34 campaigns were selected as finalists for this year's Effie Awards Switzerland. 24 of them were able to secure precious metal. In the coming weeks, m&k will reveal the winners in various stages. The winners will be celebrated at the award show on November 13, 2024. The next Bronze Effies will go to Thjnk, TBWA\Zürich and Inhalt und Form.

Ochsner Sport - Winter World Cup Campaign 2022 (Brand Image category)

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.

Ochsner Sport's World Cup campaign shows the power of communication even under adverse conditions. Major football championships are usually accompanied by 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 AG
Lead Agency: thjnk Zurich AG
Other agencies / companies: JBW Media AG

Migros Bio - Animonials (Activation category)

Migros Bio recorded an increase in sales in the organic range of +13.2% (+9 PP over Migros' total sales) and gained market share of +1 index point, while its largest competitor lost -1.3 index points.

If you shop today, you can hardly save yourself from all the sustainability labels. And all these (near-)organic labels advertise with the same farmyard romanticism. Migros Bio has recognized that this does not need to be differentiated and that the category convention needs to be broken. Instead, a new and credible authority has its say: nature itself. Frogs, seals, cockatoos, panthers and kangaroos become unseen animonials and report on the quality and sustainability of their favorite Migros Bio products. The campaign not only succeeds in turning a label that has been quiet for a long time into a brand, but also in communicatively pushing its biggest competitor into the background, disproportionately increasing sales of sustainable products and gaining market share.

• Client: Migros Cooperative Federation
• Lead Agency:thjnk Zurich AG

McRaclette - The Cheesiest Song Ever (Social Media / Influencer Marketing category)

More than 4000 fans wrote a love song for McRaclette in co-creation with well-known Swiss rappers, which made it into the Zurich club scene and the streaming charts.

As part of the McRaclette campaign, an activation was launched specifically for Gen Z. The aim: a culturally relevant interaction between the brand and the target group. Young people want to help shape brands - which is why we invited them to co-create a love song for McRaclette. The lyrics of the song were written by GenZ themselves - in the comment column of an Instagram livestream. Three well-known Swiss rappers then curated the fans' lines and composed the "Cheesiest Song Ever". The livestream organically reached more than 120,000 accounts. More than 4,000 participants wrote 1,100 comments within 30 minutes. The final song reached number 1 in the Apple Music playlist "The New Switzerland", among others.

Client: McDonald's
Lead Agency: TBWA \ Switzerland AG
Other agencies / companies: OMD (Switzerland)

Give your Skin a Voice (Doing Good/Positive Change category)

With minimal effort and no media budget, the campaign managed to achieve maximum impact at the location of the event (10,000 activated message carriers) and beyond (9 million organic impressions).

People of all genders continue to be confronted with sexual harassment. The "Give your Skin a Voice" campaign sends a clear signal against this and raises awareness and encourages the target group to take active action against sexual harassment. The results show that with a creative idea and excellent implementation, maximum impact can be achieved with minimal effort and no media budget. The results: 10,000 message carriers with strong tattoo statements that received a lot of attention through over 9 million organic impressions in German-speaking Switzerland, a significant increase in the number of reports via the City of Zurich's reporting tool of 28,36% and a powerful statement in the fight against sexual harassment that still resonates today.

• Client: Zurich city
• Lead Agency: Content and form advertising agency LSA

Every third person over the age of 85 in Switzerland spends their birthday alone. Pro Senectute's current campaign emphasizes this with a touching TV commercial, among other things.

Very old people are significantly more frequently affected by loneliness than younger seniors aged 65 to 74. Lonely people suffer from a lack of personal relationships, which can have a serious impact on their health. The current campaign is intended to make it clear that Pro Senectute is committed to helping older people and thus alleviating the loneliness that many of them suffer from. To this end, the foundation provides low-threshold services such as household and visiting services.

The campaign includes a TV commercial, social media clippings and dialog measures and is now on air.

Responsible at Pro Senectute Switzerland: Sandra Kathriner (Head of Marketing Services), Martine Olinger (Marketing Services Specialist). Responsible agency (conception, implementation, production): Bold. Color Grading: Our colors.

Stämpfli Kommunikation and the Association Management Institute (VMI) at the University of Fribourg have once again gained insights into the current communication practices and challenges of Swiss associations as part of their second comprehensive survey. A total of 379 organizations took part in the online survey - a record number, according to Stämpfli, which underlines the growing importance of digital and strategic communication.

The study highlights clear trends in the digital transformation, sheds light on resource bottlenecks and provides practical ideas on how associations can make their communication and marketing fit for the future.

Where do the associations stand today?

Compared to the previous study from 2017, there are clear trends: the use of social media is still on the rise. LinkedIn and Instagram in particular have gained massively in importance in association communication. While traditional advertising media are losing relevance, events and face-to-face meetings remain key communication platforms. "The results are a reflection of increasing digitalization, but also of the durability of proven communication channels," says Nathalie Maring, co-author of the study.

Resources and target groups as challenges

In addition to the trends, the study also sheds light on the current challenges facing associations. Many are struggling with limited resources and the growing pressure to appeal to younger target groups. Almost three out of five associations are therefore planning targeted measures to rejuvenate their members - a key issue that could determine the relevance of many organizations in the future.

Targeted support for modern communication strategies

Stämpfli Kommunikation plans to use the results of the study in a targeted manner to support clients in the further development of their communication strategies. "We will use the new findings of the study to guide our clients through the challenges of digital communication and offer them targeted added value," emphasizes Monica Masciadri, Co-Head of Association Communications.

Although the detailed scientific publication of the study will not be published until the end of October 2024, associations can already access findings that they can use to optimize their communication strategies. "The study not only takes stock of the current situation, but also provides practical ideas on how associations can future-proof their communication," explains Prof. Dr. Markus Gmür from VMI.

The striking building directly on Rosengartenstrasse, once built as Zurich's first high-rise, has - after years of planning - been given the green light for refurbishment. Evoq Communications in Zurich was commissioned to provide communications support for the project. The main medium of the information campaign is a website specially designed for the planned use. Under House-of-diaconia.ch future visitors will have their say, the most important milestones of the project will be presented and open questions will be answered transparently. The website will continue to provide information on the status of the overall renovation and interim uses of the large terrace. The opening of the "HDD" is planned for 2027.

Other important activities in the run-up to the vote on the 50 million project included events, guided tours and a public exhibition. Interested parties and residents were able to contribute their ideas and wishes for the HDD in a participatory process. Shortly before the building application and the vote, the neighborhood was invited to an information event and an exhibition about the renovation and use. In further events, the responsible project team from the Reformed Church of Zurich provided information within the church circles entitled to vote.

Flyers, posters, social media posts and house tours were the corresponding communication tools and offers that Evoq developed and implemented. The style of communication and the voting campaign was deliberately designed to be informative and thus tailored to the characteristics of the target group.

Evoq designed the voting brochure for the actual referendum in collaboration with illustrator Benjamin Güdel and copywriter Marc Lustenberger. Around 65,000 copies of the brochures were sent to the members of the parish together with the official voting documents by the Zurich State Chancellery.

Responsible at Reformed Church Zurich: Philipp Nussbaumer (project manager), Christian Schwarz (media officer), Fabian Kramer (press officer), Nathalie Aeschbacher (construction project management), Dominic Zurbrügg (design), Franzisca Vattolo (conception), Jonathan Gut (production). Responsible at Evoq Communications: Adrian Schaffner (project management, concept, text), Markus Wohlhüter (creative direction), Gianluca Flütsch, Kira Riccius (design), Dominique Haussener (web concept), Corinne Brunner (screen design), Giannina Binder (motion design, front-end programming), Marcel Marty (back-end programming).

In addition to the fact that 63 employees will fall by the wayside, the closure will lead to an "irretrievable loss of know-how", said the various speakers. They also criticized the impact on the media sector and "an economic mistake" on the part of Tamedia.

The printing plant, which was classified as unprofitable by the Zurich group, "could be largely profitable", said Dominique Gigon, responsible for French-speaking Switzerland at Syndicom. According to the union's analyses, the current deficit is due to the relocation of production to Bern and Zurich.

Gigon also expressed the view that by closing Bussigny and Zurich and concentrating on the single printing plant in Berne, Tamedia would no longer be able to meet demand and would have to forego printing its own titles or those of customers. "Tamedia is sabotaging itself," he said.

Pierre-Yves Maillard, who was also present in Bussigny, confirmed that Tamedia "wants to stop the paper", even if the company "does not say so and proceeds in stages". The Vaud Councillor of States and President of the Swiss Federation of Trade Unions also accused Tamedia of "mistreating" its employees and encouraged them to "fight".

When asked, Tamedia said that the company "understands the frustration of the employees and their desire to express their dissatisfaction". However, Tamedia has been forced by market developments to implement this new strategy, which includes the closure of the printing plants in Bussigny and Zurich. (SDA/swi

For once, Ingo Zürich lets the benefits of PostFinance credit and prepaid cards fade into the background and focuses on what they make possible: a feeling of self-confidence and self-determination among customers. The agency has summarized this in a simple guiding principle that can be implemented quickly but also emotionally: "Want what you want. Thanks to the PostFinance credit card."

The campaign reflects this self-confidence and aims to create direct communication with a strong recognition value. The spots in the campaign are based on the central idea "Want what you want" and stage it for the various target groups and PostFinance offers. To do this, Ingo used a dramaturgical mechanism that makes up every Hollywood movie as well as a daily purchase decision: there is a problem, you look for a solution - and simply get rid of the problem.

Using this before-and-after mechanism, three stories show in just 15 seconds each what the cards can be used for and also how individual the solutions can be.

The campaign can be seen throughout Switzerland online and offline as a moving image and versioned for various static touchpoints.

Responsible at PostFinance: Martina Romo (Marketing Manager Everyday Banking), Nils Pippert (Marketing Manager Everyday Banking). Responsible at Ingo Zürich: Marika Magnuszewska, Johannes Jordan, Kathrina Seiler, Kim Prinzing, Curdin Montalta, Felicia Aeppli, Samuel Wicki (creation), Kira Verlaus, Franziska Saxer (project management) Galina Helbling (strategy). Responsible at Webrepublic: Marlon Bär (Consultant Social Media), David Rubeli & Philipp Hentrich (Consultant Programmatic Advertising and Senior Campaign Manager Programmatic Advertising), Sina Eggenberger (Consultant Performance Marketing), Vanessa Pinter (Account Director), Johannes Ardelt (Consultant Media & Strategy). Responsible at Boutiq Films: Chantal Gugger (Executive Producer), Sandro Jäger (Director), Pascal Hein (Camera), Paula Patocka (Photography), Jan Klemsche (Edit), Delfina Mayer (Color Grading), Polaire Audio (Sound Design), DubDub (Voice Recording / Audio Postproduction).

"Thanks to the commitment of the foundations, we can carry out an organizational analysis so that we can position ourselves optimally for the future and our tasks," said Foundation Board President Martina Fehr on Monday at the request of Keystone-SDA.

The aim is to develop a long-term strategy for more stable financing of the Press Council. After all, financing the office with sufficient resources is still a matter of concern for the Council, the statement continued. The no to the Media Act in February 2022 led to an acute shortage of funds at the Press Council.

The Press Council would also like to digitize its processes and make them more efficient in order to be able to respond to the growing number of complaints while maintaining the same resources. The aim is to provide even more guidance on complex issues of media ethics - such as dealing with artificial intelligence - in the future.

The Mercator Switzerland Foundation, the Volkart Foundation, the Gottlieb and Hans Vogt Foundation and the Fondation Leenaards are all involved in supporting the Swiss Press Council. "By bundling our support for the Press Council, we are creating the basis for stronger cooperation in the philanthropic sector," Riccardo Ramacci, Portfolio Manager at the Mercator Switzerland Foundation, is quoted as saying in the press release.

The foundations see their contribution as temporary assistance and not as a long-term funding perspective for the Press Council. The new philanthropic support will not replace the existing funding from the current sponsors. (SDA)

Anyone who uses, passes on, rents, shares or repairs items for longer in the spirit of the circular economy avoids waste, conserves resources and helps the climate and environment. In everyday life, however, this doesn't seem to be so easy and often a worn-out shoe is ordered from an online store instead of being resoled. The drill we bought when we moved into our new city apartment has been lying unused in the cupboard ever since - on average, a drill is actually only used for 12 minutes during its entire service life. Does this mean we have a dysfunctional relationship with our objects and things? The Jeff agency is convinced of this - and is therefore sending the people of Zurich to couples therapy. And they take the barely used drill, the broken toaster and the cowboy boots that are no longer worn with them.

Jeff uses three different therapy situations to dramatize our relationship to consumption in a humorous way. He points out that it is better to have a broken electrical appliance, such as a toaster, repaired at one of the many shops in town instead of buying a new one. The relationship with the drill can be lived openly and shared with others. And the cowboy boots that were once all the rage but now simply no longer match the outfit can be passed on. All without a finger pointing and with a link to the landing page City-zuerich-co2.chwhich lists a selection of offers and services in the city of Zurich relating to second-hand, renting, sharing, passing on and repairing and provides further information and practical tips.

Jeff Zürich developed the creative idea and realized the subjects with the production company Boutiq Films. The result is three images that have been displayed on posters in the city and on VBZ streetcars and buses since last week and will remain on display until the end of October. The campaign is complemented by three short videos that are being played on the meta platforms.

Responsible at Umwelt- und Gesundheitsschutz Zürich (UGZ): Daniela Diener (Head of Campaigns); Selina Galliker (Project Manager Campaigns); Florence Ritter (Project Manager Campaigns); Isabel Jefferson (Intern). Responsible at Jeff Zurich: Stefan Huggenberger (Creation/ Deputy Project Management); Peter Day (Creation); Peter Broder (Project Management); Stephan Gimmi (Art Direction); Tobias Harbeke (Junior Art Director); Fabian Bosshard (Polygraph). Responsible at Boutiq Films: Chantal Gugger (Managing Director & Executive Producer); Noë Flum (Photographer); Simone Unger (Line Producer); Sandra Gradient (Photo Assistant); Frederik Kunkel (Art Department); Barnabé Waeber-Gaspoz (Assistant Art Department / Video Editing); Emilie Fischer (Stylist); Peter Schell (Hair & Make-up); Bloop Sound and Music (Sound Design).

APG|SGA has been successfully marketing the advertising space in the Sihlcity shopping center since it opened in 2007. Following a tender, the OOH company was able to extend the contract for the 75 analog advertising spaces in the parking lots, at the bus station and at the entrances. An additional 15 75-inch digital advertising screens will be installed in the mall in 2025.

The Sihlcity shopping center in Zurich contains 80 stores, 16 restaurants and 850 parking spaces for around 20,000 visitors per day. It houses various additional uses such as a cinema, a hotel, a medical center, a fitness center, a cultural center and a library.

With the locations Sihlcity, Glatt, Shoppi Tivoli, Airport Shopping at Zurich Airport and Seedamm-Center in Pfäffikon, APG|SGA manages a comprehensive portfolio of shopping centers in the greater Zurich area. This POS portfolio includes a total of 415 analog panels in the formats F12, F12L, F200 and F200L as well as 52 e-panels.

Local television had 148,000 viewers on the first day and achieved a reach of 12% in the broadcasting area. The very next day, Managing Director Roger Schawinski announced that the ratings had exceeded his expectations by 50 percent. Today, the station says it reaches almost twice as many people every day: around 297,000 people.

Just one month after the launch, the station boss announced the expansion of TeleZüri; he was looking for four new video journalists, so-called VJs, to join the existing 15. And: The program was to be enriched with more entertainment.

The use of VJs traveling alone with a camera was new in the Swiss television landscape. At the beginning of the 1990s, the private television station New York 1 was the first to rely exclusively on video journalists. Practically all regional television stations later copied this simple concept.

In-house productions in Swiss German

The "TeleZüri" program was broadcast via cable network in the greater Zurich area. Even today, all in-house productions are presented in Swiss German.

Schawinski did not want to make a "second Swiss television" with "TeleZüri", as he always emphasized. Schawinski said that the station's focus would be Zurich. However, he was also toying with the idea of bringing "TeleZüri" to Schaffhausen, Zug, Lucerne and Rapperswil SG. In addition to local and regional events, the station would also broadcast information about Switzerland and the world, albeit without its own correspondents.

The journalistic responsibility lay with Managing Director Schawinski. The two partners Ringier and TA-Medien AG, each with a one-third stake, were to act in the background.

According to Schawinski, the three partners invested a total of "between eight and nine million francs" in the studio and the other start-up costs. 2.5 million alone had been invested in state-of-the-art technology.

In 2001, Schawinski sold the station together with Radio 24 to Tamedia for CHF 92 million. In 2011, Tamedia passed the station on to Peter Wanner's AZ Medien and CH Media for an undisclosed sum.

Almost unchanged program structure

The program structure has remained almost unchanged for years since the start of broadcasting. One of the best-known and most-watched programs on "TeleZüri" was the dating show SwissDate; this program, then known as ZüriDate, was first broadcast in 1994 and was hosted by Patricia Boser until 2003.

TalkTäglich, the discussion program with personalities - previously hosted by Schawinski, among others - and LifeStyle are also legendary.

Numerous well-known television personalities started their careers at "TeleZüri". For example, Arena presenter Sandro Brotz, presenter Eva Wannenmacher and former 10 before 10 presenter Daniela Lager. (SDA/swi)

Before the big annual meeting with advertising clients, agency and media representatives, the 61st General Assembly of the IAA took place on Friday. Matthias Kiess, who has been President of the IAA Swiss Chapter for a year, gave a review of the association's varied club year and an outlook on new IAA initiatives. "Based on the strategic IAA topics, we have identified projects with the Executive Board that we will tackle in the coming club year," said the TBWA CEO. "As an association, we want to play an active role in shaping the future of our industry and both set and shape the topics."

Young professionals integrated into the IAA Swiss Chapter

The association of young industry talents founded in 1996 and associated with the IAA Swiss Chapter will be organizationally integrated into the association. The "IAA Young Professionals" label and the attractive membership price will remain, while new programs such as IAA Speed Mentoring will be added to the offerings.

The board of the IAA Young Professionals will also be integrated into the IAA Swiss Chapter with three young industry representatives.

"Promoting young talent in the marketing and communications industry is a high priority for us. Through the organizational integration of the IAA Young Professionals into the IAA Swiss Chapter, we are optimizing our collaboration," explains Chantal Landis, Managing Director of the IAA Swiss Chapter. "This enables us to coordinate the various initiatives and programs more quickly and improve coordination. This allows us to provide even more targeted support to the next generation of talent in our industry." Landis is now also responsible for the business of the IAA Young Professionals.

Smile CEO new to the Board of Directors

Long-time IAA member Joséphine Chamoulaud was elected to the Board. "The advertising world is facing exciting challenges, and I am very pleased to be able to tackle these in a sustainable and future-oriented way on the IAA Board," says Chamoulaud.

Philipp Wild, Co-Head of Performance Marketing at Webrepublic, and Ismail Wicki, Senior Marketing National Sales at Weischer.Cinema, who have already served on the board of the IAA Young Professionals in recent years, were also elected to the board. Together with Joséphine Chamoulaud as Program Leader, they will represent the needs and issues of the younger generation.

Due to the age limit of 35 years, three of the five board members of the IAA Young Professionals, who actively shaped the association of young professionals for many years, took their leave: Tina Fixle from Media Focus, Maria-Sabrina Anastasiu from Roche Diagnostics and Zbynek Zapletal from Biggie. However, they remain loyal to the association as members.

Gen Alpha shapes the brand landscape of tomorrow

At a time when 79 percent of people worldwide believe that the role of a brand has changed, it is crucial to understand future consumers. Keynote speaker Emma Chiu, Global Director at VML Intelligence, spoke about this at the IAA Trendtalk. The Londoner presented various topics from "The Future 100" trend study, which is published annually by VML Intelligence and deals with trends, forecasts and emerging developments in various areas such as culture, technology, design and consumer behavior, to over one hundred participants.

In her presentation, Chiu placed particular emphasis on the needs and potential of the different generations. She emphasized that Generation Alpha has increasingly high expectations of brand promises. "Gen Alpha, which follows Gen Z, is the first generation to fully grow into the digital age and wants authenticity, transparency and sustainable practices from companies. To be successful, brands need to embed these values in their strategies and convey a strong sense of social responsibility," said the keynote speaker.

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.

This week we start with the first bronze winners: Jung von Matt Limmat and Yoveo/Team Farner.

"Yourz" (Category: Brand Image)

The targets were exceeded in all areas: 14% of the target group know the campaign product Yourz. 73% like the campaign. The FriendZ loyalty program wins 80,000 young advocates.

One year after the successful campaign for "Sixth Sense", Zweifel takes the next step to win over FriendZ for its advocate program: Zweifel is handing over the entire program to Gen Z and, with the YOURZ campaign, is letting them design an entire product including packaging for the first time - by Gen Z, for Gen Z, for more advocates in the younger generation.

Client: Doubt Pomy Chips

Lead Agency: Jung von Matt Limmat

Other agencies / companies: Jung von Matt Impact, Studio Thom Pfister, Cobolt NetServices

UBS Kids Cup - "7,000 children celebrated like stars" (Category: CRM / Loyalty Program)

The campaign "Turning 7,000 children into stars" strengthened brand loyalty through a data-based, digital and emotional souvenir, increased organic reach and forms the basis for building long-term customer loyalty.

The "Turning 7,000 children into stars" campaign successfully created a digital product that establishes a strong positive connection to the brand in the context of Switzerland's most important youth sports competition. A positive relationship was established with the target groups through the inclusion of all language regions and an innovative, appealing implementation. The high relevance of the digital souvenir creates a sustainable basis for further strengthening the relationship and gaining loyal customers with similar souvenirs in the coming years. At the same time, the relevance ensures that organic reach is generated and no traditional media expenditure is required to increase reach.

• Client: UBS Business Solutions
• Lead Agency: Yoveo / Team Farmer

UBS Kids Cup - "7,000 children celebrated like stars" (Category: Brand Experience & Partnerships)

Our campaign turned 7,000 children into stars with highly personalized finisher clips, generated impressive organic reach and strengthened brand awareness through high emotional relevance and a creative, sustainable sponsorship partnership.

The campaign turned 7,000 children into stars with highly personalized finisher clips that were delivered by email immediately after the 60-metre run. This emotionally relevant souvenir resulted in a reach of over half a million, without any media spend. By involving all Swiss language regions and working closely with all stakeholders, a digital product was created that sustainably strengthened brand awareness among the target groups. This innovative, sustainable model shows how campaigns can be developed within the framework of partnerships that are also used as a core element of the partnership in subsequent years - and that the stars of tomorrow are just waiting to finally share their moment with friends and family.

• Client: UBS Business Solutions
• Lead Agency: Yoveo / Team Farmer