The cross-media campaign for 4B with a regional focus aimed to increase brand awareness and improve lead generation. In German-speaking Switzerland, TV, print and digital media aimed to increase unaided awareness, sharpen the brand profile and increase brand preference. In French-speaking Switzerland, the focus was on increasing supported awareness via similar channels. In addition, a digital always-on campaign was implemented throughout Switzerland with the aim of generating leads in the form of contact requests.

Existing content is optimized

A key component of this strategy was the use of moving images in TV and digital channels. Existing video material was optimized in the best possible way using Neurons' predictive AI technology. The Teads Atelier co-creation workshop, in which the advertising agency, the media agency, the client and Teads actively participated, played a central role.

Neurons combines artificial intelligence and neuroscience to predict customer behavior and improve advertising performance. Because it was not possible to create new image and video material, existing content was analyzed and improved through targeted adjustments such as scene changes, the addition of start and end cards and subtitles. These measures were aimed at increasing the attention and understanding of the target group.

Optimization based on two scores

Neurons uses two central metrics to evaluate and optimize advertising media: The Focus Score indicates the intensity of the viewer's attention to specific image or video areas; a high value indicates concentrated attention. The Cognitive Demand Score measures the visual complexity and information density that viewers have to process. The more complex an image is, the higher the cognitive demand score and the more difficult it is for viewers to quickly recognize the relevant information.

After the first neuron analysis, the video revised by Teads Studio already achieved an uplift in the Focus Score of +14 % and a reduction in Cognitive Demand of -2 %.

Based on the neuron analysis, a complex creative setup was then developed in the Teads studio, consisting of various mobile-optimized assets as a dynamic hybrid solution of display and video ads. The campaign motifs addressed all funnel objectives - from awareness and consideration to performance and lead generation. The subsequent Teads benchmark tests made it possible to create campaign forecasts and identify the most efficient forms of advertising in terms of attention and dwell time.

Results scientifically analyzed

The results of the neuron analysis were linked to the Kantar Brand Lift study "4B Switzerland - Creative Lab: ABC Testing", which examines the advertising impact of digital ads in various contexts with a focus on brand awareness. Using ABC testing, several ad variants can be tested simultaneously in order to determine the best-performing one.

The optimization of the advertising media in the Teads Atelier proved to be crucial for increasing brand awareness. Specifically, this can be seen in the results of the Teads inRead Video Square and Teads inRead Video Landscape formats compared to the standard formats. Overall, the campaign, including all measures implemented by Konnex and Teads, led to a significant increase in leads and a reduction in the cost per lead for the digital campaign.

Preview inRead 3D Cube Square

Preview inRead Spin Card Square

In the film, Swiss Life Asset Managers uses the revitalization of the Swiss Life Brannhof on Bahnhofstrasse in Zurich to show how it takes a wide range of requirements into account in its comprehensive real estate management and incorporates them into a building renovation. The challenges are extensive: urban planning, monument preservation, energy-related issues, changing shopping behavior, structural framework conditions.

Seed developed and produced the film in close collaboration with Swiss Life Asset Managers. Filming took place over a period of three and a half years. In addition to the eight-minute original version, Seed also produced a two-minute short version. In addition, several social media clips on selected topics were produced in the course of filming.

Responsible at Swiss Life Asset Managers: Karin Pache, Tatjana Schachenmann. Responsible at Seed Audio-Visual Communication: Simon Koller (director, screenplay, editor), Atila Ulcay (camera), Julian Joseph, Mourad Keller (sound), Roman Linder (color grading), Matthias Müller (music composition, sound design, sound mixing), Bastian Hertel (production/recording manager), Felix Courvoisier (producer).

As the hot phase of the US election campaign begins, "America Decides" focuses on the exciting duel between Donald Trump and Kamala Harris. The podcast is aimed at listeners who want to gain a deeper understanding of the dynamics of the election campaign and the realities of people's lives on the ground.

Every Wednesday, Marlen Oehler and David Vogel alternate in 25-minute episodes with the USA experts from the NZZ. "In addition to analyzing current developments, our correspondents and editors report directly from the hot spots in America where the deep social conflicts are palpable: be it in abortion clinics in New Mexico or in suburbs where the parties are fighting for the votes of female voters," explains Sven Preger, Head of Podcast at the NZZ.

The trailer and the first episode of "America Decides" are now available on Nzz.ch and all popular podcast apps.

To get the Tilsiter cheese brand on everyone's lips, Tilsiter Switzerland launched the "Tilsiter Wisdom" campaign at the beginning of 2023. This was developed by the Ruf Lanz agency.

The Tilsit Wisdoms take up the old custom of rhymed peasant wisdom and translate it into the present day. With pointed allusions to current trends, topics and events. So far, over 50 poster subjects have been created in the formats F12, F200 and F24.

The current wave runs from 12 to 25 August 2024 and is aimed at holidaymakers in Switzerland and Swiss holidaymakers returning from the south, among others. Other subjects include the new Tilsiter public share, a participation certificate in the truest sense of the word, and the controversial topic of non-binarity, which has returned to the media spotlight following Nemo's ESC victory.

Responsible at SO Tilsiter Switzerland: Otmar Hofer (Chairman), Urs Hänni (Managing Director), Willi Oberhänsli (Marketing Manager). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht Lanz (Creative Direction), Mario Moosbrugger (Art Direction), Andreas Hornung, Markus Ruf (Text), Armin Arnold, Sherif Ademi (DTP), Gian Marco Juon (Consulting Management), Marc Engeli (Consulting Assistance). Responsible at PMC Prezzi Media: Ella Erogul, Sandro Prezzi.

Total operating income fell by around one percent year-on-year to 118.3 million francs, as the Zurich-based publishing house announced on Wednesday.

In the user market, the media company recorded higher revenues - for example thanks to the acquisition of the financial magazine The Market. However, this was not enough to offset the decline in advertising income. In the print sector, income in the advertising market fell by five percent to CHF 16.4 million and in the digital sector by four percent to CHF 21.1 million.

Income from partnerships in the event sector - such as with the Zurich Film Festival - was also six percent lower at CHF 8.4 million. The NZZ wrote of an "increasingly difficult market environment" and "intensified competition".

Total operating expenses fell much more sharply than income: in the first half of 2024, they amounted to 111.6 million Swiss francs, around three percent or 2.9 million Swiss francs less than in the same half of the previous year. According to the press release, the reduction in costs was primarily due to efficiency gains. (SDA/swi)

The public prosecutor's office had actually decided to discontinue the investigation on the grounds of defamation. However, an appeal by Yousuf against this decision has now been upheld by the Supreme Court.

As the public prosecutor's office confirmed a report by several media outlets on Tuesday, the case has been referred back to them. They are now examining the next steps, they said.

Yousuf defended himself against a Report from "SRF Investigativ"in which two journalists made allegations of terrorist financing. The High Court came to the conclusion that the evidence was not necessarily sufficient. There was therefore "no clear case of impunity" that would allow the case to be dropped.

Fraud and money laundering

The reputation of the former "crypto prodigy" Yousuf has been deeply tarnished in recent years. By investing in cryptocurrencies such as Bitcoin and Ethereum, he claimed to have become a millionaire as a teenager. However, criminal proceedings are now pending against him in the canton of Bern for commercial fraud and money laundering.

Yousuf fled to Switzerland from Kurdistan at the age of three and attracted media attention in Switzerland and abroad as the "Crypto Prince". (SDA/swi)

The reason why the articles will be subject to a charge in future lies in the financing, the medium wrote on its homepage. Unlike other media companies Centralplus It does not receive any money from state media subsidies and does not benefit from any other advantages.

The online medium, which claims to have had over 800,000 visitors per month to its homepage for the first time this year, offers various paid subscriptions. For example, there is an annual subscription from 99 francs.

Centralplus was launched in 2013. The portal focuses on the Lucerne and Zug regions. According to its own information, it employs 14 permanent staff and numerous freelancers.

The publisher is Zentralplus AG, which is based in Lucerne and Zug and was called MMV Online AG from fall 2011 to fall 2020. Nick Mijnssen is the Chairman of the Board of Directors. He is the heir to the Zug-based industrial group Landis & Gyr. (SDA/swi)

The second wave of Brack.ch's image campaign aims to convey once again that the online store delivers more than just products. In the second wave of the campaign, the view into the everyday lives of Swiss people can be experienced in the middle of nature, just in time for summer. Brack.ch has the right products for every terrain, as shown in two key visuals and three commercials that will be shown on TV and online.

The second wave of the image campaign has been running in German- and French-speaking Switzerland since Monday. The three commercials are being shown on television and online on social media and YouTube and have also been adapted for DOOH. The key visuals are spread across a large area in the form of OOH and two megaposters in Lausanne and Zurich main stations, and are also displayed as online banners.

Responsible at Brack.ch: Simon Thoma (Head of Marketing), Sandrine Knechtli (Head of Marketing Communications), Olivier Pasche (Head of Marketing Creation), David Waltenspül (Brand Manager), Corina Buchelé (Graphics & Design), Seraina Gemperli, Gabriela Hagenbuch, Kevin Roth (Photography), Franziska Dowitad (Translation Management), Niklaus Schlumpf and Michael Suter (Video Producers). Responsible for content and form: Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), Caroline Minar (Art Director), Dario Brazerol (Junior Copywriter), Stefanie Hager (Project Manager), Fabiana Paschini (Project Manager), Production: Soha Film, Jan-Eric Mack (Director), Jan Mettler (DoP), Patrizia Jaeger (Styling), Robin Fessel (Set Design), Simon Gutknecht (Editor), Roger Sommer (Colorist), DubDub (Sound Studio), Sabine Müller (Production Coordination), Rudi Haller (Executive Producer), Jonathan Heyer (Photographer).

In the current commercial for Smile insurance, David Magliocca makes a guest appearance, which he won at the Smile Swiss Influencer Awards in 2023. Together with singer Naomi Lareine, he sits singing in a convertible. The atmospheric wafts of mist and the moody lighting are strongly reminiscent of a music video. In the next scene, however, it is revealed that the fog is smoke rising from the hood of the car. Stress, a rapper from western Switzerland, looks over the hood and points out that the car is no longer working. Lareine remains relaxed, however, because she is insured with Smile.

"The new commercial not only shows the benefits of our insurance in a humorous way, but also brings the energy and talent of Naomi, Stress and Davide to the screen," says Chris Benros, responsible for marketing at Smile Insurance.

The TV commercial, which was completed in half a day of shooting, will be broadcast on all major Swiss TV channels and will also be seen in cut-down versions on social media. The content will also be used on the company's own media channels to maximize the campaign's reach and impact.

Responsible at Smile: Chris Benros (Lead Media & Communications). Responsible at Maybaum Film: Richy Hafner (director); Florian Venedey (producer); Nikolas Reigel (camera & editing); Silvan Michel (camera assistance & color grading); Tim Zumstein (sound design/mastering).

This forecast applies despite the fact that only 56.4 percent of the martech tools purchased are actually used, according to the survey. Furthermore, almost half of marketing managers see a significant discrepancy between the benefits of marketing technology and their hopes for these benefits.

Large language models rarely in use

At the same time, the survey shows that US marketers are unsure how to harness the full potential of the technologies to improve performance. The survey also found that only ten percent of companies are using large-scale language models for marketing activities, even though generative AI is already having a positive impact on companies in terms of lower overhead costs (seven percent), higher customer satisfaction (6.1 percent) and increased sales productivity (5.1 percent). "Our data shows that there is huge potential for the further introduction of AI in companies and therefore a great opportunity for marketing," says Christine Moorman, head of the CMO survey.

However, marketing managers who have integrated generative AI into their processes report significant hurdles in the survey, such as scarce funds for investment in the necessary hardware. In addition, "even the scores for key strategic challenges, such as ensuring that generative AI is a good fit for the brand and target markets, are only average, suggesting that the tools need to be optimized for better performance," Moorman said. (pte/swi)

The recently published CMO Survey was conducted for the 32nd time. For the survey, 292 marketers in management positions were interviewed.

Magnesium Biomed food supplements contain organic magnesium salt, which is particularly well absorbed by the body. Ammarkt has created an eye-catching campaign for Biomed in order to expand the manufacturer's market leadership and further increase brand awareness.

Suitability for everyday use in pink

The campaign focuses on the suitability of Magnesium Biomed food supplements for everyday use. By using everyday situations, the importance of magnesium for daily well-being is emphasized. As Biomed is the only supplier of magnesium in Switzerland to use the color pink on its packaging, it is used prominently in the campaign. The aim is to visually differentiate the company from its competitors and at the same time significantly increase the recognition value of the products.

Responsible at Biomed: Sibille Kegel (PM Magnesium Biomed), Thomas Schlecht (Head of Marketing). Responsible for Ammarkt (conception and realization): Maurizio Galassi (CD), Vanessa Preisig (AD), Iris Appel (text), Gian Enzler (IMD) Andrina Manser (DTP), Ramona Cavelti (consulting). Photography: Oliver Rust, Visualeyes International (production).

Under the motto "Cirque d'Illusion", the LiveCom industry can expect a "circus-inspired and mystical atmosphere" on September 10, writes the organizers of the Expo Event Swiss Livecom Association in a press release. Guests at the 22nd Xaver Award are encouraged to dress in red and black in accordance with the "Circus Chic" dress code.

As in previous years, the decision as to which project team will take home the "Public Xaver" is in the hands of the public. Voting takes place via the new Xaver website.

"The Xaver Award 2024 is once again a symbol of excellence and innovation in the Swiss LiveCom industry. In a constantly changing world in which creativity and experience orientation are more central than ever, the Xaver Award offers a stage to celebrate the best projects, ideas and visions," says Andreas Kern, project manager and board member of the association about this year's Xaver edition.

This year's 34 submissions once again demonstrated the impressive diversity and innovative strength of the industry, Kern continued: "The Xaver Award is more than just an award - it is recognition for the courage to break new ground and for the passion that is invested in each individual project."

Lifetime Achievement Xaver Award for Rémy Crégut

In 2024, the Lifetime Achievement Xaver Award will go to French-speaking Switzerland: 64-year-old Rémy Crégut, an "impressive and multifaceted personality", writes the association. Crégut has worked in the international hotel industry, at Disneyland Paris and at the Grimaldi Forum in Monaco, among others. For the past 19 years, Rémy has shaped the Montreux Music & Convention Center 2m2c as Director, and he has played a decisive role in the organization of events such as the Montreux Jazz Festival and the Montreux Comedy Festival.

The award ceremony will take place on September 10 at Jed Events Schlieren and starts at 6:30 pm. Tickets are available online.