The new Office offers a few new advantages, the agency said in a press release on Friday: On the one hand, total convergence, which makes it possible to use the program seamlessly on all end devices from PC to smartphone to tablet. On the other hand, the affordable subscription system with five individually usable licenses. On this basis, the Y&R Group Switzerland team developed a launch campaign that visualizes these advantages in an impressive and understandable way.

On ten device screens, five different faces are constantly forming new combinations. Behind each of these screens, a mouseover reveals a product benefit of the new Microsoft Office 365 Home Premium package. A simple presentation of an inherently complex product is intended to ensure a successful launch of the new Microsoft Office.

In addition to the microsite, the visual was used to produce a variety of different online advertising media and a TVC, which is used on e-panels and in all Mediamarkt stores.

Responsible at Microsoft: Irène Dumas (Product Marketing Manager), Andreas Stader (Office Category Manager), Renée Andres (Channel Marketing), Bruno Dällenbach (Retail Sales Lead), Christian Hohnbaum (Marketing Communication Manager). Responsible at Y&R Group Switzerland: Dominik Oberwiler, Thomas Engeli (CD), Patrick Bucher (text), Matthias Kadlubsky, Milan Pavic (AD), Katie Salmon (screen design), Nicole Platel, Roger Schäffeler (consulting), Manuel Meier, Roberto Eichin, Robert Seidl, Sina Wiederkehr (IT), Marcin Kolonko, Rafael Tucev, Lukas Zgraggen, Dominik Cattaneo (multimedia).
 

As a small thank-you, the mailing contains a map with six excursions in the Vallée de la Brévine: At the Le Locle Watch Museum, you can learn why the long cold winters were good for the Swiss watch industry. Skilled farmers then retreated to their warm rooms and tinkered with filigree components for clocks. Another tip reveals where to warm up with absinthe soufflé, which was banned for a long time. And a beautiful cross-country skiing route leads directly past the Girardin family farm.

Responsible at Swiss Mountain Aid: Rudolf Streuli (donations), Ivo Torelli (communication). Responsible at Exxtra Communication: Dominik Oberwiler (ECD), Christoph Hänsli (AD), Julia Brandstätter (text), Edi Walker (consulting), Yannick Andrea, (photography), David Atkinson (panoramic map), Beat Wirz (text).

Highlights are the more than 50 new films with Gian and Giachen. They rant about every weather situation as always cheekily and with many original observations. The app also offers a precipitation radar and live images from webcams, in addition to the weather situation, temperature, wind direction, wind strength, and rain probability and amount. Furthermore, the app is now also available for Android and Windows smartphones.

The weather bucks have already been downloaded over 300,000 times, as the agency writes in a statement. The somewhat different weather service of Lenzerheide is also used actively: To date, users have requested the weather over 33 million times. The Apple editorial team was also pleased with the two Grisons ibexes: The app landed alongside Facebook, Instagram and Shazam in the top 10 best free apps of 2012.

Responsible at Graubünden Ferien: Gaudenz Thoma (CEO), Gieri Spescha (Head of Corporate Communication), Mike Frei (Corporate Communication). Responsible at Lenzerheide: Marco Michel (Marketing Manager), Sandra Hohl (Content Management Online). Responsible at Jung von Matt/Limmat: Alexander Jaggy (Executive Creative Director), Livio Dainese, Fernando Perez, Samuel Christ (Creative Direction), Alain Eicher, Florian Siegrist (Text), Daniel Serrano (Art Direction), Sarida Bossoni (Art Buying), Rolf Helfenstein, Nicolas Schoberth, Roman Meister (Consulting), Elefant Studios (Animation), Jingle Jungle (Sound Design), Cubera Solutions (Technical Implementation).
 

The Basel-based agency received applications from non-profit organizations, start-up companies to established brands, BSSM said in a statement Thursday. "The diversity and quality of the submissions amazed us," said Urs Schneider of BSSM, summing up the campaign.

A bicycle store from Gansingen in the canton of Aargau can look forward to the advertising campaign donated by BSSM. Until the winner was determined, the external jury consisting of Tamara Schmid, Goldbach Media, Peter Glassen, media scientist at the Bern University of the Arts, and Dominik Marbet, Basel Employers' Association, had to evaluate 34 projects. Tamara Schmid: "Many applications would have deserved a campaign from BSSM. In the end, a run-off decision had to decide on the winning project." What BSSM is designing for the bike store will be on display in the spring.

Urs Schneider and Philipp Buser from the BSSM advertising agency deliver the
Geisseler bicycle dealer family from Gansingen the voucher for the donated
Campaign.
 

The agency won the pitch with its communication concept. The concept, which focuses on both classic and digital media, puts the brand's fans directly in the spotlight. The first Publibike campaign will be seen on the Swiss road network from the end of spring.
 

Clever advertising adapts to the context. Those who book advertising with Google Adwords distinguish from which location, at which time of day, and with which end device a user makes a search query. A pizzeria wants to place a specific ad when a user enters "pizza" as a search term on their work computer at 1pm. This ad should contain a link to an online order form or to a menu. However, if a potential customer half a kilometer away from the restaurant searches for "pizza" on his smartphone at 8 p.m., a different ad should appear - for example, with a click-to-call phone number and the restaurant address.

Until now, advertisers combined several separate campaigns with each other in Google AdWords. Google is now adapting this procedure and will offer the option of managing campaigns centrally in the future. With the help of enhanced campaigns, advertisers can reach users with the right ads based on context (for example, based on location, time of day, and device type).

Nicolas Kaufmann, Consultant & Project Manager SEM at the agency Dotpulse, sees the change primarily as a simplification for advertisers (see: Blog.dotpulse.ch). However, customers and agencies will have work to do in the coming weeks. This is because all campaigns will be converted to extended campaigns by the middle of this year. Anyone with current campaigns would be well advised to adapt them in the next few months.

The online agency Webrepublic also advises customers to convert current campaigns step by step. Tobias Zehnder, Co-Founder and Head of Operations & Innovation, has discussed the topic in the Agency blog explained in detail. 

More information: Google.com/adwords/enhancedcampaigns. 
 

Last Sunday, February 3, the 47th edition of the America Football Final, the Super Bowl, took place. The entire spectacle lasts for several hours. That means a lot of attention for the commercial breaks. That's why the producers go all out to show a commercial that will be remembered for a long time. Soda Stream also wanted its share of the cake and therefore went after Coca Cola and Pepsi at the same time.

The Super Bowl organization did not allow the commercial because it identified the competition too strongly. The film with the name "Game Changer" was censored, but was previously uploaded to YouTube. As an alternative, Soda Stream then showed an existing commercial at the Superbowl. Its broadcast had been banned on British television due to alleged disparagement of the competition from the beverage industry, as Soda Stream writes in a press release. The 45-second commercial "Soda Stream Effect" was adapted with a voice-over and was allowed to be broadcast at the Super Bowl. The commercial told viewers that Soda Stream could save 500 million pet bottles and aluminum cans on the day of the finale alone. The banned commercial remains online on Sodastream's YouTube channel. (uma)

Corpus Delicti

Spot shown "Soda Stream Effect"
 

The new brand identity is based on the rock drawings of the Carschenna power place. The new logo shows a sun, interpreted from the power place "Carschenna". The rock carvings on Carschenna were discovered in 1965.

At the same time, Thusis Hospital has evolved over decades into a highly qualified competence center, while still being perceived as a hospital in the region and underestimated in the process, the agency said in a press release on Thursday. This change should now be communicated to the outside world with the new image and perceived accordingly. The sun should stand for a positive view of Thusis Hospital, as a place of strength, a place where you can regain your strength. In addition to the color scheme, the font and the gridded surface design, the new image is intended to radiate medical expertise combined with personal and careful care.

The positions of Country Manager Germany and Market Group Manager Central and Eastern Europe (Austria/Hungary, Nordic countries, Czech Republic, Poland and Russia) as well as Country Manager Italy have become vacant due to internal job changes: The current Country Manager Germany and Market Group Manager Central and Eastern Europe, Christina Marzluff, will become Marketing Production Manager at the Zurich head office, while the current Country Manager Italy, Tiziano Pelli, will also take over as Head of Research & Development at the head office. This was reported by Switzerland Tourism ST in a press release issued on Thursday.

Jörg Peter Krebs becomes Country Manager Germany and Market Group Manager Central and Eastern Europe. Based in Dubai, as Head of IMEA (India, Middle East, Africa) he is responsible for all ST marketing activities for the strategic growth markets of India and the Gulf States. The trained marketing specialist IMB-GfM Bern started at ST in 1988 and has since been in charge of location marketing for the Uefa Euro 2008, marketing and sponsoring, but was also District Manager Northern Germany in Hamburg and Deputy Head of Spain in Madrid. Krebs will start in his new role in Frankfurt on April 2, 2013.

Armando Troncana is the new Country Manager for Italy. Troncana, ST Marketing Manager and Deputy Country Manager France in Paris since 2006, has many years of experience in tourism. The HFT Lucerne tourism specialist, who holds a federal diploma, worked in sales and marketing at Air Engiadina, was Sales & Marketing Manager for Switzerland, France and Italy at KLM Alps and was Director of Sales & Marketing at Swisswings Airlines. Troncana will take up his new position as Country Manager Italy in Milan on May 1, 2013.

 

The companies made the announcement on Wednesday (local time). "By adding Google to the list of our world-class contextual advertising partners, we will be able to expand our network, which means ads will be even more appropriate for our users," Yahoo explained. For users, however, that will not be apparent in the appearance of the ads, it said. Yahoo is an early star of the Internet. After the first Internet boom around the turn of the millennium, however, the company went downhill. Above all, the competition from Google is giving Yahoo a hard time. With its search engine and online advertising system, the company now dominates large parts of the market.

Last year, Yahoo wooed away the high-ranking Google manager Marissa Mayer as its new boss. She recently presented revenue growth for 2012 for the first time in four years.

The partnership with Google in the advertising market also opens up the opportunity for further alliances at a later date. Yahoo could then integrate Google's search engine, for example. So far, however, a corresponding contract with the Microsoft search engine Bing is still running. (SDA)
 

Peter Wälty is currently deputy editor-in-chief of the Tages-Anzeiger and was previously editor-in-chief of the news network Newsnet. Tamedia announced this in a press release on Thursday. Peter Wälty was appointed Editor-in-Chief of Newsnet in March 2008.

In recent years, Wälty has made a significant contribution to the development of the news network of Baslerzeitung.ch, Bernerzeitung.ch, Derbund.ch and Tagesanzeiger.ch, according to the press release. Previously, as Editor-in-Chief from 2000, he had driven the expansion of 20minuten.ch. Wälty is now returning to 20 Minuten, where he will report directly to Managing Director Marcel Kohler and Editor-in-Chief Marco Boselli.

From the summer, Michael Marti and Arthur Rutishauser will take over Peter Wälty's previous responsibilities within the Tages-Anzeiger editorial team.