The Goldbach Crossmedia Award recognizes campaigns that impress with creative ideas and achieve a unique impact across different media channels. A total of 30 projects were submitted this year. In addition to the gold, silver and bronze awards from the expert jury, the public's favorite will once again be chosen.

You can vote

From now until March 11, 2024, interested parties can apply for the Audience Award via Online tool vote. The following campaigns are available for selection. The projects are listed in alphabetical order with the name of the project, the client and the agencies involved:

• #Easy to get in: Opel Switzerland, Saatchi & Saatchi Zurich I Prodigious Zurich
• 150 years of the Zurich Chamber of Commerce: Zürcher Handelskammer, Streuplan
• 25 years of damage sketch: Die Mobiliar, Jung von Matt I Mediaschneider
• Amavita Vitaverse: Galenica, Bandara I WebStages I Lab 360
• Coop Christmas spot 2023 "Just a little note": Coop, TBWA\ Zurich I TWMedia
• Corsa Now - Some things last forever. Others don't: Opel Switzerland, Saatchi & Saatchi Zurich I Prodigious Zurich
• The whole of Switzerland knows the new Local.ch: Localsearch, Kind regards I Mediaschneider
• The fastest fundraising campaign: UNICEF Switzerland and Liechtenstein, UNICEF Switzerland and Liechtenstein I Drop8
• Dr. Hauschka Regeneration: WALA Switzerland, House of Communication I vonMedia
• Eichhof - anything else would be wrong: Eichhof (Heineken), Dentsu I Hofmarschall I Bagels of Berkeley
• Holographic Skin Care Experience with Bepanthen DERMA: Bayer Switzerland, EssenceMediacom
• Lifetime: CSS Health Insurance, Sir Mary
• Max the Badger - Bigger than expected: AXA, Publicis Zurich I Mindshare
• Migros commitment - #Friendship initiative creates social glue: Migros commitment, Rod Kommunikation I Webrepublic
• Porsche Passion Day 2023 campaign: Porsche Switzerland, PHD Switzerland
• Quadratmedia m²: Hornbach Baumarkt (Switzerland), Mediaplus Suisse I Heimat, TBWA\Berlin
• Quickline throughout Switzerland: Quickline, Erdmannpeisker I Mediaschneider Bern I Webrepublic
• SAK net zero: SAK St.Gallisch-Appenzellische Kraftwerke, Rembrand
• Protection against natural hazards: Buildings Insurance Berne, Bold
• Spotify x "Berocca Pro Time Out" - With audio against the stress of every generation: Bayer Switzerland, EssenceMediacom I Oliver Agency
• Stefanie Heinzmann never gives up. For every child: UNICEF Switzerland and Liechtenstein, UNICEF Switzerland and Liechtenstein I Drop8
• Swiss Christmas campaign #LXmasWithYou: SWISS International Air Lines Ltd, SWISS International Air Lines Ltd I Msm Communication I Tamino Productions
• Swisslos - Eurodreams: Swisslos Intercantonal National Lottery, Webrepublic
• Swisstainable on the road - Sustainable travel in Switzerland: Switzerland Tourism I SBB, Bold I Sir Mary
• Tags against Crime: Maison Blanche, Jung von Matt
• The Chicken McNuggets of Love: McDonald's Switzerland, TBWA\ Zurich I OMD
• The FlipCode Mystery: Samsung, Sir Mary
• UBS Spengler Cup Game: UBS, Jls digital
• Urban energy: pharmaceutical marketing reimagined with a context-sensitive DOOH campaign: Bayer Switzerland, EssenceMediacom I Oliver Agency
• You × Music - Swisscom Music Sponsoring: Swisscom I Blue, Jeff I Aroma I Pictures and Friends

"It's not about which technological trend is currently en vogue, but how these innovations can be seamlessly and effectively integrated into the planning and execution of events using a solid digital infrastructure," Pohl continues.

Virtual reality (VR) and mixed reality (MR) are more than just buzzwords. The event industry is in a phase of experimentation and cautious convergence. For some time now, VR has been used in event planning to enable virtual tours and interactive experiences that cannot be presented in the real world. In 2024, hybrid events and personalized participant experiences can use AI to create new user experiences.

VR and MR: more than just buzzwords

The use of VR and MR has once again increased significantly in the event industry in 2023. "One example is the use of VR to demonstrate a product to visitors at a trade fair stand that cannot be shown in reality. Or an object inspection without an object in a very early planning phase," explains Pohl. "This creates added value for the visitor without the technology becoming an end in itself."

A reliable digital infrastructure is important

The success of VR, MR and AI applications depends largely on the ability of the digital infrastructure to provide or regularly update data in real time. "A reliable infrastructure is crucial to ensure that the digital experience delights rather than frustrates participants. This applies to all applications that work with live data or are designed for interaction. For example, VR live streams, gamification or virtual trips to other locations. A connection failure would be as serious as a power cut during a live performance," warns Pohl.

An indispensable year for the digital infrastructure

2024 is therefore not only the year of the implementation of VR, MR and AI in the event industry, but also the year in which a professional digital infrastructure will go from being a "nice-to-have" to an absolute "must-have". The digital requirements for events continue to increase - and with them the need for a robust infrastructure. "Event organizers urgently need competent partners who can ensure that the technical side runs smoothly. Otherwise, they will be constantly worrying about technical installations or troubleshooting instead of creating unforgettable experiences for their participants," adds the expert. In his experience, customers currently need support with two aspects: The provision of a suitable digital infrastructure and the development of creative concepts.

Looking to the future: Experimentation and a cautious approach

"Organizers should take these steps right now in order to remain competitive," recommends Pohl. For example, it is a good idea to experiment with small applications and initially see them as a helpful gimmick. "This keeps costs in check and makes it possible to try things out." It is important that the experience for users is really good. To achieve this, it has to make sense, be well implemented and run without technical glitches. Whether it's the current interactive immersive exhibition "inside van Gogh", Monet's 360-degree journey through the Impressionist's history and works or the time travel provider Time-Ride, which takes you through 7,000 years of Bavarian history using VR: According to Eventnet, there are many successful VR-supported formats, particularly in the fields of art, culture and tourism, which would have been unthinkable ten years ago and are now bringing in significant amounts of money.

Quieter trends with a lot of meaning

While the big buzzwords dominate the media, there are some trends that have grown in practice - and are therefore perhaps even more significant.

Hybrid events and year-round event cycles with more sustainability: Many companies are switching to a model in which they organize smaller real and virtual events more frequently throughout the year. This practice allows the discussions and engagement of participants to continue online over longer periods of time.

Also the Sustainability will play an increasingly important role and can be effectively supported by digitalization. Sponsor advertising can be displayed digitally, personalized articles can be printed on site as required, and participants can choose to take part in program items remotely.

Personalized participant experienceArtificial intelligence (AI) is also becoming increasingly important in the event industry. Organizers are increasingly using AI and data analytics to create individual experiences for participants. This includes personalized schedules, recommendations tailored to participants' interests and automatically generated summaries of program items or queries from participants. For the first time, the masses can be provided with individualized information.

The trend is towards automating and consolidating various event technologies in an integrated solution in order to offer organizers and participants a seamless event experience. The more naturally and easily the individual digital offerings can be operated, the better the acceptance and user experience. This also applies to the presentation of events on websites or in event apps. "The demands of users will continue to increase in 2024," Pohl is convinced. "The better the information is presented and can be accessed, the more positively the entire event will be perceived." Organizers should work with professionals to create tailor-made event pages that not only reflect the essence of the event, but also allow participants to navigate in a modern and intuitive way.

Conclusion: Sensible integration is the key to success

Digitalization in the event industry in 2024 is not just a trend. It is a necessity in order to create added value - and therefore a prerequisite for success. The targeted integration of VR, mixed reality and AI into event planning and execution can take events to a new level. A powerful and reliable digital infrastructure is the foundation on which these applications are built. Technology must be a means to an end. Experimentation is the basis for competitiveness.

* Maximilian Pohl is Managing Director of Eventnet, a provider of internet solutions for the event industry and digital services for event organization such as video streaming, event apps, cashless payment systems and WiFi marketing. The company specializes in planning and implementing individual solutions for event locations, congresses, festivals and other projects that rely on a stable internet connection or digital visitor management.

The canton of Fribourg has a variety of media outlets that report on events from different perspectives, writes the State Council in a statement on Wednesday.

The State Council believes that this journalistic wealth is under threat due to the ongoing structural crisis in the media. The cantonal government does not question the fact that direct and indirect support for the media is provided almost exclusively at federal level.

However, as no new aid is planned at federal level in the short term, the State Council has submitted various proposals for contributions at cantonal level.

Investment aid

The aid offered by the cantonal government is indirect and limited in time to four years. All in all, the cantonal government expects the various measures to cost a maximum of CHF 3.75 million over the planned period.

The canton will support digitization projects of Fribourg's regional media up to a maximum of 30 percent of the actual investment amount. The State Council is considering a total amount of CHF 1.8 million as investment aid, as it writes further.

In addition, the canton will cover 50 percent of the subscription costs of the Fribourg media at the Keystone-SDA news agency - also for a period of four years.

The news agency with a German and a French-language service is an important working tool for all Fribourg media, which in particular allows the online news feeds to be revitalized, writes the State Council.

More media competence

Finally, the State Council also wants to promote media literacy among young people. As a first step, digital teaching materials to promote media literacy in schools will be put out to tender. Funds amounting to CHF 50,000 will be made available for this purpose.

Secondly, the State Council would like to strengthen the existing cooperation between schools and the regional media within the framework of educational projects. Funds amounting to CHF 50,000 or a total of CHF 200,000 are earmarked annually for this purpose.

At the end of November 2023, the cantonal government also announced that 18-year-olds would receive a free one-year digital subscription to a regional newspaper upon application to the canton. This measure still has to be approved by the Grand Council. The State Council estimates the costs for this at around CHF 900,000 for five years. (SDA)

For the this year's LSA Junior Agency AwardSwitzerland Tourism, the first inter-university competition for marketing communication, was won. During the spring semester of 2024, the students will develop a multi-year marketing concept for the "Art Museums of Switzerland"

Using real-life examples, students learn how to deal with customer requirements, creativity and budget targets. The students work in teams, are supervised by LSA agency coaches and thus gain an insight into the agency world.

After the university's internal preliminary round at the end of May 2024, the finalists will present their ideas at the Award Night in June and compete against each other in front of an expert jury made up of agency representatives, industry experts and Switzerland Tourism.

Promoting practical relevance at universities

The LSA Junior Agency Award aims to increase the practical relevance of degree programs in business administration, marketing or digital business management. Dealing with the real-life case study is intended to promote the practical application of theoretical knowledge, increase teamwork skills and offer the opportunity to give presentations in front of a large audience and make contacts with potential employers.

This year, the Bern University of Applied Sciences BFH, the Lucerne University of Applied Sciences HSLU, the Zurich University of Applied Sciences ZHAW and the Grisons University of Applied Sciences FHGR are taking part. The agencies taking part are Mediaschneider, BCW, Contcept Communicatio, Die Botschafter, Geyst Publicis, TBWA Switzerland, Kreisvier, Wirz, Webrepublic, Furrerhugi, Bühler&Bühler, OMD, Dentsu, In Flagranti, Jeff Zürich, Inhalt und Form, Merkle, Serviceplan; Futureworks, Newsroom Communication, Farner Consulting and Maxomedia.

Clever upcycling of freight wagons with Siemens standard components can save up to 50 percent fuel. The wagon and all work equipment can be operated electrically and emission-free. This benefits the environment, the workers and local residents - and is "a real game changer", especially in view of the fact that much of the work has to be carried out at night or in tunnels.

Siemens commissioned the agency Corpmedia to publicize this story and its sustainability success in the DACH region.

Such a scenario is currently considered unlikely. However, in order to prevent a collapse of the power supply in an emergency, industry-specific measures are also needed, the Federal Council announced. Telecommunications is another sector that has drawn up proposals to reduce electricity consumption.

According to the proposal, certain websites would be blocked as a first step. This would affect frequently used platforms for social media, videos and music. The aim is to reduce data traffic. The Federal Council does not specify which platforms are involved. The platforms to be blocked will only be determined in the event of a crisis, as stated in a document for consultation.

Gradual switch-off

Frequency bands would then be switched off in stages. In the first phase, the high mobile radio frequency bands, in the second the medium ones. According to the federal government, this could lead to more difficult data transmission and therefore to a lack of data connections, among other things.

As a final measure, ten percent of the macro antenna sites will be switched off. This would lead to restrictions in the quality of mobile coverage, it said. However, basic operation will remain possible.

"However, network shutdowns or an uncontrolled network collapse would have far more serious consequences for telecommunications," the Federal Council wrote.

Second industry solution

The consultation on measures to reduce the consumption of electrical energy in mobile communications will run until May 21.

This is the second consultation on an industry solution. In an electricity shortage situation, the Federal Council stated that the quota system for large consumers is an important measure to prevent grid shutdowns. However, specific solutions are needed for individual services relevant to the basic supply.

In autumn 2023, a proposal was submitted for consultation that would allow public transport and rail freight transport to continue to fulfill their basic mission, at least in part, in the event of a power shortage.

The planned measures in public transport would include a general thinning out of services, the cancellation of special trains, shorter train compositions and, on the roads, the replacement of electric buses with diesel buses. In the worst-case scenario, freight transport would be restricted to vital goods such as medical supplies, army supplies and food.

A proposal for the wastewater treatment plants also follows. (SDA)

This is what the national government writes in a report published on Wednesday. The National Council had called for a strategy for future-oriented media funding in a postulate that was referred. The Federal Council has now outlined various options that could be implemented without revising the Federal Constitution.

State media subsidies have existed in Switzerland for a long time, particularly in the area of delivery allowances for the press - so-called indirect press subsidies. There is currently no support for online media or free media. According to the Federal Council, this should change.

Parliament at work

General support measures for all electronic media could therefore be implemented quickly. A corresponding bill for more money for journalistic education and training, agency services, self-regulation of the industry and digital infrastructures is currently being drafted by the responsible parliamentary committee. However, online media and free media would still be excluded from funding.

In addition to the promotion of online and free offerings, the Federal Council also plans to extend the promotion of usage research, which currently only benefits radio and television, to all electronic media. In future, those who meet certain eligibility criteria should be entitled to a subsidy calculated according to specific assessment criteria.

Replacing indirect press funding

In the medium term, the Federal Council is discussing channel-independent funding for all electronic media without a performance mandate. This could be based on the number of jobs for media professionals or turnover and give preference to smaller media. "This would support the transformation of the press to online offerings," writes the Federal Council in the report.

This new channel-independent subsidy could replace the delivery allowance for the local and regional press immediately or in stages, as the government writes further. Alternatively, the delivery allowance could be continued in parallel for a certain period of time and only be replaced if the channel-independent subsidy is evaluated positively.

No major reform

The Federal Council is not focusing on a completely channel-independent and comprehensive media funding system that also covers the press and, in addition to funding media without a performance mandate, also includes funding for media with a performance mandate, i.e. the public service including the SRG. This would require an amendment to the Federal Constitution. The details of the SRG concession are to be discussed when the new concession is granted.

Two years ago, voters clearly rejected a package of measures in favor of the media. The points of criticism were fundamental reservations about state media funding, the fact that large media organizations benefited greatly and the lack of support for free media. Since then, parliament has been trying to relaunch at least parts of the package.

Difficult situation

The digital transformation poses major challenges for the Swiss media. Media use has shifted away from traditional media towards online offerings and social media in recent years, particularly among younger target groups.

At the same time, a shift in advertising revenue towards foreign online platforms such as Google and Facebook can be observed. These platforms do not produce journalistic content for the Swiss population. According to the Federal Council, the financing of the democratic function of the Swiss media is therefore under great pressure.

In an initial statement, the Swiss Media Publishers Association (VSM) welcomed new possibilities for media promotion. However, these should not be at the expense of indirect press subsidies. On the contrary: the reduction in delivery charges must be extended for the next seven years in order to ensure the supply of information in the regions and at the same time enable the digital transformation.

Impressum was also pleased with the Federal Council's report, as the journalists' association also announced on Wednesday. In order to promote independent journalism, the number of journalistic positions in a media company and membership of the professional register of journalists working in the media must be anchored as a funding criterion. The professional register is the only reliable criterion for media professionals to recognize the Code of Journalism.(SDA)

The new Head of Marketing, Daniela Baade, joined the Thurgau Travel management team at the turn of the year. The trained tourism specialist has already held various positions at Thurgau Travel, including Product Manager and Marketing Manager. Through her previous activities, she has gained extensive knowledge of the travel industry and acquired a sound understanding of customers' needs. With her many years of experience in the industry, Baade is a valuable addition to the team, according to a press release.

Baade joins Sonja Vock, Head of Onboard Operations, and Florian Condamin, Head of Touroperating, to complete the Thurgau Travel management team.

Anja Däumigen took over the role of Managing Director of Mindshare Switzerland on January 1, 2024. She holds a degree in sociology and has 20 years of media experience, specializing in digital communications consulting and media planning.

Däumigen started her professional career at OMD in Germany and then moved to OMD Switzerland. She was subsequently Managing Director of Dentsu Switzerland, then Head of Digital at 3 Plus TV Network and finally moved to Mindshare as Director Digital in 2016. Her main tasks as Managing Director of Mindshare include the operational management and strategic direction of the agency.

"With her in-depth digital expertise and her previous experience at Mindshare, Anja has the perfect qualifications to further develop the company for the future together with our customers," says Ursula Arnold, CEO of Mindshare Switzerland and Austria.

The new "Spotlight" format is a teaser that is permanently placed on the top advertising space for 24 hours, making it "a unique offering in the Swiss media landscape", according to a press release from 20 Minuten. The teasers lead to content articles created by the commercial publishing team. The aim is to anchor the customer's advertising message with the audience "in the long term and with a positive connotation".

20 Minuten "Spotlight" has already proven to be very effective: initial implementations achieved over three million impressions in 24 hours and a comparatively high click-through rate of around 4 percent.

"Spotlight enables us to effectively convey our customers' advertising messages through high-quality content and prominent placement. It is the perfect format to promote engagement and strengthen brand loyalty," Florian Sonderegger, Head of Commercial Publishing, is quoted as saying.

A cocky senior triggers a tidal wave in the hotel pool with a butt bomb. A child screams because the sun cream runs into his eye. The daily fight to reserve a lounger with a towel - all-inclusive vacations can be quite exhausting. After all, all you really need on a well-deserved vacation is a little peace and quiet. Adventure too, of course. But please choose and decide for yourself.

SBB's current Interrail campaign plays on this contrast. In collaboration with Swedish agency Sweet, Swiss Federal Railways has designed a transnational campaign for Interrail that will be rolled out in Switzerland, Sweden, Norway, Denmark and Finland. They are orchestrating offline and online media between February 19 and March 22, 2024.

Less is more

The message "All inclusive redefined." is the main motif that adorns posters and conveys the campaign idea in a reduced form in various social media and other online applications. A couple in love sits on a jetty and gazes out into the distance. What more do you need? All you need is love. All inclusive.

The energy and simultaneous leisure of modesty and "being in the moment" are also expressed in the other online and social media subjects. Happy, freedom-loving people enjoy themselves in nature and live the spirit of Interrail. The tour suggestions from slow travel specialist Bart Giepmans on the Campaign landing page are also intended to provide further inspiration.

The campaign will be accompanied by a 15 percent discount on Interrail Global Passes from Tuesday until March 5, 2024, with which you can travel through 33 countries and choose your favorite route at any time. The promotion also focuses on freedom of choice, individuality and flexibility, which fits in with the campaign.

Responsible: Doro Engels, Fabian Strahm, Daniel Wegmüller, Aina Heiniger, Sandra Graf, Michael Grube, Melissa Heizmann, Jolanda Thomann, Urs Plattner, Manuel Fischer, Barbara Moser, Yvonne Wyss, Michael Bigler, Daniel Rösth von Sweet.

Neugass Kino runs the Riffraff and the Houdini in Zurich and the Bourbaki in Lucerne and is an institution in Swiss independent cinema. It now wants to make this film expertise accessible online in the form of a portal. The launch campaign is intended to attract new film enthusiasts to the portal. Cinu.ch draw attention to this.

Selected good movies. At the movies and at home.

The unique position compared to commercial streaming portals lies in the curated offer. On the other hand, the aim is to show that cinema and streaming both still have their justification and can live well alongside and with each other. With Cinu.ch, both can now be used.

Cinu.ch as the number 1 topic of conversation

If good cinema thrives on exceptional dialogue, Cinu.ch translates this by re-dubbing iconic film scenes. It's always about the new Cinu. The realization is deliberately meme-like: The dialogues seem absurd in context, are spoken by amateurs in the commercials, and the design is also deliberately simple. The translation on the poster and banner takes place via speech bubbles with short dialogs in Swiss German. The minimalist concept is intended to develop its own charm, is easy to produce and can also be extended to a wide variety of films and Cinu aspects in the longer term.

In-house channels and targeted presence

At the launch, cinu will be introduced with the three films "Triangle of Sadness", "Schellenursli" and "Zwingli" - thus addressing different audience segments. The cinema spots will be shown in the in-house theaters of Riffraff, Houdini and Bourbaki.

In Zurich, a DOOH campaign will be placed in the vicinity of the two cinemas and in the VBZ newspaper boxes on the relevant bus and streetcar lines. The posters will also be displayed in the cinema centers and in selected cultural institutions. The new offer will be advertised in the in-house program newsletters and shared on the social media channels of Riffraff, Houdini and now also Cinu.

At the same time, ads are placed on meta channels, TikTok and YouTube in order to reach a new, younger audience. Advertisements in target group-specific publications such as Raised first floorthe cultural magazine in the Xenix program booklet, reaches cinema fans.