Aldi Suisse wants to accompany young, motivated people into working life again in 2024. That's why the retailer is positioning itself as a modern, progressive and authentic training company with a campaign for the start of apprenticeships in 2024.

The campaign focuses on the people who are ultimately at stake: the learners themselves. Current learners represent the young and diverse target group of the campaign.

The core message "Aldi promotes superpowers" is intended to dramatize the fact that potential apprentices with Aldi Suisse manage to discover and develop their full abilities - and can thus almost become superhero:ins. In this way, Aldi Suisse wants to highlight the advantages of an apprenticeship in a forward-looking and employee-friendly company and show that young people are an important part of it.

The 2024 Apprenticeship Start campaign will be featured in Aldi Week, point of sale, social media, online ads, the employee app, and all owned media channels, launching in September 2023.

Responsible at Aldi Suisse: Vanessa Senn (Director Communication, Corporate Responsibility & Quality Assurance), Katharina Mähr (Manager Customer Interaction), Patrizia Zoller (Project Manager Customer Interaction). Responsible at iundf agency group: Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), David Hugentobler (Creative Director), Lukas Tauss (Senior Art Director), Jil Tölderer (Interactive Media Designer), Johanna Kilchenmann (Project Management); Nora Nussbaumer (Photography and Image Editing), Philipp Keusen (Hair & Make-up).

The feature is primarily intended to accommodate the growing trend of "private sharing," according to the Facebook subsidiary's management. But the aim is also to strengthen group communication on the social network.

Trend toward direct messages

"Instragram users today share much more content via direct messages than via posts or stories in the news feeds," Instagram CEO Adam Mosseri said via Twitter at the end of June. This realization, he said, prompted him and his team to develop new features to adapt to this trend and better address users' changing needs. Some ideas, such as options for collaborative posting or message collections in chats, have already been implemented.

With the new ability to selectively choose whether users want to share content with the entire community or only with their closest friend contacts, "private sharing" has finally arrived on Instagram. "Because it's now possible to share posts only with close friends, we also hope that users will be more encouraged to share more often because they can be sure that, yes, only a few trusted people can see their updates," Mosseri emphasizes.

Influencer discovers feature

One of the first to discover the new feature on Instagram was influencer and marketing expert Lia Haberman. In an X-post, she published a screenshot of the option, which can be accessed via a new selection button for the target audience when creating new messages. There you can then specify with just one click whether these should be visible to everyone or only to "close friends". This setting then only affects the posting in question and can vary from message to message. (pte/swi)

Coming to Instagram 🔥 Close Friends feed post. It's been spotted by someone posting in the UK

This would be one way to get people off Stories and out of DMs - create a Close Friends feed experience

h/t @jordLS pic.twitter.com/BBp0uDpJnF

- Lia Haberman (@liahaberman) September 4, 2023

Home Zurich does "everything" for Wingo: Previously known primarily for its mobile communications division, Wingo is to be perceived as a full-service provider. This is because, in addition to mobile subscriptions, Wingo also offers Internet packages with up to 10 Gbit/s for the home as well as Wingo TV with over 250 channels and seven days of replay.

To reflect this diversity more clearly, Wingo is changing its logo to read "everything" for the campaign. And thus makes the logo itself the carrier of the main message: Wingo becomes "everything.

Posters, DOOH, animated banners, static banners for social and co. and several megaposters were produced.

Customer: Wingo. Responsible agency: Home Zurich. Media: Mediaschneider & Hoy.

The business magazine for women Ladies Drive by Sandra-Stella Triebl, the financial media platform for women elleXX, which was founded among others by Patrizia Laeri, advisory board member of the Institute for Digital Business HWZ, and the HWZ are teaming up this year and jointly award a scholarship for an Executive MBA Digital Leadership.

The support project was launched in 2022 by the HWZ together with Sandra-Stella Triebl from Swiss Ladies Drive. It is aimed at future female executives and pursues the goal of encouraging digitally savvy women to become even more involved in the ongoing transformation process of their companies and to help shape it themselves.

The scholarship, which is endowed with 58,000 Swiss francs, was awarded for the first time last year as part of this sponsorship project. The nomination process for this year's scholarship runs from now until the end of October. The winner will be announced at the beginning of December 2023.

Promotion of female leadership

"By awarding the scholarship, we want to give a future 'digital leader' the opportunity to help shape digital transformation," explains Daniela Dunne, Head of Marketing & Communications at HWZ. Sandra-Stella Triebl adds, "We are excited to now offer even more women the opportunity to experience this fantastic education at HWZ through our newly born alliance with elleXX."

For Patrizia Laeri, too, getting involved in such an initiative is a matter close to her heart. "It's essential today, especially for women, to have their finger on the pulse of tech trends and to challenge old ways of thinking and business models."

With Converto's new B2B targeting, companies now have the opportunity to target their business customers effectively, while at the same time acting in compliance with data protection laws, minimizing wastage and efficiently optimizing marketing budgets.

B2B online marketing faces a variety of challenges. Complex buying decisions, demanding target groups, and the need to build trust are just some of the hurdles companies face. This is where Converto's B2B targeting comes in. The goal of the solution is to create awareness among business customers for services and products, acquire new customers, strengthen brand perception - and, of course, increase sales.

At the heart of the solution is specific B2B targeting, which targets advertising according to company type, job titles, company size, industries, headquarters, country and region. This leads to a targeted approach that reaches the relevant decision-makers while minimizing wastage.
Converto's B2B targeting can be seamlessly combined with a variety of advertising solutions and other targeting. From Augmented 3D for impressive 3-dimensional product presentations to dynamic ad placements with video, display and native ads. Likewise, services can be mapped in a wide variety of ways and therefore offer every company a suitable path into online advertising.

In addition to standard tracking, Converto offers extensive advanced tracking. This allows companies to track which specific companies are interested in their offers, which enables optimized adaptation of marketing strategies.

The past twelve months have been thoroughly successful, concludes the general meeting of LiveCom's industry association Expo Event. The meeting, held at the Jed Events venue in Zurich Schlieren, highlighted the association's successes over the past twelve months and informed members about its plans for the future. At the same time, the 14th General Assembly was also the last under the leadership of President Christoph Kamber, who has been at the helm of the association for the past three years.

More education, more sustainability, more members

The need for a strong national association is recognized in the industry, as the rising membership figures show. The growth of another 10 percent makes Kamber proud: "Membership figures are direct indicators of whether we are doing a good job. For us, the pleasing growth in membership is proof that we are setting our focus topics correctly and tackling them in the right way."

One of these topics is the training of qualified specialists, which is being addressed, for example, with the CAS Live Experience and Event Design launched last year. The continuing education program will therefore be expanded in the future, as the lecturer and program manager Ines Fischer Gull of the Lucerne University of Applied Sciences and Arts noted at the general meeting. The focus is also on the topic of sustainability. The newly created ISO certification, which honors the commitment to more sustainability in the event industry, shows very successful figures - a total of 25 certificates have already been issued.

Handover of the Presidium

Christoph Kamber, Managing Partner at Red Spark, stepped down as President of Expo Event at this General Meeting. He served on the Board for a total of almost nine years, three of which as Chairman.

Christian Künzli, the current Vice President, was elected as Kamber's successor - he will take office on October 1, 2023. Künzli is co-owner & CEO of Winkler Livecom and looks back on almost 30 years of experience in the event industry. "The LiveCom industry is sustainable, however, we need to show that. Concepts such as the Event Sustainability Monitor or the Sustainability Management Systems certification must be further established. There is also still a great need for qualified professionals; we have to address this professionally," says Künzli of the association's future focus.

New representation for French-speaking Switzerland and Ticino

With Tania Cullen, Expo Event is receiving reinforcement from the other side of the Röstigraben. With her and Nicole Pandiscia-Hasler from Ticino, all of Switzerland's language regions are now represented on the board.

The office of Vice President is now held by Bala Trachsel, CEO and owner of the Bernese agency Republica. Existing board members Andreas Kern and Bala Trachsel were re-elected by acclamation for a further three years, while new members Ines Fischer Gull, Nicole Pandiscia-Hasler and Tania Cullen were elected to the board.

The General Assembly was followed by the Xaver Awards ceremony, where members had an opportunity to celebrate and network (Werbewoche.ch reported).

In the canton of Berne, vacations are always in season: whether winter, summer or in between - the next experience is bound to be waiting. With the diversity of tourism players and offers, the complexity of bringing them all under one communicative hat naturally increases. Made in Bern has dedicated itself to this task. The umbrella marketing organization of the Canton of Bern promotes the self-confident appearance and cross-destination promotion of the tourism region.

Mutz as brand face

A new campaign is now designed to publicize the wide range of experiences available across the four seasons. This goes beyond the typical vacation and landscape images: from now on, the Bern vacation region has a striking figurehead at its side as an unmistakable advertising figure. And who better to promote the canton than its own heraldic animal? So Made in Bern has a likeable bear slip into the role of brand ambassador and local inspiration provider without further ado.

CGI meets nature experience

The Mutz now appears in video spots as well as online and offline advertising media and entertains on social media. The special challenge in the animation: The computer-generated bear should interact lifelike with its environment, props and protagonists. This was made possible by a three-stage technique: from the actor in the sensor costume to the digital replica to the detailed finish in post-production for the realistic bear look.

Branding and campaign by Bold

Already two years ago, the umbrella organization presented her new communicative dress with the "Made in Bern" label. Branding and advertising come from Bold. The Bern-based agency is now also responsible for the concept and implementation of the new campaign. The campaign's wide-ranging measures will be in use throughout Switzerland from September.

Responsible at Made in Bern: Pascale Berclaz (Director), Franziska Glutz (Marketing Manager). Responsible agency: Bold. Production: Dynamic Frame GmbH: Simon Willows (Director), Jan Mettler (Cinematographer), Luzius Fischer (Executive Producer), Theresa Berres (Producer & Post-Producer), Christian Mühlhauser (Drone), Amanda Samantha Brooke (Props, Styling, H&M), Fabian Lüscher (SFX), Daniel Loepfe (Post-Supervisor), FABLEfx (Animation), Mark Aarons (Editor), Stereotype (Sound Design), Steffan Perry (Colour Grading).

The soft light, the colors of the trees, and the warming rays of the sun make autumn a popular and special time of the year despite the cooler temperatures. Switzerland Tourism (ST) therefore declares autumn the most sensual season and invites guests to experience Swiss autumn with all their senses: seeing, hearing, smelling, tasting, touching. To this end, ST is launching an autumn campaign for the first time specifically for the European markets of origin - in particular Germany, Italy, France, Great Britain and Benelux.

The fall "Senses" campaign positions fall as a travel season in its own right, with a wide selection of experiences designed to appeal to all five senses.

Blind Scottish comedian as photographer

The centerpiece of the campaign is a film made together with the blind Scottish comedian and BBC presenter Jamie MacDonald and his companion Julia Sutherland was produced. MacDonald showed humor during the filming in the region of Flims: in Switzerland it is impossible to take a bad photo of autumn, a dream for any blind photographer.

The humorous film is not only intended to show the Swiss autumn from its most beautiful side, but also how intensively guests can experience autumn in Switzerland with all their senses. And in the case of MacDonald, even more so when one of the senses is missing.

The campaign has been running internationally since Monday on YouTube and in the United Kingdom additionally in cinema advertising and on Netflix. ST has launched a comprehensive content hub with fall experiences for all the senses to work the individual markets. The campaign film is flanked by a variety of promotional activities. Screenings of the film for selected media professionals in the UK, international media trips for travel media from the USA, the Czech Republic or Greater China, collaborations with influencers from Germany, the UK and the Netherlands as well as online advertising extend the campaign's reach.

Responsible at Switzerland Tourism: André Hefti (CMO), Martin Pally (Head of Campaigns), Dominic Stöcklin (Head of Media), Priska Renold, Alexandra Schedler, Sabina Brack and Monica Danuser (Campaign Manager), Katharina Frede (Marketing Distribution Manager), Nicole Meier (Content Manager), Anja Liebe and Monika Häfliger (Social Media Content Manager), Nina Villars and Julian Thorner (Project Manager Corporate Communication), Lilian Stalder (Project Manager Live Communication), Niklaus Notter (Marketing Manager Accommodation & Gastronomy Marketing), Nicola Fürer (Multimedia Producer), Giulia Rossi (Trainee Campaigns). Responsible at Metzger Rottmann Bürge (Creation): Christoph Bürge (strategy), Silvan Metzger (consulting), Frederick Rossmann, Fabian Zahner, Cyrill Wirz, Martin Arnold and Peter Brönnimann (creation). Responsible for Stories (film production): Yves Bollag (Executive Producer); Jon Barber (Director); Jan Mettler (Director of Photography); Alexander Wyssling (Producer); Edoardo Moruzzi (Head of Post-Production), Celine Bindy (Edit). Responsible at SirMary (media planning): Vanessa Habisreutinger - Partner | Director Media & Technology, Fabian Habisreutinger - Partner | Strategy Director Media & Data, Katharina Günther - Head of Media Planning, Céline Zemp - Senior Digital Operations Specialist.

"It's great to see that once again this year, some of the works from Switzerland are among the best in our discipline in an international comparison," says Daniel Kaczynski, Switzerland board member of the CMF. In one category, there is even an all-Swiss shortlist: "In B2C Finance and Insurance, no one from the other countries could hold a candle to us."

Who will ultimately go home with the gold award will be announced at the evening award show on October 6 in Berlin - live for the first time in three years.

Outstanding cases on the event stage

The cases will now not be presented at the award show, but already during a one-day event: "At our newly designed Best of Content Marketing event, the name says it all. In workshops, short presentations and a panel discussion, we focus on the projects that have particularly moved, touched or impressed the jury this year," says CMF Managing Director Regina Karnapp, explaining the concept of the day event.

Peter Matz, CMF board member and BCM representative, gives an indication of which cases will be selected: "The courage to address social issues in corporate content was particularly rewarded by the jury this year. We have some impressive cases that stand out and move - and we are very happy to give them a stage."

Whole range of content marketing on the shortlist

Since this competition year, the BCM Award works according to a new category logic (Werbewoche.ch reported). The competition is no longer sorted by media type, but by target groups, target group interests and topic areas. "The shortlist shows that this new logic works and helps us to view and reward content marketing even more holistically," says Olaf Wolff, Chairman of the CMF.

In addition to individual measures and media products, the shortlist also includes comprehensive overall concepts and campaigns that score points for their orchestration and target group- and media-appropriate preparation.

For more than 35 years, Wenger Betriebs AG has focused on the professional care and nursing of the elderly. In recent years, the operator of six retirement and care institutions in the cantons of Bern and Zurich has felt the great pressure of the shortage of skilled workers. How do we succeed in wooing talent? And how is it possible to appeal to both professionals and residents at the same time? Clearly, a new positioning is needed.

Easier said than done, because in addition to the multiple target groups, the new communication must reflect the tactical level and at the same time be adaptable for the individual locations. Pinktank supported the company in the development of the DNA as an identification feature and the elaboration of the new communication.

The joint creative work resulted in a new story with the message "Welcome joie de vivre". The new story was visually implemented with hand gestures by team members and residents. Starting from the hand sign "high-five", various gestures with diverse messages were visualized in a photo shoot. At the same time, the different hands symbolize the diversity and individuality of the Wenger companies.

As a result, the visuals are used for various new communication tools such as the website and present Wenger Betriebs AG in a unique new design. With this communication strategy, the company clearly sets itself apart in the industry and surprises with a fresh and bold appearance.

Responsible at Wenger Betriebs AG: Martina Zweiacker (Management). Responsible at Pinktank: Cordelia Hagi (overall responsibility), Rolf Kleeb (project management).

Greenpeace bases its demands on a study conducted on its behalf by the Infras research office. According to this study, additional consumption caused by advertising accounts for up to seven percent of Switzerland's total greenhouse gas emissions. (Werbewoche.ch reported).

Because Migros and Coop spend a lot of money on advertising, the retailers should issue binding advertising regulations, Greenpeace announced. This is because not every advertising dollar has the same impact on the climate: one advertising dollar for animal products causes four times more greenhouse gas emissions than one for vegan substitute products. However, animal products are advertised disproportionately more than vegan products.

Coop and Migros reject accusations

Coop wrote in a statement to the Keystone-SDA news agency that it could not comprehend the figure for supermarket advertising spending that Greenpeace had circulated. "The effective advertising expenditure is a fraction of this figure," it said.

In addition, Coop makes an "active contribution to sustainability" with its organic and fair trade range. And there are "a disproportionately large number of promotions" for vegetarian and vegan products compared to the meat range. The company therefore sees "no need for action".

Migros also said it had invested disproportionately in meat-free products last year and was constantly expanding its plant-based range. However, "the vast majority of consumers still want to consume meat at least occasionally.

That is why "communication measures" are important. Without meat advertising, customers would partly cover their needs with foreign products, where animal welfare is not as highly regarded as in Switzerland. (SDA)

Overall, 20 percent of council members would have a profile on all of these popular social media platforms, Zurich-based agency Flin reported Wednesday. Facebook continues to be the social medium most used by councilors, it said, with 92 percent of councilors having a Facebook profile and 87 percent also publishing posts on it in 2023.

On the other hand, only twelve percent of council members have an active presence on YouTube, the second most used platform for Swiss citizens, the statement said.

So far, Tiktok has been little used. Only one in four council members had a corresponding profile, and only 9 percent maintained it regularly, according to the report. It is striking that the parties used the various platforms with varying degrees of intensity.

The analysis also showed that five members of the National Council were completely absent from social media during the period under review.

The survey was based on the 200 members of the National Council who were standing for re-election in July 2023 or for election to the Council of States in October. (SDA/pd/swi)