The campaign breaks with conventional communication patterns in the energy sector and focuses on three key visuals that represent Switzerland's transformation towards more sustainable energy solutions. "The three key visuals symbolize the living spaces that IWB is transforming together with its customers and partners into a climate-friendly Switzerland worth living in," explains Oliver Mayer, ECD at Tatin Design Enterprises. Both the posters in public spaces and the online elements, including a specially developed landing page, provide comprehensive information and are intended to encourage people to take action.

The implementation of the campaign reflects IWB's pioneering spirit and focuses on the "climate turn" as a key element. The population is encouraged to become part of the movement towards more environmentally friendly energy solutions. A clear message was chosen for this: "Everyone can make a difference, and together we can shape a sustainable society".

"We are using the current campaign specifically to continuously cultivate and deepen brand familiarity and to position IWB as an innovative and likeable transformation partner. Our aim is to further increase awareness and at the same time communicate IWB's values and goals," explains Dominic Specht, Senior Brand Strategist at IWB.

The campaign, which was launched on Monday, includes OOH measures in German-speaking Switzerland as well as display ads and can be seen on popular social media.

Responsible at IWB: Christine Jauch (Head of Marketing), Francesco Vazzano (Product Owner Campaigning), Dominic Specht (Senior Brand Strategist). Responsible at Tatin Design Enterprises: Oliver Mayer (Creative Direction), Lukas Gysin (Strategy Direction), Nils Bärfuss (Design), Ronny Trauffeler and Dennis Derschow (Animation Design). Responsible at TWmedia: Madeleine Huber-Troendle (Online), Barbara Fiorilli (Offline).

Swiss Mountain Aid's "Kauderwelsch Ad Engagement" campaign was named "Campaign of the Month" for February. With this award, Capture Media recognizes the outstanding performance and educational implementation of the quiz-based awareness campaign.

The campaign focuses on the Schwyz dialect and tests users' understanding of it. They are shown a term in the Central Swiss dialect, the meaning of which can be guessed in a classic quiz format with three possible answers. The users mainly have Interacts with the ad via mobile devices. At 3.62%, the ad engagement rate over the entire period is well above the benchmark of 2%.

The first quiz question tests your understanding of the term "Schmeitze". Almost half of the users recognized that this term refers to rain.

Through the educational approach of the campaign and the use of the Schwyz dialect, users were reached in a playful way and made aware of Swiss Mountain Aid. The quiz game arouses curiosity and motivates users to answer further quiz questions. As part of this campaign, Capture Media, in collaboration with Schweizer Berghilfe, chose an unobtrusive advertising format that leads to increased acceptance among users.

"We tried something completely new with this ad engagement campaign in quiz format. We are delighted with how well the quiz has fitted into our overarching image campaign and are very pleased with the results," says Nicole Lutz, Head of Public Fundraising.

Click here for a preview of Desktop and Mobile.

Responsible at Swiss Mountain Aid: Nicole Lutz (Head of Public Fundraising). Responsible at Capture Media: Jan Bachmann (Commercial Manager), Naomi Vettiger (Digital & Analytics Coordinator), Leandra Cherella (Lead Digital Design).

Suissedigital has published figures on its members' business performance for 2023. In a press release, the association of Swiss cable network operators reports growth of over 100,000 mobile subscriptions taken out. This corresponds to an increase of around 3% compared to the previous year. "I am very pleased with this growth, as it is clear that the smartphone is continuing to develop into an indispensable universal device in everyday life," says Simon Osterwalder, Managing Director of Suissedigital. "The mobile market is therefore of great importance to our members."

With slight growth of 0.3%, the number of Internet subscriptions remained stable. Suissedigital recorded a decline of around 2 percent in TV subscriptions. The online tests launched by Suissedigital were accessed and carried out over 7,000 times, according to the press release. "Our tests are popular because they offer users concrete support in the fight against cybercrime", said Osterwalder.

According to Suissedigital, successful business activity in 2023 is important so that the industry can make continuous investments in the fixed network infrastructure. A nationwide expansion of telecommunications networks into FTTH networks should secure the country's supply. "These investments, which are also being made in rural areas in particular, are not only of enormous economic importance for our country, but are also a good indicator of the vitality of Suissedigital members and the relevance of their infrastructures," says Osterwalder. (Sara Meier/jor)

This article first appeared in the Web Week.

The short video platform Tiktok is particularly popular with young people. However, Generation Z not only uses the app for passive entertainment, but also for shopping. During livestreams, influencers present a product and the audience can buy it immediately via a link - similar to teleshopping. Chinese influencer Li Jiaqi, for example, earned his nickname "Lipstick King" when his followers bought a whopping 15,000 lipsticks within five minutes, like SRF reports.

Social commerce has become an integral part of the Chinese market, writes SRF continued. Tiktok has its own shopping function, which is only available in the app in China, Indonesia, Malaysia, Vietnam, Singapore, Thailand, the Philippines, the United Kingdom and the USA.

According to the report, Tiktok is planning to expand the function to Europe and build new department stores and logistics chains. This could provide real competition for the US giant Amazon. In contrast to Facebook, Instagram or Pinterest, where similar formats failed, Tiktok can score points with tailor-made content for the young target audience. This audience is particularly receptive to the marketing strategy via influencers. What's more, the algorithm quickly recognizes what people like and thus encourages spontaneous purchases, according to SRF. (Lia Perbo/ml)

This article first appeared in the Web Week.

For years, the Geneva watch show was in the hands of the Richemont Group with world-famous brands such as Cartier, Piaget, IWC and Jaeger LeCoultre. Following the demise of its Basel counterpart "Baselworld", "Watches&Wonders" was launched in 2022, with big names such as Patek Philippe, Hublot, Tag Heuer and Chopard taking part alongside industry leader Rolex.

However, smaller brands are also using the newly created platform to present their latest products. For example, Charriol, which is also strongly represented in the jewelry segment, the Lucerne watch manufacturer Chronoswiss and the Geneva-based luxury watch brand Artya. Watches&Wonders" opened last Tuesday and will continue until Monday.

Place for contacts

"The trade fair is a good opportunity for us to present our new products. We meet other representatives of the industry, sell watches and make important contacts that will lead to further sales," explained Coralie Charriol, Managing Director of Charriol, in an interview with the news agency AWP.

Charriol took over the management of the family business after the death of her father in 2019 and initiated a comprehensive restructuring of the company. This was necessary for the company's development and has led to success.

The expansion of the sales network was also important. In India alone, 14 new sales outlets were added last year, and the brand is also represented again in Thailand and Poland. "This year and next, we will focus on the USA, where we are already achieving good sales," says Charriol. The aim is to open our own stores in addition to the long-standing sales partnerships.

Half of annual sales in Geneva

Chronoswiss also counts the USA among its most important sales markets and has a lot to gain from its appearance in Geneva. "A watch brand has to rely on various strategies to make a name for itself," Chronoswiss CEO Oliver Ebstein is convinced in an interview with AWP.

Direct customer contact is an important factor at the trade fair, as almost half of the annual turnover is generated at the fair, Ebstein continues. "We can make new contacts here, because this is where all the industry players and the press are gathered."

To give visitors to the trade fair an understanding of the profession, Chronoswiss will be demonstrating the work and steps involved in watchmaking at its stand. "We only produce around 100 pieces per year and focus on the uniqueness of the product and the family history it conveys," explains a watchmaker. A watch costs between 9,000 and 15,000 francs.

Luxury for customers in Dubai

Another brand that is hardly known to the general public is Artya, which is taking part in "Watches&Wonders" for the first time. "This gives us the opportunity to present our watches and meet customers," says Marketing Manager Guillaume Fonti. "With sales in the first 48 hours of the fair, we have already exceeded our weekly target."

Founded in 2009 by Yvan Arpa, the luxury brand's customers are primarily collectors and watch enthusiasts, many of whom live in Dubai, Doha and Abu Dhabi. Artya watches are not cheap: they cost up to 500,000 Swiss francs each and are sold at 70 points of sale worldwide. (AWP/Leila Fernández)

Thanks to streaming services such as Netflix or Disney+, a blockbuster is always available at home. During the pandemic, many movie theaters remained empty, now visitor numbers are rising again. At the same time streaming platforms increase their prices or restrict the possible uses.

On behalf of Galaxus, YouGov asked a good 2,500 people in Switzerland, Germany, Austria, France and Italy how and where they consume films and series. The results showed that younger people in particular are keeping the "old" cinema alive and watch fewer films or series at home than the older generations. The biggest cinema buffs live in the DACH region - and streaming is most common in Italy, but less so in Switzerland.

More popcorn in Italy, more couch in Germany and Austria

The cinema business has recovered from the pandemic years and blockbusters - such as Dune, Oppenheimer and Barbie - are back in cinemas in droves. Most respondents watch a movie on the big screen several times a year. The popcorn experience is particularly popular in Italy and France: around 20 percent of Italians and French people go to the cinema at least once a month.

By contrast, Europe's cinema grouches live in the DACH region: in Germany and Austria, around 40% of respondents attend a movie screening several times a year, but just as many go to the cinema less than once a year. Of these, two in ten stay away from the movie theaters altogether. The picture is similar in Switzerland.

There are also differences in age, with younger people going to the cinema more often than older people. Among 15 to 29-year-olds, six out of ten go to the cinema several times a year and two out of ten even go at least once a month. There is a balanced picture between the sexes, although men tend to indulge in the cinema experience more often than women.

It's good to watch TV in your jogging bottoms

Around half of the Europeans surveyed watch films or series at home either daily or several times a week. While almost a quarter of the French respondents sit in front of the screen for entertainment every day, only 13% of the Swiss do so.

And while the younger respondents go to the movies more often, the over-45s prefer their own four walls: almost a quarter of them watch James Bond, Tatort and the like every day, and almost 40% watch them at least several times a week. And a quarter of the women surveyed also watch films and series on a daily basis. Among 15 to 29-year-olds, this applies to only 11 out of 100 people.

Series marathon with the smartphone

When it comes to watching films and series, there is one thing above all that must not be missing in the home: the TV. The box flickers in more than 80 percent of European households. In Switzerland and Austria, a laptop or computer is also sufficient for a third of respondents. Women are slightly more likely to use a TV than men, while the latter are more likely to warm their legs with a laptop.

Almost half of 15 to 29-year-olds opt for a smaller screen, be it a laptop or a smartphone. For 60- to 79-year-olds, on the other hand, the TV is almost unanimously the device of choice, at 93%.

Home theater gadgets, on the other hand, are rarely found in living rooms or bedrooms in Europe. Streaming devices such as Apple TV or Google Chromecast are most likely to be found in Germany and Italy; in Switzerland, they are a rarity at 9%. Here, men also seem to enjoy home cinema equipment more than women: 17 percent of male respondents own a streaming device and 10 percent own a surround sound system.

Italy is the streaming champion, Switzerland the streaming grouch

And how do you watch the latest Hollywood blockbuster or your favorite series at home? Paid streaming services have established themselves in Europe. Italians are the frontrunners when it comes to streaming: 75% consume their films and series in this way. The French rely equally on traditional television and paid streaming services.

Switzerland, on the other hand, prefers watching TV to streaming: Around two thirds watch traditional TV. Although half of Swiss respondents also use paid streaming services, Switzerland streams the least in a European comparison. And: Although streaming via free platforms is legal in Switzerlandthe Swiss are in last place with 13 percent compared to neighboring countries.

Online media libraries are more popular in Germany than in other countries. And DVDs and Blu-rays are not yet obsolete either: in all countries except Italy, 12 to 16 percent of respondents still pop in a silver disk for movie nights.

If you remember the preferred device of senior citizens, the result is hardly surprising: 82% of 60 to 79-year-olds watch traditional TV. The younger ones prefer streaming. And 15 to 29-year-olds and men also surf free platforms more often than the rest of the respondents.

ChatGPT designs the idea, Midjourney visualizes it and AI completes everything in line with CI/CD: the advertising campaign is created at the touch of a button. Does it work? The Swiss Brand Congress aims to open the door to a world in which experts can show where AI is revolutionizing brand management - and where it is less so.

The industry get-together will take place on June 12 at The Dolder Grand Hotel in Zurich. Under the motto "Everything new with AI?", brand decision-makers will gather to discuss the role of artificial intelligence in brand management. In up to seven parallel forums and on two main stages, the most diverse and innovative approaches in the brand world will be highlighted. Over 500 participants are expected to attend.

A breath of fresh air in the AI debate

Götz Ulmer from "David + Martin" aims to bring a breath of fresh air to the debate on AI in the creative industry in his presentation "The power of different - despite or precisely because of AI". He emphasizes the irreplaceable role of creativity and the individual approach and sheds light on how real innovation often arises from the courage to turn away from conventions and dare to try something new.

Learning from the big brands

An AI would probably never have come up with the idea of using cut-up garden hoses as the sole of a running shoe. For the Swiss running shoe brand On - a prime example of successful brand management - this was the starting signal for an incredible story. On co-founder Caspar Coppetti will be speaking at the Brand Congress about his story, which revolves around brand building and development.

Numerous practical examples also illustrate how brands see digital change as an opportunity and implement it successfully. Katia Murmann from WolfPak will share her experiences with the digital transformation of the Blick Group. She will show how the use of data can accelerate the growth of the medium. An empty fridge, a few clicks and voilà - AI suggests recipes and reorders the ingredients. Daniel Ehmann from IBM will report on how this works.

And the Katjes brand will show how things can be done differently. Managing Partner Tobias Bachmüller will explain how innovative decisions can transform a brand into a leading love brand. In addition, André Hefti, CMO of Switzerland Tourism, will provide insights into the effective repositioning of Swiss tourism.

The event will also be the stage for the presentation of the prestigious awards by the "Swiss Academy of Marketing Science", which celebrates the link between academic research and practical application in marketing.

With over 24 hours of program, the industry get-together offers an opportunity to gain in-depth insights into the future of brand management. And to exchange ideas with experts from brands such as Aldi Suisse, Die Mobiliar, Schulthess, Migros, UBS, PostFinance, Drei Österreich, Baloise, Interdiscount and many more.

The Swiss Brand Congress is organized by the ESB Marketing Network together with Htp St.Gallen and the University of St.Gallen. Registration at https://www.marken-kongress.ch/anmeldung/. 

The project "Arosa Tourism: Arosa makes dreams come true", implemented by Yoveo | Team Farner, wins Best of Swiss Web 2024. The jury justified its choice as follows: "Arosa as a destination has the task of generating new reach and engagement for the resort every year. The new 2024 winter campaign has succeeded in capturing the magic of the mountains. To do this, the latest possibilities of GenAI were used to transform mountain dreams into campaign images. The campaign asked: 'What is your # mountain dream?' and called for people to have their own personal mountain dream turned into an image by an AI tool. This first crowd-generated AI campaign in Switzerland attracted attention and convinced the jury with its emotional and exemplary brand experience staged on various channels."

93 awards in eleven categories

The expert jury of Best of Swiss Web came to the following conclusion: 11 gold buoys, 28 silver and 54 bronze awards. The winning projects provide a glimpse into the world of dispatchers, show how digital learning works today and what makes a modern e-commerce platform.

An overview of all gold, silver and bronze winners can be found on the Website of Best of Swiss Web.

Gold for "The FlipCode Mystery" at the Goldbach Crossmedia Award

30 campaigns competed for the Goldbach Crossmedia Award at the Award Night. The winner was the client Samsung and contractor Sir Mary with their immersive multichannel campaign "The FlipCode Mystery" (Werbewoche.ch reported).

In the video: Presentation of the three Crossmedia Awards and the winner interview with Fabian Fehr, Head of Mobile Markom Samsung Electronics, Nicolas Hostettler, Managing Director Sir Mary and Adrian Merz, Executive Creative Director Sir Mary.

On Thursday evening, the Best Swiss cross-media campaign at the "Best of Swiss Web" award night at the Zurich event location "The Hall". In the 20th anniversary edition, the Sir Mary team was able to impress with "The FlipCode Mystery" for Samsung. The immersive multi-channel campaign for the new Galaxy Z Flip5 flip phone was realized in collaboration with the Swiss TV series Tschugger.

The aim of the advertising campaign was to get both Gen Z and millennials in German-speaking Switzerland excited about the new Galaxy Z Flip5. Instead of playing on the young target group with existing international commercials, the aim was to link the product with a tangible experience and thus anchor it in the Swiss market.

An activating campaign was created for this, in which the target group was given the opportunity to solve an interactive crime case involving the new cell phone as an "assistant chugger". "The FlipCode Mystery" focuses on all relevant digital and social channels and in turn links these selectively with the classic TV broadcasts of the Tschugger season - an intelligent symbiosis of classic TV and digital activation.

Second place went to the "Tags against Crime" campaign by Jung von Matt Limmat for Maison Blanche, and bronze was awarded to TBWA\Zurich and OMD for the "Chicken McNuggets of Love" for client McDonald's Switzerland.

Swiss campaign is the public's favorite

The public was also able to vote for their favorite campaign for the anniversary edition. Over 2100 people cast their vote. The Swiss Christmas campaign "#LXmasWithYou", which was implemented by Swiss, Msm Communication and Tamino Productions, was voted the public's favorite.

Just like its 5th anniversary, back then at the Ziegelhütte restaurant in Schwamendingen, the agency wanted to celebrate its 10th anniversary with customers, partners and (former) employees. "With those who made FG possible," says co-founder Samuel Textor.

The aim this time was to celebrate the way the agency had "done it 10 years ago": In a club - with music, a concert and karaoke. The Club Sender in a side street not far from Langstrasse was packed to bursting point. After an extended aperitif and a short speech, Zurich artist and home-grown talent Lil Bruzy, who started his career at Freundliche Grüsse years ago, played. He was accompanied on the turntables by DJ Mijo, and Jay Boogie was the DJ for the rest of the evening.

DillySocks and Zweihund want to show that you can be a little bolder, and not just when choosing your socks. That's why the film production company was commissioned by the sock manufacturer to design and develop a crazy commercial that presents the label's colorful and original socks not only as a fashion statement, but also as an expression of personal attitude to life. With a great deal of trust and creative freedom, Zweihund created colorful and playful worlds that do justice to the unusual sock designs and were implemented consistently and with high quality over the course of 2023 - despite a small budget.

The combination of live action shot in the Bluescreen Studio and imagery generated with Unreal Engine is intended to illustrate in an entertaining way that everyday life could be a little more colorful and crazy with the right socks. This is underlined by the new, long-term strategic brand positioning "Add some Dilly to your Life", already developed by Serviceplan Suisse for the 2023 Christmas campaign, which also provides the desired framework for this campaign.

DillySocks will show the commercial on various video platforms such as Instagram, YouTube and Facebook, but also in selected cinemas. The new Spring/Summer Collection 2024 is currently being advertised across all channels in a long and various short versions of the film.

Responsible at DillySocks: Sean Pfister (Founder Head of Design), Stefanie Bereiter (Content & Shooting Manager) Mirco Kunz (Digital Designer, Motion) Matthias Waser (Designer, Motion), Thomas Veit (Head of Marketing) Moritz Heitzer (Performance Marketing Manager). Responsible for two-dog: Jonas Meier (concept, creative direction and direction), Niels Vije (producer), Jonas Meier and Mike Raths (art direction & editing), Simon Bitterli (camera), Mike Raths (VFX), Jürgen Kupka (color grading), Gregor Rosenberger (sound design).

After studying journalism in Winterthur, Melissa Schumacher completed her internship at Blick TV and most recently worked as a junior planner in the newsroom. After working in the video team at CH Media and on the editorial team of "Gesichter und Geschichten", she will replace Nicolo Carle, who has decided to leave RMS to begin his studies.

In the RMS Coordination Team, Schumacher will primarily be responsible for the project management of key and flagship topics in order to place them optimally in terms of content and distribution on all Ringier Media Switzerland channels. "With Melissa, we are gaining an experienced and strong journalist who also has the necessary planning experience and already knows our titles and brands inside out," says Daniel Egli, Head of Coordination RMS.