Seven draws were held in seven months, resulting in over 14,000 winners. On the 20th of each month, when many people's accounts are close to zero, the PostFinance Card became a lottery ticket. Customers qualified for the monthly lottery of a different kind simply by holding a PostFinance Card.

Winning spectacle at the perfect time

The monthly draws were staged by presenters Nik Hartmann and Ramin Yousofzai in an unusual social entertainment format. On Instagram, TikTok, YouTube and on the PostFinance website, the PostFinance Card Lotto became an online happening on the 20th of each month.

The PostFinance Card was automatically used to enter the competition, with the last five digits of the card number serving as the draw. The card thus became the focal point of the campaign as well as an unusual means of communication for banking.

A campaign that leaves its mark

"Our aim was not only to offer our customers outstanding financial services, but also to create exciting experiences that enrich their everyday lives. PostFinance is the Swiss bank for everyone - no matter how much you have in your account," explains Andrea Wey, Marketing Communications Retail Banking at PostFinance. Dennis Lengacher, Head of Marketing Communications (Co-Lead) at PostFinance adds: "The reporting figures, such as the doubling of interactions and views compared to the average of our social media posts, also show that the social experiences were a complete success".

Various online assets such as banners and social videos as well as a flyer mailing accompanied the campaign by PostFinance and Jung von Matt Limmat. The winners were finally informed by letter. The campaign ran throughout Switzerland from August 2023 to February 2024. All lottery draws can be found on the Landing page of PostFinance to find.

---

Responsible at PostFinance: Andrea Wey (Marketing Communications Retail Banking), Francisco Moreno (Head of Marketing Communications Retail Banking), Social Media Team. Responsible at Jung von Matt Limmat: Anouk Karrer (Creative Direction), Jan Theus (Art Direction), Lara Zehnder (Social Creation), Sandro Schmocker (Video Production), Christian Omlin (Strategy), Melissa Diday, Joëlle Mayenzet, Laura Annen, (Account Management), Marcel Walzl (Client Direction), Dennis Hofmann (Managing Strategy Director), Vera Riemeier (Managing Director), Wolfgang Bark (Managing Creative Director). Responsible at Blish: Chiara Killer, Roman Aebi (media realization), Fabrizio Rutishauser (photographer/image editing), Jana Weber (project management), Jlona Kopf (managing director). Concept & implementation landing pageJung von Matt Tech. Responsible at Jellyjelly: Adam Keel (Video Producer), Cédric Knapp (Social Account Manager). Responsible at Efex: Thomas Stocker (3D Artist). Media: Webrepublic.

Mate is a traditional South American drink made from the leaves of the yerba maté plant. On the one hand, "Ámate" means "mate", but it is also a Spanish expression meaning "love yourself".

The iconic design of the bottle also stems from this idea: only those who love themselves can love others - the two red hearts are intended to reflect this duality.

The visuals and animations in the communication of "Ámate" also play with the graphic interpretation of love and self-love. This is particularly evident when more than one bottle comes together: If you string several "Ámate" bottles together, a chain of hearts is created: self-love grows into love for others, which is also passed on.

At the same time, this additional dimension should ensure maximum attention on the shelf at the POS and at the club bar. With full intent - because in order to conquer the Swiss market, "Ámate" should first establish itself in the club and bar scene. Ámate" is distributed by Zollywood.

---

Responsible at Ámate / Zollywood: Oliver Jordan, Marco Ammann. Responsible at Neu Creative Agency: Nicole Vizcardo, Finn van Grondel, Pian Gumpp, Maison Fitzgerald, Sandy Pfuhl, Nico Ammann. Photography Packshot: Oliver Nanzig. Photography Visuals: Gregor Brändli. Image retouching: Lorenz Wahl.

With the Opening of a branch in GTA V Publicis Inspire and Baloise have entered largely uncharted territory. Various in-game services from Baloise were seamlessly integrated into the role-playing game and were intended to provide gamers with an authentic gaming experience (Werbewoche.ch reported). To ensure that non-gamers could also experience the virtual Baloise experience, Publicis Inspire relied on a strong media coverage with daily livestreams on Twitch, videos on YouTube and regular status updates on LinkedIn. Advertisingweek.ch spoke to the creatives from Publicis Inspire - Rob Hartmann, Sebastian Danielsson and Philipp Klink - and the people responsible at Swisshub RP about the "Grand Theft Insurance" campaign.

 

How did a reputable insurance company come to open a branch in a violent shooter game that virtually presupposes criminal and risky behavior?

Publicis Inspire: It was precisely because Los Santos is so dangerous that we came up with the idea of opening a branch there. From our point of view, nowhere is insurance needed more urgently than here. People end up in hospital every day, thefts happen by the minute and the accident rate is the highest in the world. In short: where the mafia offers a bounty, there should be an opportunity to insure that bounty. Opening a branch in Los Santos was a huge challenge and also a little megalomaniacal. But true to the motto "Sometimes it works, sometimes you learn", we took the plunge. And we are convinced that our presence has made Los Santos a little safer.

 

Why a video game of all things?

Publicis Inspire: In order to reach a target group that is practically immune to traditional advertising, we had to venture into a place that no insurance company in Switzerland has dared to go before. With authentic content and stories created specifically for gamers. We think this is an unseen and fresh way of bringing an abstract topic like insurance to life.

32 life insurance policies and 1 (almost) death: that was the result of Sam Seiler and Jill Graf's first day at work.

 

How did this idea come about?

Publicis Inspire: Baloise's briefing was clear: make us the talk of Switzerland, and do so in ways that go beyond the traditional advertising channels. "Sometimes it works, sometimes you learn" is a great way to create unconventional and new ideas. Just as Baloise encourages its customers to take risks, it has also motivated us to think in new ways. With a little clever creation, the idea of "opening an insurance branch in the most dangerous city in the world" was born. And it doesn't get more dangerous than Los Santos from Grand Theft Auto. The deeper we delved into the topic, the more we realized what an opportunity it was for Baloise to make an impression on the gaming community in Switzerland. But to really get actively involved in a game and create communication away from in-game banners or loading screens, we needed a private role-playing server. Only here do we have the absolute freedom to create buildings, plan events and implement new game mechanics such as insurance. With SwissHub RP, we were not only able to win over the largest Swiss role-playing server, but also a dedicated group of absolute professionals who actively supported us with the implementation.

 

What motivated SwissHub to take part in the campaign?

SwissHub: The campaign gives us the opportunity to become more involved in the Swiss market. There is still a big gap in the Swiss gaming community. With the collaboration of Swiss companies, brands, products and so on, we want to bring Switzerland and our gaming community closer together and continue to grow as a server.

How did the customer Baloise react to the idea?

Publicis Inspire: We knew that it would take courage on all sides to implement such a campaign. The first reaction from Baloise showed that we were exactly right with our idea: "Let's do it!". From that moment on, we worked on the campaign concept together with great enthusiasm. Grand Theft Insurance is the result of many courageous decisions by people who are passionate about an idea - both on the customer side and on the agency and partner side. Although there were more rapid-fire weapons in the original idea, they were shot down together (laughing).

 

How was the collaboration with Publicis and Baloise?

SwissHub: Working with Baloise and Publicis was an exciting and new experience for us. The discussions and planning were very collegial and pleasant, our work was greatly appreciated and we received good feedback. We would agree to a project with Publicis or Baloise again at any time.

 

And what was the collaboration like from Publicis Inspire's perspective?

Publicis Inspire: This idea brought with it a thousand challenges. Without the cooperation with SwissHub RP, we would not have managed this project. The first joint exchange began with our question "Is that possible?", followed by "Is that possible? Will this work too?". So began an extremely instructive and exciting time. Together with SwissHub RP, we built a real Baloise building, designed a fleet of cars and helicopters, programmed insurance policies and installed Baloise-branded ATMs. But most importantly, we planned and implemented the stories that have kept us entertained over the past few weeks.

The Baloise driver safety training course ends in a chaotic car race.

 

What challenges arose during the implementation process?

SwissHub: Many companies are put off by the very name GTA, as it is associated with violence, drugs and sex, among other things. Our contacts are also often far removed from the gaming world, which also makes it difficult to argue or leads to misunderstandings. We were therefore unsure at the beginning whether the project would come to fruition. But Baloise believed in the collaboration. The fact that the campaign was such a success makes us all the more proud.

 

Publicis Inspire: Changing the actual map of GTA to include the giant Baloise headquarters, branding a fleet of cars and helicopters in the Baloise look - adding clothing, models and character creation. These are some of the challenges we had to face. We had weekly meetings with SwissHub and have been in close contact with them for months. But the process also included introducing our prospective general agents to the task of managing a branch in the digital space: how to play the game, how to play a role, how all the Baloise insurance policies work - and how to sell them. Even before the launch on February 7, the two spent more than 100 hours on the test server to acquire knowledge of all the tools, vehicles, helicopters and, of course, every single insurance policy.

 

How was Baloise's appearance received by the role-play community?

SwissHub: The brand's appearance has been very well received by the community. As with every other Swiss brand, we are delighted when we can bring more "Swissness" to our project.

 

What impact has the campaign had on SwissHub so far?

SwissHub: It was also very positive for us. New companies have become aware of us and we have already been contacted several times. In addition, there have been almost 300 new players on Discord and in roleplay since the start of the campaign.

 

Is anyone from Publicis Inspire online on GTA?

Publicis Inspire: It wasn't just the general agents who were active in the game. Employees at Publicis Inspire were also spotted out and about in Los Santos - even our Executive Creative Director found his way into the virtual world. There is a lot of passion for gaming, pop culture and the desire to discover new things in this campaign. It's simply infectious. It was a huge adventure for us. Who knows what will happen from now on.

---

Responsible at Baloise: Florina Perroud (Senior Employer Branding Manager), Manuel Thomas (Senior Online Marketing Manager), Daniel Zangger (Head of Branding), Roberto Brunazzi (Head of Media Relations). Responsible at Publicis Inspire: Rob Hartmann (Executive Creative Director), Sebastian Danielsson (Senior Art Director), Philipp Klink (Senior Copywriter), Nico Yang (Art Director), Celina Stadler (Graphic Designer), Lea Zaydowicz (Account Director), Dragana Knezevic (Account Director), Tanja Schuler (Junior Account Manager), Rahel Dürsteler (Senior Social Consultant), Lara Zehnder (Social Creative), Tatjana Streit (Social Consultant), Michel Nellen (Creative Amplification Director), Matthias Koller (overall responsibility). In-game realization: SwissHub RP.

If your ski boots don't fit, winter sports can quickly turn into a nightmare. Especially for the feet. In a radio campaign, Ochsner Sport is therefore making tortured feet the main characters - and promoting its own ski boot fitting service.

The feet are in a critical survival situation in each of the spots. One of them is struggling with the consequences of an ill-fitting ski boot and is fighting for air, support or consciousness. The other foot supports him as best it can.

Technically, the dialog is enhanced by a special stereo mix. The left foot can only be heard on the left, the right foot only on the right. In total, the campaign consists of four spots on four different ski boot problems. The radio campaign can be heard throughout German-speaking Switzerland and in selected Ochsner Sport stores.

---

Responsible at Ochsner Sport: Marco Greco (Head of Marketing), Patrizia Fiechter (Team Leader Classic Communication). Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Lukas Amgwerd (Creative Direction), Johannes Gorsboth (Text), Andrea Bison (GF Consulting), Andrea Häfliger (Consulting), Gordon Nemitz (GF Strategy). External partners: Jingle Jungle.

"With Florian Weitzel, we have an internationally successful Creative Director who can support us in all areas with his experience and power. We have a lot on the agenda for the next few years and look forward to going down this path together," Claudio Catrambone, founder and CCO of Family, is quoted as saying in a press release.

Weitzel was most recently Creative Director in Switzerland and a member of the management team at the Zurich branch of Saatchi & Saatchi. There he looked after clients such as Philip Morris, Jeep, Fiat and the personal brand Yanick Brecher, the FCZ goalkeeper.

Born in Rheinhesse, he studied at the Miami Ad School Berlin, lived in New York and Amsterdam, and has worked at Heimat Berlin, Chimney, Leo Burnett Zurich, Saatchi & Saatchi Zurich and most recently at The Game for BMW Global.

"We are expanding the agency and our range of services and thus positioning ourselves even better for our customers, but without losing the spirit of FAMILY. This is important to us and will be preserved. I don't think I've ever experienced an agency that has the same style as I do as a person," says Weitzel about his new commitment. "You'll be hearing from us more often in the future. I've come here to have a lot of fun, and I want everyone to see that."

About a year ago, Habegger decided to pursue the "EXPO Event ISO-20121 Sustainable Event Management" certification in order to make its strategic anchoring and active contribution to sustainability visible both internally and externally. A specially formed internal "CSR working group@Habegger" was tasked with initiating the certification process and developing and implementing a comprehensive sustainability strategy with clear objectives and measures.

"The development of our sustainability strategy enables us to create long-term value, adapt to future challenges and at the same time make a positive contribution to society and the environment," explains Habegger CEO Jürg Schwarz.

According to Habegger, sustainability is a long-term success factor. Corporate management geared towards sustainability not only aims to contribute to the conservation of global resources, but also lays the foundation for long-term business success. This vision commits the company to the responsible use of our planet's resources and places its strategic orientation on a sustainable and future-oriented basis.

Following an evaluation, Alfies decided to commission Zimmermann Communications to set up and manage its social media channels in Switzerland. The agency is to position the Alfies brand on Facebook, Instagram and TikTok and build awareness and popularity among consumers in urban Zurich.

Zimmermann Communications will work closely with the marketing management in Austria and the local managers to tailor the Alfies brand message to the specific needs and preferences of the Zurich market. Creative, local content, interactive elements and targeted community management are intended to build a strong bond between the new brand and the people of Zurich.

Compresso is responsible for the professional implementation of public relations in Switzerland. The PR team will ensure that Alfie makes the right impression in the Swiss media landscape. A successful press event in the heart of Zurich has already been a successful kick-off.

According to the company, the most relevant business, lifestyle and food-specific media, daily and weekly newspapers were reached in just a few hours with target group-relevant interviews at the press event and an informative media release on the market launch. Compresso's press work has already reached over 4 million people.

With the redesign of its employer branding, the retailer wants to emphasize its commitment to inclusion and diversity and provide a convincing insight into the company's vibrant culture. The aim is for visitors to Coopjobs.ch get a real feel for Coop's culture and values.

This was achieved through the newly defined visual language. Models on the one hand and employees in their actual working environment on the other represent the different roles within the company and were available during eleven extensive shooting days. The resulting Captured authenticity is designed to make it easier for potential employees to connect with Coop on a personal level and develop a sense of belonging.

Contemporary graphic design

Designing a look and feel for Coop's employer branding involved not just a visual overhaul, but a strategic endeavor to authentically represent Coop's branding. The contemporary graphic design - also implemented by Suan - is intended to strike a balance between incorporating Coop's existing brand elements and differentiating the job portal as a unique point of contact for current and potential employees.

Managing diversity in the Coop Group

According to Suan, a comprehensive redesign is no easy task for a diverse company like Coop. Collaboration with in-house IT played a crucial role in the seamless integration of the new design into Coop's existing digital infrastructure. This collaboration extended beyond the online portal to templates for social media, graphics, icons, images and films. Close collaboration with photographers and filmmakers also ensured that every aspect of the redesign reflected Coop's commitment and design concept.

Judith Bellaiche, Managing Director of the digital association Swico, has announced that she is taking a new direction after five years in office. Bellaiche is leaving the association at her own request and with a sense of gratitude for the successes achieved, according to a press release. The Swico board intends to set up a search committee to find a successor.

Over the past five years under Bellaiche's leadership, Swico has made significant progress, the association's board of directors reports. Her dual role as a National Councillor has enabled her to place digital issues in the political and public arena and represent the interests of the industry in the best possible way.

Under Bellaiche's leadership, the association was able to avert the impending nationalization of the recycling system, for example. With the recent addition of Simon Reusch to the Executive Board, Swico's management team now has a broader base.

The Swico Board, represented by President Adrian Müller, has noted Bellaiche's decision with regret. Swico is in a good position both in terms of personnel and finances. According to the board, the future of the association also looks promising.

The search for a suitable successor to Judith Bellaiche is underway, and the association is confident of finding someone who will lead Swico into a successful future, the statement continues. (Marc Landis/jor)

---

This article first appeared in Netzwoche.

In addition to the existing partnerships with NZZone (Print, Corriere del Ticino and La Domenica), Audienzz (Online, TicinoNews and CdT) and the Goldbach Group (TV/Radio, Teleticino and Radio 3i), the Group will be represented on the national market by Moreno Cavaliere from the beginning of March.

Cavaliere was already a member of the "Gruppo Corriere del Ticino" from 2016 to 2021. He now runs his own company, Ad X. He is supported in his activities by Lisa Koen. She has worked for the group for many years.

As part of his duties, Cavaliere will further expand the Group's already established partnerships with NZZone, Audienzz and Goldbach. He will report directly to Group CEO Alessandro Colombi and Daniele Longhi, Operations Director at MediaTI Marketing.

The collaboration will seamlessly link "authentic influencer content" with the inventory of the Goldbach universe, according to a joint statement from the two companies. By combining the strengths of Goldbach and Kingfluencers, advertising campaigns can be rethought and played out across the board. This enables the companies to cater to the media usage behavior of different target groups.

As part of this collaboration, Kingfluencers will be the only agency to extend its campaigns across the entire Goldbach universe. This means that influencer content can be played out and extended across social media channels, online, TV and even OOH. The aim of the cooperation is to become a central point of contact for agencies and brands that want to reach their target groups and communities across channels and media.

For Goldbach, this realignment of marketing activities means that advertisers can extend their campaigns across Kingfluencers' entire influencer and creator network, allowing them to benefit from "greater reach with optimized wastage, more precise targeting, access to more diverse audiences and authentic storytelling using influencer and creator personalities".

In a first step, co-marketing will be introduced in the three areas of "Health", "Food & Beverage" and "Family". Further lifeworlds and topics on "mobility", "sport", "luxury for women" and "finance and sustainability" are planned.

The Women in Events D.A.CH. e.V. (in foundation) are primarily committed to making women more visible in the event industry - on stages, in committees and in management positions. What started in 2017 with a post by founder Kerstin Hoffmann-Wagner in a Facebook group has developed into the most committed and cross-industry platform with almost 3,200 active community members on LinkedIn. It is aimed at women from all areas of the event industry.

"Our network already brings together women from all areas of the event industry and all career levels with the aim of strengthening and further developing gender equality," explains Katharina Path, the first Chairwoman of the Executive Board. "As an association, we can tackle these issues even more actively in future and make our industry more equal."

The founding of Women in Events sends out a clear signal for the empowerment of women in the events industry, adds the second Chairwoman of the Board, Remi Prinner.

The Management Board is strengthened by a Board team consisting of Anja Halma, Silvia Wigard-Eibl, Cora-Kim Stute, Daniela Wintzer, Sandra Helmstädter, Amelie Grohmann-Breisach, Stephenie Lintl-McLean and Darleen Frieg.

Together with the Board team, the Executive Board aims to initiate and promote special projects focusing on the topics of diversity and visibility across the network through targeted networking and in cooperation with partners in the event industry, as well as to create facts and generate visibility - both online and offline.