The aim was to shed light on the significance and importance of BTL for today's corporate strategies. Marketing specialists and CEOs from larger companies were surveyed, including Swisscom, Unilever, Deloitte, Allianz and Franz Carl Weber. The conclusion of the study: BTL is lived. And BTL measures will become even more important in the future.

Although the experts disagreed on the term Below the Line, they all uniformly defined the core elements of BTL: dialog-oriented communication channels, the direct and personal approach, and emotional connection. In addition, all interviewees attested to BTL's greater efficiency, effectiveness and sustainability. However, the theoretical terms above and below the line are used less and less. Instead, the study often spoke of integrated communication concepts in which BTL activities are combined with "classic" advertising measures. This is because interest groups are increasingly breaking down into the smallest fragments. And the smaller and more specific the target group, the more important BTL becomes, which can be used in a very target group-specific way.

Eight proven marketing experts from both the service sector and product manufacturing were interviewed. You can find the evaluation of the study here.
 

Through the cultivation of organic cotton and related development projects in the social sector, the Biore Foundation has been ensuring families in India and Tanzania the basic human right to a dignified life and a long-term secure existence in an intact environment since 1997, the company writes in a press release on Friday. KSP and the Biore Foundation understand human rights according to the expanded human rights concept of the UN Earth Charter. This gave rise to the new communication concept for the Biore Foundation under the claim: "Human Rights Organic Cotton".

Five of these human rights, "Right to Ecology", "Right to Education", "Right to Development", "Right to Health" and "Right to Work" are structured on the website Biore-foundation.ch the content. Organic and biodynamic farming projects as well as infrastructure development in the areas of education, health and nutrition are assigned to the individual human rights. T-shirts printed with the human rights, worn by various protagonists, serve as navigation for the website. The 2012-2013 annual report, which was also conceived and designed by KSP and printed on organic cotton T-shirts, is also sent out.

KSP supports the Biore Foundation as part of its commitment to the KSP Fund for Sustainability R3. All partners and performers have also waived their fees in favor of the foundation.

Responsible at Biore Foundation: Jürg Peritz (Chairman of the Board of Trustees), Christa Suter (Management), Martina Amsler (Marketing & Communication Remei). Responsible at KSP: Beat Egger, Benny Goldstein, Paco Alborghetti, Kevin Zysset, Raphael Koller, Rahel Witschi, Alice Legler, Daniel Zehnder, Uwe Schlupp (creation), Flavia Meyer, Rahel Zumbühl, Dany Kielholz (consulting), Lea Rindlisbacher (production), Chrigi Breitschmid, Alessandro D'Angelo (photography).

 

Not all flights are the same. In addition to duration, seat neighbors and weather, the position of one's own seat is also decisive in determining whether the trip is a top or a flop. The range from "right next to the toilet" to "exit row with endless legroom" is wide. If someone knows where the good and bad seats are in which aircraft, it is Seatguru.coma Tripadvisor service. The agency Robert/Boisen & Like-minded took advantage of this knowledge and set up a special kind of check-in counter at Copenhagen Airport: Those who scanned the boarding pass received a large or small chocolate upgrade, depending on the (un)attractiveness of the booked seat. Passengers with the worst seats hit the jackpot - the "First Class Chocolate Upgrade" contained not only chocolate, but also a neck pillow and other gifts to add some value to the subsequent flight. (hae)

The mouse is used to control a model of the Audi S3 across the entire website. The sound effects are linked to the acceleration of the mouse, which, according to the press release, results in a particularly realistic sound reproduction - a special experience with 300 hp.

URL (For testing) W133.ch/audi/s3/sound

Responsible at Audi: Barbara Wernli (Advertising Manager), Stefanie Koch (Advertising Project Manager). Responsible at Exxtra (Member of Y&R Group Switzerland): Markus Gut (CCO), Daniel Bieri (ECD), Thomas Bosson (AD), Florian Tillmann (text), Susan Baumgartner, Viviane Kessler (consulting), Rafael Tucev (programming). Media: Mediacom, Andreas J. Bartneck.

To ensure that product ideas, references and services appear in the best light and are also found, Grossen Kommunikation has developed the website Suerprisen.ch redesigned and realized. The website is implemented in a user-friendly responsive web design. A filter navigation supports the search by topic and price category.

Responsible for Sürprisen: Christine Angeli and Tobias Egger. Responsible at Grossen Kommunikation: Daniel Ehrensperger (consulting, concept, design, realization) and Karin Grossen (consulting, concept).

 

Nectaflor launched three particularly exquisite products in the summer of 2013 - honeys from Ticino, Jura and Eastern Switzerland. Due to the strong local restriction, these fine honeys are only available in small quantities, which leads to the high exclusivity. Moreover, the products are sold only for a limited period of time. To do justice to the valuable contents, Allink has developed packaging that puts the honey per se at the center.

The characteristic swing-top jars provide clear differentiation on the shelf and are complemented only by a small but lovingly designed paper label. This packaging solution appears honest and authentic and convincingly brings out the values of naturalness and personality.

Responsible at Narimpex: Ulrich Grünig (CEO), Franziska Scheidegger (Marketing Manager). Responsible at Allink: Christoph Schlatter (CD), Lea Defranceschi (graphics), Jacqueline Felder (graphics).

A few months ago, Federal Councillor Schneider-Ammann signed a free trade agreement with China that makes no mention of human rights. The agreement has not yet entered into force because Parliament has the final say and is expected to vote on it during the coming sessions. So there is still a chance to bring down this unacceptable free trade agreement. And that is by writing to as many Swiss parliamentarians as possible and confronting them with this deplorable state of affairs. Solidar Suisse now wants to use this last chance. Together with Spina's Civil Voices, it has therefore developed a viral campaign that tackles this serious issue with wit.

On the campaign website, also designed by Spina's Civil Voices. Solidar.ch/china you can join the demand and support the petition.

Responsible at Solidar Suisse: Andrea Arezina (Campaign Manager). Responsible at Spina's Civil Voices: Matthias Freuler and Stephan Huwiler (creation), Conny Geibel (consulting), Alexander Meier (production), Pablo Kirschke (animation).
 

In the Jura TV commercial from 2012, brand ambassador Roger Federer also played out his sporting prowess in making coffee by building a tennis court with thousands of coffees. The new campaign follows on seamlessly from the previous one, but has been further developed by Publicis with a new concept. In the TV spot, Roger Federer transforms from tennis champion to stylish bon vivant. On the court made of coffee glasses, he once again precisely serves a ball and then goes to his private coffee corner. On the way, he changes with panache from his tennis outfit into a noble tuxedo, sits down at the bar and orders a latte macchiato - "ground, not encapsulated". As a gentleman with style, Roger Federer embodies this role credibly and convincingly, according to the press release. This can also be seen in the ads and online, where he is appropriately dressed facing the equally elegant Jura fully automatic machine. The new campaign combines coffee enjoyment with lifestyle. JURA stands for a coffee culture of the highest and most sophisticated class.

Responsible at Jura: Emanuel Probst (General Manager), Edward Charnaud (Head of Global Marketing), Meinrad Kofmel (Head of Communications & PR). Responsible at Publicis:
Ralph Halder (ECD), Jo-Wayne Peacock, Jürg Ernst (AD), Regine Cavicchioli (graphics), Albert Matzinger (text), Candido Righetto, Lena Jaggi (consulting), Derya Derdiyok, Benjamin Kägi (FFF/Art Buying), Jonas Hartmann, Philipp Läderach (DTP/Litho), Marco Grob (Photography), Andreas Hoffmann (Directing), Panam-Film (Film Production), Gravity (CGI), Kirschnermusic (Music), Jingle Jungle (Sound Studio).
 

Previously, their posts were automatically shared with friends of friends. Depending on the network, this can be a very large number of people. Facebook announced the change in a blog post late Wednesday. A second important change is that teenagers will also be able to make entries public - that is, visible to everyone. Previously, teens under 18 could not make entries that could be seen by all Facebook users. Now Facebook is overturning this limitation - but with warnings.

When teens allow a wider range of recipients, they are presented with a warning the first time. A pop-up window appears saying, "Did you know that public posts can be seen by anyone, not just people you know?" It also warns that the user and any friends tagged in the post can use it to receive friend requests and messages from people they don't know personally. A shorter second warning follows if one wants to continue posting public entries.

The aim of releasing public posts is to enable young people to reach more people, Facebook explained. For politically engaged teenagers, such as Pakistani girl Malala Yousafzai, wide-ranging communication options are important, Facebook's German political officer Gunnar Bender told German news agency DPA.

Facebook pointed out in the blog entry that teenagers could also post publicly on other online services. In the future, they will also be able to unlock their posts for subscribers. "We take teen safety very seriously," Facebook emphasized, referring to the warning messages. Around privacy and data protection at Facebook, with its more than one billion members, there have been discussions for years. In the U.S., Facebook agreed to regular controls for 20 years after investigations into a confusing change in settings. In Europe, Facebook stopped automatically recognizing friends' faces in photos at the urging of data privacy advocates. At the same time, founder Mark Zuckerberg has abandoned earlier attempts to push users to post more publicly on Facebook. (SDA)

"Because the Internet is increasingly at the center of all home electronics, customers also attach great importance to an attractive appearance for the router as an access point to the Internet. We therefore created an implementation that discreetly embodies Swisscom's brand values in customers' living rooms," Christian Harbeke, Head of Industrial Design at Nose, explains in a statement. In addition to the durable aesthetics with a seamless white base body and a black cover plate as well as the high-quality finish, the designers also attached importance to simple user guidance.

As part of the intensified expansion of its broadband network, Swisscom has developed an Internet box. Nose contributed the design as well as the user guidance. In summer 2012, Nose won a tender against 4 design agencies from Switzerland and abroad.

"First, we asked all our employees to photograph their router at home in their living situation. Through this contextualization, we came to the conclusion that we didn't want to create just another device, but an intelligent and communicative brand ambassador for Swisscom," Harbeke elaborates. The designers opted for a restrained and aesthetically durable design language, which also exudes high quality thanks to a seamless white base body and a black cover plate. In addition, the Internet box has a surprisingly simple user interface and limits the dialog to the essential topics. For example, a guest WLAN can be activated at the touch of a button and the visitor's password is then shown on the display.

"Archetypal for a Nose solution, we have created Internet access that fits perfectly into all living situations, taking into account the cultural and contextual environment as well as the Swisscom brand," Harbeke specifies. In terms of a modular overall concept, Swisscom would soon like to offer its customers other devices based on the Internet box. Already in the realization phase is, among other things, a wireless landline telephone, which is also being designed by NOSE. The Internet Box is currently being tested with several thousand selected Swisscom customers. From the end of this year, it should be available to customers with a fiber optic connection (FTTH).

Reto Wiedmer is taking over as head of the editorial team. He wants to further expand and maintain regional reporting, Wiedmer said in a press release. With the creation of an additional reporter service, Neo1 can massively strengthen its presence in the region. The elections in Münsingen, Grosshöchstetten and Langnau are currently a major topic. Listeners can get an idea of the parties running in the elections. All content is also available online.

Radio Emme currently employs 21 people, divided into approx. 1,800 full-time equivalents. The AG operates the Neo1 radio program and the website Neo1.ch. Radio Emme was founded in 1997. The company is based in Langnau and is licensed by the Federal Office of Communications for the area between Lucerne and Bern. The company is managed by a Board of Directors currently consisting of seven people and a two-person management team.