Over the past decades, Bico has continuously expanded its brand awareness through creative advertising. "Für ä tüüfä gsundä Schlaaf" is deeply embedded in most Swiss minds. "Working for such a legendary Swiss brand is something very special. We are all the more delighted to have won the pitch and look forward to continuing the success story of the traditional brand together with Bico," comments Sandro Walder, CEO of Stuiq.

The first joint preliminary project, as a result of the pitch, is already being implemented. Bico opens the first Bico showroom in the middle of Zurich at Pelikanstrasse 11 in September.

In its ruling published Monday, the Zug Superior Court upheld a first-instance guilty verdict from May 2019.

By mentioning her name and publishing a photograph, the newspaper had "seriously" invaded Jolanda Spiess-Hegglin's privacy and thus violated her personality, the court stated in a media release. The ruling is not yet legally binding. In contrast to Ringier's opinion, the high court denied an overriding public interest for the reporting in the View.

Ringier does not pursue judgment

Furthermore, the High Court - like the Cantonal Court - concludes that Spiess-Hegglin has "no actionable claim" to the publication of an apology from the publishing house Ringier.

"Nevertheless, we want to apologize to Jolanda Spiess-Hegglin," wrote Ringier CEO Marc Walder after the publication of the verdict on Blick.ch. Ringier will not pursue the ruling, a company spokeswoman confirmed at the request of Keystone-SDA.

Walder's statement notes that it was "never the intention" to cause suffering with the reporting. "In retrospect of the past almost six years, however, we see that Jolanda Spiess-Hegglin was hurt by our reporting." It is not possible to turn back the wheel of time, he said. "But we can learn day by day and always try to do better," Walder writes.

More lawsuits follow

Spiess-Hegglin notes Walder's public statement "with satisfaction," she said when asked. She described the verdict as "fantastic". It could not be better, because it is much clearer than the first instance. There is therefore no reason to appeal.

Rather, the ruling provides the "perfect basis" for everything else that will follow. Spiess-Hegglin maintained that this judgment was only about the one article. "Further actions for satisfaction are being planned," she said.

Because the said article was followed in the View and other media dozens of articles on what might have happened at the Zug Landammann celebration. What exactly happened was never legally clarified. Numerous View-articles have since been deleted from the Swiss media database SMD.

Court reduces satisfaction

The court also partially upheld Ringier's appeal regarding compensation and reduced the amount to CHF 10,000. It considers the sum of 20,000 awarded by the lower court to be "disproportionate". The higher court also slightly corrects the allocation of costs in the first-instance decision. Both parties appealed

The proceedings between Ringier and Spiess-Hegglin concern an article that the View on December 24, 2014. In it, the tabloid showed the names and pictures of the then Zug cantonal council members Spiess-Hegglin (Greens) and Markus Hürlimann (SVP) and described alleged events at the Landammann celebration.

In 2017, Spiess-Hegglin had filed a claim for protection of personality against Ringier with the cantonal court. Spiess-Hegglin and Ringier appealed to the higher court. (SDA)

Since 2006, Ruf Lanz as lead agency has ensured that the Hiltl brand remains on everyone's lips. Most recently, in the 2019 hunting season, the campaign "Kein Tier im Visier" (No animal in sight) met the taste of vegetarians, vegans and also many flexitarians. According to Rolf Hiltl, the campaign triggered "a lot of positive reactions" and spread quickly on social media. Along the way, it won numerous awards, including Gold and Poster of the Year at the Swiss Poster Award, the highest ADC rating awarded in the categories of ads and posters (Double Silver), and Epica Silver.

Continuation refers to upcoming vote

The continuation of the campaign uses the example of the wolf, lynx and ibex to show that, regardless of how the Swiss electorate votes on the revision of the hunting law on September 27, Hiltl will continue to focus on the healthy pleasures that nature provides. In this case, on porcini mushrooms, sweet chestnuts and wild blueberries.
The campaign is now in use online and offline.

After the Federal Council let the event organizer scene breathe a sigh of relief the week before last by lifting the 1000 limit as of October, there is now also reason for hope for the industry in terms of demand for events.

Anticipation for events is great

82.8 percent of all respondents agreed or somewhat agreed with the statement that they basically miss events. In the age category up to 35, the anticipation of the comeback of events is particularly high, with over 88 percent agreeing.

However, Swiss event-goers don't just miss the artists on stage (80,31%), the survey provides a surprising insight into the emotional motivations for attending an event: over 79 percent of respondents miss spending a good time with friends or family at events - 71 percent miss being able to switch off from everyday life thanks to an event. This underscores the importance of events for psychological well-being and a balance to everyday working life.

Respondents are even more reserved in their statements on the likelihood of whether they will attend an event again in the next 12 months. The proportion of undecideds for all genres - festivals, musicals & shows, comedy, sporting events, theater, cinema - is between 20 and just over 30 percent.

Nevertheless, the number of those for whom the probability is "rather high" or "high" predominates.

Safety is the be-all and end-all

Whether an event will be attended in the future depends heavily on the planned protective measures. For example, in the case of seats, around 80 percent of those affected would "very probably" or "rather probably" go to the event, a good 12 percent are still undecided and 8 percent would rather refrain. It is striking that the acceptance of unnumbered (standing) seats is around 5 percent higher among concertgoers than in the other genres surveyed (festivals, musicals & shows, comedy, sporting events, theater, cinema). In addition, women react more sensitively to the general conditions than men: For example, acceptance of numbered events with seat spacing between groups of people was 5 percent higher than for men.

In general, a clear picture emerges with regard to the desired protective measures: hygiene, namely the regular cleaning of event venues and the provision of disinfection facilities, has top priority. This is followed by measures to maintain minimum distances in all phases of the event.

At almost 73 percent, the demand for systematic recording of personal data also receives a high score. The question of whether an event takes place outdoors or indoors is somewhat less relevant. The much-discussed mandatory wearing of masks is viewed differently depending on age: Only 38.9 percent of survey participants under the age of 35 consider this protective measure to be "important" or "rather important," while participants over the age of 65 agree with a mask requirement at 58.30 percent.

Live streams: Not yet a substitute for live events

One in five participants in the survey said they had consumed live streams during the Corona phase. Around 17 percent think they are a good substitute for live events, but only 12 percent are prepared to pay for such formats in the future.

The approval rate for live streams is particularly high among those customers who, prior to Corona, attended less than one event per year on average. Regular concertgoers use live streams to bridge eventless time, but not as a substitute for the incomparable feeling of an event with friends and an audience. In this target group, live streams were considered a good substitute for live experiences by only 16.11 percent. As a conclusion, there are at best additional earning opportunities for the organizers if live concerts are also offered in parallel in streaming.

To strengthen employability and promote life-long learning, Swisscom developed the Learning Experience Platform with its partner Degreed. Tutorials, articles, podcasts, webinars and much more are now available to all employees on one platform.

The campaign is designed to put a positive spin on learning and motivate employees to register on the platform and take a look around. After the first three weeks, a good 40 percent of the employee population has registered on the portal. Under the campaign motto "aiming high," all Swisscom channels - digital and analog - were used.

Floral direct mail

To kick things off, employees received a mailing to their home offices. The message "grow tall together" was printed on wildflower seed paper. A large number of employees also responded to the invitation to share the flower pictures.

By the end of the year, posters at touchpoints and wallboards as well as banners on the digital platforms will be activated. Intranet stories, blog posts, and video messages as well as internal ambassadors raise awareness and motivate people for the topic of life-long learning. The Skillup Community on MS Teams serves as a dialog platform for feedback and exchange of experiences.

Like many things this year, also the federal anniversary Schwingfest, dated August 30, falls victim to the Corona pandemic. The answer still lets Marcel Bieri fight. This year not against the usual opponents in the sawdust, but against one of the oldest and deadliest diseases of mankind: malaria. A child still dies of it every second minute.

On the occasion of World Mosquito Day on August 20, Marcel Bieri - who has recently become an ambassador for the organization - is drawing attention to Switzerland's strength in the fight against the disease. After all, thanks to the commitment of Switzerland and the international community, more than seven million lives have been saved and over one billion cases prevented since 2000. Switzerland has a long history of engagement against malaria.

Switzerland as a malaria pioneer

High-quality malaria research has been conducted for over seventy years at the Swiss Tropical and Public Health Institute (Swiss TPH), as well as at Swiss universities and in Swiss pharmaceutical companies. Thanks to Swiss contribution, eleven new antimalarial drugs have been developed in the last 20 years.

Due to the Corona crisis, the disease is on the rise again, as health centers and hospitals were closed in some countries, and supply chains of mosquito nets and medicines were disrupted. Reconstruction is only now taking place again.

With its commitment against malaria and for global health, Switzerland is making an important contribution to achieving the UN Sustainable Development Goals. Covid-19 sets the world back decisively with regard to Goal 3 "Health and well-being". The Corona crisis shows: Health, hunger, equity and climate are closely linked and our actions today will determine the future of humanity as never before.

The campaign, conceived by the agency, is currently running as a spot on TV as well as online and social on various channels.

In its last two out-of-home campaigns, Galaxus already focused on the breadth and depth of its product range. On 48 posters (in German and French), the online retailer showed egg cups, pendant lights, rubber boats, and stunt kites - a product selection that had to be representative of the entire Galaxus product range and was scattered randomly. The idea to use anonymized user data for the creation of location-specific advertising material arose from the demand to show a wider range of products and to place them in a more target group-specific way.

Now the company is going one step further. Anonymized order data serves as the basis for the fully automatically created subjects, which were neither manually laid out nor corrected afterwards.

On 4,001 posters, 579 eBoards and ePanels, 6,389 hanging boxes and 245 advertisements, Galaxus shows the regional shopping behavior of its customers and includes regional comparisons. All subjects are unique. Computer-generated one-offs. And they were each created for a specific placement.

For the poster companies and print shops, this was also a first and a logistical challenge. Each poster had to be placed in exactly the right poster location, otherwise the campaign would not work. APG|SGA writes in a statement that the campaign was an "extraordinary and unprecedented challenge on this scale." To give an insight into the work of the poster company, the work of afficheur Marcel was shown in a livestream on Monday morning at the start of the campaign - he has been working for the company for 30 years.

An interactive map - available at Galaxus.ch - shows all poster sites and the corresponding subjects throughout Switzerland.

The fun-loving campaign is designed to get customers in the mood for the anniversary. Young people, lots of moves and urban locations position the brand on the pulse of time. Hitmill realized the corresponding sound.

Since Monday, the campaign can be seen throughout Switzerland on TV, on posters and in the 180 or so Interdiscount stores. At the same time, the "Cracker Weeks" are starting, during which customers can benefit from sensational anniversary offers.

"O2 instead of CO2", "Speedsters instead of speed cameras", "In full trains instead of full trains" - since a few days M-way is on air with a new image campaign. The e-bike is positioned as a clever and ecologically sensible alternative to cars and public transport - without raising an admonishing finger - on the contrary. The subjects in the new CI/CD come across with wit and charm and get to the heart of the advantages of e-bikes.

In the campaign, SEMG, to which M-way has belonged since fall 2019, is focusing on classic and city light posters in the direct vicinity of the 30 M-way branches throughout Switzerland. These can be found, for example, at traffic junctions prone to congestion, train stations and typical speed camera locations. In addition, SEMG and Koller Direct also designed advertisements, a product catalog and a performance banner campaign.

Werbewoche.ch: The last few months have been extraordinary. How have you experienced your time working from home? 

Andreas Lang: At the first moment of the lockdown, I was shocked and didn't know what was coming. However, as a company, we have been on a path of transformation for some time, and we have been aware of "New Work" since before the coronavirus crisis. My team and I were therefore able to be there for our customers again quickly. We have learned a lot and I am sure that we have become more efficient in our virtual meetings and workshops. We will certainly use purely virtual and hybrid formats more often in the future.

Many companies are struggling with canceled projects and a drop in sales. What advice would you give them? Invest in advertising and communication now more than ever or wait and see?

Passive communication in a crisis can have serious consequences. Companies that make savings optimize their costs in the short term. However, they will not only lose market share during the economic downturn, but especially during the upswing. A large number of studies prove this: Brands that communicate during a crisis have disproportionately high growth opportunities. Particularly in special situations, consumers pay close attention to how brands or companies present themselves and whether they offer added value. Active, credible communication and constant communication with customers pay off.

However, when companies have to make savings, communication and marketing are almost always affected. What other options are there, or how can I invest my communications budget wisely?

It does indeed seem to be a simple and obvious solution to cut communication and marketing budgets first. This often has fatal consequences: If you don't advertise, you die. Sales don't increase on their own after a slump; communication and marketing are always needed. I would therefore first try to make savings elsewhere. Corona has changed a lot. This means that the marketing concept needs to be fundamentally reviewed and adapted. And very important: customer care! Existing customers are a company's most valuable asset. It is worth investing here. Swiss hotels that were only geared towards Asian tourism, for example, can now complain about the cluster risk or adapt their strategy and target the many Swiss tourists who are unable to travel abroad, for example. Charles Darwin already said: "It is not the strongest species that survives, nor the most intelligent, but rather the one that is most willing to change."

What is the current value of the individual advertising franc? 

This varies from case to case. In general, it can be said that you rarely get as much performance or reach per advertising franc as you do now. The share of voice is also currently higher than before the pandemic, meaning that your own measures are competing with significantly fewer other campaigns than before. The probability of triggering an action in the recipient and being "top of mind" as a brand is therefore disproportionately high. Those who are creative now will benefit.

At the moment, companies can reach many more people than usual at home. What opportunities are there here in terms of customer retention and acquisition? 

Due to its multi-sensory properties, physical advertising has a demonstrably stronger influence on our brain than digital stimuli. Information is processed more quickly and is remembered for longer. According to a study by Nielsen, for example, personally addressed letters are read 80 percent of the time. Mailings are therefore very suitable for customer loyalty. In addition, physical mailings convey value, reliability and appreciation like no other medium. This is particularly well received in times of crisis. Another advantage of physical advertising is that it cannot be deleted like an email. An appealing catalog often even makes it onto the sofa. The inspiration to make a purchase - online or offline - is therefore ready to hand. The autopilot in our brain sorts according to relevance and efficiency. It easily jumps from one medium or stimulus to another. Interlinked communication therefore makes perfect sense.

What do companies that are relying on physical shipping for the first time due to the current situation need to consider? 

According to studies, physical addressed or unaddressed letters motivate and lead to purchases more than other media. I refer you to the Intervista study on advertising impact. But it is important to know: Especially in times of Covid-19, customers don't want to simply consume. As a company, it is worth thinking about how I can support my customers and what added value I can offer. This requires a clearly defined target group: the more vague it is, the less successful it will be. A tip: In times of crisis, consumers look for regional proximity. If you know your customers well, you can address them individually in physically addressed or unaddressed mailings and thus build proximity and relevance. This avoids wastage and increases performance at the same time.

Great sensitivity is therefore required in customer communication. What else can dialog marketing do here? 

We know from various studies that the physical letter is one of the media with the highest credibility. This is all the more true in uncertain times. But dialog marketing encompasses more. It is data-driven marketing and manages the dialog between customers and companies across all touchpoints of the customer journey. Dialogue marketing makes it possible to personalize the approach and individualize the content. This brings competitive advantages, not only in times of crisis. But here, too, common sense and not just a belief in data should be applied. After all, if a consumer cannot explain why a sender knows so much about them, this is more likely to lead to a defensive attitude.

Have you received a remarkable mailing in the last few weeks?

I noticed a few addressed mailings from different NPOs that were very good at initiating a dialog with their donors with the right sensitivity. One unaddressed mailing that caught my eye was the mailing from Coca-Cola with a voucher for a Coke at your favorite restaurant. I think everyone was happy about this mailing.

To promote the Mercedes-Benz EQ Power models, brand ambassador Roger Federer is joined by two Italian-speaking older men: Enzo and Giorgio. In the commercial, the two signori sit on a piazza and discuss what's happening in front of them - and don't always agree.

The spot, which was developed for Mercedes-Benz Switzerland, was shot in the Ticino village of Carona and will also be broadcast internationally. In Switzerland, the film has been running since Monday in all language areas in the main Italian version.

The campaign will also start on Monday. In addition to online videos and TV spots, various digital advertising media such as branding days, video walls, inread scrollers, heatpoint banners, performance and social media campaigns, and billboards will be used.

On September 27, 2020, Switzerland will vote on the SVP's dismissal initiative. According to Economiesuisse, accepting the initiative would put Switzerland's prosperity at risk - even more so in the coronavirus crisis. A broad-based "No" committee has therefore been formed under the leadership of the business association.

Ballooning visual explains facts

Getting to the heart of the matter of the vote was a particular challenge for Valencia. Valencia CEO Michael Gerber explains it as follows: "The message we had to convey is complex. Unlike the proponent side, we can't work with a simple trigger that calls up emotional fear reflexes. We therefore developed a visual that triggers a mental movie. We show a harmonious situation. This is in danger. The viewer now knows how the story could end. If the viewer wants to preserve the harmony of the image, they have to intervene and give the right answer at the ballot box. The Swiss success story can only continue with a no vote."

This resulted in the visual of the balloon flight, which is made possible by the bilateral agreements and whose soaring flight could be abruptly ended by the termination initiative. Valencia won a competitive presentation with this visual.

When developing the visual, the focus was also on its applicability to other communication measures such as moving images or a roadshow. "The balloon motif fulfills this important point particularly well," says concept developer Sebastian Refardt. Accordingly, it was adapted to a wide range of communication measures: Moving images for online use and Passenger TV, roadshow, giveaways, flyers, posters, advertisements.

Image background adapted to the region

By changing the background of the picture, the subject was able to gain additional relevance for viewers from the various regions of Switzerland. The harmonious situation as well as the emerging danger are thus more immediate. Panoramic photos of Basel, Zurich and Bern were taken with a drone.

Coronavirus has an impact

The current pandemic situation posed a particular challenge, which was not yet an issue when the campaign was planned and designed, and also brought changes to the line of argumentation. "The extraordinary situation not only changes our perspective on topics such as prosperity and security, but also brings with it concrete and tangible changes in everyday life," says Oliver Steimann, Campaign Manager at Economiesuisse. Accordingly, parts of the campaign have been rebalanced in consultation with Economiesuisse.

The campaign is currently running until the vote on September 27, 2020.