"Passion is an important factor for marketing. It can be measured on social media in particular based on interactions such as likes or comments. If an advertisement evokes strong emotions, viewers are more likely to remember it. This often has a positive impact on business. When it comes to sport, many people are very passionate, which is why a suitable brand ad can be very effective," explains marketing expert Bernd Pfeiffer when asked by the news portal Press release.

In an experiment, the research team used electroencephalography to investigate how passionately test subjects react to different TV content. They focused on the activity in the emotional center of the brain. The effect of sports broadcasts was twelve percent higher than that of TV series and 15 percent higher than that of films. Compared to news programs, sport even generates 20 percent more emotions.
Advertising effect highest with sport

In the same experiment, the scientists investigated how strong the effect of the same advertising was for different programs. Here too, the effect was highest for sports broadcasts. The susceptibility of the test subjects was 3.67 percent lower for series, 7.67 percent lower for films and 13.33 percent lower for news programs. (pte)

After several rounds of bidding, the Federation of Migros Cooperatives appoints Promotion-Tools as "Preferred Partner" for the whole of Switzerland. This means that Promotion-Tools is listed as a national partner of Migros for all sampling, demonstration and tasting activities for Migros brands and other brands in the range and is once again part of the Migros agency pool.

Cosmiq Universe, a transmedia company founded by Annika Kessel and Bruno Stettler, brings virtual characters to life: Avatars inspire people on social media and can also interact with the real world. The avatars' value-laden messages are aimed at Instagram communities and are intended to reach millions of like-minded people. According to the company, more and more brands are turning to this new form of awareness campaigns. It is noticeable that avatars are not only highly accepted by young consumers.

Cosmiq Universe's transmedia artists create modern "Virtual Beings" to share messages of love, nature connection and self-awareness on social media. Leya Love, Cosmiq Universe's first avatar, represents the new awareness zeitgeist. Her mission as an ambassador of the world awareness movement #WAM is to engage with herself and the universe and spread love through Netflix-like content on social media. Built on new avatar 3D technologies as well as a game engine including first AR apps on Instagram, Cosmiq says she embodies a new technology-based virtual character generation that aims to reflect changing social values in a creative and imaginative way.

Leya Love interacts with the real world as a speaker at global conferences for "oneness" and nature, advocating to be one with the environment and the universe through her stories and images. She already has 260,000 followers on Instagram.

Modern Consumer Spirituality" Metatrend

"In the past, only companies like Pixar or Disney could create virtual characters that touched people deeply," explains Cosmiq Universe founder Annika Kessel. Today, she says, the young transmedia company is helping to shape social media as a first mover in the subject area of modern spirituality. Namely, Leya Love connects the narrative of the value-oriented generation with its external needs. "As digital ambassadors, our avatars bring brands closer to communities with the same values," Kessel explains. "More and more brands are recognizing the growing consumer need for awareness and are focusing on emotional branding. We partner with these brands to launch values-based awareness campaigns." Content subscription, digital products and avatar licensing, and digital art are also part of the business model.

Virtual beings with a future

Virtual influencers were already internationally successful before Corona as fashion models, artists, environmental and political activists. With the lockdown, their advantages over "real" influencers have come to bear even more effectively: "Avatars can dissolve boundaries, connect real worlds with fantasy and dreams. As virtual beings, they don't hinder quarantine regulations or travel barriers," explains Bruno Stettler, Co-Founder of Cosmiq Universe. "They can be in multiple places at once without straining the ecological footprint. Their content consists of textual and visual content and channels that go viral like a Netflix series. For Generation Z, Instagram and Tiktok are the new television."

How successful an avatar is is measured by its community interaction rate as well as follower growth, reach, and virality. According to a report by HypeAuditors, engagement with virtual ambassadors is almost three times higher than with real flesh-and-blood influencers. These are metrics that potential brands are also interested in when evaluating marketing partnerships to spread their values.

Influencer marketing is the fastest growing form of digital marketing. Value-laden campaigns around the theme of "we care" were already very popular with brands with a purpose before Corona. This trend has been fueled once again with the digitalization boost currently underway. "We are being forced to engage with the essence of our lives and our personal and professional set-up. This is creating a consumer movement that doesn't just want to consume, but wants to do something meaningful and fulfilling. Millennials in particular, as well as Gen Z, are looking for meaning and values when making consumption decisions," explains Annika Kessel.

Avatars draw the future of the low touch economy

Avatars appeal to digital natives on modern channels such as TikTok, Instagram, YouTube and Spotify with modern content that matches their zeitgeist and attitude to life. These channels mark the preferred meeting places in the low touch economy. "In the future, we will continue to spend more time at home in front of a screen, making appointments via video conferencing, making purchases online. Our lives are becoming more digital. Thus, virtual and physical reality are increasingly merging," says Annika Kessel. In these new spaces of experience, avatars would embody emotional door openers and represent a platform for entertainment.

Next avatar in the works

A new Cosmiq Universe avatar is soon to follow. The fantasy being Aya Stellar flies towards Earth in her spaceship Merkaba and lands on February 22, 2022 to bring the secret of life back to Earth. "Aya Stellar represents the awakening of the planet and humanity, a new world and new life forms. Four weeks after launch, her follower count is already at 3,400 - and hundreds are added every day from all over the world," Annika Kessel is pleased about the latest virtual family member.

The body ideals prevalent in the community and discriminatory experiences in the heteronormative world lead to low self-esteem for many queer people. To change this, the "Super" campaign for Aids-Hilfe Schweiz relied on an almost old-fashioned concept: the compliment.

In a campaign orchestrated across all online and offline channels, the LGBTQ community was invited to throw compliments around generously. Inspiration for this was not only to be found on the landing page Drgay.ch/super give. Influencers from the community also picked up the ball and encouraged their followers to spread the message.

The idea behind it: Increased self-esteem has a positive effect on personal willingness to be tested regularly for sexually transmitted diseases, which is a central goal in the prevention work of Aids-Hilfe Schweiz. The campaign therefore combined the body positivity message with a special testing offer. And with success, as TKF writes: A total of 2,763 STI tests were carried out during the campaign period of two months.

With the new online services of the city of Zurich, visits to the authorities will become superfluous for many future matters. For the diverse range of services, TBS developed a consistent campaign concept that picks up on the most diverse target groups and at the same time always refers to the city as the sender.

Make life a little easier

Seemingly contradictory headlines arouse curiosity and start the mental cinema. About situations that arise directly from the everyday life of Zurich residents: relaxed visits to the authorities in pajamas, after the crime scene or directly from the Uetliberg. In this way, the campaign aims to highlight new possibilities and conveniences that e-services bring with them.

The appearance in the city's new corporate design with large letters, bright signal colors and striking color combinations is intended to attract attention and create a high level of recognition. This is not how the city has been known before.

Close to life - also in targeting

The campaign was aligned along the customer journey of the respective services: Posters provide visibility and sympathy among the general urban population, online is deepened, in the office visitors are effectively informed that they could save this way in the future. Online banners, social media posts and mailings are used to address specific target groups with pinpoint accuracy, such as architects and contractors for e-building.

The former deputy editor-in-chief of 20 Minuten, Lorenz Hanselmann, has made his decision, 20 minutes at the end of March to retire after 13 years with the 20 minutes to change professionally. Editor-in-chief Gaudenz Looser regrets the decision: "During his many years at 20 Minuten, Lorenz Hanselmann played a key role in shaping our offering and managed the day-to-day business very successfully."

Since July 2019, Lorenz Hanselmann has been deputy editor-in-chief of 20 minutes. He started in 2006 as an intern at 20 minutes in Bern and then worked as a domestic editor, chief reporter, news desk manager and page editor. In 2018, he became a member of the editorial board. A successor has not yet been identified, as 20 minutes writes in a communiqué.

After working for Ogilvy & Mather in London and Publicis Zurich, Tufan Tuna realized his dream of his own film production in 2010. More than ten years later, the film production has over 18 international and multiple award-winning directors in its portfolio, who are used exclusively in the Swiss market.

Now Tuna Production wants to set a strong sign for the next decade and expands the team with several professionals from the industry. Rojda Oernek joins the agency as a junior producer. The 31-year-old producer worked as a video editor at Blick.ch and in the Ringier Brand Studio on all production levels from 2017 to 2020. As content creator, filmmaker Timo Stump complements the team. He studied Multimedia Production at HTW Chur and has worked as a freelancer until now.

The film production also wants to underline its great ambitions with new additions to its directing portfolio. Tuna Production has signed Welsh filmmaker Stuart Rideout, who is known for his short film "I Wish for You". Rideout has also realized several award-winning campaigns for the Climate Change Coalition and worked with various actors and celebrities. His creative potential is now exclusively available for Swiss clients.

Also new on board is director Eric van Wyke. The American, who has lived and worked in Berlin for many years, is responsible for commercials for global brands such as Johnnie Walker, Honda, Heineken, VW and Ikea, which he realized together with agencies such as Wieden+Kennedy, The Martin Agency and BBH.

Danish filmmaker Matthias Hovgaard is also a new addition to the portfolio. He is nominated for the Young Director Award in Cannes and has already filmed for clients such as Nokia, Nickelodeon, O2 and Peak Performance. He has also shot a commercial starring US rapper and music producer Will.i.am.

As "Courage civil" announced on Friday, the movement is first sounding out the need for such a magazine with a survey.

Tamedia had announced at the end of October that the two Bernese dailies would have to work more closely together from April of this year. The publisher was aiming to retain both titles and continue to position them differently. However, the company left open at the time whether the editorial teams would be merged.

"Courage civil" believes that in April also the local editorial offices will be merged. It fears a "uniform mush", as the movement writes in the communication. New online media have also emerged in other agglomerations, for example Tsüri in Zurich and Heidi.news in French-speaking Switzerland.

With the project of a new Free newspaper of the Schaffhausen publisher Norbert Bernhard Courage civil" has nothing to do with the "No Billag" initiative for Bern, it continues. According to its own information, the movement was founded in 2018 during the campaign for the No Billag initiative. Its managing director is Mark Balsiger, a political consultant and book author from Bern. (SDA)

SRG SSR Director General Gilles Marchand stressed to the Keystone-SDA news agency that the public service media enterprise was trying to achieve two goals in all regions of Switzerland: to increase interest in culture and all its forms, and to find the right combination of radio, television and digital offerings.

In addition, SRG SSR continues to support numerous festivals, even if they have been cancelled or postponed due to the coronavirus pandemic and its fight, Marchand reminded.

The Swiss Syndicate of Media Professionals SSM had called on SRG SSR on Tuesday to stop the cultural clear-cutting and to respect the concession. Under the guise of digital transformation, cultural reporting is being increasingly marginalized.

SRG is submitting to market logic and is making large-scale savings in cultural reporting in all parts of the country. In French-speaking Switzerland, the redesign of the cultural radio station Espace 2 was already completed last spring. The former culture station now broadcasts music. Audio and video contributions are increasingly found online, SSM criticized. (SDA)

The new Sprüngli range consists of 18 chocolate bars and broken chocolates. The Zurich agency has designed an independent appearance for the assortment. Eight different packaging designs tell about the diverse and varietal origin of the cocoa beans. Sprüngli relies on a new FSC-certified packaging material, free of genetic engineering and partly consisting of environmentally friendly recycled agricultural residues such as corn, sugar cane or kiwi fruit.

The richly illustrated design worlds are also intended to serve as a central platform with which to immerse oneself in the new campaign: The new Sprüngli chocolate bars will be launched digitally immediately on banners, So-Me ads, So-Me content including a competition, as well as via landing page and newsletter. The digital campaign will be complemented by soundscapes that allow the chocolate's countries of origin to be experienced.

Claudia Schlup, deputy head of SRF Online Programs, will be the new director of studies for the journalism diploma program at MAZ - The Swiss School of Journalism. The 45-year-old will take up the post in August 2021. She replaces Dominique Strebel, who joined in the spring as the new Editor-in-Chief. Observer changes.

"The diploma course in journalism is the heart of the MAZ. With Claudia Schlup, we were able to fill this important position perfectly. With her broad journalistic background in the print sector, her know-how of electronic media and her training experience, she fulfills the requirement in the most ideal way," says a delighted MAZ Director Martina Fehr.

The 45-year-old Schlup started her career in local journalism and in the entertainment department at publishing houses such as the former Espace Media Groupe, Tamedia and Ringier. She has been working for SRF since 2009, most recently as Deputy Head of SRF Online Programs.

Prince Pineapple, Queen Wheatgrass or Royal Beetroot - these are the new names of the ginger shots from King's Food. The six ginger shots are delicious, healthy and have a natural taste. The juices are cold-pressed so that all valuable nutrients are preserved. The central ingredient is always organic ginger. And all of this tastes so regal that it puts the crown on the taste. This is exactly the game that the branding specialists at Rosarot continued to play.

Thus, each ginger shot was given a certain noble title, which at the same time refers to the manufacturer King's Food and is intended to strengthen the new branding. In addition, the labeling on the bottles was also designed in an unusual way: The fruit or vegetable varieties of the respective flavors are brightly colored and illustrated with fresh, eye-catching colors. Thus, they already look at the consumer expectantly with big eyes. In addition, the King's Food crown has been added to each variety and the previous logo has been refreshed. For an overall playful and cheeky appearance, to stand out in the broad mass of food and position itself as a trendy product that should definitely be tried.