In Heimat Zürich's current campaign for Citroën's commercial vehicle division, the task was to reach very different target groups accurately and to address them in a sector-specific way.

Commercial vehicle models from Citroën - Jumpy, Jumper and Berlingo, and C5 and Spacetourer for the B2B segment - are characterized above all by their wide range of applications. They are true all-rounders, suitable for projects from A to Z.

This is precisely the message that has been repeatedly reinterpreted for the individual professional groups.

For example, for the bakeries it is "From Anisguetzli to lemon cake.", for the butchery industry "From Appenzeller Mostbröckli to Zwiebelleberwurst.", for the construction industry again "From reinforcing iron to cement bag."

In addition to the five individual Citroën models, the entire Citroën commercial vehicle range was also advertised. In total, there were ten different industry subjects that were placed as ads or banners in the respective print and online trade media. The campaign was supplemented by carousel ads and InMails on the career portal LinkedIn.

Hopr wantsl to fundamentally change data protection: The protocol, which is based on blockchain technology, gives everyone back control over their privacy. The Hopr protocol can be used and further developed by anyone and is therefore not limited to one industry.

Stand out from the crowd 

The dynamically drawn word mark and the yellow Hopr ball are intended to express the basic principle of the technology: Within the means of communication, the ball takes on the function of an abstract symbol of protection and becomes a symbol of control over one's own data. It changes the context by showing or concealing elements - and thus emphasizes why it is so important to know exactly what you are sharing and with whom.

Static or animated, this identity-creating design element gives the website a striking character. Another striking feature is the "Source Code" font, which establishes a link to the community - after all, what does a techie like better than writing code? And: The color scheme creates a differentiation within the industry: The course of several dark blue tones stands for the stable foundation of Hopr; the bright yellow underlines the positive intention of the startup.

Forest fires in Australia and Siberia, striking young people or Greta Thunberg - climate change, its consequences and faces are increasingly preoccupying our society. Tamedia's daily newspapers now want to take this into account and are launching the climate newsletter "Celsius," a new "Climate Change" topic page and an interactive dashboard.

Weekly publication

"Celsius" is published by science journalists Martin Läubli and Martin Steinegger alternately every Saturday and can be ordered by readers of Tages-Anzeiger, The Covenant, BZ Bernese Newspaper, Basel Newspaper, The Land messenger, Zürcher Unterländer and Zurichsee-Zeitung can be subscribed to free of charge via website or app. The two experts provide important news and stories about the climate and weather, look into the archives and give tips on a more climate-friendly lifestyle.

Interactive dashboard maps data 

At the same time as the new newsletter, an interactive dashboard is also being launched, which displays the latest data on climate change in Switzerland and the world on a monthly basis. Currently, it shows that although July was less warm than the heat summers of 2018 and 2019, at +1.2 degrees Celsius it was still above the long-term average. The dashboard thus puts the current temperature and precipitation development in context.

In the new advertising films, the "Gauls of the Alps" practise winter sports in summer. The commercials arouse anticipation for winter and are intended to motivate both skiers and non-skiers to take winter vacations in Switzerland. Six different films were made on the themes of skiing, cross-country skiing, sledging, ice skating, winter hiking and bear country.

Winter vacations in Switzerland 

"Here in Arosa, we are particularly looking forward to winter. Especially with Covid-19 and the current travel uncertainty, we want to show our guests that they can look forward to winter vacations in Switzerland with lots of sunshine. We also offer a great alternative to winter vacations in the Caribbean for non-skiers in Switzerland," explains Marion Schmitz, Head of Marketing & Communication at Arosa Tourism.

The advertising films will be publicized from next week via a TV and online campaign.

In Graubünden, the larches are turning golden yellow. Autumn is coming, and the ibexes Gian and Giachen do what they do every year: wish all the animals a good night as they prepare for hibernation. But when they arrive at the Mungg family, two sad parents are waiting for them. The reason: the Munggamaitli Madlaina has run away because she didn't want to go to bed. Gian and Giachen promise that they will find Madlaina. Will they manage it?

The autumn book was designed by the illustrator Amélie Jackowski and is again published in German, English and Romansh.

A children's book as a vacation planner 

With the children's book, Graubünden wants to inspire families about the diversity of experiences in Graubünden. "The children's book is set in a wide variety of places in Graubünden and brings children and parents alike closer to our spectacular natural surroundings. So it's also a charming vacation planner," explains Martin Vincenz, CEO of Graubünden Ferien.

The children's book world of Gian and Giachen is digitally transformed into a platform for family vacations - with specific offers, events such as lectures, and a web app with which children can playfully discover the original settings from the books in real nature.

Family events with Gian and Giachen

The two Graubünden natives who have lent their voices to the ibexes in the TV commercials for years - comedian Claudio Zuccolini and singer Sergio Greco - appear in public as Gian and Giachen for readings of the story. Thus, many family events also take place during the campaign.

The children's book "Gian und Giachen und das Munggamaitli Madlaina" is now available in stores and on Children's world-in-graubuenden.ch available.

Blick TV continues to expand its offering and launches the entertainment format "Brack Truck" in cooperation with Brack.ch. Starting on Sunday, the presenter duo Sara Bachmann and Sven Ivanić will be driving the "Brack Truck" to an unknown destination every Sunday morning from 8:10 a.m. to 12:00 p.m. as part of the game show.

In a total of eight episodes, they will travel across Switzerland and report back at regular intervals with helpful tips live on Blick TV from the various intermediate stages of their route. Viewers can take part in the game show digitally from home and win various prizes. For those who don't have enough to win, the day's prize can be purchased at a particularly attractive price on blickdeal.ch.

"Brack Truck" is accompanied by content on Blick.ch. Users also have access to the information that has already been broadcast live as on-demand videos. Every evening, a video with the highlights of the day complements the coverage on Blick.ch.

It is a fact that young drivers exhibit specific risk-taking behavior. They seek competition, enjoy speed, want to give themselves an attractive profile. In road traffic, this is dangerous, especially when the pressure of the group is added. In classroom discussions, young people learn how to deal with this pressure and find their own alternative ways out of this dynamic.

Get Some Popcorn's three interactive short films, one from each language region, address the most common causes of accidents among new drivers: Fatigue, Speeding, and Alcohol. The target audience is students at vocational schools and high schools, i.e. current and future new drivers. The stories of the films are fictitious, but based on real accidents: The cause, time, region, people involved and consequences of the accident are all true. On the Campaign website the interactive short films can be played through.

Foreign smartwatches are taking an ever-increasing slice of the global watch market. This also affects Swiss luxury watch brands, whose bosses often still believe that smartwatches pose no threat to them. Apple, for example, is about to conquer the wrists of the world after the trouser pockets (cf. HZ Insights Podcast). Last year, Apple sold an estimated 31 million watches. By contrast, the Swiss watch industry sold 7.5 million fewer watches today than in 2015 - the first year of sales for the Apple Watch.

A serious counter-move from Rolex and Co. is still pending. Is it time for local watch brands to become truly "smart"? This current neuromarketing study with a focus on Switzerland shows which aspects of a smartwatch are also exciting for luxury watches - and which "luxury watch features" on the other hand should not be neglected by making them smart.

If the emotions of various luxury watch brands are analyzed, it is immediately apparent: Luxury watch manufacturers with smart models are emotionally closer to smartwatches than those manufacturers without watches with smart functions (see chart above).

On the one hand, this finding may be obvious due to the logical result, but on the other hand, it must be remembered that the brand emotions of each manufacturer in the study were collected completely non-verbally and completely detached from any smartwatch topics. In addition, this emotional map (EmoMap) provides further exciting (strategic) clues and questions:

a) A few products are enough to move brand emotions towards "smart" (for all manufacturers with smart models, luxury smartwatches only make up a small fraction of the entire product portfolio)

b) Certain luxury smartwatches had a greater emotional impact than others. For example, Hublot "made" the biggest shift towards smartwatch emotions in the subconscious of potential customers with its "Big Bang Referee 2018 FIFA World Cup Russia". Followed by Tag Heuer (e.g. "Tag Heuer Connected") and Breitling (e.g. "Exospace B55 Yachting"). The luxury watch brands Montblanc, Alpina and Frédérique Constant also already appear more "smartwatchy" than Rolex, Omega and the like, which do not yet have any smart models.

c) Is this chosen path towards the smartwatch the right one from a strategic point of view? Or do you run the risk of diluting your own brand and missing the desired emotions of potential watch wearers?

The emotional volume (emotional relevance) of the different motives shows that the purchase motives of a classic luxury watch all have a stronger emotional impact than those of a smartwatch (see chart "Average emotional volume of classic vs. smart motives"). There is a good reason for this: topics such as social status, family heritage and investment are psychologically much more profound than fitness tracking and news. Luxury watches therefore traditionally play on much more deeply rooted motives that move and drive people internally than the new smartwatches. "Smart" themes (still) respond to comparatively and generally more "superficial" motives.

By incorporating smart aspects, Rolex and co. can score particularly well in the consumer's brain if they combine them with classic motifs. If, on the other hand, they focus too heavily on the smart trend, they run the risk of not playing enough on the fundamental drives of consumers when buying a luxury watch. Potential smart features should therefore definitely be charged with a deeper meaning.

Average emotion volume of classic vs. smart motifs

Which motives drive the purchase of a classic luxury watch (see chart "Most important motives for luxury watches")? The most important emotional motive for buying a classic luxury watch is to own a valuable object and to be able to show it to others. In second place in this motive ranking is the fact that a luxury watch is a piece of jewelry on the wrist. Both of these motifs contribute to the need for status. A luxury watch is therefore unconsciously clearly primarily a status symbol, even if this is often denied verbally.

Consumers also buy luxury watches to pass them on within the family. Patek Philippe, for example, has been using this motif (3rd place in the ranking) particularly well for years (see Patek Philippe campaign).

Subconsciously, the motive to buy a watch as an investment plays a significantly subordinate role. The "investment" argument is ratio-based and helps buyers to reduce so-called cognitive dissonance. It is therefore a justification for the purchase if one does not feel entirely comfortable due to the high price.

In summary, consumers in the classic luxury watch market buy a watch to wear it, to show it to others and to pass it on as a family heirloom - and not to lock it away in a safe and hope it will increase in value.

As part of this neuromarketing study, the most important motives for buying a smartwatch were also examined non-verbally. Comparing these "smart" motives with the emotional desire for the classic luxury watch reveals which smartwatch functions luxury watch wearers actually want.

The motif map (see chart "Which smart aspects fit the perfect luxury watch?") shows that the motif "communicate with others" is emotionally close to the perfect luxury watch. The motif "pay electronically with the watch" is further away, but could still play a role for the perfect luxury watch. In contrast, the motives "be informed anytime and anywhere" and "track my everyday life" clearly play a subordinate role.

As a result, Swiss luxury watch manufacturers would do well to integrate smart communication functions into their products. These could be communication features in the narrower sense, such as telephony, WhatsApp and e-mail. In addition, features that reconcile the need for communication and socializing with the aforementioned need for status are also worth considering.

On the other hand, payment functions and the connection between the watch and the bank account would possibly bring the luxury watch even closer to the desired emotions.

Swiss luxury watch manufacturers should clearly distance themselves from tracking functions. Consumers don't want to go jogging and track their performance with a luxury watch - there are pure, classic smartwatches for that. Information functions are also less desirable in the subconscious. A luxury watch should not display weather information or news - nor should it provide World Cup results (this may be interesting for a short time for freaks, but contradicts the long-term target feeling of a luxury watch).

Smartwatches are conquering the watch market - Swiss luxury brands must react. What options are open to them? It is clear that Swiss watch manufacturers could benefit from smart functions. Those who master the following challenges will be able to (re)gain significant market shares in the future:

1. the luxury watch can benefit from smart functions. But how do you prevent the "classic" luxury watch motifs from being diluted as a result?

2. what could the smart communication functions (and possibly also payment functions) of a luxury watch actually look like? And how can these be meaningfully combined with the status motif?

3. what overarching strategies and communication concepts are needed to win back lost market share from Apple & Co? Perhaps also through digital distribution - another field that the Swiss luxury watch industry has left to smartwatch manufacturers for far too long.

The insurance industry focuses on seasonality in its product campaigns. In the months when people move house, companies advertise household insurance, in September car insurance due to the annual right to cancel, and at the end of the year pillar 3a for tax reasons. However, the need for an insurance product depends on numerous factors besides timing.

Instead of seasonality, Generali Switzerland relies on an always-on strategy. The campaign relies on optimized data management, a sophisticated target group strategy and dynamic advertising media.

Target group specific, personalized messages 

Together with the Dentsu Aegis Network, Generali Switzerland has developed a strategy aimed at users who are about to take out an insurance policy. The target group strategy is based on comprehensive audience analyses.

In a first step, users were classified into relevant target groups based on potential purchase intentions, behavior, life stage and other meaningful data from private market place publishers.

In a second step, the tailored target groups were addressed with an advanced retargeting strategy. The users were supported and picked up in their micro-moments with a message in their search for the appropriate insurance. The micro-moments were identified by triggers such as dwell time, soft conversions like flyer downloads or number of pages visited.

Dynamic advertising media with over 5,000 individual combinations 

For the implementation of the always-on campaign, Generali Switzerland, in collaboration with TBWA\Zurich, is relying on the look of the image campaign launched in 2018. The current and year-round online campaign addresses target groups individually with the help of Big Data. The result is advertising media that are used as serials. For this, TBWA created the script for the various formats according to a predefined audience strategy.

Using the DV360 campaign tool and classic media planning, over 5,000 dynamic combinations of 11 advertising formats, 15 icons and 23 subjects were played out to suit the target groups. The visuals covered the topics of pension provision, household insurance, car insurance, legal protection and business insurance.

In addition to the aforementioned strategies, Generali Switzerland also relies on machine learning and artificial intelligence. A pilot project with the Zurich-based start-up Nexoya will soon begin in order to further optimize campaigns and, in particular, budget allocation.

The new collection campaign "Adventure Wilderness" makes the world of animals (some of which are endangered) tangible for young and old. Valencia was able to win over the "Schwiizergoofe" for cross-channel communication of the promotion. The musical children's project from Hitmill Studios sang a specially written song for the promotion and also played in the moving image for online and TV use. In it, the Schwiizergoofe can be accompanied on a journey through various animal worlds. For this, the young singers were filmed in front of a green screen and inserted into an animated background illustration. "The heartfelt, authentic nature of the Schwiizergoofe and the catchy song fit perfectly with the theme of the promotion," says creative director Tommy Schilling.

Interactive online and offline content

During the day of filming, Valencia efficiently filmed additional content for the Coop and Coop Hello Family social media channels: an animal quiz to guess along with animal facts to marvel at, both moderated by the Schwiizergoofe. The collector's booklet was enriched with educational content from the animal world, among other things. All in all, Valencia covered the entire communication spectrum - from the development of the visuals and the naming to the online content and various POS advertising media to TV spots and in-store radio.

Four plush animals, the skill game "Animal Tumble Tower", as well as a glass bottle and a lunch box await big and small animal lovers in the wilderness adventure as premiums. The promotion runs from Friday until October 3, 2020 at Coop supermarkets and various partner formats.

The animal protection campaign takes an unconventional approach. Instead of bloody animal cruelty or sad dog eyes, the current Animal Rights Switzerland posters show two piglets playing - cutely illustrated. Next to them is the simple question: "What do you see here - bacon or babies?". The other subjects show a cow family and a furry animal. The aim of the campaign is to encourage passers-by to question their own views - and to forego bacon more often in order to spare the babies.

"With our posters, we want to encourage a rethink," explains Animal Rights Switzerland managing director Pablo Labhardt. "Too often animals are seen as commodities, the sentient living being is overlooked. This is where we need to start so that fewer animals have to die at the hands of humans in the future."

Sujets come from Thomas Meyer

Behind the subjects of the animal protection campaign is Thomas Meyer, author of the successful novel "Wolkenbruch wunderliche Reise in die Arme einer Schickse" and the since recently texted for Galaxus magazine. "I thought the approach was great, not to shock, but to communicate positively," says the longtime advertiser and committed animal rights activist of his idea. "We have now supplemented this with questions that target the attitude toward the animal."

That the posters are provocative is intentional. "You have to be a bit cheeky to make animals heard," says Labhardt. Animal Rights Switzerland, however, is not afraid that the posters will be defaced. "If someone damages or smears our posters, we have hit a nerve," he says.

Happy about the merger: BPRA President Andreas Hugi and LSA President Beat Krebs (from left to right).

The merger is intended to enable Switzerland's leading communications agencies to join forces to defend their interests in a dynamic market environment.

In an increasingly complex and convergent communications world, disciplines are merging more and more. As a consequence, agencies and associations with different core competencies are moving closer together. The two associations of Swiss communications agencies, Leading Swiss Agencies LSA and the Association of Public Relations Agencies BPRA, want to take up these challenges together and proactively prepare for the future by joining forces.

With the merger, the BPRA members merge into the LSA. In the future, the LSA will thus unite the leading communications agencies in Switzerland with a wide range of disciplines and thus gain more visibility and relevance in the communications industry as well as in politics and administration.

For the newly elected LSA President Beat Krebs, who succeeds Michael Hählen, this is a positive development: "The merger allows us to represent the interests of the agency industry even better in the future. We also want to further develop the association together with the aim of jointly developing a quality label for communications agencies in order to establish a market-relevant industry standard for quality in communications agencies. In doing so, we can build on the BPRA's experience with CMS certification."

Another goal of the merger is to strengthen the presence in French-speaking Switzerland. The establishment of a "secrétariat romand" should lead to an increase in member agencies from French-speaking Switzerland in the medium term. The LSA will also expand its international network: The current representation of the BPRA in the International Communications Consultancy Organization ICCO will be continued.