The launch campaign for "Jam Jam" celebrates the new confectionery as a small joy in everyday life that always encourages people to see the sweet side - no matter how gray the sky, how long the traffic jam or how early in the morning it is. In keeping with the company's aim of reaching a younger target group, its new claim underscores this appeal in a somewhat bolder way than Hero is used to: "Life is bitter enough. 

The product line, developed for millenials, comes in intentionally smaller glasses for single households. For its development, Hero also broke new ground in terms of taste and had more than 100 young Swiss people, including some influencers, vote on the varieties, fruit content and packaging design during a breakfast event.

"The conviction The little things in life make the difference is deeply rooted in Hero's brand DNA. We make jam and don't change the world with it, but we sweeten the mornings of thousands of people every day. The campaign imaginatively conveys that a single positive thought is often enough to go through life with a smile - even if something goes wrong," Hero's Marisa Schwyter explains in a statement.

The heart of the campaign is a colorfully illustrated animated film in which the four "Jam Jam" varieties - strawberry, plum, apricot and raspberry - cope with everyday mishaps as animated characters themselves. The film will be used in various lengths and formats on all popular digital channels. The campaign is extended by digital performance measures - from the Tinder Ad to the Watson Content Bridge. Sir Mary is also responsible for media strategy and distribution.
 

Pilots in the cockpit, dreamlike sunrises above the clouds and beautiful air-to-air shots: That's more or less how the usual recruitment campaigns for pilots present themselves. In their latest campaign, "Calling All Talents," Swiss and Publicis dispense with these images, preferring to address young people in a more direct and approachable way.

The campaign is a novelty from two points of view. On the one hand, it does not start where all the others do - with what a pilot must be able to do - but with the talents that young people already bring with them. On the other hand, it deliberately dispels misconceptions about the requirements for pilot training and corrects misconceptions about the profession itself. For example, applicants do not have to be born with a talent for mathematics or aviation. And even glasses are no longer an insurmountable obstacle on the way to the cockpit.

In four online films, young people recommend to each other that they become pilots after all because of a talent they have. Numerous other measures also make it clear that talents that at first glance have nothing to do with the pilot profession can make it possible to enter this exciting career.

The campaign, which includes online measures as well as DOOH, billboards and BTL activities, launched on May 20 and will be seen in several waves over the next two years.

The campaign directs potential pilots to a website also developed by Publicis. Landing pagewhich provides concise information on all important aspects of the cockpit and training.

How do you show equality without putting your foot in your mouth? With respect, lightness and reduction, the agency is convinced. The images focus on the people - and yet do not get inappropriately close to them. Their mood is far removed from the frequently used political style and deliberately provides no information on social status or working environment in order to emphasize the universality of the statements. Women are not portrayed as superheroes and men as failures or obstructionists.

The campaign was launched on 3 June 2019 with a media conference in St.Gallen and a media conference at the Federal Palace Media Center in Bern. It can be seen in June and August, primarily on large digital billboards at train stations in Switzerland's largest cities.

Solution Selling

Operating system for sales of solutions requiring explanation . 

• Author: Manfred Schröder
• Publisher: Haufe, 2019
• Pages: 216
• ISBN: 9783648122327

Under the umbrella term "strategic selling" there are quite a few approaches to help a B2B sales organization become more efficient. A particular strength of this book is that the author never tires of emphasizing who the most significant competitor of every B2B salesperson is: the customer's risk aversion. It is a real resource guzzler and cost driver for sales. The role model presented in the book for analyzing the customer's side, the basic principles of a value proposition and opportunity management coincide with methods that have been tried and tested in practice. Helpful, even if not new, are the described discussion and negotiation tactics. Unfortunately, the interaction of marketing and sales or field and office sales as well as aspects of customer segmentation are not discussed. GetAbstract recommends this book to B2B sales professionals.

The advertising communication for the launch was created by the Zurich dialog and digital agency Four and is aimed at the B2B target group of electrical planners, installers and architects. An attention-grabbing ad was designed that emphasizes the smartness of the wireless switch, also called Smart Light Control, for Philips Hue and appears in leading trade titles such as ET Elektrotechnik, Haustech or Phase 5. Furthermore, Four has developed digital banners and a brochure highlighting the basic advantages and differences of the two solutions. 

In addition, a video designed by Four explains the various installation options of Smart Light Control from Feller in a simple and comprehensible way. The video was published on Feller's YouTube web channel, for example, which enjoys a high level of popularity among the target group with over 8,000 subscribers.

Despite all prevention measures, people - mainly young, hormone-driven men - die again and again in, at and on Swiss waters. The most common causes are tying up boats, jumping into unknown waters and, last but not least, bathing under the influence of alcohol and other drugs.

The health insurer Visana and the Swiss Lifesaving Society (SLRG) now want to counteract this sad state of affairs with an online campaign under the motto "Save your friends". For once, the campaign is not aimed at the victims themselves, but at their friends and colleagues. After all, only very few young people are unreasonable, but everyone else could prevent the worst with a word of warning at the right time.

The campaign by Bern-based agency Komet works on several, mutually complementary levels: While a series of display & social video ads deliberately shocks and thus ensures the necessary attention, three emotional, cinematic eyewitness reports are intended to trigger consternation in the target group.

They all lead the viewer to a picture-heavy designed Landing Pagewhich appeals to common sense and presents all important, because potentially life-saving, information on the subject as snackable content.

This is with the intention that the campaign will meet with the necessary response from the Instagram generation and that this year's swimming summer will not end fatally for anyone.

The goal of videos: to explain products in an informative and entertaining way and thus increase the incentive to buy. The 360-degree integration of videos on all relevant channels is becoming increasingly important. Dierk Schehrer, Head of Marketing Touring Club Switzerland: "The explainer videos are a relevant part of our campaigns and the customer journey. They are versatile and ideally complement our other marketing measures."

Product videos or explanatory videos are becoming increasingly relevant, says StoryUp CEO Stefan Huber: "Our experience is in line with various studies. More and more people are finding out about how-to videos early on in the buying process, which makes it easier for them to make a decision. On the search engine YouTube alone, the playback time of how-to videos is increasing sharply every year." 

An own explainer video style was developed for TCS. The modern and dynamic animations with building shapes are clear and focused on the essentials. With a mixture of entertainment and information, the storytelling ensures that even more complex offers can be presented in a playful way. The integration of the videos on all channels is continuously optimized.

Advertising that talks directly to consumers is an old marketing dream. With its Beem technology, Swisscom and a number of app providers want to teach posters to talk. The trick is simple. A small loudspeaker on the billboard emits ultrasonic sounds. If you stand in front of the advertisement with your smartphone and the appropriate app, the cell phone microphone hears these tones. A message then pops up informing you that you can tap your finger to access additional information about the billboard via the Internet.

However, the inaudible chattering posters have now caused such a stir that Swisscom has postponed the launch of Beem for the time being (Werbewoche.ch reported). But actually ultrasonic communication (Ultrasonic) is old hat and has been used for years.

In the beginning, however, the advertising industry tried to use the technology in a hidden way. That's why its reputation is pretty tarnished. Two years ago, several studies discovered hundreds of apps that unnoticedly monitored the behavior of cell phone owners via ultrasonic signals.

The bad reputation of the technology is now also preceding Beem. This is despite the fact that Swisscom promises that Beem does not secretly track cell phone owners at all. The user must actively initiate data transmission. So Beem actually works more like the QR code on billboards. Thanks to ultrasound, the user only has to save photographing the code.

Ultrasound technology already has numerous useful cell phone applications. It can be used, for example, to turn thousands of concertgoers' cell phones into a light show. This is demonstrated, for example, by the American provider Cue audio in numerous videos.

The app shows how easy it is to transfer data with sounds Chirp Messenger. Two cell phone owners can use it to exchange texts and chat without WLAN or Internet.

If you want to transfer data inaudibly between smartphones or even from PC to smartphone, you will find on the website Quiet.github.io/quiet-js/ Help. It converts any text into audible and inaudible sounds (Send) and can then also convert them back (Start Receiver).

If you want to act as an ultrasound researcher yourself, install the Android app UltraSound Detector or SoniControl. They sound an alarm as soon as the phone hears an ultrasound source. UltraSound Detector can even convert ultrasonic sounds into "audible" sounds (transfer). Ultrasonic test tones can be found for example on Ultrasonic-ringtones.com.

But even without ultrasound, store owners and advertisers have many ways of capturing the audience. After all, the Bluetooth and WLAN transmitters on smartphones are also chatterboxes.

If you install apps such as "nRF Connect for Mobile" or "Bluetooth Monitor" on your cell phone, you can see all the cell phones and headphones in the immediate vicinity, including manufacturer information.

Because cell phones are constantly trying to find a suitable network when WLAN is switched on, they can also be easily tracked this way. The free Windows program WifiChannelMonitor for example, continuously listens in the wireless network and even detects devices that are not connected to the home WLAN. How far such Wifi tracking and Bluetooth tracking can go is shown in an animation on the website Libelium.com. (Kurt Haupt/SDA-MDI)
 

Demographic change poses challenges for long-term care in Switzerland. The number of skilled workers is not growing at the same rate as the number of elderly people who are permanently dependent on support. Switzerland wants to tackle this challenge together at an early stage. 

"The most important job in Switzerland" is the name of the campaign launched by Curaviva Switzerland, Spitex Switzerland and OdASanté. At the center of the campaign hub The-most-important-job.ch In addition to the possible educational paths, there are five life stories that lead the viewer or user directly to the website. 

Dorly, for example, tells the story of how she became one of the first kindergarten teachers in Switzerland. Or Gabriella, that she lives half her life for flying, although she has been confined to a wheelchair since a young age. As different as the life stories are, they all have one thing in common: the call to continue writing them with a job in long-term care.

Interested parties can gain further insights into Switzerland's most important job in the career stories, which can also be found on the website. In them, professionals from various institutions talk about their work directly from their everyday professional lives. And what motivates them personally on a daily basis to do the most important job in Switzerland.

The campaign can now be seen throughout Switzerland on posters and hanging boxes on public transport, as well as online and in social media.

Following the remodeling of the more than 800 Denner stores throughout Switzerland, the focus of the integral Refresh strategy is now on the expanded fresh product range. At the heart of the campaign is the motto: Denner freshens up everyday life. In addition to the expanded range, the campaign look is also aimed at Denner's new, light-hearted orientation. The heroes are the products themselves. They take center stage and underscore the fresh campaign character with light and lively illustrations. At the same time, the motifs show how everyday life can be freshened up.

The new freshness is played out on posters throughout Switzerland, in ads, banners, digital OOH with animations, social media measures and on the website.

Another new addition to the campaign range is the interactive Freshness Bingo. To go with it, the PinkSquirrel agency has developed a custom-designed app that combines digital and analog campaign elements. The central element of the app is a bingo card. The goal is to collect campaign motifs (apple, cucumber, bread, etc.). The motifs appear on posters, in print, online or in the over 800 Denner stores. The app allows users to take photos of the twelve fresh produce motifs on their smartphone, automatically uploading them to the bingo card with an animation, and thus taking part in the fresh produce bingo.

Sunrise and UPC are two of the largest telecommunications providers in Switzerland. Historically, Sunrise is a mobile network operator and UPC is a cable network operator. With the acquisition of UPC, Sunrise is acquiring its own cable network. As a result, Sunrise intends to offer fixed-line, broadband Internet and mobile services as well as digital television on its own infrastructure in Switzerland. The acquisition is intended to achieve greater independence from Swisscom and realize revenue and cost synergies.

The preliminary investigation by the Competition Commission has shown that there are indications of a single market dominant position, according to a statement on Monday. This is the case in the markets for the provision of sports broadcasting rights in pay TV and in the markets for IP interconnection access to end customers of Sunrise and UPC. Furthermore, according to the Competition Commission, there are indications of the creation or strengthening of collective market dominance together with Swisscom on the retail markets for broadband Internet, the retail markets for fixed-line telephony, the platform markets for the transmission of linear digital TV and in the regional platform market (UPC's network) for the transmission of video on demand.

For these reasons, the Competition Commission is conducting an in-depth examination of how the planned merger would affect competition. The examination must be carried out within the statutory period of four months.

Two new commercials dramatize Salt's unlimited mobile offers. Because the two heroes of the current subjects have something in common: They know - like Salt - no limit. Additional measures complete the 360-degree campaign and show Salt's new positioning, which was also created by Ogilvy. Further communicative measures, which put the unlimited mobile offers in the limelight, will follow over the next few months, according to the statement.