The game "Pokémon Go" caused a huge hype in summer 2016: over 500 million people worldwide downloaded the app and used their smartphone or tablet to hunt for the virtual mythical creatures. The game was developed by software company Niantic and is based on the principle of augmented reality, using the Global Positioning System (GPS) and real-time localization to determine the player's location data and position them virtually on a map based on Google Maps. The game is played within the reception range of the GPS signal, i.e. usually outdoors, and uses sights, landmarks and conspicuous objects in the physical world to create a virtual game world.The technology has been around for a long time "Pokémon Go" is just one example of how augmented reality can be used. The technology itself is nothing new and has been used since the dawn of the smartphone era. What is currently changing is the hardware and software used. Previously, augmented information was displayed on a smartphone or tablet based on location data or so-called markers, but the next generation of augmented reality hardware, above all the Microsoft HoloLens, no longer requires such markers. Instead, the augmented reality glasses automatically measure the entire room and the virtual objects are placed in this three-dimensional coordinate system. "This approach is more precise than GPS data and less error-prone than the variant with markers. In addition, the user can move freely around the room without having that particular marker in their field of vision," explains Roger Lüchinger, Managing Director of Smartfactory. His company specializes in the development of augmented reality solutions, among other things.new possibilities for marketingAugmented reality also opens up a wide range of possibilities in marketing - along the entire customer journey. "Let's take the simple example of descaling a coffee machine," says Lüchinger. "Augmented reality guides me step by step through the various processes and I can see and hear what I need to do and when, without having to dig out the instructions first. Or I can order the right descaling tablets directly via the AR glasses if I run out. "Swisscom recently implemented an interesting case. Every year, Swisscom invests millions in the expansion of its fiber optic network. However, this network is largely invisible to consumers and the most you can see is a gray plastic box in the basement containing the fiber optic cable to the house. With the "High Speed Tour", Swisscom launched an experience tour in the basement of the "La Werkstadt" coworking space in Biel in September 2016, which uses augmented reality to make the various fiber optic technologies visible and tangible. "At the moment, tablets are still being used as part of the staging, but the next step is to bring the experience to AR glasses," says Lüchinger.Timing and acceptance as a challengeHow much will augmented reality shape our future? "The new AR glasses are not yet ready for the mass market," says Lüchinger. "Prices first need to fall and things like battery life, field of vision, colour intensity and handling need to be optimized. Nevertheless, marketers already have the opportunity to benefit from the current buzz on the topic and demonstrate innovation with an augmented reality showcase at events or trade fairs, for example." According to Lüchinger, acceptance is also a major challenge. "People still don't know how to deal with people wearing AR glasses - they know that the person sees more than they do, but not exactly what." Google also had to painfully realize this three years ago when Google Glass was launched. n

Twint and Paymit decided in the spring to make common cause. When will the new joint payment service be launched? The joint solution will be launched gradually in 2017. We are currently working flat out on the migration of the systems. Most Swiss banks will support the new solution, including PostFinance, UBS, Raiffeisen, Credit Suisse, Zürcher and Waadtländer Kantonalbank. Banks will now be able to issue their own Twint apps, and customers will be able to link the app directly to their bank account or deposit a credit card.In addition to the payment function, Twint offers merchants the opportunity to advertise via coupons, for example.Exactly. But it's not about advertising space, but - if they want such offers - about concrete benefits for customers. That's why we call these options "added values." From our point of view, the added values are absolutely central. What exactly does Twint offer?In addition to digital coupons, Twint also offers digital stamp cards and the deposit of customer cards. Once deposited or activated, the customer card is automatically integrated into the payment process. The best-known example is Supercard from Coop. Twint is therefore much more than a new payment solution and digitizes the entire wallet.What are the advantages of mobile advertising via coupons?Coupons are a classic marketing tool to increase sales. With Twint, the merchant can target specific groups of customers, minimizing wastage. And they can do this on their smartphones, which many people don't put more than a meter away from them even when they're sleeping.Coupons with Twint are also very practical for customers: they can activate the coupons that interest them and they are automatically redeemed when they pay with Twint. Gone are the days when you remember at the checkout that there's actually a coupon lying around somewhere at home ...But Twint needs the user's personal data to do this.Customers have a choice. That is, they consciously agree that their data may be used for this purpose. They can change the setting at any time, i.e. deactivate the use of data. Of course, you can use the payment function of Twint without such consent.Regardless, we do not share personal data with merchants. The data remains with Twint and is stored in Switzerland. The only exception is the transmission of the customer card number if a customer has deposited it in the Twint app. This is analogous to the physical world: if I present the customer card at the checkout, the information is known to the merchant.Stamp cards can also be used. What is the idea behind this?Stamp cards are used for customer loyalty and many merchants today offer such cards in physical form. Often these cards are forgotten or they slow down the payment process at the checkout. If the customer has activated the stamp card with Twint, he automatically receives a digital stamp with every payment. When the stamp card is full, the customer receives a coupon with the corresponding offer in the Twint app. Both customer and merchant benefit from much more convenience.Can you already give us an example of a successful campaign via Twint?Digitec used couponing when they joined Twint. In the campaign, 650 coupons were played out, of which about 500 were activated and 60 redeemed. So the campaign achieved a conversion rate from activated to redeemed coupons of over ten percent.Is it also possible to integrate Twint into the company's own online store?Yes, Twint is a cross-channel payment solution: you can pay at the store checkout, at vending machines and in e-commerce, or send money to friends. When paying in an online store, a QR code appears that you scan in the Twint app and then confirm the payment. This means you no longer have to enter credit card data during the payment process. With the new solution, it will also be possible to connect Twint directly to the bank account. There is no faster and more convenient way to make e-commerce purchases than Twint.What enhancements are planned for Twint in the future?Based on the current system, we can offer a lot with little development effort: For example, we want to replace cash in every farm store or help merchants implement cross-channel promotions. We also want to make the check-out process in online shopping even more convenient or enable bills to be paid via Twint. n

As part of the acquisition, Blue-infinity will join Dentsu Aegis' global digital marketing network Isobar and work closely with Isobar worldwide. This acquisition strengthens the Dentsu Aegis Network's digital transformation expertise in Switzerland, while providing Blue-infinity with global access to the Dentsu Aegis Network's expertise.

Founded in 2001 by Christophe Martin and Pierre Aebischer, Blue-Infinity is today one of the main players in the digital economy in Switzerland and Europe. Headquartered in Geneva, the company has a wide range of integrated services, particularly in the areas of digital marketing, CMR, point of sale digitization, e-commerce, workplace digitization and collaboration tools.

With more than 500 employees in offices in Switzerland, Portugal, the Czech Republic, Hong Kong and the United States, Blue-Infinity manages the digital transformation of more than a hundred well-known clients from a wide range of industries, including consumer goods, retail, banking, public sector, non-governmental organizations, pharmaceuticals and luxury goods.

Blue-Infinity has been recognized for its digital expertise with many international awards and through partnerships with market-leading technology companies such as Salesforce (Platinum Partner with the largest resource pool in Switzerland), Microsoft (Managed Gold Partner), Oracle (Business Partner) and Apple (Strategic Partner).

Christophe Martin, Managing Partner and CEO, and Pierre Aebischer, Managing Partner, will continue to lead Blue-Infinity, further expand the Isobar portfolio and report directly to Lars Bo Jeppesen, CEO of Dentsu Aegis Network Nordics, Central & Eastern Europe. The leadership of Dentsu Aegis Network in Switzerland will also remain unchanged with Thomas Spiegel as CEO Dentsu Aegis Network Switzerland.

Lars Bo Jeppesen, CEO of Dentsu Aegis Network Nordics, Central & Eastern Europesays, "I am very impressed with the entire Blue Infinity team and its leadership. With their creative talents and extensive technical expertise, they are able to develop innovative solutions that are both important today and relevant for the future."

"Blue-Infinity is highly complementary to Dentsu Aegis Network's portfolio of services and, especially in terms of technology, a great asset on the path of our 100 percent Digital Vision 2020. I look forward to working with Christophe, Pierre and their teams to deliver significant value to our customers ", he adds.

Thomas Spiegel, CEO of Dentsu Aegis Network Switzerland affirms: "We are very pleased to welcome Blue-Infinity to the Dentsu Aegis Network. Thanks to the technical and creative capabilities of the Blue-Infinity team, we will be able to expand the Group's service offering to include fully integrated digital transformation solutions in the future, both in Switzerland and across the region."

Christophe Martin, Managing Partner and CEO of Blue-Infinity adds: "We are proud to be part of such an innovative network as Dentsu Aegis Network. We share a vision and common values and pursue the same strategy of supporting the digitization of our customers worldwide with our holistic expertise throughout."

Pierre Aebischer, Managing Partner of Blue-Infinity emphasizes: "Above all, the exciting opportunities that the global network opens up for our employees and our customers impressed us and were decisive for our motivation to become part of the Dentsu Aegis Network. We look forward to working with them."

Hotel Park GstaadThe luxury hotel Park Gstaad - formerly known as the Grand Hotel Park, Gstaad - is an icon of Alpine chic in the Saanenland. Interior designer Federica Palacios had the opportunity to completely redesign the Park Gstaad in 2010 and was able to give free rein to her creativity and her passion for luxury and Alpine chic. Only the best materials such as Swiss stone pine and black granite dominate the ambience of the 84 rooms and ten exclusive suites at the Park Gstaad. Despite the hard materials, the design of the interior never feels heavy and harmoniously reflects the mountain massif of the surrounding peaks.HUUSHUUS? HUUS means house or home. HUUS is a new, different, relaxed hotel. Here you feel as if you are coming home to a good friend. HUUS is located in the Bernese Oberland, near Gstaad, and is full of hospitality and local tradition. "Come up, slow down". Back to naturalness, to the alpine mountain world, to active immersion and experiencing nature. Fine-tuning with nature itself in the design of the rooms: warm, cozy, comfortable. Spiced up with a modern twist and only the finest quality. The very finest from the kitchen too: recipes from the Alpine countries are combined with products from the region. Seasonally HUUSgemacht.

The data collected annually by MA Strategy is an important decision-making aid for companies and their agencies regarding the media mix. They can run through, evaluate and optimize various media strategies. This approach enables a complete media comparison and maximum advertising impact.Achieve more reachWEMF AG's MA Strategy for Advertising Media Research links sociodemographic information and consumption data with media usage data. In this way, it helps companies find the media mix that ensures the highest reach among their target groups. All advertising-relevant communication channels are represented in the Intermedia Study: MA Strategy enables comparisons between media groups and individual media from the press, cinema, radio, television, Internet, address directories, outdoor advertising and direct mail.Direct Mail in the top leagueThe latest MA Strategy results confirm the findings from previous years: When it comes to reach and thus the advertising impact of various advertising measures, direct mail plays in the top league. It enriches every media mix. However, not every advertising mailing is immediately recognizable as such. That's why WEMF also determined the reach of business mail. 80.2 percent of the population pay attention to it regularly.Strong advertising effectThe reasons for the high reach of direct mailings are literally obvious: hands-on advertising appeals to the senses, catches the eye and arouses curiosity. This makes it easier for recipients to remember the advertising, and the messages stay with them longer. The consequences: a high advertising impact and strong purchase activation. What's more, thanks to comparatively low wastage, direct mail works not only effectively but also cost-efficiently.Optimize media mixAt the same time, the results of MA Strategy 2016 underscore the fact that a cross-media strategy is worthwhile for optimizing advertising impact. This is because the reach of Internet advertising has increased further compared to the previous year. On the one hand, combining direct mail and online channels pays off in terms of sales. On the other hand, this dream team also improves the image of the sender thanks to the high credibility of direct mailings.

The "Free Holiday Republic of Saas-Fee" is considered a top ski destination in Switzerland and offers sporty, family-friendly and adventurous vacation experiences in four regions (Saas-Fee, Saas-Grund, Saas-Almagell and Saas-Balen) with around 700 service providers (hotels, restaurants, vacation apartments, ski schools, cable cars, etc.). The digital transformation presents the Free Holiday Republic of Saas-Fee with new challenges in terms of research and booking processes for vacation apartments. Thus, the region had to forfeit a 400,000 overnight stays. 40 percent of the vacation apartments were not bookable online. In addition, the target group is always difficult to reach offline. Therefore, Saastal Marketing AG acted and developed a strategy in cooperation.The technical solutionThe central element of the digital strategy is the website. This must be both responsive and multilingual. The solution sought was a system that would work for all service providers. The decision was made in favor of a cloud solution from Facelift. All 700 service providers can control their digital activities via this solution. All channels, i.e. the websites, mobile apps, stores, CRMs and social media, run via it. Two steps were crucial for smooth operation:1. One login for all systemsAn Open ID interface was created for this purpose. This enables users to log into their portal with a one-time registration and use the cloud at the same time.2. User data in real timeA module of the cloud enables the creation of interactive landing pages for publication on the web or on social media without any technical background. Sweepstakes, voting or contests are particularly popular. The aim is to create interaction-promoting measures without external resources and thus to draw the attention of the target group to one's own offer. The decisive factor here is that user data is collected as part of the campaigns.Better positioning with new activitiesIn addition to a new solution, further measures are to take place to position the region more attractively. Thus, an event strategy was also developed. In order to achieve an image development in line with the strategy, a targeted promotion of 1 - 2 events of category 1 within the individual strategic business fields "Skiing", "Hiking/Outdoor", as well as "Health" is aimed at. These are major events that need to be built up. Furthermore, from the 2016/17 fiscal year, 70% of the event budget will be spent on event promotion for the already existing events. The remaining 30% will be used to promote new events.

The award ceremony promises numerous innovations: Under the motto "Projects in Focus", viewers will have the opportunity to examine the individual projects in a gallery in a special way during the aperitif.Maximilian Baumann will lead through the subsequent entertaining award ceremony before the guests get in the mood for the legendary Xaver Award Party with food and drink, where the well-deserved winners will be toasted.Xaver in gold, silver and bronze and waiver of nominationsThis year, participants will once again have the opportunity to present their project "live" to the top-class jury in advance and to introduce it in person. Particularly ambitious project teams will receive tips from jury president Matthias Kindler at the Xaver Award workshop on December 13, 2016.The submitted projects will be judged by the expert jury according to the criteria of creation, realization, and networking with accompanying measures/target achievement. To ensure quality, the award is newly awarded in gold, silver or bronze in the following categories according to the number of points achieved:

• Best Expo Project
• Best Brandworlds & Temporary Exhibitions
• Best Consumer / POS Event Consumer Events
• Best Non-Profit Event Charity, Social and Cultural Events
• Best Public Event & Show Entertainment
• Best Supplier Services
• Best Efficiency Project

We are also looking forward to winners in the categories:

• Public XAVER
• XAVER of the year

Another new feature is that nominations are no longer made in advance. More information at xaver-award.ch

A trip to St. Gallen is worthwhile at any time of year. Even in winter. The St. Gallen and Lake Constance Tourist Office gives ten reasons to visit the region between Lake Constance and Säntis.1) City of starsJust in time for the 1st Advent, the city center of St.Gallen is illuminated. 700 stars shine over the Swiss "city of stars" and bathe the Christmas market, squares and alleyways in magical light. At the Christmas market itself, Swiss handicrafts and local specialties are on sale at around 70 beautifully decorated gabled houses. An additional highlight is the Christmas tree with 18,000 lights on the monastery square in the middle of the abbey district.2) The coolest sliding experience in SwitzerlandIt's not just the water that flows here, but also the adrenaline: with eight new slides and the staging of a mountain and cave world, the Säntispark in Abtwil, St.Gallen, creates a unique swimming experience. With the "Säntispipe", for example, guests slide down a six-metre-high steep face - there is no other slide like it anywhere else in Switzerland. In addition to the elaborate staging of the slide tower with light show and sound, the "nosedive" is also a highlight - after a free fall, guests are transported into a horizontal loop.3) Torchlight tour through the Mülenen GorgeDuring Advent, St.Gallen-Lake Constance Tourism offers atmospheric evening torchlight tours through the Mülenen Gorge up to the Drei Weieren, where punch and mulled wine are served. Along the way, the guides tell stories of bears, legends and New Year's Eve customs.4) Ice skating over the rooftops of St. GallenWhen it gets really cold, the Drei Weieren - the local recreation area for the people of St.Gallen - is a great place to go ice skating in winter. If you like, you can enjoy an aperitif at the ice bar at the Dreilinden afterwards, accompanied by the impressive panorama of the city and Lake Constance.5) Laternli trail at the foot of the SäntisOn the romantic Laternli trail, guests walk through snow-covered forests on a prepared path illuminated by countless kerosene lamps. In between, they can warm up with a hot punch and round off the evening with a cozy fondue or raclette at the Gasthaus Passhöhe or Hotel Säntis. The Laternli trail is illuminated after dark from November 17, 2016 to March 2017.6) The bear is on the move hereMore space for nature: The new St.Gallen Nature Museum opened its doors in November. In addition to larger exhibition rooms and a more diverse range of exhibits, a nature park has also been created with experiences for all the senses.7) Ski destination St.GallenWith its World Heritage Site, St.Gallen is a popular destination for city breakers. But the St.Gallen region is much more than that. There are seven ski resorts within an hour's drive. In Liechtenstein, Austria and Switzerland, skiers and snowboarders have a variety of slopes to enjoy winter sports. A city skiing experience in a class of its own.8) Cross-country skiing through the cityCross-country skiing has become a real trend sport in recent years. Ski resorts are increasingly focusing on cross-country skiing guests, but elegant gliding is also booming in the cities. This is also the case in St.Gallen. The city offers five cross-country ski trails of varying lengths. All of them can be reached by car or public transport.9) Ice arena with fondue restaurantAn old tradition reinterpreted: in January 2017, an ice rink with an eight-centimetre-thick layer of ice will be created at the Seepavillon in Rorschach directly on the shores of Lake Constance. In addition to the ice arena, there will be a skate rental service and a kiosk selling hot and cold drinks. The Rorschach network also runs a fondue restaurant in a heated, rustic and cozy alpine hut from 6 pm in January and February.10) New mineral spaAfter three years, the St.Gallen-Lake Constance region near the border with Austria now has a mineral spa again. The new building includes steam baths, Finnish saunas, bio saunas, experience showers, meeting and relaxation zones. There is also a plunge pool. The bathing area extends over the indoor and outdoor areas, which make up two thirds of the bathing landscape. In addition to a steam grotto, guests can enjoy massage jets, bubble loungers and a tile pool.

The "Free Holiday Republic of Saas-Fee" is considered a top ski destination in Switzerland and offers sporty, family-friendly and adventurous vacation experiences in four regions (Saas-Fee, Saas-Grund, Saas-Almagell and Saas-Balen) with around 700 service providers (hotels, restaurants, vacation apartments, ski schools, cable cars, etc.). The digital transformation presents the Free Holiday Republic of Saas-Fee with new challenges in terms of research and booking processes for vacation apartments. Thus, the region had to forfeit a 400,000 overnight stays. 40 percent of the vacation apartments were not bookable online. In addition, the target group is always difficult to reach offline. Therefore, Saastal Marketing AG acted and developed a strategy in cooperation.The technical solutionThe central element of the digital strategy is the website. This must be both responsive and multilingual. The solution sought was a system that would work for all service providers. The decision was made in favor of a cloud solution from Facelift. All 700 service providers can control their digital activities via this solution. All channels, i.e. the websites, mobile apps, stores, CRMs and social media, run via it. Two steps were crucial for smooth operation:1. One login for all systemsAn Open ID interface was created for this purpose. This enables users to log into their portal with a one-time registration and use the cloud at the same time.2. User data in real timeA module of the cloud enables the creation of interactive landing pages for publication on the web or on social media without any technical background. Sweepstakes, voting or contests are particularly popular. The aim is to create interaction-promoting measures without external resources and thus to draw the attention of the target group to one's own offer. The decisive factor here is that user data is collected as part of the campaigns.Better positioning with new activitiesIn addition to a new solution, other measures are to take place to position the region more attractively.

In spring 2016, Charles Blunier was commissioned to rebrand the Gstaad Palace. For this, the design agency conceived a common thread throughout the entire communication and designed, among other things, advertisements, brochures and cigarette cases. Finally, the website followed, which has been online since 01 December 2016 and combines both the heritage and the vision of the house in a contemporary way. "It was a challenge to make the appearance of the Gstaad Palace more modern without scratching the glamorous past," says Blunier. With great attention to detail, a unique new look was created.

Marcel Weibel has been Head of Marketing and Communications of the Swiss Cadre Organization SKO since 2012. He succeeds Peter Keller as Managing Director, who successfully initiated the transition from a traditional association with a broad range of tasks to a member-focused and service-oriented organization. In the course of this reorientation, the examination secretariat was outsourced to examen.ch AG. This company is responsible for organizing and conducting all examinations. In October 2016, the Board of Swiss Marketing also decided to transfer the entire financial administration to the Kaufmännischer Verband.The outsourcing streamlines structures and enables Swiss Marketing to focus on its core tasks. These include the promotion of dual education, the commitment to the profession in marketing and sales, as well as regular interactions with the various stakeholder groups. "In Marcel Weibel, we have gained an experienced association manager with an excellent network. We are sure that he will continue the reorientation of Swiss Marketing dynamically and purposefully," explains Uwe Tännler, President of Swiss Marketing. "At the same time, we thank Peter Keller for his reliable commitment and active support during the introduction of the new association structures."

Food retail: Smart tools offer more relevant and connected offers for digitalization

Digitalization and digital change in the food retail sector will accelerate, both for online and offline shopping. Personalized prices, more flexible delivery and pick-up concepts and virtual shopping are just some of the drivers - and not just for the big grocery chains. In future, customers will receive offers that are highly relevant and will therefore spend less time on one of the most regular of all everyday activities. The right tools for this will be increasingly linked, such as recipes with shopping lists and online orders, thus enabling customers to enjoy a new shopping experience that optimizes their everyday lives.Accelerated information channels and changing consumer habits are creating a range of new opportunities for long-established service providers, particularly in the insurance and banking sectors. To avoid continuing to be an easy target for nimble fintech start-ups, the industry giants will focus more on the young, up-and-coming competition in 2017. As CDOs, digital thought leaders will find their way into established companies and increasingly focus on smart innovations such as consumer communities. There, users can independently gather information about insurance and digitalization, recommend the best offers to each other and take out insurance solutions directly. The transparent and user-friendly processing of contract conclusions will be a core issue in the digitalization of large companies.For many, digitalization and digital transformation sound abstract and intangible. Consultants need to become more concrete - in the interests of their clients, especially when addressing SMEs. Digital agencies must provide answers as to how customers can be inspired and processes innovated with the help of "digital". E-commerce offers concrete starting points for this. Several trends can be observed here: Individual commerce, B2B commerce and emotional commerce. Target groups and the individuality of customers are thus becoming the focus of the digital transformation process.The topic of customer reviews is no longer just important for the e-commerce sector, but is also becoming indispensable for services in all industries. Nine out of ten consumers today gather information on the Internet before buying a product or booking a service - and the experiences of previous customers are immensely important in making the right decisions. More and more companies and service providers are recognizing the added value of proactive review marketing and are increasingly relying on all-in-one solutions with which customer reviews can be obtained, evaluated and even bundled from a wide variety of review platforms.Whether newsfeed on Facebook, books on Kindle, magazines with Readly or via the apps of daily newspapers - reading has long been digital everywhere and digital trends are on the rise. What is important is a user-friendly presentation, optimized for the respective device, from smartphone to laptop. In 2017, publishers will therefore increasingly focus on improving usability. As in the film and music industry, there is no shortage of good content, because a good story remains a good story, regardless of whether it is digital or print.With the enthusiasm for good brand stories, the possibilities in the mobile age are also growing. Virtual reality, in particular, holds exciting potential for brands as a storytelling tool. Customers become heroes who can experience brand stories close enough to touch in the middle of the action. To successfully accompany target groups on their virtual hero's journey, companies should learn to create 360-degree worlds for their customers.is a PR and storytelling agency that supports companies in various fields such as fashion, health, travel, finance and digital marketing.