of inventory is based on firmly negotiated conditions and not on an open marketplace as with Real Time Bidding (RTB). Premium because only high-quality and proven inventory is offered on the platform. In addition to the increase in efficiency, target groups are also addressed with significantly less wastage, according to the press release.

 

The campaign promotes Swiss Lotto's new prize distribution, which ensures higher prize amounts in the 5+1 tier. In addition to the TV spot, posters are also used at the POS. The campaign is accompanied by a Facebook campaign with Heini. He invites everyone to take part on his Facebook fan page to play Swiss Lotto together with him for free.

Responsible at Swisslos: Rolf Kunz (Head of Marketing & Distribution), Markus Fischer (Head of Product Management Lottos & Entertainment), Christian Frei (Product Management Lottos & Entertainment). Responsible at Contexta: Nadine Borter (overall responsibility), Moritz Staehelin (creative direction), Livio Canonica (graphics), Sibylle Graf, Andreas Marks (consulting), Christian Stocker, Tanja Jegerlehner (interactive concept), Ulysse Schnegg (art buying, FFF). Film production: Stories, Tobias Fueter (director, screenplay, editor), Yves Bollag (producer), Filip Zumbrunn (camera), Benjamin Fueter (editor). Photography: Salvatore Vinci. Media: Mediafactor, Urs Rueb.

 

From April 24 to May 17, 2014, Steps brings contemporary dance from all parts of the world to Switzerland. The new Steps website has recently gone online at Steps.ch. Crafft conceived and designed it. The relaunch also strengthens the festival's digital communication and sales channel. The website serves as a virtual hub for festival visitors with all information on the program, groups, organizers and ticket sales. As the heart of online communication, the website links to the social media channels used and connects dance enthusiasts, artists and organizers. In order to cope with the increased access via mobile devices, the website is optimized for all devices.

Adelboden-Lenk once again commissioned Franz & René to design a campaign for western Switzerland. The agency organized a tour that took the ski region from city to city: Lausanne, Bulle, Vevey, Neuchâtel, Fribourg and Biel. The menu included a snow tasting and a competition with various prizes.

Adelboden-Lenk mingled with the Romands with a glacé cart. The slogan "The best snow in Switzerland" emphasized the good snow conditions and the condition of the ski area's slopes. Before the arrival of the glacé van, advertisements and radio spots were placed in the respective town to draw attention to Adelboden-Lenk's visit. In addition, female journalists and bloggers were visited by glacé sellers on their editorial desks and invited to visit the ski region.

Responsible at Adelboden-Lenk: Matthias Werren (Managing Director). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction) Vincent Eichenberger (Account Manager), Daniel Rödel (AD), Sven Jungo & Marco De Albuquerque (Graphic Design).

From January 27 to February 14, 2014, Lush is inviting people to paint a pink triangle with the lip color "Glaube" and take a photo of it in one of its 16 stores in Switzerland. Lush will show the participants' photos on its own social media channels. The pink triangle, an internationally recognized sign for gay rights, is tagged with the hashtag #SignofLove as part of the campaign. The photo petition reaffirms public solidarity against the disenfranchisement of homosexuals in Russia. The protest culminates with the delivery of all the collected pictures to the Russian embassy in Bern on Valentine's Day.

At the end of 2013, Lush had already protested against the abuses in Russia with a Europe-wide campaign #SignofLove and collected signatures with the organization All out. With a view to the Olympic Games, Lush wants to step up its campaign for the rights of homosexuals, bisexuals and transsexuals again in partnership with All out.

(Teaser image: Allout.org)

The youth and student portal Toasted is in the next round of the takeover process of the bankrupt Zurich youth radio 105: Over the weekend, a takeover bid was submitted to the bankruptcy trustee in Oerlikon, which exceeds the previous maximum offer of Radio 1 operator Roger Schawinski, as is now announced in a statement on Monday. The company is thus continuing to fight for the possibility of operating an FM radio station for young people in Zurich.

"Toasted has the right content and the right culture to run a youth radio station in Zurich. We know the target group exactly and are strongly rooted in it," Andrej Voina, Head of Editorial & PR at Toasted, is quoted in the statement. Managing Director Philipp Bareth continues: "For some time now, we have been pursuing a strategy of entering the radio sector and have brought a proven radio expert on board in Andrej Voina. Now, with the FM frequency becoming available, we see an unexpected opportunity to distribute our services for young people not only via online radio, cable or DAB+, but even via FM, where there is still great potential in terms of promoting and involving young people."

 

As a special model and with a fresh color palette, the Skoda Fabia Fresh starts the new year. The current campaign, which DD Com is implementing in collaboration with The House Agency and Mediacom, seduces on posters, digital advertising media and at the POS to an affordable escape from the gray "January everyday life", according to a statement. As a media highlight, DD Com staged an interactive promotional campaign on large posters in the main stations of Zurich, Geneva and Lugano: the promise of "400 new cars to give away" was redeemed in a special way after three days of growing public curiosity. Many colorful Fabia model cars magnetically attached to a poster were waiting for their new owners. Flanking this, Skoda promoters provided information about the Fabia Fresh and encouraged passers-by to take a test drive.

Responsible at Amag Automobil und Motoren: Jeannine Micheli (Marketing Manager Skoda) Mario Montanari (Advertising Manager Skoda), Marc Bislin (ECommerce Manager Skoda). Responsible at DD Com: Daniel Müri (CD), Florian Brand (AD), Peter Gehrig (Text), Sandy Pfuhl (Junior AD), Nicole Baumann (DTP), Remo Christen (Head of Consulting), Jasmin Jost (Consultant). Responsible at The House Agency: Andreas Jorgella (Conception & Consulting). Responsible at Mediacom: Katharina Momani (Account Director), Corinne Schneiter (Strategy and Planning), Andreas J. Bartneck (Director Interaction).
 

Top Ten: Awareness

Question: [...] Which of these ads do you remember? [...]

In terms of unaided recollection, in 2013 the Swisscom B2B campaign by Contexta performed best. Almost three quarters of the test subjects were stuck with the subject of the sleeping IT manager. Closely followed by the Doomsday campaign by Spillmann/Felser/Leo Burnett for Chocolat Frey and the Sack subject by Vizner Borel for Denner.

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Top Ten: Uniqueness

Question: In your opinion, to what extent do these advertisements stand out from other advertisements in newspapers, magazines and periodicals? [...]

The respondents found the most unique campaign in 2013 to be the "Stop violence against girls" from Saatchi & Saatchi. In second place comes the Florap shark. The subject was created by Leo Burnett for the Zurich Film Festival. Spina's Civil Voices achieved almost the same rating with the Campaign for Amnesty International.

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Top Ten: Brand Fit

Question: And to what extent do these ads match the image you have of the respective brands/companies? [...]

In 2013, the Polyconsult agency best captured the respondents' image of the advertised brand: "The Most Beautiful Panorama in Switzerland" for Swiss meat was able to stand out from the rest. Saatchi & Saatchi and Spina's Civil Voices (both linked above) follow in second and third place.

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Top Ten: Likeability

Question: To what extent do you like the following advertisements? [...]

By far the most popular campaign among the 2013 test subjects was the Floralp ad by Leo Burnett for the Zurich Film Festival, linked above. But the advertising agency Werbeanstalt also knew how to "Rent an old bag" for Rent a Rentner. The meat panorama from Polyconsult not only matched the brand image well (see above), but also appealed to the test subjects in other ways. The trio is followed by a Ruf Lanz double pack: the VBZ electric vehicles and the Cat judge for the Animal in the Law Foundation. The test subjects also liked the Noisy pufferfishcreated by Spina's Civil Voices for Ocean Care. The shackled Kim Jong Un - created by the same agency - also met the taste of the respondents (see link above) - as did the most striking ad of the year, the screaming hand by Saatchi & Saatchi (see above). The eye-catching Vegetable skyline by Wirz for Tibits was also one of the most popular campaigns of the year in the Impact Check. The top ten is completed by the subject "The zoo without bars"that Advico Y&R created for Goldau Zoo. (hae)

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You can download the top ten of the Impact Check 2013 in PDF format under this link Download. Readers of *Werbewoche* will also find the Impact Check in the print edition every month in 2014.

About the Impact Check:

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com research platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.

The author of the representative study «Switzerland’s Favorite Advertisements» is a company specializing in online market research Marketagent.com Switzerland, which has a registered panel of 20,000 willing respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the Austrian market research company Marketagent.com online Research and the Swiss communications agency Contract Media.

As the Sonntagszeitung reports, eleven 105 people - the entire moderation team and almost the entire staff - have already signed their employment contracts with Roger Schawinski on Thursday. These will become valid as soon as the awarding of the concession is completed. Among the signatories are head of programming Jan Müller and head of music Dani König. According to Müller, they backed Schawinski because he had taken the clearest position for the 105 brand and was a "true radio man." According to the Sonntagszeitung, the studio is ready in the premises of Radio 1 in Zurich-Hottingen, and another is to be put into operation in a week's time.

Schawinski is enthusiastic about the idea of using synergies: Radio 105 should be able to benefit from the "demonstrably best newsroom," while Radio 1 should be enriched by the strengths of youth radio in the areas of celebrity events and music, among others. Synergies can also be exploited in rentals, technology, sales and cross-promotion.

Joiz TV as an unknown third party?

A less definitive picture is painted by Switzerland on Sunday. The newspaper knows that Schawinski's 784'000 francs were outbid - by whom is unknown. It is suspected that it is not Radio Energy, but the social TV station Joiz. Joiz CEO Alexander Mazzara did not want to comment on this. However, a higher bid will follow from Energy with "fairly high certainty," managing director Dani Büchi told the newspaper. Energy would operate Radio 105 only on DAB and cable and sell or return the FM license for legal reasons. According to Büchi, this would allow the company to occupy the strategically important but economically uninteresting target group of very young listeners.

Büchi does not dispute that Radio Energy would presumably become number one in Zurich with the disappearance of Radio 105 from the FM range. Schawinski's accusation that with this "maneuver" they deliberately wanted to get rid of their only direct competitor (Interview Tagesanzeiger/Newsnet), however, he vehemently disagrees. Büchi, who is considered a promoter of DAB+, even believes that Radio 105, which is only broadcast digitally, will be more successful than Schawinski's FM version, because without a concession, many circulations would also disappear. (SoZ/SaS/hae)

Teaser image (Roger Schawinski): Keystone
 

The revolution on the bra market comes - big surprise - from the land of the rising sun and is the brainchild of underwear manufacturer Rvijour. A sensor near the organ measures the heartbeat of the lucky wearer. The data is sent to an app via Bluetooth. The app is smart and knows in which situations a woman has which heart rate. Only when the values are in the romantic range does the bra's safety lock open - automatically, nota bene. This range starts with the feelings of happiness triggered by a surprise gift and ends somewhere around jogging during physical exertion. The promotional video shows: Hard times for greenies who want to open the bras of frightened women in bars. But what the lady has to do so that she can slip into her nightgown in the evening without any weight remains a secret of the developers - and the Japanese language. (hae)

Ravijour.com, Geekology.com, via

Just a few days ago, the new Swiss news portal Watson.ch went online (Werbewoche.ch reported). What most visitors noticed: The images are conspicuously large on computer screens. The explanation is obvious: The Responsive Design is primarily designed for mobile devices. What looks a bit hard to get used to on the desktop monitor and sometimes even looks confusing, unfolds its strengths on the tablet or smartphone. Watson founder Hansi Voigt confirms this to the newspaper Schweiz am Sonntag. The site is designed for laptops and smartphones, he said, adding that he hadn't expected so many people to access Watson on their computers. Although the design would remain the same in principle, smaller elements would be added to aid navigation in the future.

Screenshot Watson.ch

The fact that Watson is so often visited via computer is not least due to the fact that no apps have been offered so far. Deliberately, as Voigt says. First of all, the company wants to achieve a certain level of awareness so that it will be as high up as possible in the top lists of the stores when the app is launched in February.

Voigt also holds out the prospect of new advertising options. Up to now, only classic banners can be seen on Watson.ch. In the future, advertisers will be able to present themselves on the portal as "enablers" rather than "obstructors. In concrete terms, this means that individual stories can be sponsored, for example. Voigt, however, wants to do without hidden PR. (SaS/hae)

Teaser image: Keystone
 

The "Circle of Friends of Le Temps" (Cercle des Amis du "Temps") has launched an appeal for the preservation of the newspaper and received a great response, as it announced on Friday. In addition to the two former members of the national government, several government councillors and artists signed the appeal. The signatories not only want to support the work of the current publishers and editorial team, but also want French-speaking Switzerland to raise funds to take over the title and run the newspaper.

If necessary, they want to give the Co-President of the "Freundeskreis", former State Secretary Charles Kleiber, and former Geneva State Councillor Olivier Vodoz the mandate to put together a group of buyers that adheres to the principles of the "Freundeskreis", which are regarded as fundamental.

The media companies Tamedia and Ringier, which each hold 46.2 percent of Le Temps, put the newspaper up for sale on October 8 (Werbewoche.ch reported). Several potential buyers are still in the running. The decision is expected to be made in the first half of 2014. (SDA)

Dossier Le Temps