The campaign is designed to make SML visible as a professional, competent partner for continuing education, according to a release. "Building Competence. Crossing Borders." - This is what SML's range of services stands for. The guiding principle "Crossing Borders" also manifests itself in SML's visual appearance. Crafft's solution picks up on this and conveys it in a playful way. Following the word-in-word principle, striking terms on the topic of further education attract attention before the resolution takes place in the sub-headline. The call-to-action takes place via a link to SML's info events, where the individual courses are presented. The campaign will be seen on street posters and on public transport in the greater Zurich/Eastern Switzerland area. It will also be communicated via direct mailing to key individuals. Among other things, banners and Google AdWords will be used online.

Responsible at the ZHAW School of Management and Law: Judith-Rahel Seitz (project management); Christina Baur (media planning and direct mailing); Isabelle Grabolus (media and event planning). Responsible at Crafft: Nathalie Zeller (project management); Claudia Roethlisberger (art direction); Roy Spring (text).

 

The place immediately after "Tagesschau" was by far the most expensive in Switzerland in October. Second place - ahead of "Der Alte" - cost "only" 14'700 francs. This is followed by the blocks after "10 vor 10" and before "Tatort" (both 13'800 francs). With these SRF-1 rates, even the two German private stations Pro Sieben and RTL can keep up with the shows "The Voice of Germany" (13'200 francs) and "Boxen" (12'800 francs). An advertising appearance on the prime-time show "Der Bachelor" on 3 Plus costs around 5,000 francs, which is more than it did before the SRF talk show "Schawinski" (3,000 francs).

Whether the slot after the "Tagesschau" is also the most effective is disputed. Media economist Bjorn von Rimscha told Schweiz am Sonntag that emotional advertising in particular is less effective subconsciously and after analytical newscasts. The prerequisite for effectiveness is better when the recipient is in a positive mood. This assessment is in line with figures from the United States. There, the top 10 is occupied exclusively by entertainment programs: The most expensive is an ad in the series "The Big Bang Theory" (326'260 dollars), followed by "The Voice" (264'575 dollars), "Modern Family" (257'435 dollars) and "The Simpsons" (256'963 dollars) (Source: Adweek.com). (hae/SaS)

Image: Srf.ch, Werbewoche
 

The 45-year-old has been in this position since 2008 and, according to the press release, has made a significant contribution to the positive development of the weekend supplement of Basler Zeitung, BZ Berner Zeitung, Der Bund and Tages-Anzeiger during this time. The magazine has expanded its position in the advertising market over the past six years and has recorded rising readership figures, thanks in part to the new title Der Bund. Together with Editor-in-Chief Finn Canonica, Thomas Estermann also launched the special editions "Das Magazin et cetera".

Thomas Estermann already worked for the Tamedia media group from 1999 to 2007. He spent the first five years at Tagblatt der Stadt Zürich and Zürich Express, before joining the news magazine Facts in 2004 and taking over as its advertising manager in 2006.

 

The 55-year-old graduate journalist, who studied at the University of Munich and the German School of Journalism, began her career at the Burda media house in Bavaria. In recent years, she has been the editor in charge of three local editions of the Münchner Wochenanzeiger. Born in Bavaria, she already lives locally and has been working intensively for some time. "I am very much looking forward to the new task, but I also have respect for the challenge," said Heigl in a statement. Publisher Urs Gossweiler: "In Ms. Heigl, we have found a high-profile journalist whose professionalism and life experience, coupled with expertise in new technologies, convinced us immediately".

Wehrli goes to Winterthur

Florian Wehrli is returning to Winterthur. Born in Davos, he studied communication at the Zurich University of Applied Sciences. "The experience I've gained over the last few years will be put to good use as a communications specialist in the school's management." Wehrli took over the editorial team during a challenging phase. The Grisons native reorganized the editorial team with great calm and care. He is handing over a competent team of committed and distinguished journalists to his successor.

Qualified young talent is scarce. This is true for most skilled trades in Switzerland. In the tough battle for young people, Swiss garage owners are now attracting attention - and with the best trump card they have: the car. In the new cinema spot "Mission Possible", the concept car from the successful US agent thriller "Mission Impossible" makes an irresistible appearance. As the headlights sweep over the car's painted curves, it should become clear: Cars are sexy and car jobs have a future.

The 3D animation in the style of a movie trailer is intended to captivate moviegoers, according to the press release. And the 5.1 Dolby Surround sound penetrates the auditory organ even alongside the rustling of French fries and popcorn crunching. "It was very satisfying to produce for such a clearly defined target audience," says Levente Paal, creative producer at Wirz Fraefel Paal Productions. "It's a lot of fun that way."

Young people before the apprenticeship but also influencers such as parents or career counselors are to be reached with the cinema spot, which runs mainly around the career fairs, says Viva. The Zurich-based agency is responsible for AGVS communications. The cinema spot is embedded in the multi-year concept "Car-Stars". Because cars play the leading role in many films. For example, the "Transformers", which were the inspiration for a poster campaign last year. In the end, however, the focus is always on the real stars: the young people who start an interesting future by choosing a car profession.

Responsible at Auto Gewerbe Verband Schweiz (AGVS): Katrin Portmann (Business Unit Manager Trade/Communication AGVS), Monique Baldinger (Project Manager AGVS). Responsible at Viva: Claude Catsky (Creative Director), Georg Gasser (Consultant). Responsible at Wirz Fraefel Paal Productions: Levente Paal (Film Production).
 

The two have appeared in ten commercials since 2012. According to the long-standing Toyota agency Saatchi & Saachi from Germany, this campaign (which was shown on numerous German TV stations) was extremely successful.

In the latest episode, Thiel and Boerne get lost in the yoga studio. The commercial "Fallen" advertises the Yaris Hybrid from Toyota. You can really rely on it - unlike Boerne, with whom it is better not to let yourself fall. However, after some very successful Tatort spots, the series now seems to have run out of steam. For one thing, what is shown is definitely not yoga. For another, the punchline leaves something to be desired: someone falls down and hurts themselves, hahaha...? With a bit of luck - thanks to the cast - it will still go down well with Tatort fans. (sis)
 

On October 31, 2013, the Wüst bakery (slogan: "Why wüescht? S'isch doch sooo fein!") opened a branch on Stampfenbachstrasse in Zurich. To ensure that a loyal clientele can be counted on as soon as possible, the happy opening message was announced in an advertisement in the Tages-Anzeiger on Tuesday. Disguised as a job advertisement in the appropriate environment: "Customer 100 percent or part-time" was the title of the tempting offer.

This original idea silences even the discussion about possible case errors and the necessity of declaring the advertisement. And if anyone is really looking for a job: On the website, the bakery announces with a broad shoulder under "Vacancies": "Everyone is talking about job cuts, we are creating new jobs. That's why we're looking for you." Click. "At the moment, all of our positions are filled, why don't you take a look again - it changes from time to time..." That's what we do. Or we can opt for one of the lucrative management positions in the future market of e-cigarettes (HR department: 079 756 09 27). (hae)

This strategic collaboration will allow the two out-of-home specialists to expand their market presence in the growing "digital outdoor advertising" segment in Switzerland, according to a statement. Together, Clear Channel and Neo Advertising will market a total of 653 digital screens in 54 shopping centers in Switzerland, enabling advertisers to reach three million store visitors per week. In addition, Neo Advertising will implement a significant investment plan in the first quarter of 2014, installing 50 brand new 55-inch interactive screens in twelve shopping centers. This investment will further expand the Digital Shopping Media portfolio and enable advertisers to generate even more exposure to their target audiences.

Digital shopping media opens up new and exciting opportunities to connect people with brands when they are out and about and in a shopping mood. Global studies show that 70 percent of all purchase decisions are made directly at the point of sale. Context, creativity, timing and precise knowledge of the target groups are key factors for the success of advertising campaigns. So it's not just about how an ad looks - but above all when and where it is seen. Digital Shopping Media offers the opportunity to deliver tailored messages and multiple subjects, coordinated in terms of time, date, place and location. Many creative options allow brands to tell their stories through animations and full-motion films. There are also several innovative ways to interact with consumers. Advertisers can discover a new, flexible premium medium that offers completely new ways to maximize advertising impact.

Jürg Rötheli, CEO of Clear Channel, is very pleased about the new cooperation: "We have set ourselves the goal of offering our existing and new customers the widest possible digital out-of-home portfolio and expanding it on an ongoing basis. We are therefore very happy to be able to offer our customers a broader portfolio through the cooperation with Neo Advertsing. We can thus support them even better in maximizing their advertising impact. With this cooperation, we are also committing ourselves to the digital future of the out-of-home market in Switzerland."

Etienne Reignoux, CEO of Neo Advertising, adds: "Our unparalleled digital out-of-home portfolio in shopping malls is a perfect fit with Clear Channel's years of outdoor advertising experience and we look forward to a successful collaboration. Shopping malls are an important part of consumers' everyday lives and allow advertisers to reach a large percentage of store visitors and families and communicate where most purchasing decisions are made. Digital Shopping Media is therefore the perfect medium to drive sales and position brands."
 

Because everything in Basel in the last few days revolved around tennis, WS Kommunikation put the yellow protagonist in the spotlight in a good-humored and tongue-in-cheek way.

Responsible at Asag: Jasmine Gasser (Head of Marketing and Communications). Responsible at WS Communication: Reto Meyer (overall responsibility), Markus Stöckli (art direction, text), Joe Werner, Marion Philipp (graphics), Nadine Wolleb (consulting).

 

The second Goldbach Mobile World, which took place on Tuesday at the fully booked Folium/Sihlcity Zurich, brought eight mobile experts from Austria, Germany and Switzerland on stage. The speakers, who were made up of representatives from service providers, publishers and users, presented their individual views on trends and strategies. All eight were in complete agreement on the challenges facing mobile: "Training, training, training!" was their common appeal. But also investments in technology and conclusive evidence about effectiveness of mobile campaigns towards customers, were the key notes of the afternoon.

Mobile devices are our constant companions. Our usage behavior is transparent, our needs as users are recorded. But how does this knowledge affect advertising concepts, media planning, and marketing? Which mobile strategies lead to a successful customer relationship? How can mobile advertising be transformed from an unpopular disruptive factor into an accepted service for the user? And has the buzzword "mobile first" now become reality? The eight speakers provided their personal view of things.

Service providers, publishers and users

The service providers Moritz Adler, Product Manager Mobile local.ch, Patrick Comboeuf, Director E-Business SBB, and Tobias Wirth, Senior Manager Issuing Product & Service Development Aduno Group, described the sometimes difficult and lengthy process of transferring their existing and already very successful offering to mobile devices. Publishers Branko Radosevic, Head of Advertising Market Digital Media Ringier, Sandro Albin, Head of Mobile an News Business 20 Minuten, and Björn Wendler, Managing Director madvertise, made it clear that their industry can only win if it works together more closely and focuses on the needs of customers and users. On the user side, represented by Annette Dielmann, Managing Director Digital & Business Development Omnicom Media Group Switzerland and Alexander Oswald, Managing Partner Futura, the relevance of the message is at the heart of mobile, as in any other channel. Like the previous speakers, they describe the scarcity of resources in terms of well-trained employees who can really keep up with the current state of technology as the biggest challenge.

Where is the mobile future headed?

Where the mobile future will really lead is impossible to foresee today. The possibilities are almost infinite. We are only just beginning to have an idea of how mobile works. But the development continues in parallel and all parties involved on the side of service providers, publishers or users are challenged not to lose touch. This is the conclusion of the second Goldbach Mobile World. Because only the next five years will show where the journey is really going. Or as Goldbach Mobile World host Frank Lang, Managing Director Goldbach Interactive & Mobile, said in his summary at the end of the event: "Mobile innovation is far from being at its end. As representatives of the communications industry, we must do everything in our power to keep pace with this innovation in order to help shape it and not just react to it, as has been the case up to now. But that requires all market players to work closely together, experiment and seek solutions together."

There are good reasons, BuureTV.ch as an example of an online video image campaign: The official web TV channel of the Swiss Farmers' Union (SBC) is already in its fifth year of operation and won a Gold Award in the Web TV Information category at the World Media Festival in Hamburg in May of this year. Matthias Singer is responsible for the project in the Communication division at the SBV. When asked about his personal favorite episode, he mentions the segment about professional musician Michel Biedermann, who plays clarinet in the Bern Symphony Orchestra. "I like this feature so much because Michel Biedermann is not only a musician, but also a farmer. And I find this interplay fascinating. Not least because you can sense how much Michel Biedermann loves his job as a farmer." He highlights other episodes:

The best: "The article about the itinerant shepherd because it is emotional, humorous, thoughtful, but also serious: if - despite all the romance - no local lamb is eaten, there will soon be no more itinerant shepherds."

The most watched: "This is clearly the article about the 1st August brunch."

The underestimated one: "One film that clearly deserves more attention is the one about poppy oil farmer David Brugger. A young farmer who has found a livelihood with a new, old branch of farming."

The most elaborate: "That was probably the episode about the Marti family's whey bath on the Berglialp high above the Glarnerland. The film crew had to carry the camera equipment up the mountain for almost two hours. The result was a great film about a mountain farming family that very successfully discovered a niche and cultivated it with great attention to detail."

As an umbrella organization, SBC has structured its communication in the form of a pyramid: At the top, under the responsibility of the respective brand owners, are individual products, such as Emmi or Caffe latte, below which are product groups such as fruit, vegetables, milk etc. And at the very bottom, quasi as a basis, SBC has been running a comprehensive image campaign for Swiss agriculture since 1998 under the claim "Gut, gibt's die Schweizer Bauern" ("Well, there are Swiss farmers"). In addition to classic media advertising with posters and TV commercials, the campaign includes numerous other measures aimed at improving the image of agriculture. Buuretv. ch is one of these measures and was first launched in 2007 as a pilot project in the canton of Aargau and then in 2008 for the whole of German-speaking Switzerland to reach a young, urban target audience. "We are noticing an increasing alienation between the farming and non-farming population and are therefore trying to bring some 'barn air' into urban living rooms with the online videos," says Singer, explaining the target group strategy.

YouTube disappointed

The videos are shown on a separate channel on Internettv. ch, which can be accessed via Buuretv.ch, they are integrated into various websites, such as Bauernverband.ch or Landwirtschaft.ch, and are also used in social media, especially on Facebook. They are also used at trade fairs and farm festivals of the respective farmers and are made available free of charge to local television stations such as TeleNapf or ZüriPlus. The greatest reach is achieved via the company's own websites and Facebook. Between 400,000 and 500,000 videos are viewed each year, which is one of the highest reach figures of all SBC communication measures in terms of budget. The average length of stay is 2:45 minutes, which means that episodes with an average duration of between 2:30 minutes and 4 minutes are usually watched in full length.

Distribution via YouTube is not a priority for Singer. In the pilot phase, the video channel on YouTube was promoted relatively heavily, but it soon became clear that the target group could be reached much better with its own, well-embedded channel. Today, the farmers' association distributes "a few videos sporadically" via a YouTube channel. However, YouTube is far too little target group-oriented, there is huge international dispersion and the access figures are "astonishingly low" compared to the BuureTV channel, reports Singer, while at the same time admitting that perhaps "the experiment should be repeated" after the last attempt in 2010.

For the production of the videos as well as for hosting and streaming, Singer has worked with the company Ipmedia in Zurich from the very beginning. Today, the production processes with Ipmedia are well established, and Singer still spends one to two hours a week on BuureTV. SBC is primarily responsible for finding topics and making arrangements with the farmers involved. In the beginning, a short storyboard was written for each shoot, but now the video journalists know the concerns of the farmers' association "very well and decide for themselves on location how the topics are to be staged," boasts Singer. Before filming, he says, the central message is determined and then implemented on location. "The VJs have a lot of freedom there, and the actual storytelling often happens during the shoot. Because it was noticed that with a script, "there was often no room for good, spontaneous ideas. In the beginning, they always wanted to pack too much information into the videos, Singer reports on further insights. "But the VJs very soon convinced us that the videos had to be short, that one story per film was more than enough."

Expansion into a national project

Asked about future plans for BuureTV, Singer says that in the future they want to remain true to the approach of showing agriculture in all its breadth and always putting people at the center. And for some time now, they have had in mind expanding into western Switzerland and, in the medium term, developing BuureTV into a national project. Singer knows that the videos would have to be made by Romands, and regrets that Ipmedia does not employ any French VJs. Meanwhile, BuureTV has already found imitators in his own family: The vegetable producers operate an independent communication and have become active with Gemüsetv.ch after seeing BuureTV. When it makes sense thematically, videos are exchanged in order to mutually benefit from the additional distribution.

Christoph J. Walther

Moderator Achim Klostermann

Mini Case Studies

Videos on the Internet are nothing new, but only now are they gaining importance in professional communication and advertising. Much is new, and proven recipes for success are in short supply. This is why Werbewoche is publishing a series of mini case studies to provide insights into the various aspects of video marketing and document specific examples.

These articles have appeared in the video marketing series so far:
- "Video marketing is getting off the ground": Werbewoche 16/27.9.2013, page 29
- "Swiss tubers without a chance?": Werbewoche 17/11.10.2013, page 25

 

As befits VW, of course, everyone has reason to join in the celebrations at this birthday party. There are various very special offers to mark the anniversary. The campaign with three motifs in the style of the late forties and early fifties can now be seen and heard all over Switzerland - on posters, ads, on the radio and on the Internet.

Responsible at Volkswagen Switzerland: Sandra Grau (Head of Marketing), Nathalie Mösch (Head of Communications), Sina Neuhaus (Advertising Specialist). Responsible at KSP Krieg Schlupp Partner: Samuel Knaus (Creative Direction), Sebastian Krayer (Art Direction), Lea Baldinger (Lea Baldinger), Rémy Müller, Franziska Saxer (Consulting). Illustration: Kinky Illustrators.

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