"We perceived Dept as a heavyweight, the team convinced us in the pitch both operationally and strategically," says Ronald Fiedler, COO CT Cinetrade, about the choice of the Zurich-based agency.
More than 60 percent of Swiss people spontaneously decide on a cheese in front of the shelf that catches their eye. The best strategy for winning them over is therefore to stand out and please - in the mind and on the shelf.
Appenzeller cheese already excels at the Top of Mind: When asked, "Which cheese advertising do you know?", 30 percent name Appenzeller advertising first. This is by far the highest value in the industry. Appenzeller advertising also scores well above the benchmark in terms of likes.
Now Contexta has set to work on the packaging of Appenzeller cheese. The goal was to stand out even more on the shelf. And to do so with an eye-catcher that springs credibly from the brand and is by no means fleetingly opportunistic. The result was the motto "A real Appenzeller wears red," which runs from the packaging to the relaunch campaign.
The new design was tested for its impact in extensive POS market research. "The POS research is promising. Together with the new campaign, we are convinced that our packaging relaunch will lead to more sales," says Rudolf Hegg, Head of Sales Promotion and Marketing at the Appenzeller Käse Variety Organization. "All our retail partners in Switzerland are joining in. This is how we create a consistent brand experience at the point of sale."
The campaign starts on March 30 and lasts until May 17. The campaign with TV as the lead medium is supported by OOH, POS digital screens and social media.
Responsible at SO Appenzeller cheese: Rudolf Hegg (Head of Sales Promotion and Marketing). Responsible Lead Agency: Contexta. Media: Mediasschneider Bern. Production: Stories; Director: Michael Fueter, Camera: Pascal Walder, Producer: Karl Wenz/Michèle Seligmann, Set: Robin Fessel & Team, Styling: EmilieFischer, Sound-Design: Luca Brügger, Music: Spacetrain. Foodstylist: Thierry Fuchs. Responsible for photo: Caspar Martig (photographer), Süsstrunk & Jericke (image processing).
You can worry about many things these days. However, the fact that we could run out of food and hygiene products is not one of them. The fact that this is and remains the case is also thanks to the commitment of the Denner employees. For this, they deserve respect and applause. And they are now receiving this in the Denner campaign - and in public.
Cashiers, truck drivers, logisticians, cleaning staff - everyone at Denner who ensures that customers can stand in front of full shelves every day anew is making an extremely important contribution to overcoming this crisis due to the difficult conditions currently prevailing as a result of the corona virus. This deserves the thanks not only of the management, but of the entire population.
Denner CEO Mario Irminger: "Our employees perform exceptionally well in extraordinary times. Every day, they make an enormously important contribution so that the Swiss population can continue to be supplied with food and the most important products of everyday life. For this, they deserve our respect and our thanks. And each and every one of them. That's why we wanted to thank them by name, in a way that our customers can see how many of our employees go to work for them every day."
Under the slogan "Thanks to me, there's enough for everyone", the campaign uses online platforms, social media, TV commercials, etc. to call each and every Denner employee by name in order to make customers aware of how many people are working for them every day. At the same time, the campaign aims to remind Denner customers to comply with hygiene regulations and safety distances in the stores in order to protect the staff as best as possible.
Responsible at Denner: Rémy Müller, Head of Marketing Communications & E-Commerce, Pascal Trütsch, Deputy Head of Marketing Communications, Heidi Bürke, Product Manager Internet. Creation and implementation: Rod Communication. Production: TVision, detail. Media: JBW Media.
As we know, committed people all over the world are trying to slow down the spread of COVID-19. Not just in hospitals, doctors' surgeries and other social institutions. Everyone who stays at home and practices social distancing is taking responsibility for society. Nevertheless, there are still many who are not heeding the call of the Federal Office of Public Health FOPH. They celebrate coronavirus parties, meet up for football training or invite people to children's birthday parties. In doing so, they are significantly driving the spread of the virus and "running headlong into disaster with recklessness and thoughtlessness", say the campaign initiators. This antisocial behavior not only endangers the health of older people and at-risk groups. It is pushing the entire healthcare system to its limits.
Even people who do not contract the coronavirus can fall victim to recklessness.
The COVID-19 interest group behind the campaign, which currently has nine motifs, consists of the two art workers Markus Reichenbach, Bern, Remo Gmür, Wollerau SZ, the copywriter Georg Baumewerd, Bern - as well as a politician who wishes to remain in the background.
With his agency for marketing, concept and design, Apple & Lime, Gmür serves all social media channels, including the website Sei-kein-arsch.chwhere you can also download all the motifs for free. The brightly colored campaign on Instagram and Facebook is intended to provide clarity: Anyone who leaves their home and disregards the federal government's safety instructions is putting everyone at risk.
A blog explains the consequences of one's own actions and motivates people to stand up for their fellow human beings with unmistakable words: "Don't be an ass. Stay at home."
Especially now that everyone has to spend a lot of time at home, the desire for a relaxing movie night is great. But this can quickly end in frustration as you click through the seemingly endless range of video-on-demand platforms without coming to a decision. This is where the new Filmo Film Concierge now remedies the situation by providing one with tailor-made tips.
"Browsing through VoD catalogs is great fun. But in the land of plenty of audiovisual offerings, decision blocks sometimes arise. We don't want it to get that far at all," explains Filmo project manager Florian Leupin of the Solothurn Film Festival. "After four seasons and currently 39 Swiss film classics available online, we thought it was time to develop a guide through the Filmo catalog that was as playful as it was practical." So now, on the Filmo website, you can click through a few questions in quiz style - and immediately receive a personal film tip.
Jeff is also responsible for the current online campaign around the film concierge and relies on catchwords and contrasts that show the versatility of Swiss film - and through their juxtaposition immediately encourage to discover a film according to individual taste.
Rediscover Swiss films
In 2019, the Solothurn Film Festival launched Filmo, the first online edition of Swiss film. The pioneering project is made possible by Engagement Migros, the support fund of the Migros Group. Filmo brings key works of Swiss film to existing VoD platforms. The films can be streamed or purchased on Teleclub On Demand, Apple TV, Sky, Upc On Demand and Cinefile.ch. The edition is continuously being expanded and is available in three national languages. The 5th season of Filmo will be released on May 7, 2020, the 6th season on August 20, 2020.
Responsible at Filmo: Anita Hugi (Director Solothurn Film Festival); Florian Leupin (Project Lead). Responsible at Jeff Zurich: Olivier Mächler, Marina Hagen (Project Lead); Joel Schuler (Project Manager); Leonie Moeri (Copy); Laura Haas (Graphic Design). Responsible at Deimos: Peter Mohn, Nina Heyder (Project Lead). Responsible at Original Versionz: Anke Höppner, Tim Hanschmidt. Responsible at Tonstudio Z: Renzo d'Alberto.
Intergraf President Cees Verweij notes that politics helps determine the survival of print.
Around 80 participants from 15 European countries came to Brussels at the end of February to find out about future opportunities for the printing industry at the Intergraf conference. Intergraf is the European link for the national associations in which the graphic arts companies are organized. Thanks to its international contacts, the organizer was able to bring together seven competent speakers and four people involved in the panel discussion, who covered very different perspectives of a feasible vision and were thus able to sketch out a good picture of the print future together.
More sustainability and a new business model
A key issue in all considerations is sustainability, which is also a central concern for the European Community (EU) in the form of circular production, as Emmanuelle Marie explained right at the beginning, who is the team leader responsible for more sustainability in production at the EU. Her goal is to achieve efficient production cycles by 2050. To promote sustainable production, so-called Eurolabels have been awarded for many years, which also apply to printed matter. The criteria for this are currently being revised to reflect the current situation and to fit into the overarching framework of the Green Deal, which was launched by Commission President Ursula Von der Leyen at the end of last year. Intergraf is involved in this work, representing the graphic arts industry.
A next aspect is contributed by Sean Smyth, he has worked on a study that looks at the future of commercial printing. This market has shrunk by 12.5% in the last five years, and his research sees direct mail and manuals and tickets/coupons as the only print areas that will continue to grow. What also continues to change is the nature of printing: Smyth anticipates a further increase in private printing. With such a shift in the environment, the only thing left for commercial printers to do is to streamline their workflow, Smyth concludes, in order to improve the bottom line, which will lead to more attractive prices for customers and help the entrepreneur make a decent living. According to his study, consolidation is also becoming visible in the printing processes, digital printing is unlikely to become as widespread, while the offset process can maintain its current level, according to the study.
Less advertising, more impact
Anyone who dares to look into the future of printing cannot do so without a client. Jo Van de Weghe is the Marketing and Sales Director at Symenta. The company handles document management for the Colruyt Group, Belgium's largest retail group, and thus has the workflow under control. In the marketing process, they are primarily pursuing an improvement with the goal of presenting the best offer to customers. This used to be done in the form of coupon brochures, a 32-page advertising material that was printed in a print run of 2.4 million copies and enclosed with the newspapers. Today, these are brochures of four pages containing 30 offers tailored to the customer's buying habits, which are now sent personally addressed by mail. This saves a lot of printed paper but also a lot of money. Today, 2 percent more households are served in this way. But more importantly, customers are redeeming 30% more coupons, resulting in a 6 percent increase in sales.
Jo Van De Weghe: The consumer wants less advertising and more benefits.
Advertising has also become more sustainable in this way: a total of 3600 tons less printed matter is produced, which amounts to 4 kilograms per household. Today, customers shop more efficiently thanks to advertising that is better accepted. For Van de Weghe, the path to personalization and individualization starts with general distribution to all households, a first step is taken by segmenting customer data in the form of more precise distribution, this is refined in a second step by including buying habits - as further segmentation - and ends in the third step with the individual offer for each customer, delivered to him personally.
In order to put together such a personalized offer, the factors for the purchase decision must be collected in a Life Cycle Assessment (LCA), demands Jannick Schmidt, consultant and lecturer at the Danish University of Aalborg. The purchasing process is similar everywhere, but like should only be compared with like. He knows from many years of experience that many questions are answered unclearly in such surveys because emotions are involved. They therefore do not stand up to a more detailed and neutral examination. And from this point of view, the result planned in the company looks different from the result felt by the customer, which is collected by means of an assessment.
When this thesis is applied to ecolabels, they actually prove to be more or less worthless, Schmidt says. He takes the graphic arts industry as an example, where companies distinguish themselves by using paper made from certified wood. But an efficient life cycle is not demonstrable for recyclable papers, especially because oil-based inks do little more harm than organic inks, the LCA consultant notes.
By Hannes Zaugg
The campaign "How to protect ourselves" on hygiene and behavioral rules against the new coronavirus enters a new phase. The Federal Office of Public Health FOPH, in collaboration with the Zurich agency, launched last weekend via social media the call to be in solidarity and act responsibly.
The campaign, which was launched by Federal Councilor Alain Berset via Instagram and Facebook, quickly spread far and wide and, according to initial projections, achieved an organic reach of more than 1.4 million on Instagram alone, thanks in part to the involvement of agencies such as Picstars, Yxterix, Kingfluencers and Promokant. From all the statements, each of which begins with the appeal "Together" or "Ensemble," "Insieme" or "Together," a moving image campaign is now being created that will be used both on TV and in various online media.
In addition to people exposed in everyday life, such as employees of Migros and Coop and nursing staff in hospitals, a long version features a large number of celebrities from business, the media, sports, culture and entertainment, each with a short statement on how everyone in Switzerland can overcome this crisis together as quickly as possible.
For the campaign, a solidarity signet was developed with a stylized Swiss cross composed of the word "We" in different languages such as German ,French, Italian Romansh, Spanish, Portuguese, Albanian, English, Serbian, Turkish, Arabic, Kurdish, Somali, Mandarin, Farsi and others.
The Migros Club School, for example, had to discontinue its face-to-face classes. However, Switzerland's largest educational institution for adults can count on an already established online offering, which was launched in 2016 under the name "Online Academy". It is therefore not surprising that this is currently booming.
"Since last weekend, the volume on this platform has increased by 50 percent," a Migros spokeswoman told the news agency AWP. The preferred courses are on topics such as Excel or languages, with German, English and French being particularly popular.
The majority of those interested have so far belonged to the 25 to 34 age group, but demand from the risk group of over 65-year-olds is now also increasing significantly.
Collapse in demand
The provider Homestudies.ch is also currently experiencing an increase in demand. According to the Oberglatt-based company, demand has increased considerably in the past two weeks compared to the previous year.
However, there is sufficient capacity and teaching staff to continue to grow. Homestudies.ch assumes that there are also parents among the predominantly adult participants in language courses who would like to support their offspring in their school lessons.
Online latecomers must adapt
Other trainers, on the other hand, had to set up an Internet offering first, such as Futurekids. This school teaches computer science and robotics to young people between the ages of 5 and 16. "We started from scratch and now offer around ten online courses a day," says Tristan Jaquier, one of the company's managers.
These were attended by around 35 students in the first week. In comparison, around 300 students attended the weekly face-to-face courses and around 300 students were expected for the now canceled vacation courses.
The content of the courses has also been adapted, as it is not possible to deliver the materials required for robotics online. In addition, teaching 5 to 7-year-old children over the internet is difficult, explained Jaquier.
That is why the focus is now on programming with a view to the 8 to 18 age group. This is taught during two-hour sessions in small groups.
Apprentus has to change
The joint website Apprentus also had to adapt to the new situation. The online portal is active in Belgium, France and Switzerland. Previously, it offered courses at home with teachers in Geneva and Lausanne. However, demand for these courses has plummeted in the last two weeks, explains Apprentus boss Gaëtan Deremince.
"We have now launched a campaign with our teachers with the aim of having them hold their courses via webcam." As a result, the website has also been adapted accordingly.
And the success is already apparent. Demand for certain online courses has been rising steadily for a week now, whether for school subjects such as mathematics, physics or chemistry or for musical subjects such as singing or instrumental lessons. Deremince assumes that the demand for online teaching will continue even after the pandemic subsides.(Claire Kostmann/AWP/SDA)
Due to the Corona lockdown, the extraordinary STV General Assembly could not be held in physical form. The members were therefore called to elect the new president by e-voting.
Paganini, who will remain in office as Director of the Olma Messen St. Gallen Cooperative until March 31, 2020, has been a member of the National Council for the Canton of St. Gallen since March 2018. He is a member of the executive committee of the center faction CVP-EVP-BDP, the Commission for Environment, Spatial Planning and Energy, the Business Audit Commission (GPK-N) and the Judicial Commission (GK). The 53-year-old will take up his post as STV President with immediate effect.
Board of Management restructured
Last August, it was decided to enlarge the STV board in order to establish a stronger exchange among the most important Swiss tourism professionals as well as with political representatives. The following board members were elected by e-voting:
Election of the committee
The "Committee", which consists of six members of the Board of Directors and the President, now acts as the strategic management body of the Association. Elected to the Committee were:
This was the decision of the Board of Directors, the statement added. Conze was brought in from the British vacuum cleaner manufacturer Dyson just under two years ago as the successor to the controversial Thomas Ebeling. Now, Chief Financial Officer Rainer Beaujean is also to serve as Group CEO. The change at the top also brings with it new accents in the strategy: In the future, the focus will again be on the core business with television and entertainment, and ProSiebenSat.1 wants to gradually sell the startup investments.
Fewer members of the Corporate Executive Committee
The dispute in the management of ProSiebenSat.1 had escalated a few weeks ago, when Deputy Group CEO Conrad Albert had to leave after 15 years with the company because of critical statements. In an interview, the media policy expert had spoken of an "executive board soap opera" and made it clear that he did not want to extend his contract under Conze's aegis, which still had one year to run. During Conze's term of office, the Executive Board had thus shrunk from six to two members. The 51-year-old Beaujean had only arrived in July 2019 from the packaging group Gerresheimer. There - as previously at T-Online - he had risen from Chief Financial Officer to Group CEO.
The management team at ProSiebenSat.1 is now being expanded again. Wolfgang Link, who has been with the Group since 2009 and was in charge of the German business for a long time, is taking over the entertainment department. He is responsible for formats such as "The Masked Singer" and "The Voice of Germany. In addition, Christine Scheffler, Head of Human Resources, is moving up to the Executive Board.
Realignment of the company strategy
The investments in startups and other Internet companies, which were boosted with TV advertising on the company's own channels, on the other hand, are to be "sold in due course," it said. Conze had only recently added the American app developer Meet Group for $500 million and wanted to forge a leading provider in the online dating market together with the existing holdings Parship and ElitePartner. Financial investor General Atlantic also has a stake in subsidiary NuCom, in which the young companies are bundled. (SDA)
The market research institute Econsultancy conducted the study on behalf of Adobe for the tenth year. According to the findings, brands with a clear CX focus are three times more likely than their competitors to exceed their business goals.
There is a considerable gap between aspiration and reality when it comes to the customer experience
Brands in Europe have recognized the great importance of an experience-oriented customer approach. According to the study, almost a quarter (22%) of them see the greatest business potential for 2020 in CX optimization. The focus on CX is particularly pronounced in Scandinavia (26%), France (25%) and the UK (24%).
In many other European countries, however, there is still a considerable gap between aspiration and reality in customer experience management (CXM). Only around one in ten brands in Europe (9 percent) would describe their CX development as "very advanced". There is a need for action.
In focus: New data strategies for greater transparency
Basically, if you want to create inspiring customer experiences, you need a good data basis. Compared to companies in other regions, 36% more brands in Europe show a great interest in data with a focus on individuals. France and the Scandinavian countries in particular are investing more in first-hand data.
However, it is also clear that it is more important than ever to respect customers' privacy. This is probably one of the reasons why companies in Germany are still a little hesitant when it comes to new strategies based on customer consent. Only one in ten German brands is already using this option for their customer approach.
AI is becoming the trump card for targeted and personalized customer experiences
Many brands can tell you a thing or two about it: CXM sometimes eats up an enormous amount of time and resources. And this is exactly where artificial intelligence (AI) comes into play: almost one in five companies in Europe (18%) already use AI to bring data and content together to create inspiring customer experiences. In 2020, 28% of European companies see targeting and personalization as a key focus in order to optimize the customer experience for the digital target group. Swiss telecommunications provider Swisscom and its AI workflow are just one example of what this can look like in practice.
An important task in 2020: attracting and retaining talent
In addition to the right data and technologies, Europe's brands will need the right employees in 2020. Almost one in five CX companies (18%) see the recruitment and retention of talent in CX-related areas as one of the most important tasks. Across Europe, more than one in four brands (29%) are also convinced that the skills shortage is preventing them from creating successful digital customer experiences. To close the digital skills gap, particularly in the area of AI and machine learning, brands need to adopt an agile approach to training that is aligned with a long-term business strategy, flows from the top down and spans the entire organization.
Werbewoche.ch publishes selected specialist articles from Adobe as part of a media partnership. Adobe presents further digital trends 2020 in the Study report available free of charge.
Unfortunately, there is no reason to hope for a quick return to normality, TX Group announced on Friday. This means that TX Group will have to prepare for a longer phase with even more extensive short-time work.
In order to keep the economic damage for the employees low, the company decided to compensate the 80 percent short-time work compensation by the unemployment insurance to 100 percent. "Voluntarily and for the time being limited until the end of June," as the company writes. What will come after that is open.
Waiver of profit sharing
At the same time, the management of the TX Group and the managing directors of the four companies Tamedia, Goldbach, 20 Minuten and TX Markets had decided to waive any claim from the so-called "corporate management profit-sharing program" for the current year, regardless of what happens next.
The announcement to introduce short-time work had caused great resentment among the TX Group workforce. In an open letter, the employees demanded that the management should also make a contribution to savings in this crisis. (SDA)
