The campaign is aimed primarily at young, urban voters. A major challenge is that 40 percent of this target group are still undecided or do not plan to vote. The campaign aims to reach these people in particular and sensitize them to the issue of climate protection. The campaign motto "YES clearly" is intended to make it clear that protecting the climate should be a matter of course nowadays.

Sympathy offensive instead of admonishing fingers

The campaign presents itself formally activist, but in a polite way. A climate cloud in Greenpeace green serves as a sympathetic sender and is used as a sticker, patch, on T-shirts, flyers and online in the form of emojis, stickers, GIFs and memes in social media.

The cross-media online campaign focuses mainly on display banners in national news channels and social media platforms. Reactive real-time banners are also used, which can react directly to current news.

On and offline activism with meme spreader and excuse generator

A central element of the campaign is the Landing pagewhere the Greenpeace community can actively participate, comment and share the "YES clear" message. Using an "online meme spreader," the community can respond with memes to the most common lies of opponents. A special WhatsApp group also provides ongoing support to participants in spreading the message and dealing with climate deniers. And an "AI Excuse Generator" is designed to provide entertainment and encourage sharing by generating absurd excuses for non-voters.

The campaign is complemented by upcycling events throughout Switzerland. Participants can upgrade their used clothing to campaign clothing with screen printing. The landing page also offers activists posters, stickers and flyers for individual actions throughout the country.

The campaign arrives

The success of the campaign will ultimately be measured by whether the climate protection law is accepted by the population on Sunday. However, there are already positive reactions - especially from the young, urban population, according to those responsible.

The more than four million impressions generated by the advertising media so far show pleasing click rates. The real-time banners, which refer to the content of the respective news articles, have a click rate that is twice as high as that of the regular banners. In addition, the memes on the landing page were eagerly shared by supporters, and the "excuse generator" was bubbling away absurdly. The upcycling events in various cities also attracted hundreds of people. Now we have to keep our fingers crossed for the climate and hope that the intended target group has understood the call and will cast a clear YES into the ballot box on 18.6.

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INTERVIEW

"Different, visually appealing content should arouse the curiosity of the young target group"

Werbewoche.ch spoke with Marco Piffaretti (pictured left) and Nathan Solothurnmann (pictured right) from Greenpeace, as well as with the other implementation partners Tim Stockmar from TKF, Sandro Covo from Digital/Organizing and Sonam Wieland from Forward about the high-impact campaign.

Werbewoche.ch: The "JA klar" campaign focuses on politeness and sympathy. Was there a conscious decision not to use a more specific tone?

Tim Stockmar: The campaign focuses first and foremost on the fact that voting for the climate should be a matter of course. However, we deliberately combine the activist-style messages with our likeable climate cloud, because we are convinced that our target group will then perceive the messages more strongly in social media and share them with a good feeling.

Nathan Solothurnmann: The climate protection law does not pronounce bans, but wants to promote the switch to renewables with government subsidies. Many left-green people have long been aware of the urgency regarding climate heating. The campaign is therefore primarily about picking up these people with a positive message and motivating them to vote. Furthermore, the campaign should also appeal to people in the political center and show them the advantages of the new law. Climate alarmism would therefore be out of place. Nevertheless, the campaign uses apt images to show what needs to be protected, and also takes a side swipe at the opposition - namely the SVP.

 

Getting young people to vote is a common problem: What makes your campaign different?

Marco Piffaretti: The visual campaign consists mainly of type and the iconic cloud logo. This gives the opportunity to easily generate different, visually appealing content that arouses the curiosity of the young target group. To dominate the online world, we created the memes spreader. Using common and funny memes, this replicates what works on social media - and especially with a young audience.

 

In addition, you rely on artificial intelligence for the "excuse generator".

Piffaretti: By using Artificial Intelligence for the "Excuse Generator", we combined technology with humor and also tried to address - young - non-voters:inside with this tool in a new, attractive way. Finally, we also had the screen-printing events professionally photographed and thus again portrayed a cool and confident movement on the online channels. For this campaign, the priority is Instagram.

 

Were there any reactions from the opposing camp to the generated content?

Piffaretti: The reactions of the opponents were limited to the expected comments on social media. These were either countered by the "Social Media Warriors", a group on WhatsApp, other users and us (Greenpeace) or we deleted them.

 

How was the excuse generator realized?

Sandro Covo: GPT 3.5, a model of OpenAI, runs in the background. We combine the user's input with a prompt and a response is generated.

 

What are the limits of the function?

Covo: The model only knows what is also in the training data, so it does not know the neighbor or the grandmother in most cases. It is also not a joke machine that always delivers the perfect punchline. The whole thing only becomes funny in the context of the entire campaign and thanks to the creativity of the users. We also had to make sure that the prompt did not generate any discriminatory or hurtful excuses.

 

How are the reactive real-time banners implemented?

Sonam Wieland: For lightning-fast advertising placements on hand-picked articles, all booking agreements with the media and the technical measures must be made in advance. A team continuously monitors the coverage and makes the implementation decision for reactive ads. Based on this, the creation team creates ads and the technical implementation takes place. Predefined processes and standardized templates keep response times to a minimum. The overall process results in higher effort, but generates surprising and attention-grabbing ad placements.

 

However, the effort for the reactive banners seems to be worth it: They achieve a click rate twice as high as the regular ones. Will you rely more on this type of advertising in the future?

Wieland: This is an exciting campaign module that we are happy to use again. However, we are heavily dependent on media coverage of certain topics, which places clear limits on scaling. The campaign should therefore consist of several modules to ensure the desired reach.

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Responsible at Greenpeace Switzerland: Georg Klingler (Climate Campaigner); Marco Piffaretti (Digital Campaigner); Yara Hostettler (Volunteer Coordination); Nathan Solothurnmann (Project Coordination) Franziska Neugebauer (Visual Content Producer); Mathias Schlegel (Media Strategy). Responsible at TKF Communication & Design: Tim Stockmar (Creative Direction); Alexander Fürer (Strategy & Copy); Matthias Eberle (Art Direction); Nina Boschetti (Graphics); Larissa Ebneter (Consulting); Jan Thoma (Development). Responsible at Forward Advertising: Sonam Wieland (Digital Media Strategist); Andrea Kloter (Programmatic Trader).

Each month, Google Cloud Startup honors a startup that stands out as a pioneer in the use of a current technology. Matto Group, a Zug-based data-driven marketing company, wins Startup of the Month in June for its visionary use of Artificial Intelligence (AI). "We are very excited about this milestone. The award confirms that our strategic focus on building AI-based products in marketing is the right way to go," Tobias Egli, co-founder of Matto Group, was quoted as saying in a statement. The company is part of the Google Startup Program, where it is directly supported by Google and widely deploys its technology.

Revolutionizing the media industry with data and AI

It is undisputed that artificial intelligence (AI) is already of immense importance today - also that there is no way around it in marketing. Matto Group recognized this early on, and can now report progress in the field of artificial intelligence, which they are applying to the media sector in particular. The company collected a large amount of first-party data early on, which now provides the basis for models. One of the reasons why Matto Group was chosen as Google's "Startup of the Month" June.

"First-party data is the foundation of AI. We use data and AI to revolutionize online advertising, gain valuable ad insights, adapt strategies in real time and achieve top results," says Matthias Thomann, co-founder of Matto Group. In summary: Matto Group aims to reshape the future of marketing through innovation and data-driven strategies.

Efficient campaigns and accurate forecasts

The company uses machine learning broadly for their products in payroll analytics and campaign optimization.

With the platform Lohncheck.ch Matto Group aims to promote wage transparency and combat gender discrimination with personalized salary predictions. The TensorFlow model, a machine learning framework developed by Google, uses 16 parameters for accurate predictions, promoting fair pay practices. First-party data from Lohncheck.ch users:inside enables Matto Group to optimize programmatic campaign targeting. This enables tailored, first-party data-based advertising - such as the promotion of luxury brands to users with an income of over CHF 100,000.

What happens in the background: Using Google Cloud, low-latency predictions can be delivered and API security managed. Campaign data collected via DV 360 is stored in BigQuery and accessed via a REST API. This data helps build predictive models with Vertex AI and optimize campaign efficiency.

Setting the standard in targeting technology

Matto Group's first-party socio-demographic data adds significant value in today's advertising market environment through more targeted online targeting. This enables an expansion of reach to relevant customer segments. "We want to reach the relevant target groups of our customers through superior advertising technology and unique advertising data - with a high degree of individualization and without wastage," Thomann continues. Targeting technology based on first-party data will become even more important in the future, as soon as the third-party cookies, which are currently still very much in use, are no longer supported by all major browser providers. The company's mission is to reshape the future of marketing through innovation and data-driven strategies.

Label "SEF.Growth High Potential

In the fall of 2022, the Matto Group was already awarded the SEF.Growth High Potential Label. The company's business model was particularly convincing due to its versatile application possibilities in various segments. This builds on the central element of proprietary first-party data, which will be central to successful online targeting in the future. The SEF.Growth entrepreneurial experts attest the companies with the label an above-average growth potential and excellent chances of success.

BZ Pflege approached Enigma with a desire to lower the barriers to entry and reach a wider range of prospective students for its nursing degree programs. For the agency, the task was to transform the old site's complex navigation and overwhelming number of pages into a modern, user-friendly website. It needed to provide a seamless browsing experience and effectively guide prospective students through the enrollment process.

Enigma's team developed a comprehensive content strategy and a user-centric storytelling approach. Working closely with BZ Pflege, an intuitive website design was created to meet the needs of prospective students as well as the institution.

The new online presence of BZ Pflege presents itself at the cutting edge of technology. The targeted elimination of previous complexities has reportedly effectively reduced the bounce rate. Prospective students would now explore the website extensively, significantly increasing the chances of a successful conversion. The aesthetic design, intuitive navigation, and smooth enrollment process consistently reap positive feedback from both BZ nursing and potential students, laying the foundation for a significant increase in enrollments. Users appreciate the high usability of the website, which has an extremely positive impact on the brand image of BZ Pflege.

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Responsible at BZ Pflege: Geneviève Wüthrich (Head of Marketing and Communications), Karin Brunner (Marketing & Communications Specialist), Sören Reinhardt Baeriswyl (Online Communications Specialist), Caroline Bücheler (Corporate Communications Specialist), Etta Camille Brand (Marketing Specialist), Sandra Polzer (Facility Management & Marketing Specialist). Responsible at Enigma: Martin Künzi (COO), René Möllers (UX and Web Design), Björn Ehrike (Copywriting), Noël Bossart (Web Consulting), Isabelle Wanner (Project Management), Kendy Doblies (Overall Project Management). Responsible at Kreatif Klub: Thomas van der Wel (IT Project Manager), Artyom Yakovliev (Lead Developer), Yojia Shih (Craft CMS Manager).

With a fresher brand identity and redesigned brand architecture, the nearly 200-year-old Havas aims to tell its narrative more clearly. In line with its global integration strategy, Havas is bringing all of its brand networks and operating companies under a new common brand identity designed to strengthen Havas' core. Havas is positioning itself as a customer:centric, creative powerhouse that is at the intersection of entertainment and communications as part of the Vivendi Group. Non-Havas brand networks and operating companies will retain their individual identities in the process, but will add a complement that demonstrates a clear affiliation with Havas.

The brand refresh launches Tuesday with Havas headquarters in Paris and key Havas Villages around the world, including London, Madrid, Mumbai and New York, and will be rolled out gradually across the network throughout the year. The refresh encompasses all of Havas' physical and digital branding worldwide, including a new corporate website organized by core services and designed to provide a more customer:centric experience.

A single, modernized and dynamic brand will elevate Havas' offering to a higher level and unlock added value for customers and talent alike. The new brand is intended to represent a positive spirit of optimism, visually expressed with a dynamic edge, representing Havas' creativity and forward-thinking mentality.

"Our new identity is much more than just a logo adaptation. It strengthens our differentiation factor and gives us a competitive edge by simplifying our services and highlighting our core values," says Yannick Bolloré, Chairman and CEO of Havas.

"Making the Havas brand a meaningful business asset meant addressing two fundamental challenges. First, to improve customer:centricity by integrating the brand architecture system and optimizing service navigation. Second, to make the Havas brand a truly distinctive brand through a new visual identity built on a distinctive, modern logotype and signature elements that represent positive momentum," adds Thom Newton, Global CEO of Conran Design Group.

Following the cancellation of the anniversary exhibition due to the pandemic, the "Amag Emotion Days" are coming back to life this year. With a new mix of experience, fun and enjoyment, and of course numerous special models and used cars, the exhibition has been moved to early summer. The themes of "sustainability" and "electromobility" form the highlight of the event. For these reasons, the perception of the "Amag Emotion Days" should also be increased externally.

Likewise, Amag was to be perceived as the leading Swiss car dealer with 85 locations, thus playing the theme of Swissness.

Switzerland packed in a glass ball with AI

Old communication paths were to be abandoned, which prompted the creative team at Rosarot to rethink the key visual: it was created by a team of human creativity and artificial intelligence.

After the "human" idea generation, AI was used to put Switzerland, mobility and sustainability into a glass ball. Playfully, this composition shows what will move country and people in Switzerland in the future: A sustainable e-mobility to also preserve the landscape of Switzerland.

However, the AI images not only provided the template, but the customizations were also all implemented with artificial intelligence. The details and refinements were refined and perfected by human hands.

A full load of more ideas

With the new motto "Fully charged Switzerland", the task was taken into account that not only a fully charged program and Switzerland will play a major role, but also precisely electromobility.

In addition, the claim is used in numerous variations and appears again and again, such as in the big competition (Full Load of Winnings), the topic of e-mobility (Full Load of Future) for special models (Full Load of Occasions) or the summer loungers at the POS (Full Load of Relaxation).

For the national summer exhibition, Rosarot also designed and produced all communication material - from the exhibition banner to the competition wall - and all assets for the campaign.

360-degree communication for 100 POS locations

AI was also used again at the POS, for example for a Swiss map with all Amag locations. Or for floor and vehicle stickers that will bring the Swiss landscape - the green of the forests or the blue of the lakes - into each of the numerous car dealerships. In addition to brainstorming and handling more than 190 raffle prizes, including shipping, the Zurich agency was also responsible for preparing the imagery for the landing page and creating the social media assets. In addition, DOOH, print and online advertising materials were implemented and the invitation mailing was created.

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Responsible at Amag: Cristina Ravalli (Head of Customer Relations), Larissa Kobler (Event & Project Manager). Responsible at Rosarot: René Karrer (Creative Direction), Marcela Narvaez, Florian Fleischmann (Art Direction), Flavia Hänni (DTP), Evelyne Stöckli (Consulting), Samuel Bucher, Martina Schenker Bieli (Project Management), Thorsten Hainke (Senior Text), Franz Neugebauer (Senior Text).

The web presence Zhref.ch is aimed primarily at members of the national church and the general public. At the same time, the website is an important working tool for members of the authorities and employees in the parishes. This demand leads to a wide range of content, which provides the right level of depth for all users - regardless of whether they are confirmands or pastors.

The content architecture was consistently designed with the target groups in mind. Easy-to-understand language, a well-structured content layout and clever content networking have resulted in a modern and attractive platform. "More communication, less institutional imprinting was the goal of the new appearance," says project manager Andreas Bosshart from Dream Production.

Extranet for authorities and employees

For members of the authorities and employees in church congregations, there is a new extranet integrated into the website that provides documents and work aids for daily work. The extranet search function makes it possible to find specific guidelines and other documents. The work tool also includes personalized content recommendations, personal favorites and feedback options.

Fresh, generous design close to the people

The website wants to be close to the people. The sober corporate design of the Reformed Church was therefore complemented with warm pastel tones. Combined with authentic images and the generous use of typography, a fresh website has been created that is intended to arouse emotions. Visually, the new appearance is very well received: "With the new appearance, we want one thing above all: to be inviting. We have succeeded in doing that," says Nicolas Mori, Head of Communications at the regional church.

Drupal with Sharepoint and Active Directory integration

Drupal is used as the CMS. The open source CMS provides the approximately 50 editors with customized content modules. Via a connection to Microsoft Sharepoint, documents can be integrated directly from the central document management system. Employees of the administration use the single sign-on option via the Active Directory. Elasticsearch with facet search is used to quickly find the more than 1500 content items.

Anyone who has missed the deadline for postal voting or is unable to go to the polls themselves on the Sunday of the vote has the option in Zurich and Lucerne since Monday and up to and including Saturday of commissioning Stash-Rider:innen to deliver their own voting envelope. This is to ensure that as many votes as possible end up where they are heard: In the ballot box.

Ordering from Stash works via the Website and an app that also reminds people to vote and draws their attention to the additional service. All Rider:innen that deliver an order to their customers' homes will accept sealed voting envelopes until Saturday and immediately drop them in the official mailboxes of the Stadthäuser in Zurich and Lucerne. The delivery of the voting envelopes does not entail any additional costs.

With this campaign - which was created in collaboration with Jung von Matt Limmat and Jung von Matt Impact - Stash wants to encourage as many people as possible to vote. To increase the desire to vote even more, the Stash teams in Zurich and Lucerne are out and about with merchandising articles: caps, stickers and backpacks in Stash red and with the inscription "Vote" remind people to vote.

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Responsible at Stash: Phil Grieder (Chief Product Officer). Responsible at Jung von Matt Limmat: Jacqueline Rufener, Dominique Magnusson (Creative Direction), Joelle Hauser (Art Direction), Sandro Schmocker (Video Production), Marianne Sauter, Cédric Knapp (Account Direction), Luitgard Hagl (Managing Creative Director, Agency Lead). Responsible at Jung von Matt Impact: Hagi Süssmann (Client Director), Rubin Pfeiffer (Digital Marketing Manager). Responsible at June Corporate Communications: Nathalie Eggen (Managing Director).

To strengthen its positioning as a digital lifestyle brand, Smile Versicherung has been relying on an influencer collective along its marketing strategy for years. People like comedian Zeki and Sepp and Pietro have already promoted the brand in commercials.

Now Smile is bringing three women on board: Zurich R&B singer Naomi Lareine, soccer player Ramona Bachmann, and content creator and comedian Anaïs Decasper. In addition, Patrik Scherz, the award-winning "Newcomer of the Year" at the Smile Swiss Influencer Awards, also makes a guest TV appearance.

Different Influencer:inside

Social media comedian Zeki has been featured in Smile commercials for three years. "Smile doesn't pretend, has understood the young generation and is always two steps ahead in terms of marketing," says Zeki. What all Smile Influencer:ins have in common is that they challenge the status quo, stand up for their values, and are role models for their communities as a result. Naomi Lareine stands up for the rights of same-sex couples and women along her music. She attaches great importance to the background of a cooperation. "I can bring my personality and values to the collaboration with a lot of creativity," Lareine said. "I want to be an authentic and inspiring role model for today's and future generations."

Nati soccer player Ramona Bachmann is currently under contract with Paris Saint-Germain as a striker and is one of the most successful Swiss soccer players. And the former face of Radio Energy Zürich Anaïs Decasper makes the public laugh with her social media appearances. Her videos are loud, shrill and bring up everyday topics that are otherwise rarely talked about.

Influencer also at Smile Austria

The successful concept has also been scaled internationally since this year. Smile Austria, for example, has already started to build up local influencer collectives, including the professional beach volleyball duo Moritz Pristauz and Robin Seid.

From now on, the new faces can be seen in various communication measures, including the new TV spot, various online videos and social media posts. Ramona Bachmann and Naomi Lareine will also be accompanied by Smile at this year's Women's World Cup in Australia and New Zealand, as well as at the upcoming Swiss festival season.

With the Next initiative, Julius Baer wants to promote the discussion of mega-trends in science and technology through art. For the first project, the bank was able to win digital artist Refik Anadol. The artist has created "Glacier Dreams" from over 80 million glacier images using artificial intelligence. This work about the beauty and vulnerability of glaciers is at the heart of the campaign. The first chapter was shown in the Julius Baer Lounge at Art Dubai 2023. Further presentations are planned at the ArtScience Museum in Singapore, at Art Basel and at the Serpentine Gallery in London.

The Forward team has designed and implemented the advertising strategy around "Glacier Dreams". The aim is to attract the interest of culture lovers in the environment of major art fairs. To this end, Forward has worked with the NZZ, The Straits Times, The Times and The New York Times large-scale homepage takeovers have been agreed. During Art Basel, the campaign will be supplemented by digital outdoor advertising spaces in Switzerland. The regional measures will be flanked by contextual targeting via social media and programmatic advertising.

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Responsible at Julius Baer: Larissa Alghisi Rubner, Olivier Berger, Alexander Tysl. Responsible at Forward: Naomi Habisreutinger, Andrea Kloter, Sonam Wieland.

The current Wingo campaign from Heimat Zürich is all about speed: both the Wingo Swiss Pro mobile subscription and the Wingo Internet Start home subscription offer fast Internet - which makes you feel really fast. So fast, in fact, that the Swiss comedians Charles Nguela for German-speaking Switzerland and Alexandre Kominek for French-speaking Switzerland ignite the turbo and get dressed up for the occasion.

Various video formats, animated banners, posters, DOOH, static WB for social and co. and a cinema spot were produced by Heimat.

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Client: Wingo. Responsible agency: Home Zurich. Photo and film production: Sebahat Film + Photo. Photography: Dan Cermak. Media: Mediaschneider & Hoy.

By the end of the year, the Department of Environment, Transport, Energy and Communications (Uvek) will award new licenses for 13 regional TV stations. As Bakom announced on Monday, 51 broadcasters are competing for the 38 licenses for local radio and regional television. (Werbewoche.ch reported).

TVO has been licensed by the federal government since 2009 and, according to its own figures, reaches around 80,000 viewers every day. From 2025, the license area will also include the entire canton of Thurgau, according to a TVO statement. Until now, the station has only covered parts of Thurgau.

In the future, TVO wants to focus even more on regional content from politics, business, society, sports, culture and education with new broadcasting concepts, the station writes. An expansion of self-produced programs is planned. To this end, seven new positions are to be created in the programming area.

TVO faces competition from the media company Galledia, which is also bidding for the TV concession in eastern Switzerland (Werbewoche.ch reported). Galledia publishes, among others, the newspapers Rheintaler and Werdenberger & Obertoggenburger and trade and association newspapers, which also include the m&k advertisingweek.ch as well as online publications. (SDA/swi)

In German-speaking Switzerland, more than 74 percent of candidates were successful, and in French-speaking Switzerland around 60 percent. The cohort of communications specialists is characterized by a high level of expertise in the three main subjects of communications, media (online and offline) and realization/production. According to KS/CS Kommunikation, this is the only Swiss training program that offers such a broad mix of skills for entry-level employees in marketing, advertising and communications. In particular, the clear selection between passing and failing has given this federal examination a reliable value for many years.

Tasks relevant to practice

In this year's practical exams, the candidates created, among other things, a concept for an image film for the University of Bern with the claim "Knowledge creates value". The film should present the university as a leading, future-oriented and socially relevant institution.

Five masterful degrees

This year, first place is shared by Sandra Rapold of Bindella Terra Vite Vita and Raphael Urs Schaffner of Neuzeichen with a final grade of 5.4. They are followed in third place by May Gisler of Carlit + Ravensburger with a final grade of 5.3. Fourth and fifth place are again shared by Maxime Chabloz of Agence Trio and Nadine Leuenberger of the Swiss Druggists Association with a final grade of 5.2.

For the first time, the written exams were conducted on laptops provided, all of which were screened.