For the start of the winter season, the second generation of the Limited Edition is now available with blankets, pillows and decorative items made of natural materials. This means that anyone can transform their home into a cozy mountain hut without having to climb a single meter in altitude. The agency Wirz Werbung has realized a poster campaign with three subjects on which the furniture and accessories made of wood, ceramics or fur are presented in direct connection with their origin: nature. The cozy living worlds were photographed in a romantic morning atmosphere in the Engadine.

The Limited Edition Chalet 2013 was also promoted on e-boards. A press kit in the look of a hiking map informed the media about the winter expansion of the Ikea range.

Responsible at Ikea Switzerland: Katrin Polzer (External Communication Manager), Ebba Barchan (Project Leader Campaign). Responsible at Wirz Advertising: Philipp Skrabal (ECD), Raul Serrat (CD), Bianca Kury (text), Katja Schlosser (graphics), Petra Dreyfus, Yves Rückert, Stefan Schmid, Prisca Grollimund (consulting), Mario Müller (production consulting), Fabienne Huwyler (art buying), David Willen (photographer), Sebahat Derdiyok (production), Tania Willen (image editing).

 

Röcken succeeds Adrian Zurbriggen, who will become deputy editor-in-chief of the BZ Berner Zeitung at the beginning of the year. According to the press release, the new Head of News Röcken has been Head of the City of Bern department and Deputy Head of Local Affairs since 2011. The 37-year-old Röcken, who graduated from the University of Fribourg with a degree in contemporary history and journalism, previously worked for the BZ Berner Zeitung as a journalist and editor in the region section.
 

Audemars Piguet opts for PHD Switzerland

Audemars Piguetthe luxury watch brand from Le Brassus, has decided after a pitch to work with the media and communications agency PHD in future. PHD Switzerland will therefore be responsible for the international media budget of the traditional company from the Vallée de Joux from 2014. The company wants to position itself even more strongly internationally. PHD Switzerland will be responsible for the international media plan, strategy and media buying. The agency will thus become an international hub and serve Audemars Piguet locally, with access to local media specialists in the respective countries within the global PHD network if required.

PPR Media Relations: Alta Badia and Sölden new in the PR portfolio

The Zurich agency PPR Media Relations wins with Alta Badia and Soelden The aim is to increase awareness of the two tourism regions and attract additional Swiss guests to the nearby vacation destinations. Both mandates include story placement in target group-oriented media, the creation and dispatch of media releases and PR images as well as invitation management for media trips. The aim of the collaboration is to raise awareness of the tourism regions in Switzerland.

PRfact: Maestrani, Seidenmann, SBB Railaway, Starlight Events

Four new brands and companies have been added to PRfact's client portfolio in recent weeks.

Maestrani: Mandate for media relations in the area of sustainability

Since August 2013, PRfact has been supporting Maestrani in connection with the company's first sustainability report published this week, which takes a holistic view of an SME industrial company. Maestrani is a traditional, family-owned Swiss company with a 160-year history. One of its pioneering achievements was the introduction of organic and Fairtrade chocolate in Switzerland over 25 years ago, which today accounts for around 20 percent of production. PRfact supports Maestrani in communicating its corporate social responsibility with PR and media work.

Starlight Events: Mandate for "Rendez-vous Bundesplatz"

PRfact has been supporting Starlight Events since September 2013 in various communication matters for this year's edition of "Rendez-vous Bundesplatz", which is taking place in Bern for the third time in a row. The sound and light spectacle, in which the façade of the Federal Palace is staged, attracted over half a million spectators last year. This year, the Bundesplatz was already filled with over ten thousand fans on the premiere evening. The successful premiere was well received by the public and the Swiss media (including "Tagesschau"). "Rendez-vous Bundesplatz" will take place every evening from October 18 to December 1. PRfact supported Starlight Events in the implementation of the premiere and is actively assisting the organizer in the areas of media relations and social media.

SBB Railaway: Support for internal communication

Railaway positions itself as the leading leisure provider for day and multi-day excursions with additional services in Switzerland for individual travelers and groups. As a tourism marketing organization, Railaway is responsible for the conception, purchasing, marketing and production for SBB and public transport. PRfact advises the company on various communication measures for the implementation of the new SBB Railaway mission statement.

Seidenmann: Media relations for silk accessories

PRfact has been supporting the young Zurich-based company since mid-October 2013 Silk man by textile designer and artist Andreas Hurr. The designs are created in the Zurich studio and combine artistic work with sophisticated design. Carefully hand-rolled by Swiss craftsmen in Appenzell, each piece is unique. PRfact supports Seidenmann in the communication of its silk accessories with media work.
 

Reducing the discrepancy between customer wishes and agency needs is the ambitious goal of "Advertiser Anonymous. The fact that the group is primarily thinking of improving the image of direct marketing among advertising and media agencies may be due to the client of the campaign: it is Swiss Post.

According to the press release, the fictitious fun initiative makes fun of the stepmotherly treatment of the topic of direct marketing on the part of many agencies. Sometimes it's the clients who simply don't brief what the agencies want, then again the advertisers fail because of their own vanity. "The briefings are there, the budgets are there. And I would say that Swiss Post also has much more know-how than most of the agencies are asking for today," says Wirz Wietlisbach Dialog CEO Guido Wietlisbach.

"The problem is not direct marketing per se. It's more that most DM measures are simply implemented in an insanely boring way. But you can do really cool stuff with mail," adds Creative Director Jörg Bewersdorff.

Proving the latter is another concern of Advertiser Anonymous, which for its part relies on innovative DM technologies such as video-in-print or the recommendation card to promote its cause. In addition, with Advertiser-anonymous.ch a microsite including a competition in which customer and agency representatives can make their own statements on the topic of "customer desire versus agency need" until November 6. A visit to the website is worthwhile anyway: a video satirizes advertisers and their approach to direct marketing. Possible similarities with actual living persons are, of course, purely coincidental.

Responsible at Post CH: Mark Friedrich, Head of Marketing and Live Communications; Gabriela Weibel, Head of Marketing Communications. Responsible at Wirz Wietlisbach Dialog: Guido Wietlisbach (CEO); Anna-Lea Michael (Consulting); Rosanna Blättler (Consulting); Stefan Dätwyler (Creative Director Art); Jörg Bewersdorff (Creative Director Text); Olivier Kaelin, (AD).

Due to the "engaged public debate" (Werbewoche.ch reported), it was decided at the last meeting to set an example and prominently address the absence of women in the SRG series, SRF spokeswoman Andrea Hemmi told the newspaper. Specifically, this means: A "Club extra" on the topic of "Where are the Swiss women?" following the first part of the film about the Battle of Morgarten on November 7. SRG Director General Roger de Weck will also take part in the panel discussion. In addition, a documentary about Sophie Taeuber-Arp, the woman on the 50 note, will be repeated. (SaS/hae)
 

Julie Fm is the personal diary of Julie, a young Romande who lives in Zurich and reports on her crazy, tragic-romantic everyday life. She is accompanied by the soundtrack of her life. Julie's story is written by different authors such as Sibylle Berg and Tanja Kummer. Marc Jauslin (Club Zukunft) is responsible for the musical direction.

Current social issues are addressed in a playful, entertaining and sometimes disturbing way and discussed with listeners via social media. Julie Fm is therefore more than just a new radio station. According to a press release, Julie Fm is "a commitment to the local literary scene, which has undeservedly lacked an attractive platform for far too long".

Julie Fm is produced by the association Julie Fm, Zurich, supported by the Swiss Foundation for Radio and Culture SRKS and the Migros Culture Percentage. The program is available via webstream on Juliefm.com and mobile via the "Tune In" app.

 

He signed a confidentiality clause after submitting the dossier, he told La Télé regional television. He is now awaiting a response so that he can make an offer. Biver justified his Purchase intention with a civic sense of duty and patriotism. He did not want to make more than one million francs loss per year. Expecting to live another 30 years or so, this would make a maximum loss of 30 million francs. Every entrepreneur who has had success in his life must give something back, Biver said. One way of giving something back to society is to participate in the well-being of the region, he said.

Other interested parties

In addition to Biver, the business newspaper L'Agefi is also interested in the purchase. According to a report in the Sonntagszeitung, Christoph Blocher and Tito Tettamanti with their media VielFalt Holding have also signaled interest (Werbewoche.ch reported). Only on Tuesday, the newspaper's management also announced interest in a takeover. The newspaper Le Temps was created in 1998 from the merger of the daily newspapers Journal de Genève et Gazette de Lausanne and Le Nouveau Quotidien. According to the latest figures, the printed edition has 115'000 readers. Circulation is 39'716 copies. (SDA)

Image: Keystone

In the hunt for short, pithy titles, it can happen that you miss the mark and overlook certain ambiguities in the heat of the moment. This happened recently in connection with the Syrian poison gas destruction (Werbewoche.ch reported) - clearly an inappropriate slip by an editorial team. If the Institute of Contemporary History Munich-Berlin (IFZ) dismisses all 22 tour guides of the Nazi Documentation Center on the Obersalzberg, ambiguous titles are the obvious choice. As is well known, Obersalzberg served Adolf Hitler and other high-ranking National Socialists as a vacation and representative residence for many years. At the end of October 2013, Die Welt ran the headline:

Screenshot Welt.de

Although numerous reader comments amusingly point out the somewhat confusing headline, the editorial team has decided not to change it. The assumption is that those responsible share the readers' sense of humor. Not so the Süddeutsche Zeitung: after the probably unintentionally placed title in the print edition caused amusement in the social media and numerous blogs...

via Twitter @mariusweiss

...the newspaper adapted the article in the online edition and changed the headline to "Obersalzberg dismisses all tour guides". (hae)

Training in the construction industry is solid and has a future. Well-trained professionals in the construction industry are in demand. With this message, the Baumeister Verband Aargau wants to inspire young apprenticeship seekers in the canton of Aargau for the construction professions of bricklayer and road builder. However, a credible ambassador is needed to get the message across to young people. To this end, the agency Mehrwert from Baden has developed a multimedia, multi-level and, above all, long-term communication concept for the master builders, with the fictional character Toby at its center. Toby is both a role model and a figure of identification, an experienced buddy who shows young people the exciting challenges that await them on the building site. Toby brings the construction site to the young people and is therefore constantly "on tour".

The Toby concept enables a personal approach to young people, meets them where they are and enables communication at eye level. Girls and boys were able to get to know Toby for the first time at the Aargau job fair AB'13 in Lenzburg (fall 2013). Countless of the 2,000 or so young visitors to the stand got hands-on and worked with bricks and mortar on the largest 3D QR code in Switzerland. Toby's appearances at careers fairs and on-site at schools in the canton (roadshow) are flanked by coherent online activities: On the website Toby-on-tour.ch With an integrated blog, young people can find extensive information on careers in the construction industry and can interact directly with Toby on social media channels. The Baumeister Verband Aargau is also supported by its own members, who draw attention to the offer and the "Toby on Tour" brand throughout the canton with construction site banners.

Responsible at the Baumeister Verband Aargau: Pascal Johner (Managing Director), Felix Strasser (Vice-President), Peter Meyer (BIKO President), Roni Brunner (Coordinator), Vincenza Amodeo (Communications and Administration). Responsible at Agentur Mehrwert: André Laubacher and Raphaël Surber (idea and concept), Reto Portmann (art direction), Rebecca Gerritsen (graphics).

 

Michael Schütz from the INNCH market research institute in Cologne has conducted a qualitative study on second-screen use to find out what people actually do on the small, second screen in front of the big screen. The study, commissioned by RTL, is based on 21 in-depth psychological, morphological interviews. Thanks to a special approach, in which the imagined images and effects are recorded in sketches in dialog with the interviewees, it is also possible to uncover unconscious mental effect factors.

The interviews yielded interesting findings, according to a press release. The second screens are used as an extended remote control, so to speak. When it comes to actual use, the smartphone is probably in the foreground, but a majority would rather use a tablet. The laptop, on the other hand, is rather unpopular because it is too reminiscent of the working world. If we examine the sketches on TV use, we see that water appears in ten out of 15 sketches. This stands for tranquility. The viewer lets himself float on it as if on a nutshell and - in contrast to Internet use - does not become active himself. If the two uses are combined with a second screen, the nutshell becomes a rowboat. The viewer thus takes the helm again and can also become part of the public (for example, via social networks). The result is a kind of private public viewing. The decisive factor is that the viewer can decide for himself when he wants to become active. This is, of course, especially the case when something is on the screen that does not specifically interest him. This can also be advertising. This leads to two important findings:

- The more boring the program, the higher the parallel use via a second screen.
- An effective TV commercial needs a soundtrack that works even without a picture. Because the viewer is distracted by looking at the second screen.

The interviews also revealed that the majority of people generally accept TV advertising. Commercial breaks are a small wake-up call. We move from a leanback state to a more upright, active state. In addition, they bring us back to reality, for example by reminding us that we still have to do the laundry.
For advertising, this further means that cross-screen advertising is especially popular when it is

- makes it possible to delve deeper into the product world by retrieving supplementary information
- creates more proximity to life via additional information such as models or sources of supply
- allows to become a contributing part of the public to help shape the program.

Finally, Schütz states that the viewer remains in the leanback state of TV use during second-screen use. However, he experiences it more self-effectively. Second screen use increases the involvement in first screen TV.

 

Since August 2013, the city of Zurich, together with APG|SGA and Clear Channel Switzerland, has been testing temporarily approved advertising screens at two locations (Werbewoche.ch reported). A survey of passers-by was carried out over two weeks, the results of which are now available. A total of 313 randomly selected passers-by were interviewed in person, as the city's Department of Buildings announced on Friday. 197 of them live in the city. Of these, 96 were commuters and 70 were tourists. 45 percent liked the advertising screens "rather well", 33 percent even "very well". The screens are "modern" and "enliven the square". The respondents also stated that they would make the squares brighter and therefore safer at night. However, a fifth thought that the screens were too distracting, so that people paid too little attention to incoming streetcars. They also blocked the way and made the square less safe.

Although the acceptance of the two pilot systems was high in the survey, this should not lead to unlimited use of the new form of advertising, the press release states. It should be noted that the majority of respondents were of the opinion that there is already too much advertising in Switzerland today. According to the Office for Urban Development, the results of the survey are only one aspect of the assessment of the new form of advertising. Economic and ecological aspects as well as the impact on the public space are also examined and evaluated. A decision on whether such electronic advertising screens will be used in the city in future will not be made until early 2014 at the earliest. (SDA/PD)

Image: City-zuerich.ch

Whether you want to drive away from the winter or chase after the snow: Hertz offers the right rental car quickly and easily. And there's more: because Hertz customers receive a whole 30 percent discount on every car rental in Switzerland with the Tieftax card. This is the main message of the current Hertz campaign "Quick and Easy" from Publicis, which is currently promoting the car rental company's customer loyalty program. And just as fast and easy as you can save cash with the Tieftax card is how it is communicated: Direct testimonials - including Tom Lüthi and his girlfriend Fabienne Kropf as celebrity figureheads - present the advantages and diverse uses of the Tieftax card using concrete examples.

Claim prominently staged

While the promotion of the Tieftax card is clearly in the foreground, the current campaign, and especially the headline duct, is intended to promote the claim "Schnell. Simple. Hertz" more firmly in the minds of the Swiss population. For example, SMEs can "quickly double capacity" with the Tieftax card and "simply save 30 percent" in the process. The campaign, which in addition to posters, radio spots and advertisements also includes various online measures such as a new microsite or banners, started on October 28, 2013 and will continue in the new year. The Tieftax card itself was also redesigned by Publicis in time for the campaign launch.

Responsible at Hertz: Roberto Delvecchio (Marketing Manager), Julia Brosi (Marketing Coordinator). Responsible at Publicis: Wim Roelfs, Daniel Ahrens, Carlos Mejia, David Lübke, David Nyffenegger (creation); Matthias Koller, Lucas Baumgartner (consulting); Sandro Ducceschi, Andy Günter (programming); Cem van der Schaar (art buying); Adrian Häni, Andreas Caruso, Tanja Güntert, Samuel Bollow (Publicis Services). Responsible at BG Media: Manuel Siciliano (Client Service Manager). Online media / programming online banners: Miriam Stefania (Project Manager / Goldbach Interactive). Production deep tax card and lettershop: Adon Production. Photography: Cyrill Matter Photography.