The car subscription provider Clyde has only been offering electric cars since the beginning of 2024. With this "All Electric. All Inclusive." approach, the company wants to set a clear signal for electromobility. In collaboration with Drop8, communication on this repositioning within the car subscription market has been supported by an online campaign since the beginning of the year.

Drop8 has been developing campaign strategies to promote Clyde's car subscription since the end of 2022. In the current campaign, in addition to a conceptual link between different communication phases, a content distribution strategy is also being pursued to support the campaign's performance goals. In addition to a multi-stage cookieless targeting approach, a dynamic advertising solution is also used to reach the right target group in order to be able to react as quickly as possible to the changing fleet inventory and the fluctuating pricing of the various models.

In three phases, the relevant target group is informed about the benefits and messages of Clyde, stimulated and encouraged to take out a subscription. In the first phase, special attention is paid to ensuring that the campaign is placed as often as possible at touchpoints relating to the topic of electromobility by means of environment-specific coverage of the major Swiss news platforms. In addition, contextual targeting ensures the coherence of the 100% Electric positioning with the content consumed. Following the common thread of the campaign framework, interested users were transported to the final phase by means of content-related messages and encouraged to complete predefined conversions. These interlocking and coordinated communication phases provide the campaign with the necessary structure to efficiently reach the target group relevant to Clyde with online advertising.

Clyde's blog features content on the topic of electromobility. In order to use this effort synergistically, the regular distribution of the blog content is included in the advertising playout as part of native ads. On a monthly basis, Drop8 adapts new blog content in a variety of native ads and generates traffic from interested users to the individual articles. In this way, Drop8 uses Clyde's knowledge transfer on the topic of e-mobility directly in operational campaign optimization. In addition to strengthening the positioning as the only 100% electric car subscription, the content distribution also had a positive effect on the quantitative performance of the campaign. Because interested users come into contact with Clyde in a relevant context, a positive perception of the brand is promoted and they can be integrated into further campaign phases.

In order to take account of Clyde's constantly changing fleet inventory, it was already clear in the run-up to the campaign that a dynamic creative process was necessary. Drop8 worked with a technology partner to develop a comprehensive solution that allows all creative elements to be adapted within a very short space of time. In addition to changing promotional prices, new car models can also be included in the delivery. At the same time, this flexibility allows campaign performance to be taken into account and campaign-relevant KPIs to be improved by means of dynamic creative optimization. As a bonus, the video-based advertising media are played out in 4K quality and without loading time using adaptive streaming technology, resulting in a saving of several tons of CO2 emissions.

Responsible at Clyde: Fabian Huber (Senior Manager Performance Marketing), Livia Decurtins (Marketing/Communications). Responsible at Drop8: Miguel Pinto Alves (Junior Campaign Manager) & Fabrice Lalive (Director Innovation & Technology). Visual campaign appearance: Pop Creative.

Sometimes, when the surprise and joy of really good news is really great, a mishap can occur. This is also the case in the new Mobiliar campaign by Jung von Matt Limmat. A few things get broken in the sheer joy of the surplus fund payout.

The three commercials for the surplus fund are now designed in the usual humorous "Liebe Mobiliar" style. For once, however, the losses are not caused by fateful events or human shortcomings, but by uncontrolled gestures of jubilation. In this way, Mobiliar is once again communicating that it can offer its customers CHF 189 million in premium reductions this year.

When it shakes with sheer joy

This year's surplus fund campaign focuses on two TVCs and an online video. In the online video, a young woman in her car is so happy about the premium reduction that she accidentally presses the horn. In a garage, a mechanic almost drops the car lift controls in disbelief while reading the Mobiliar news. And behind the curtain of a theater, an actress gives free rein to her happiness so exuberantly that she bumps into a lever.

The two TVCs and the online video will be shown in German, French and Italian throughout Switzerland from Thursday and will be accompanied by a broad-based OOH and radio campaign.

Responsible at the Mobiliar: Hanna Poffet and Angéline Willisch (Marketing Communication Managers), Lorenz Jenni (Head of Brand Leadership & Marketing Communication). Responsible at Jung von Matt Limmat: Anouk Karrer (Creative Direction), Luca Schneider, Hansjörg Vögeli (Art Direction), Brian Rossbach, Jessica Gözoglu (Text), Natascha Imfeld (Agency Producing), Benjamin Eugster (Strategy), Fabienne Weidmann, Melissa Diday (Consulting), Tina Mons (Client Service Direction), Stefan Näf (Managing Partner), Wolfgang Bark (Managing Creative Director), Luitgard Hagl (Managing Creative Director). Responsible at Blish: Jana Weber (Project Management), Roman Aebi, Jessica Kottmeyer (Realization), Jlona Kopf (Managing Director). Production: Stefanie Claudia Brand, Frieder Wittich (Director), Björn Knechtel (DoP), Alexander Jurkart (Editor), Südlich-t (Grading/Online), Tonstudio (Jingle Jungle). Responsible at Mediaschneider: Tarek Alfaiech (Media Consultant), Christian Rufener (Managing Director).

After several years together at the Ginetta agency, Martin von Siebenthal and Kenji Nguyen have decided to become their own bosses and open their own agency. Maji Studio to found Maji. Thanks to the extensive expertise of the two founders, Maji is a versatile digital agency: "We complement each other very well: from strategy to design to development, we also take on complex projects - without overhead," explains Kenji Nguyen.

Digital and social

Maji Studio wants to focus on projects that have a positive impact. "Whether ecological, social, NGO or cultural: we don't just want to design beautiful websites, we also want to make a difference. With the help of the latest technologies such as AI, we create real added value for our customers, their users and therefore our society," explains Martin von Siebenthal.

This aspiration was a key driver for the founding of the agency, it continues. The first projects have already started.

In multilingual communication, companies across Europe lose billions every year with inefficient translation solutions. On the one hand, the same or similar texts are translated again and again by specialists. On the other hand, classic AI solutions repeatedly make similar errors that need to be corrected on an ongoing basis.

This is where the newly formed company wants to start. Under one roof, Supertext combines company-specific AI translation models with professional human translations. The AI continuously learns from the linguistic expertise of the translators and vice versa. The aim is for companies to benefit from a "standardized and simplified workflow" in multilingual communication while at the same time gaining security in terms of language quality and data security, according to a press release.

The consolidated team reportedly comprises around 120 specialists in the fields of artificial intelligence, linguistics, project management and security in Zurich and Berlin. In addition, there is a global network of over 3,000 freelance language professionals.

New management structure and planned rebranding

Samuel Läubli, co-founder and former CTO of Textshuttle, will take over as CEO of the new company. Läubli obtained his Master's degree in Artificial Intelligence at the University of Edinburgh and completed his doctorate at the Institute of Computational Linguistics at the University of Zurich. The UZH spin-off Textshuttle was founded in 2016. "By combining AI-based and human translation on one platform, we are creating a unique offering that covers all the language needs of demanding teams and companies from a single source. I am convinced that we have set the course for sustainable growth with this merger and I am delighted to be actively shaping the transformation in my role as CEO," says Läubli.

The new management team also includes Laura Fernández, previously CEO of Supertext Corporate, and Lucas Seiler, previously CEO of Textshuttle. The two Supertext co-founders and board members Fabian Dieziger and Rémy Blättler will support the integration of the two companies and take on active roles in strategic business development.

Initially, Supertext and Textshuttle will continue to operate under their existing names and drive forward the integration of all business units in parallel. The launch of a joint, fully integrated platform and a transformative rebranding under the Supertext name are planned for the end of 2024.

CSS health insurance celebrates its 125th anniversary in 2024. The community of solidarity that stood at the beginning of CSS has lost none of its significance in 125 years. But how does CSS draw the strength from this to take on challenges with courage and look to the future with enthusiasm?

Thoughts and stories on the 125th anniversary

The brand storytelling agency McKinivan took these questions and translated them into a concept as a storyline for the anniversary communication. To this end, they collected voices and stories that convey how the CSS community offers security, partnership and confidence in everyday life. The stories range from reports on the modest beginnings as a small Catholic workers' association to interviews about today's position as the largest and one of the most innovative health insurers in Switzerland. They are intended to show how CSS continues to write its history day by day.

A stringent channel strategy for the anniversary year

The Microsite is also intended to invite visitors to discover the interactive timeline and the stories surrounding the 125th anniversary of "Gesundheitspartnerin". The storyline served as a cross-channel focal point for all communication activities for the anniversary. McKinivan also produced the launch video and created social media content. The microsite was implemented in collaboration with Networking and Sir Mary.

A magazine-style publication

The printed chronicle is a journey through the past, present and future of CSS. At the same time, it is a tribute to all those who have helped shape the history of health insurance. Above all, the idea of solidarity still plays a key role today. The milestones and challenges of the past 125 years have been carefully documented in detail.

The printed chronicle of CSS is not just a magazine-style publication, but a testimony to the times, intended to preserve the values and spirit of CSS for future generations. McKinivan conceived the magazine architecture, implemented the editorial design including illustrations and created the texts for the entire publication in collaboration with an editor.

Responsible at CSS: Marco Imboden (Head of Corporate Communications), Philippe Heiz (Project Management), Angela Geering (Head of Corporate Publishing), Roland Hügi (Editorial Office). Responsible at McKinivan: Nina Vagli (project management), Pius Sidler (concept), Joëlle Stocker (design), Fabienne Paul (illustration), Andreas Treichler (desktop publishing), Nina Goldiger (shoots).

The sponsors are the Keystone-SDA news agency, the Swiss Broadcasting Corporation SRG and the Swiss Media Publishers Association VSM, as was reported in a press release on Thursday. They are supported by the Mercator Foundation.

According to the information provided, the new organization bundles numerous initiatives and projects. Plans include educational programs, events, media research and studies.

Young people and other population groups should be able to improve their news literacy. This includes the ability to critically evaluate news, check sources, understand media and analyze information appropriately.

According to the press release, the promoters are aiming to network education, science and journalism. In doing so, they want to make a contribution to strengthening democracy.

The national umbrella organization "Use The News Switzerland" sees itself as a hub for its own contributions and offers from partner organizations. Internationally, it works with the German news agency DPA and the Dutch agency ANP, among others. (SDA)

In her new role, Viola Tami will be portraying Swiss people who have achieved extraordinary things in their lives from May. "There are so many unique people in our country to report on. That's why I'm really looking forward to my new role at GlücksPost," says Tami.

The 42-year-old began her career in the SRF soap "Lüthi & Blanc", in which she appeared for eight years. She later hosted shows such as "Die grössten Schweizer Talente" and "Hello Again! The pop hit show". She has hosted the hit show "Ding Dong" since 2020. She also regularly appears on the theater stage in plays such as "Die kleine Niederdorfoper" and "Oh läck du mir".

"Viola Tami is one of the most popular and talented presenters in Switzerland. As the author of GlücksPost, she will now show a new side to herself. We are very much looking forward to this," says Dominik Hug, Editor-in-Chief of GlücksPost.

After graduating from the Nau-Academy, Zimmermann worked as an editor for the sports and later the news department. In the summer, he will graduate from the University of Applied Sciences Graubünden with a bachelor's degree in business administration, specializing in sports management.

"Yannick Zimmermann has developed magnificently," says Micha Zbinden, Head of Journalism at Nau Media. "After completing his studies, the time is ripe for him to take on a management role at Nau.ch. The aim and concept is to train, promote and support our own people."

Zimmermann will take up his position at the beginning of September 2024. "I would like to thank the company for its great trust. It's the perfect time for me to take on this challenge. I am full of motivation and eager to drive forward the development of the regional pages of Nau.ch. The potential is huge," says Zimmermann.

The seven regional pages on Nau.ch were launched just under a year ago. The regional pages for Zurich, Bern and Basel each have well over one million users per month, according to figures. According to Nau.ch, they are "an important link between national reporting and the 127 local pages".

With the "Re-Loved." campaign campaign, Ricardo has repositioned the second-hand marketplace in recent years, particularly in the fashion & accessories category. Now the next generation should also be encouraged to buy and sell fashion on Ricardo.

Advertising intended for the feed

For the 18- to 30-year-old target group, Ricardo has chosen a social-first approach for the form, storytelling and messaging with Friendly Greetings. Creators were the focus right from the start.

The inspiration for the campaign concept came directly from fashion influencers' feeds, where they usually present themselves at home and in a very personal way. It is precisely this feeling of closeness that the new campaign aims to convey.

The influencers @_.larush._, @samiloft, @mrsfluffle, @margauxcestdoux and @kevincostinha are staged within their own four walls. In natural, less posed situations and in their own style, they showcase Ricardo's sustainability, wide selection, low prices and other advantages.

The campaign is now running on Instagram, TikTok, the Google Display Network and on Ricardo itself. The campaign is accompanied by organic video content in collaboration with the same and other creators - all of whom are currently also active on Ricardo as sellers and buyers.

Responsible at Ricardo: Vivienne Merz, Olivier Schorro (Brand Marketing), Cathrine Günther (Digital Marketing), Samira Waldispühl, Alberto Bozzi (Content & Social Marketing), Christine Moch (Overall responsibility). Responsible at Friendly regards: Kevin Zysset, Laura Leuenberger, Seraina Meier (Art Direction), Julian Riegel (Text / Concept), Damian Del Fabbro (Consulting), Fabian Biedermann, Pascal Deville, Samuel Textor (Overall responsibility). Tasty Pictures (Film & Photo): Pascal Duschletta, Lea Fee (Producer), Fabio Martin (Director / Photography), Jonas Steinbacher (DoP), Nicolas Bechtel (Editor) Simon Hardegger (Colorist). Tings (social media): Nida Sentürk (Project Manager), Jennifer Kitzka (Influencer Research), Yannik Tschan (Head of Influencer), Hera Zimmermann (overall responsibility).

For over ten years, Rüeger headed the Institute of Marketing Management IMM at the Zurich University of Applied Sciences ZHAW and drove its development forward. For this, he was recognized internationally in 2022 with the "Male Entrepreneurial Leader of the Year" (Runner-up) award from ACEEU. The institute was honored with the Best Performing Team Award.

Prior to this, Brian Rüeger was deputy head of the former Center for Marketing Management at the ZHAW. He also gained entrepreneurial experience as a founder in the fields of banking information systems and telecommunications infrastructure solutions. His academic background includes a degree in economics from the University of Zurich and a PhD in marketing from the same university in 2015.

Rüeger succeeds Matthias Rüegg, who will retire at the end of 2024.

Curdin Mark has organized and implemented over 100 referendum campaigns. Political communication and campaigning have been his preferred field of activity for many years. In the respective alliances, he always worked as a non-partisan and non-partisan campaign coordinator for a common goal. "Building and maintaining a nationwide network in politics, business and society was key for me," emphasizes the experienced consultant and campaign manager. Curdin Mark now wants to cut back professionally and hand over his business activities to younger hands.

In Communicaziun.ch, Curdin Mark has found the right partner for him. As Head of Public Affairs, Severin Geisseler will increasingly drive the area forward in future. Communicaziun.ch has already supported various voting and election campaigns in the past. "The handover of Curdin Mark opens up a unique opportunity for us to strengthen the Public Affairs division," Armin Spescha, Managing Director of Communicaziun.ch, is convinced.

Curdin Mark will provide Severin Geisseler with strategic support during the first campaign implementations. Over the past ten years, Severin Geisseler has already implemented numerous election and referendum campaigns at federal, cantonal and communal level. The politically-minded project manager is supported by a team of experienced copywriting and communications professionals. "I am very motivated to use my commitment and expertise to contribute to the success of political projects in Graubünden and the whole of Eastern Switzerland," emphasizes Severin Geisseler.

Communicaziun.ch's portfolio includes political and issue monitoring, political strategy consulting, election and referendum campaigns, stakeholder management, lobbying and contact programs.

Naguib Sawiris, Chairman of the Board of Orascom DH, opened the forum in Andermatt with a simple but profound sentence: "Events are incredibly important for people". This was a recurring theme throughout the forum, which highlighted the importance of live entertainment and the potential of data and innovation, among other things. Oliver Niedermann, co-host and CEO of Ticketcorner, began by taking a look at the industry, which was also in excellent shape in 2023 with record volumes. At the same time, he emphasized the importance of data for future action.

Partnership beyond sponsorship

Hans-Willy Brockes, co-host and Managing Director of ESB Marketing Netzwerk, gave the participants the perspective of "partnering instead of sponsoring". The motto reflects the growing importance of authentic experiences and sustainable relationships between brands and the audience.

Sponsors from the telecommunications, food, insurance and banking industries emphasized the importance of core entertainment values for their customers. It's about awareness and image, said Gabriel Thomann, Head of Sponsoring and Events at Sunrise. With Sunrise Starzone, his company is heavily involved in the music market. However, the sponsor representatives also emphasized that a partnership requires the event organizers to get involved. For example, in political discussions about sponsorship, or that money is not the only factor in the collaboration.

New challenges and opportunities

The discussion about the transformation from "Love Brands" to "Trusted Brands" highlighted the current challenges facing the industry. Selective media perception and the role of artificial intelligence (AI) in distorting reality require a new type of brand management. Christian Jungen, Artistic Director of the Zurich Film Festival, also emphasized the social responsibility of entertainment in this context: "Kids are losing contact with each other. It is also the task of entertainment to bring them back together."

A lot of attention was also paid to cinema at this year's 360° Entertainment. After all, the medium that was declared dead is on the rise again - the market is growing. Stefan Gubser, actor and producer, is not least pleased about this. And he is convinced that his profession will continue to defy AI for a long time to come. In many ways: "For stories that touch, you still need people."

AI: entertainment industry as the key to the future

Pascal Kaufmann, founder of Mindfire Foundation & AlpineAI, would probably agree. The neuroscientist is convinced that the entertainment industry will become a key industry in the age of AI. "What will people do in their free time when AI takes over? They will use and enjoy more entertainment. The entertainment industry is one of the most important industries of the future," he appeals to industry representatives. After all, Homo Faber - the producing human being - will be followed by Homo Ludens - the playing human being.

Market forecasts and statements

The industry is also optimistic about the near future. "Switzerland will remain an exciting market for artists," predicted Oliver Rosa, Managing Partner of the Gadget abc Entertainment Group. He even emphasized the growing importance of the Swiss market. Thomas Dürr, CEO of Act Entertainment, added: "Live music cannot be copied", and referred to the uniqueness of the live experience. This was also emphasized by dialect icon Sina in her conversation with Sven Epiney, in which the two looked back on 30 years of the artist's musical work in a lively Valais dialect. Another moment that underlined the importance of events for people.