"Two festive spots in the top 10 - that's a great result and I'm particularly pleased because the Easter and Christmas seasons are very much characterized by clichés and symbols. Developing a campaign that differentiates without sacrificing the familiar elements is always a challenge," says Désirée Strassmann, Head of Campaigning and Sponsoring at the Federation of Migros Cooperatives. Regarding the fourth place of the Migros Christmas spot, Strassmann adds: "Besides the pole position, I also consider rank 4 a success. The fact that we were still able to influence the YouTube Ads annual ranking with a Christmas spot on the last 'end-of-year mile' is a nice sign. It also speaks for our media mix, in which YouTube plays an important role. More and more people today are getting information from audiovisual sources, the need of our existing and future customers for information, entertainment and inspiration at the right moment is growing. With Youtube, we can reach our target group where they are interested and receptive."

Second place on the podium goes to Samsung Switzerland with "Galaxy S10: The Next Galaxy Generation," while third place goes to Coop with "Coop. For me and you. And Pascal". Also in the top 10 is the spot for the #LifelongLearning campaign of the multi-stakeholder initiative Digitalswitzerland, which has made lifelong learning a decisive innovation factor for Switzerland as a business location. "We launched the #LifelongLearning campaign last year at the 3rd Swiss Digitaltag. This important award supports our efforts to raise awareness of lifelong learning among the Swiss population and encourage them to proactively shape their personal and professional development. We are very pleased with the enormous reach we have been able to realize with YouTube, as it brings us a significant step closer to our goal of sustainably anchoring continuous learning as an opportunity for digital transformation," Nicolas Bürer, Managing Director of Digitalswitzerland, expresses his delight.

The other rankings include a wide range of brands, industries, and social topics - most of them implemented in a humorous way for the YouTube platform. Sixth place goes to SBB with its spot on the topic of "Saving is fun. The next three places go to Galaxus with the spot "Simon makes smoothies with a Krups blender," the 106th episode of the campaign "What the hell is that?" and the TV spot "Alles für die Katz," which is over 3 minutes long. And tenth place again goes to SBB with the French-language version of "Sparen macht Spass".
"YouTube not only plays a significant role in the everyday lives of many Swiss people, but has also become a crucial communication platform for advertisers and agencies to achieve their business goals. Successful advertising is defined by entertaining and emotional storytelling; people consciously choose to watch creative or informative advertising videos," says Dennis Tietz, Video Lead and Strategic Partnerships Manager at Google Switzerland, about the importance of YouTube as an indispensable platform for brand communication in Switzerland.

1. MIGROS: The superhäslis are here.

2. SAMSUNG: Galaxy S10: The next Galaxy generation

3rd COOP: For me and you. And Pascal.

4th MIGROS: Christmas 2019: Mimi the owl learns to fly | Migros

5. digitalswitzerland: #Lifelonglearning

6th SBB CFF FFS: Because saving is fun

7. galaxus.ch: Krups Freshboost Vacuum Blender - Simon Makes Smoothies

8. galaxus.ch: What the hell is that? The 106th episode

9. galaxus.ch: Everything for the cat - Galaxus TV spot (extended version) 

10th SBB CFF FFS: Le plaisir d'économiser

1st MIGROS: Christmas 2019: Mimi the owl learns to fly | Migros

2. galaxus.ch: What the hell is that? The 106th episode

3rd MANOR: MANOR Christmas Spot 2019 ??❤️ MANOR SPECIAL CHRISTMAS

4. galaxus.ch: What the hell is that? The 108th episode

5. galaxus.ch: Choyeux - spot TV

1. Amazon: Not Everything Makes the Cut - Amazon Super Bowl LIII Commercial (no longer available)

2. hyundaiUSA: The Elevator | 2019 Super Bowl Commercial | Hyundai (no longer available)

3. gillette: We Believe: The Best Men Can Be | Gillette (Short Film)

4. apple: Introducing iPhone 11 - Apple

5th Bosch Global: The Internet of Things presents - #LikeABosch

6th Doritos: Doritos® | Chance the Rapper x Backstreet Boys Super Bowl OFFICIAL VIDEO #NowItsHot (no longer available)

7th Audi USA: Audi Presents: Science Fair (no longer available)

8. stella Artois: Stella Artois | Change Up The Usual | 2019

9. nike: Nike | Dream Crazier

10th NFL: The 100-Year Game | SBLIII

Schutz & Rettung Zürich, as an organization within the Security Department of the City of Zurich, unites the fire department, the rescue service, the civil defense, the operations control centers and the fire police under its roof. With around 700 employees, it is the largest rescue organization in Switzerland.

Since no two days are the same at the organization, Schutz & Rettung Zürich is therefore not an off-the-peg job. The Zurich agency worked with this aspect in mind: The central element of the campaign represents the slide pole, which was invented in a Chicago fire station in 1836 and can still be found and used in every station in the city of Zurich today. The protagonists on the pole are Schutz & Rettung employees from all areas and civilians.

The campaign was individually implemented for the recruitment of "career changers" or "career climbers" and has been running for a few days on TV, in cinemas, on posters, e-panels, passenger TV, display ads as well as on social media.

The Swiss Federal Accident Prevention Bureau (BFU) has been using Maybaum Film in the video sector for some time now. The current video is intended to give new drivers important safety and behavioral tips for the probationary period on the road. The film production got away from the threatening finger in the brainstorming and packed legal basics as well as important recommendations into a cinematic sideshow with a youthful narrative style.

"Losing their driver's license is a very painful sanction for new drivers, and they want to avoid it at all costs. That's why Maybaum's idea to make a how-to video called 'How to keep your driving license' convinced us right from the start," says Thomas Kramer, Research Associate Traffic Behavior at BFU.

"We developed a video that motivates people to keep their car or motorcycle driver's license. For this, we deliberately brought in our young team members. Some of them have only been allowed to drive for a short time themselves" reveals Michel Frutig from Maybaum Film. The BFU's openness meant that a dose of wit and fun found its way into the script. During a single day of sporty filming, all the footage was shot under the direction of Laurent Ulrich. In post-production, the Maybaum offspring were once again allowed to let off steam.

The finished video can be seen on BFU's own channels, on targeted platforms, at road traffic offices and at WAB training centers.

Although placing ads on Spotify Premium is not actually possible, a way to "hack in" was still found. To do so, the agency teamed up with three artists, Flipperachi, Moh Flow and Shébani, and added burgers to their profile pictures. In addition, the artists' song titles and bios were enhanced with KFC messages such as "Discover, New, Kentucky, Burger, Come & Visit, KFC. Get It, Before it's too late" ("Discover the new Kentucky burger, come and visit KFC before it's too late").

The "hack" action was only temporary, and normality has since returned to the artist profiles. However, Memac-Ogilvy captured the entire action on a case video. (swi/pd)

Surprise, which is affiliated to the International Network of Street Newspapers (INSP), offers socially disadvantaged people an opportunity to earn an income by selling the street magazine. Every day, over 400 vendors bring the magazine to readers.

Serviceplan Suisse helps sales staff to attract more attention and sell more magazines. To this end, the function of posters was staged in a completely new way. As so-called "poster kiosks", they not only serve as an eye-catcher for sales staff, but also as a point of sale. "With this campaign, we are putting the focus on people. Because every Surprise vendor has their own story that moves them," says Andreas Jahn, Team Member Marketing, Fundraising & Communication at Surprise, explaining the background to the campaign.

As part of #VendorWeek, an INSP campaign for its more than 9,000 street magazine vendors in 35 countries worldwide, Serviceplan Suisse turned several poster sites into Surprise kiosks. During #VendorWeek, the vendors can use the posters to promote sales. If the point of sale is not occupied, passers-by can use a QR code to access portraits of individual vendors and find out more about their story.

The posters will be displayed from February 3 to 9, 2020 in highly frequented locations in Zurich's city center and in Oerlikon and were provided by Clear Channel as part of the "Posters for a good cause" initiative.

This was announced by the company on Tuesday after the close of the US stock exchange. However, Wall Street had expected significantly more at 563 million dollars.

Investors reacted with disappointment - the shares slumped at times by around twelve percent after trading hours. Snap's loss widened from 191.7 million to 240.7 million dollars. At least Snapchat was able to increase the number of daily active users by four percent compared to the previous quarter to 218 million. In the same period of the previous year, the figure was 186 million.

In the competition for advertising revenue on the Internet, the Group faces tough competition from top dogs Google and Facebook. (SDA)

Experts had expected only around 20 million paying subscribers at the end of December. The Group's turnover and profit were also higher than expected in the past quarter.

Disney+ has been available in the USA, Canada, Australia and New Zealand since November 12. The platform shows Marvel, Pixar and Star Wars films, among others. According to the company, the service will launch in Switzerland in March.

The fact that the launch of Disney+ was so successful is due to popular productions such as the "Star Wars" series "The Mandalorian", but also to the fact that the streaming service has so far significantly undercut the prices offered by Netflix, for example.

However, the boom in this area of business at Disney has come at a price. The high costs of expanding the streaming business led to a slump in profits in the most recent quarter. In the three months to the end of December, net income from continuing operations fell by 23 percent year-on-year to 2.1 billion dollars, as the Group announced. Revenue, however, rose by a good third to 20.9 billion dollars. (SDA)

"By mid-year at the latest, the store in Zurich and the online store will be closed," confirms Stefan Stolle, responsible for marketing, communications and the fair store at Helvetas. The Swiss aid organization is a pioneer with regard to fair trade articles and founded the trend of fair trade in Switzerland over thirty years ago.

Now Helvetas is becoming a victim of its own success: Because fair trade products have become mainstream and major distributors are also focusing on this trend, the organization will withdraw from the direct sale of fair trade products, as Stolle announced. Compared to other suppliers, the organization had a size disadvantage; the fair trade store could therefore no longer be operated profitably.

The Fairtrade Shop recently turned over around 3 million Swiss francs, three quarters of which went through the online channel. Many of the articles from the fair store will be available in the future through Claro stores. A longseller will also survive: the Helvetas panorama calendar, which was launched in 1973.

This was announced by the company on Wednesday. Turnover rose from October to December to 1.86 billion euros after 1.5 billion a year ago, almost reaching analysts' estimates. However, due to increased marketing costs, earnings per share were negative at 1.14 euros.

Spotify has a big lead over its two closest competitors: Apple Music had more than 60 million subscribers in June and Amazon had more than 55 million worldwide.

In the first quarter, Spotify expects a total of between 126 and 131 million Premium subscribers, which is in line with estimates of 128 million. However, the experts were more optimistic in terms of revenue: Spotify is targeting revenue of between 1.71 and 1.91 billion euros, while analysts expect revenue of 1.90 billion euros. (SDA)

The message: money is an important topic even where it is taboo as a (conversational) subject. Because even though it's not talked about at this kind of event, there are undoubtedly some financial issues in the air.

A father of the bride in a TV commercial, which is supposed to be an entertaining invitation to Switzerland to be a little more open in financial matters, shows what it looks like when the topic is addressed quite bluntly.

To reach the target group on different channels in a format-appropriate way, there is a long-form version in addition to the 30-second TV version, as well as story and bumper formats for online and social media.

For the study, 40 of the biggest commercials from this year's Super Bowl were evaluated. For this purpose, the "UnrulyEQ Score" metric was used, which describes the ability of a campaign not only to excite consumers, but also to influence important brand metrics, such as brand preference and purchase intent.

Google took first place with an overall score of 6.5 out of 10, ahead of Cheeto's "Can't Touch This" (6.1) and NYLIC's "Love Takes Action" (6.0). Doritos and WeatherTech also made the top five. Other ads that made the top 10 were from Microsoft, Hyundai and Snickers. Coca-Cola, Amazon and Facebook's spots did not make the top 10.

Just under half of the respondents (49%) felt an intense emotional reaction while watching the Google commercial. The video was also almost twice as likely to make respondents smile and almost four times as likely to trigger an intense feeling of warmth in them. At the same time, the commercial was perceived as sad 12 times more often than the average U.S. ad. These intense emotional responses also had a significant impact on brand metrics. Half of all viewers rated the brand positively (49% vs. the U.S. average of 37%). Viewers' purchase intent (46%) and desire to learn more (47%) were also higher than the U.S. norm.

Sebastian Buss, Insight & Solutions Director at Unruly, summarizes, "The Super Bowl is traditionally a chance for advertisers to bring home the laughs. This year, however, two of the top three ads leaned heavily on more serious emotions. Google's 'Loretta' spot had the highest rating for sadness in the top 10, and both Google and NY Life Insurance triggered some of the highest ratings for a feeling of warmth, at 32% and 26%, respectively. It's a powerful illustration of how brands can stand out from the normally funny Super Bowl ads and really win people over with an unusual mix of emotions."

Jeep's "Groundhog Day," in which Bill Murray reprises his role from the iconic '90s movie, was the spot that generated the most laughs. 21% of respondents found the content funny. This was also the spot most likely to make people happy (25%).

The image of Swiss farmers is closely linked to highly topical, socially relevant issues such as ecological sustainability, digital transformation and work-life balance. Swiss farmers enjoy great popularity throughout the country. At the same time, knowledge about agriculture is declining among the urban population and it is becoming increasingly difficult to find the next generation. Swiss consumers have historically spent little money on food, but have high expectations in terms of ecology and animal welfare.

In this area of conflicting expectations, the aim is to use the "Swiss farmers" brand to communicate the achievements of farmers and the quality of their products. The assignment for Scholtysik & Partner includes quantitative and qualitative market research, target group analyses, defining messages and reviewing the brand portfolio and design parameters. The clients are the Agricultural Information Service LID and the Swiss Farmers' Union SBV.

The "Swiss farmers" brand was introduced around two years ago and replaced the image communication under the slogan "Good, thereʼs the Swiss farmers", which became very well known over ten years ago with Swiss celebrities such as Michelle Hunziker and Köbi Kuhn in Edelweiss shirts.