The Effie Awards Switzerland are organized by Leading Swiss Agencies, the association of Switzerland's leading communications agencies, and recognize the most effective marketing campaigns of the past two years. For this year's edition, 59 jury members selected 34 outstanding campaigns as finalists in the first round of judging. m&k was there and gained various insights from the jury (Markt-kom.com reported).

From these 34 campaigns, 20 jurors have now awarded a total of 24 campaigns with metal in the second round of judging. The judging took place under the direction of jury president Peter Felser and the Effie management.

Which 24 campaigns have won will be m&k will be unveiled in various stages over the coming weeks. The 2024 winners will be celebrated at the award show on November 13.

Now that the bronze winners have been announced, this week we continue with the silver winners. The winners are campaigns by Neu, Farner, Thjnk Zurich and Wirz.

"Zak as a second bank" (Category: Activation)

The campaign differentiated and positioned Zak in terms of communication. This became the basis for exceeding the reference values and communication targets along the customer journey - above all downloads and new customer figures.

Smartphone banks are increasingly popular and the market is growing. The advertising investments of the major players are correspondingly large.

To combat this dominance, the Neu Zak agency has positioned itself via an as yet unused insight that is particularly relevant for the provider: People who use the free smartphone banking service don't have to go to the trouble of changing their bank to do so - because they use Zak in addition to their main bank. This was positioned in a surprising, self-confident way: Zak is the first bank that wants to be second.

The "Get Zak as your second bank" campaign succeeded in exceeding the targets along the customer journey by using a new, sharply formulated insight as a strategic lever, with surprising films and numerous measures across all channels.

• Client: Bank Cler
• Lead Agency: New Creative Agency
• Other agencies / companies: PHD Media Switzerland

SBB: "Because life sometimes needs more time, we advertise our jobs from 60%" (Category: Employer Branding & Recruiting)

With the Recruiting campaign applications for open part-time positions increased by 160% compared to the same months in the previous year. 99,960 visits were tracked on the landing page. An average dwell time of 3 minutes and 16 seconds was measured.

Switzerland is facing a wave of retirements, which is accompanied by a shortage of skilled workers. In addition, the need for a good work-life balance is increasing. With this change in society, new working models are becoming key. As Switzerland's fourth-largest employer, SBB wants to be a role model here, as it relies on employees in all areas. The campaign therefore focused on the 16 hours a day in which people live, using the slogan "Because life sometimes needs more time". SBB is picking up on this paradigm shift from work to private life with the job advertisement from 60%. SBB is thus legitimizing work-life balance requirements and demonstrating that part-time work is worthwhile for everyone. With an increase in applications of 160%, this aspect was successfully highlighted and the shortage of skilled workers counteracted.

• Client: SBB
• Lead Agency: Farner / Team Farner
• Other agencies / companies: Havas Media

Ochsner Sport: "Winter World Cup Campaign 2022" (Category: Timely Opportunity)

For the World Cup in Qatar, the campaign succeeded in turning football into a winter sport in 2022, thereby increasing sales of the football range disproportionately to the competition to Index 344.

The World Cup campaign by Ochsner Sport shows the power of communication even under adverse conditions.

Major football championships usually go hand in hand with high sales targets in the football segment. The Winter World Cup in Qatar was no different. But fans buy jerseys to show their allegiance, not to play sport themselves. The World Cup in Qatar restricted precisely this function: The freezing temperatures prevented public viewings and jerseys disappeared under thick coats.

The creative campaign succeeded in turning football into a winter sport and jerseys into a desirable accessory despite the cold season. As a result, football sales at Ochsner Sport were twice as high as those of the competition.

• Client: Ochsner Sport
• Lead Agency: Thjnk Zurich
• Other agencies / companies: JBW Media

Switzerland Tourism: "Grand Train Tour of Switzerland: The Ride of a Lifetime" (Category: Activation)

In just six weeks of campaigning, the Grand Train Tour of Switzerland raised its profile (+31.8%), increased train ticket sales (+59%) and established Switzerland internationally as a safe, sustainable and diverse travel destination.

In the face of a post-pandemic multi-crisis, the Swiss tourism industry used the "Grand Train Tour of Switzerland" to reposition itself as a sustainable, safe and diverse destination (Read the exclusive interview with André Hefti and Livio Dainese here). With Roger Federer and Trevor Noah, the campaign combined tradition with modernity to attract international tourists. Despite geopolitical tensions and economic challenges, this strategy resulted in Swiss Travel Pass (STP) sales growth of 59 % and achieved unprecedented growth with a triple return on investment. The efficiency and impact of the campaign led to a significant increase in STP sales (+33 % above target expectation) and a record number of visitors to Switzerland, revitalizing the country's image as an attractive travel destination.

• Client: Switzerland tourism
• Lead Agency: Wirz Group

The 15 plant-based dishes in "Sea Flavors" are intended to reflect the diverse flavors of the sea in a creative way. The booklet also aims to draw attention to the harmful effects of the fishing industry and introduce readers to a more sustainable lifestyle - without compromising on taste. For example, it is possible to create authentic sea flavors without animal products using ingredients such as algae and vegetables.

The design combines maritime inspiration with a plant-based cuisine. The offset typography and the chosen Sispany font are intended to reflect the flowing dynamics of the sea and lend lightness to the design.

The visual language is characterized by the naturalness of the ingredients and the spirit of the sea. It reflects the rebellious character of Sea Shepherd and symbolizes their tireless efforts to protect the oceans. The creative staging of realistic objects such as caviar tins, fishing hooks and even a sea monster creates a humorous and surprising effect.

The film accompanying the campaign was produced in close collaboration with director Luca Zurfluh and the production company Dynamic Frame. It tells the story of Guzman and her Caribbean heritage, where the sea and fish dishes play a central role in everyday life. Aris' thoughts on the connection to seafood and the harmful effects of the fishing industry are highlighted, accompanied by her intense search for plant-based alternatives to the familiar flavors of the sea that she misses. The film offers a fascinating insight into her creative work and her latest culinary creations that will inspire you to cook them.

The booklet is available now. The creative collaboration between Aris Guzman, Wecatch and Sea Shepherd has resulted in a pop-up, a social media campaign and a film.

Responsible at Soul Food by Aris: Aris Guzman. Responsible at Sea Shepherd: Franziska Paukert (Marketing), Natalie Maspoli Taylor (Marketing). Responsible at Wecatch Creative Agency: Delia Guerriero (Concept & Design Direction), Lucia Trucchi, Patrik Ferrarelli (Design), Kevin Casado (Consulting). Photography: Nora Dal Cero. Responsible at Dynamic Frame (film production): Director: Luca Zurfluh; Producer: Luzius Fischer; Cinematography: Tobias Kubli; 1ST & 2ND AC: Liam Ehrlach / Daniel Blumensev; Gaffer: Jonas Fischer; Production Assistant: Anna Frutig; Editors: Jero Fähndrich, Luca Zurfluh; Assistant Editor: Daniel Blumensev; Sound Design: Maurizio Zulli; Mix: Dominique Dreier, Stereotyp; Post Supervisor: Noa Röthlisberger; Colorist: Simon Hardegger. Special Thanks: Townnet Music Production, Herbie Stirnimann (Voice-Over Recording), Miso Bar Binz, House of Influence.

Claims such as "Sausage without end" (Migros) or "Love from the region" (Coop) set alarm bells ringing at Animal Rights Switzerland. The animal rights organization criticizes that such advertising messages promote the excessive consumption of animal products and also mislead consumers.

In order to draw attention to these abuses, Animal Rights Switzerland is once again awarding the "Bullshit Award" for advertising that is particularly harmful to animals. This year's posters are "Sausage without end" from Migros and "The most important ingredient in eggs: love from the region" from Coop, various Advertising motifs for meat products from Aldi and the cows were nominated as ambassadors for cheese at Tilsiter.

According to the organization, Coop's poster with the inscription: "The most important ingredient in eggs: love from the region" is misleading. "Hens in egg production suffer from painful broken bones, live under constant stress and are quickly replaced as soon as they are no longer profitable. This has nothing to do with love," argues Céline Schlegel, Managing Director of Animal Rights Switzerland.

By awarding the negative prize, Animal Rights Switzerland wants to encourage the public to take a critical look at advertising. "Many people are not aware of the suffering behind animal products," explains Schlegel. "At the same time, this gives us an opportunity to inform people about the true situation. Ultimately, that's what our Bullshit Award is all about."

For Forbes Top Ten Marketer Neil Patel Quizzes are one of the most underestimated tools in marketing. As Ewz, the electricity utility of the city of Zurich, often has to communicate complex topics, the company evaluated suitable tools and found what it was looking for three years ago with Brame.io. For several years now, Ewz has been encouraging the public to take part in quizzes and test their knowledge - and voluntarily engage with the brand for a few minutes.

The ongoing heat quiz is currently raising awareness among the general public about how Ewz Zurich can provide climate-friendly heating and thus contribute to achieving the city of Zurich's net-zero targets. The campaign is also using posters for the first time, accompanied by streetcar posters, a digital campaign and social media.

Ewz also uses the quiz tool in sponsoring to impart knowledge: for example, the climate quiz at the ZSC home games. The HR quiz is used for employee recruitment at trade fairs and provides a different approach to inclusion and diversity. Internally, the emergency number quiz is a fun way to teach the right behavior when things get serious. The seven corporate governance principles are communicated in a playful way in the "My contribution" quiz.

Performance is also a goal. In the B2B sector, for example, the data center quiz is used to generate leads. The energy quiz, which is specifically geared towards efficiency, brings energy consulting services closer. Biodiversity is the driver for the encyclopaedic fish quiz. Interaction and participation with very different target groups can thus be measured in a variety of ways.

Responsible at Ewz: Adrian Furger, Katrin Rüesch, Zoé Neurauter, Leif Grössinger (Campaigning & Branding), Barbara Kohler (Internal Communications), Carina Koch (Digital Journey), Nora Baltermia (Human Resources), Elfi Hollenstein (Sponsoring). Implementation of heat quiz campaign: Studio Marvin Hugentobler.

They have triumphed at Olympic Games and World Championships, scored important goals and won epoch-making races: Little Switzerland is rich in great sporting icons. With 30 of these sportsmen and women, the deputy View-Head of Sport Daniel Leu. The new Blick book "We were heroes" provides insights into her career, highlights and strokes of fate.

The 47-year-old author has been covering the world of sport as a journalist for over 25 years. "I was interested in the stories, not the names. The interviews always left a lasting impression. Because everyday life and life away from success are often much more exciting than the actual triumphs," says Leu.

The 332-page book is published in the Beobachter edition and costs 39 francs.

Sustainability is becoming increasingly important, and buying second-hand clothing can make a valuable contribution to this. The latest data from the Wemf study shows who is interested in sustainable fashion in Switzerland.

Second-hand is popular with the young

According to the study, 15 percent of the Swiss population bought second-hand clothing, thereby contributing to the circular economy. Of these, 41 percent are aged between 14 and 34. The majority of these people are in education and/or have children.

The "MACH Values" psychographic study shows that these people also often belong to the value types of politically committed and unconventional "cosmopolitans". People who buy second-hand clothes are fashion-conscious and also enjoy buying clothes. They like to wear eye-catching and unusual fashions and attach great importance to accessories. They also often advise other people on fashion matters.

Sustainability in focus

Sustainability plays a central role for this group of buyers when buying clothes. They pay above-average attention to the fact that their clothing is made from ecologically produced, natural materials and has been produced according to ethical principles. The above-average willingness to spend on clothing in this target group is also surprising: on average, they spend more than CHF 2,000 on clothing in a twelve-month period. Second-hand fashion is therefore not in demand for economic reasons, but for reasons of sustainability and ethical considerations.

MACH Consumer is the largest continuous consumer media study in Switzerland. It determines the needs, preferences and habits of Swiss consumers. The MACH Values study links consumer data with psychographic information and values. This enables the psychographic positioning of products, brands, services, shopping channels and press media.

On his new website Verkehrsclub.ch the VCS focuses on the central topics that support its mission to promote environmentally friendly mobility: Campaigns around the major topic of sustainability, information on projects and active member and donation recruitment.

The scalable platform was realized by the VCS in close cooperation with the Zurich Agnetur Station. In a first step, the needs of the numerous stakeholders, including members, sections, partners and interest groups, were taken into account.

As part of a multi-stage process, the more than 4,000 pages of the old website were checked for their relevance to the individual target groups and reduced with the help of AI. A streamlined information architecture and a contemporary design are intended to significantly improve the accessibility of the content.

"Our mission is to make the diverse possibilities of sustainable mobility visible to everyone. The new website helps us to address our target groups more effectively and raise awareness of more environmentally friendly transportation," says Nelly Jaggi, project manager at the VCS.

The VCS teams are now working with Craft CMS. The platform offers a great deal of flexibility and also greatly simplifies the editing of multilingual content. In addition, Station Craft Commerce plus has seamlessly integrated various peripheral systems in order to offer a wide range of products and at the same time optimize member management and retention.

Pax Versicherung is organized under the cooperative umbrella of Pax Holding and offers solutions for private and occupational pension provision. However, this is facing major challenges in Switzerland: Demographic trends are making the sustainable and fair financing of pensions increasingly challenging, while at the same time the growing diversity of lifestyles and employment biographies as well as digital change are placing new demands on insurers. In this challenging environment, Pax wants to further develop its brand in a targeted manner.

In this context, Scholtysik will sharpen Pax's brand strategy and transform the brand experience in the medium term. The aim is to consolidate and expand Pax's position as a leading provider of pension solutions. "We are delighted to have Scholtysik on board as an experienced partner who knows the financial sector, understands our culture and actively supports us in the further development of our customer experience," says Luzius Marbet, Head of Marketing & Digital Sales at Pax.

Whether at a stand-up comedy show, at dinner with the family or while birdwatching - the inner nerd sometimes bursts out in inappropriate situations. With a wink, the campaign by online retailer Digitec invites tech enthusiasts to share their passion where they meet like-minded people - on Digitec.ch. Following the first two waves of the campaign in February and July 2024, new videos were produced for this purpose. In them, the online retailer positions itself as a platform for technology enthusiasts who want to share their insights and expertise in a lively community.

The new commercials were once again developed in-house by the Digitec creative team, supported by specialized partners in the areas of pre-production, filming and post-production. They have been online since Monday in German-speaking and French-speaking Switzerland as well as on relevant social media channels such as Facebook, Instagram, TikTok and Twitch.

Responsible at Digitec Galaxus: Martin Walthert (Chief Marketing Officer), Flurin Spring (Creative Director), Jill Wanner (Teamlead Brand Communications Management), Annina Müggler (Teamlead Creation), Mariya Alipieva (Project Management, Brand Management), Armin Tobler (Director & Editor), Daniel Kobi (Art Director), Manuela Rüegg (Producer), Bastian Otter (Copywriter), Valentina Sproge (DoP), Cédric Feusi (Digital Marketing), Luca Giugliano (Digital Marketing & Media Planning), Fabrizia Wicki (Social Media), Martin Jud, Lorenz Keller, Samuel Buchmann, Patrick Vogt, Katja Fischer (Script Consultants), Alle Zusammen (Concept), Language Services (French Transcreation). External partners: Prisca Baumann (production design), Gabriela Wassmer (hair & make-up), Lukas Graf (gaffer), Raphael Werner (lighting technician), Florian Hinder (set sound), Yasmin Joerg (assistant editor), Simon Hardegger (grading), UKO - The Audio Suite (sound post-production), Atelier 229 (casting), Alex Biondi (location scouting).

61% of SRG users also consume private media, as reported by the Research Center for the Public Sphere and Society Fög on Monday. In contrast, only 38% of people who do not consume SRG information programs do so. Commuter and tabloid media are also consumed significantly more often across all channels by SRG users than by non-users.

According to the study, the same also applies to the online sector. Only around four percent of all respondents only consumed SRG news online. This is significantly less than the proportion of respondents who only use commuter and tabloid media online (26%) or only subscription media (8%).

"Public media obviously encourages people to continue consuming news," said Linards Udris, deputy head of research at the Fög, at the media conference on Monday. The study shows "a complementary, supplementary use" rather than a crowding out of private media. "The displacement thesis does not apply," said Fög Director Mark Eisenegger.

Media have a reach problem

However, both private and public media are reaching fewer and fewer people: The number of so-called news-deprived people in Switzerland has risen to a record 46%. Although the quality of the media is good overall, they have a reach problem. News-deprived people are most likely to use media on social media, according to research director Udris.

Due to the tight financial situation, there is also a concentration of media content, the yearbook continues. In regional reporting, for example, articles are increasingly being used more than once. The Fög considers a further loss of diversity at local and regional level due to fewer daily information offerings to be problematic.

The Fög recommends greater cooperation between public and private media. This is to counter the tech platforms that are siphoning off a large proportion of online advertising. According to Fög Director Eisenegger, these are the biggest challenge for all media - both public and private.

57 percent would not pay anything online

There is also a lack of willingness to pay, particularly in the online sector: 57% of respondents stated that they would not pay anything. A further 35% would be prepared to pay less than CHF 10 per month.

However, according to the study, the median for online subscriptions is CHF 18 per month. However, no statistical correlation was found between the use of certain types of media and the willingness to pay.

Whether online news is paid for or not depends more on the attitudes and socio-demographic characteristics of those surveyed. Men and younger people are more likely to pay. And those with a strong interest in news and politics are more willing to spend money on digital news services.

SRG scores highly for quality and trust

According to Fög, most respondents trust SRG news programs with 7 points on a scale up to 10. Le Temps and NZZ with 6.8 and 6.6 points. At the other end is the View with 5 points, on a par with GMX and Yahoo News.

On a scale of up to 10 points, the Fög attests the highest quality to SRF radio and television programs with 7.7 and 7.5 points respectively. Echo der Zeit" took first place with 8.1 points, ahead of "Rendez-vous" with 7.9 points, while private television was on a par with online subscription newspapers with 6.4 points.

Tabloid and commuter newspapers came last with 4.6 and 5 points respectively. However, the study expects long-term improvements in the areas of relevance and diversity as more hard news is published. This is thanks to journalistic changes that focus more on quality.

Great skepticism towards AI

The study also shows that the population remains skeptical about the use of artificial intelligence (AI) in journalism. Almost three quarters of Swiss people rate the risks of AI in journalism as high, even higher than in other areas of society such as politics or the military.

According to the study, the more AI intervenes directly in journalistic output, such as text or image production, the greater the skepticism. According to Fög deputy head of research Daniel Vogler, this may also be one reason why Swiss journalists are not prepared to use AI-generated news. However, the majority are in favor of using AI for translations, data analysis or research.

The Yearbook of the Media has been published since 2010. According to the Fög, the aim is to deepen the discussion about the quality of the media and to promote awareness of the achievements of information journalism in society. All types of media are examined, from press, radio and television to online and social media. The data basis is the Digital News Report of the Reuters Institute at Oxford University. (SDA/swi)

The "There's more out there" campaign was launched in January 2024 as part of Odlo's new brand strategy. It focuses on people who seek physical and mental fulfillment in nature. The videos explore how these unique outdoor experiences enrich their lives. They are intended to inspire all sports enthusiasts to rediscover their passion for exercise in nature. The Leading roles in the current campaign video play the Swiss biathlon stars and Odlo brand ambassadors Selina, Elisa and Aita Gasparin.

The video shows the athletes as fun-loving outdoor enthusiasts and the special chemistry that exists between the sisters. It also expresses the joy they experience when cross-country skiing together. "On days like these, it's not about training, competing or winning," explains Aita Gasparin. "It's all about the moment. For a moment, we are children again and the mountains are our playground. We are free there. We are one."

Throughout Black Friday Week from November 25 to 29, the advertising marketer will be offering its customers daily media and advertising offers with discounts of up to 80 percent.

The more than 25 offers can be found on the specially created Microsite. Together with the brands and publishers it markets in Switzerland and Austria, Goldbach has put together a selection of offers for TV, print, audio, online and content & sponsorship.

The offers are now online, but can only be booked from November 25 at 8 am. The terms of the individual offers range from the beginning of December 2024 to the second quarter of 2025.