Globalwine's brand refresh pursued the goal of strengthening the brand's positioning in the dynamic competitive environment, which is increasingly dominated by online retail. The recently launched website is particularly important in this context, as it not only serves as an important sales channel, but also conveys exciting stories about premium wines and their makers and makes them come alive. Various storytelling elements are intended to inspire customers time and again and thus create specific purchase incentives.

Based on different market trends, the potential of different buyer types as well as their motivation and information behavior when buying wine was analyzed and mapped in customer journeys. For example, information on sustainability in viticulture or recommendations for organic and vegan wines have emerged, as they are attracting growing interest among target groups and have become relevant purchasing criteria.

The online buying experience was enriched with various storytelling elements - these range from stories about winemakers, wineries and regions to wine knowledge and recommendations by oenologist Alain Bramaz. Delivered in a variety of formats, video is playing an increasingly important role, bringing to life topics such as winemaking consulting, tastings, and food pairings, as well as stories about winemakers and wineries, which can be found both on the new website and on a dedicated YouTube Channel find

Responsible for GlobalwineGeri Theiler (CEO), Alain Bramaz (Head Oenologist & Viticulture Consultant), Stefan Lieberherr(Graphics & Design), Brigitte Auf der Maur (Digital Marketing). Responsible for Branders: René Allemann (Creative Director & CEO), Marisa Güntlisberger (Director Omnichannel Experience), Philippe Knupp (Strategy Director), Anita Hsieh (Brand Designer), Thomas Hausheer (Creative Brand Technologist), Martin Fähndrich (Video Journalist).

The campaign is aimed at the target group of best agers and introduces Pax's new pension product. It includes the sing-a-long song "Nix pi, pa, po - I wött einfach nur Pax," sung by Ayo Hope, musician and storyteller at Stuiq.

In the music video, TV actor Vincent Leittersdorf dances light-footedly through everyday snapshots - reflecting the target group's carefree attitude to life. Concrete contents of the product are part of the lyrics. The agency realized the song, music video and the entire campaign in-house.

"The song idea convinced directly, the funny music video with actor Vincent in top form fits seamlessly into our brand communication. The team harmonized throughout the project and we are all convinced that Stuiq's digital expertise gives the campaign the scope it deserves" says Daniel Mutz, Head of Sales and Marketing at Pax Insurance.

The music video is used at target group-specific touchpoints on social media as well as in programmatically purchased display and video placements on premium websites - in three languages and throughout Switzerland. Stuiq is responsible for the complete digital strategy along the sales funnel. A longer-term approach is taken to make the product known and position it sustainably in the target group of best agers.

Responsible at Pax: Daniel Mutz (Head of Sales & Marketing), Perry Streit (Head of Brokercenter German-speaking Switzerland), Diana Stocker (Head of Direct Sales), Rafael Eigenmann (Products & Pricing PV), Susanne Breuer (Content & Channel Marketing), Darija Trcak (Content & Channel Marketing), Ismael Lopez (Content & Channel Marketing). Branding: Ehingerbc. Strategy, creation, implementation, music, film production: Stuiq. Media: ZipMedia (push measures and retargeting), Sidekicks (SEA).

Dreifive successfully won the pitch for Trivanova and is now supporting Trivanova in the strategic implementation, media planning and realization of campaigns in the area of digital marketing.

Thanks to Trivanova's broad portfolio, each campaign is aimed at a new and clearly defined target group that is accompanied on its digital journey. Various measures in the areas of social media advertising, display advertising and audio advertising will be used.

The current planning of the campaign focuses on the brands Moonspring, Nocco, Luke's and Vitamin Well.

Responsible at Trivanova: Shelly Rosenblum (Head Marketing), Alessandra Thüring (Marketing Manager), Sean Winkler (Marketing Manager). Responsible at Dreifive: Jolanda Kessler (Head of Digital Marketing Consulting), Naomi Romero (Digital Marketing Consultant), Sandra Lanfranchi (Digital Marketing Consultant), Daniel Waibel (Lead Digital Analytics), Max Müller (Junior Digital Designer), Hendrik Schraven (Junior Digital Rich Media Solutions).

When the «Advertiser of the Year» describes a campaign—one he didn’t create himself—as «striking,» that’s probably the highest praise one could hope for. When Phd supported Oatly’s entry into the Swiss market in mid-2021, the media agency didn’t focus on TikTok or influencers for the Swedish oat milk producer. Instead, it focused on traditional, analog posters. «Less is more,» says David Schärer, co-founder of Rod Kommunikation and “Advertiser of the Year 2021/22.”.

«Because by focusing on the essentials, a poster can have an agenda-setting effect. In my view, Oatly’s advertising campaign was orchestrated exclusively through posters.» And this was done «in the time-honored tradition of consistent poster design,» according to the advertiser—Schärer believes that this type of outdoor advertising could be experiencing a renaissance. No wonder, because in an age when we’re spending more and more time in front of screens due to working from home, virtual meetings, and digital events, analog advertising mediums have almost become a rarity—and stand out all the more for it.”.

Outdoor advertising is making a strong showing with its traditional strengths—a trend for the outdoor advertising industry in 2022? Definitely, because posters and other outdoor media play an enormously important role in Switzerland. According to a survey by DieMarktforscher.org from last November, street posters are the second-most effective medium in Switzerland after the internet when it comes to reach. By comparison, in Germany, posters rank seventh! Whether in the city, high up on a mountain on a gondola, on public transportation, in a shopping center, or at a gas station: The study shows that the Swiss value advertising in public spaces and find advertising on the street, in train stations, and in shopping centers the most appealing of all media. For example, VBZ TrafficMedia has also observed an increase in bookings for X-Large roof formats on trams and buses, full-wrap tram advertisements, and large-scale advertising formats.

«By focusing on the essentials, a poster can have an agenda-setting effect.»

«A last-resort medium with broad reach that reaches all segments of the population,» says APG|SGA. And that’s more important today than ever—because «with increasingly fragmented media consumption and countless communication channels, out-of-home advertising stands for unrestricted visibility, openness, honesty, and conversation starters,» says Nadja Mühlemann of APG|SGA. Media planner Oliver Schönfeld of TWmedia goes a step further and refers to outdoor advertising as «the last remaining mass medium.» «In an era when former mass media such as TV are fragmenting into more and more individual channels, you need an extremely large number of stations and a substantial budget to achieve a reach comparable to that of outdoor advertising, thanks to its omnipresence,» says the Managing Director.

However, this medium doesn't just score points for its reach; it's also way ahead of online and other platforms in several other areas: visibility, brand safety, and trust.

DOOH on a Growth Trajectory

In the new year, however, the medium isn’t just relying on its traditional strengths; it’s also increasingly evolving into a state-of-the-art companion along the customer journey. As a result, growth in 2022 will come primarily from the digital sector: Major players are investing in the expansion of digital products—for example, APG|SGA surpassed the 1,000-unit mark for large-format ePanels and eBoards for the first time last year, in addition to 1,500 screens located in public transportation and other venues
and mountain stations; this trend is set to continue throughout 2022. Clear Channel has more than 500 digital outdoor advertising spaces in its portfolio. Neo Advertising currently has 1,045 screens, and that number is expected to exceed 1,300 as early as July.

«In the new year, this medium is increasingly evolving into a state-of-the-art companion on the customer journey.»

Even in transit advertising, there is a growing demand for digital formats. «In public transportation, however, digital offerings are still in their infancy and will continue to evolve in the coming years,» says Serge Nater, product manager at VBZ TrafficMedia. Furthermore, digitalization is making its way into more and more out-of-home (OOH) sectors: «Until now, the outdoor advertising industry has primarily implemented digitalization only in absolute premium locations such as train stations or airports, mainly for cost reasons,» says Adtrac Managing Director Benjamin Wey. «However, we are observing that
»There is increasing activity in the retail media sector. This means that retailers are recognizing the media value of their household-decision-maker audience and want to capitalize on it in the physical world as well. The objective for advertising space is therefore a combination of information, sales, and promotional impact."

Raclette only when the weather is right

PDOOH—or Programmatic Digital Out of Home—also remains a trend in the 2022 outdoor advertising landscape—a relatively new discipline that aims to compete with online advertising. After all, precise targeting options, ads tailored to weather conditions and foot traffic, and new opportunities to integrate with other media—these are features that haven’t necessarily been considered a USP of OOH until now. The
The major players are well-prepared and are already offering such services.

According to the new white paper «Programmatic Out of Home 2021» by APG|SGA and JCDECAUX, respondents (98 percent) from 13 countries agree: the share of programmatic OOH will continue to rise. Experts see opportunities here, particularly in combination with mobile, but also with online and TV. Nevertheless: «Programmatic DOOH is still in its infancy,» says David Schärer. The advertising professional is eager to see fascinating case studies, but there are already examples that illustrate the potential: To promote raclette and fondue, Coop’s ads appeared on digital screens only when the relevant target audience was out and about and the weather met specific criteria. The campaign was precisely targeted via a demand-side platform. The result: nearly ten million impressions, more efficient targeting, and a significant increase in sales.

Starbucks also used weather data to invite passersby in German- and French-speaking Switzerland to enjoy a drink via DOOH within a 500-meter radius of its stores. A cool soft drink or a hot coffee—depending on the weather.

However, when it comes to PDOOH, the industry still has a lot of work to do. After all, the key to successful PDOOH campaigns is having the right data—namely, dynamic data. Anyone who wants to respond in real time to the behavior of their customer groups with different ad creatives must understand that behavior. Even though market research provides this data, it is not yet linked to the SPR+ standard—a unified metric is still missing. (see interview below). And there are new challenges when it comes to creativity as well: «Creative techniques change with every channel, and we have to rethink how to make the most of the opportunity,» says David Schärer. The biggest mistake: simply using clips from existing video campaigns for (programmatic) DOOH. The campaigns must be effective at a glance and convey both the message and the sender within a few seconds.

If this succeeds in 2022, it could take digital out-of-home advertising to a whole new level. Because one thing is clear, according to the Advertiser of the Year: «DOOH is finally putting an end to linear storytelling.»

INTERVIEW

«The potential has not yet been fully realized»

Oliver Schönfeld, Managing Director at TWMedia, discusses the advantages of DOOH and PDOOH in an interview with m&k.

m&k: Digital out-of-home (DOOH) offerings are expected to drive growth in the new year—why is DOOH so popular with advertisers?

Oliver Schönfeld: Digital out-of-home advertising offers numerous advantages—the locations are usually prime, and advertisers want to harness the power of this new medium. The screens are more visible during the darker months of the year, and thanks to the booking options, DOOH is faster and more flexible than traditional posters. Programmatic DOOH also opens up new opportunities to target audiences even more precisely. A paradigm shift is therefore taking place—away from a purely location-based approach and toward a stronger focus on target audiences.

What challenges does this medium face in this regard?

From a technological standpoint, DOOH offers enormous possibilities. However, the market is not yet able to fully capitalize on them. I see three challenges in particular: first, the issue of data. As an advertiser, you can use PDOOH to target different audiences in the morning than at noon or in the evening. But if you want to respond to behavior and target audiences in real time, you also need to understand their behavior precisely. This requires the right—and dynamic—data. While market research firms do provide this data, it isn’t yet linked to SPR+. In effect, we’re dealing with different «currencies» in each case, which sometimes leads to confusion on the client side. The second issue is inventory, which definitely has room for expansion. Currently, it’s not yet possible to run a national DOOH campaign here that matches the reach and coverage of a traditional poster campaign.

And third?

The Creative. For DOOH, agencies should adapt the advertising material to suit the channel as much as possible—in other words, they shouldn’t simply use clips from TV commercials or online videos, because no one watches these spots linearly from start to finish. This means that the moment someone walks by, the message must be effective, and the sender must be clear in every sequence—all without sound.

Why is PDOOH effective when combined with Is mobile really that effective?

To put it bluntly, a smartphone is a tracking device. We know with relative precision who passes by a billboard or a point of sale, where they live and work, what they’re interested in online, and which apps they use—all in an anonymized manner that complies with data protection regulations. If you run a billboard campaign with a strong branding element and then, in real time, engage someone walking by with a more performance-oriented message that references the billboard, it can be very successful.

This article first appeared in the m&k Print Edition 1-2/2022.

Sanitas Troesch is celebrating its 111th anniversary this year. Together with the agency Festland, the Sanitas Troesch also supported in brand strategy and brand presencethe decision was made to focus on high-quality content. The result is a magazine that presents the world of Sanitas Troesch in a contemporary way.

Relaunch with redesign

For the anniversary edition, the magazine "Bad. Kitchen. Leben." was completely redesigned by Festland, both visually and in terms of content. The challenge was that the publication should appeal to and entertain both private individuals and professionals. "Our readership includes sanitary planners and plumbers as well as investors and architects and, of course, our customers and employees," explains Marco Serratore, Head of Marketing & Communication at Sanitas Troesch.

The main content is various trend stories on the future of bathrooms and kitchens. Iria Degen and Stephan Hürlemann talk about Swiss design between tradition and innovation. Simone Achermann and Stephan Sigrist from the think tank W.I.R.E. get to the bottom of developments that will shape our lives and homes of tomorrow. And Johan Olzon-Åkerström, co-founder of the Soeder design collective, talks about the essence of sustainability.

Other illustrious voices include Marianne Kohler Nizamuddin, author of the interior blog "Sweet Home", Urs Heller, Editor-in-Chief of GaultMillau Switzerland, and Reto Largo, Managing Director of the Nest innovation center in conversation with Patrick Maier, CEO of Sanitas Troesch and Saint-Gobain Switzerland.

The good result is due to revenue growth in the user and advertising markets, the recovery in the event business and the pleasing business performance of the investments and the joint venture CH Media, the media company announced on Wednesday. It was essentially due to the successful transformation of the business model.

Sales increased by 8 percent to 239.5 million Swiss francs, with growth in all areas. Reader market sales increased by 4 percent. The main drivers of this growth were the digital products, with which additional new target groups and new markets could be developed, according to the statement.

NZZ intends to distribute dividends

Overall, the journalistic core business generated an operating profit of CHF 10 million. This is 89 percent more than in the previous year and represents a 10-year high.

There was also a significant increase in revenues in the advertising market. For the first time, revenues from the digital advertising market exceeded those from the traditional print advertising market. Overall, revenue in the advertising market increased by 21 percent or CHF 13.6 million compared to 2020.

Due to the good Group result, the Board of Directors of NZZ proposes to the Annual General Meeting that a dividend of 250 Swiss francs per share be paid. The Corona support payments received by NZZ AG in the area of indirect press promotion were repaid.

Meyer to join the Board of Directors

In addition, the NZZ announced a change in the Board of Directors on Wednesday. Carolina Müller-Möhl will not stand for re-election, but will retain her seat on the journalistic advisory board. Hotelplan CEO Laura Meyer was proposed as her successor by the board of directors. The proven digital expert has a wealth of professional experience in the media sector, the Board of Directors said, explaining the choice. (SDA/swi)

Thanks to the strict savings program, the use of synergies and a recovery in the advertising market in the second half of the year, the operating result increased significantly compared to the previous year, CH Media announced on Wednesday.

The company expects the situation to remain tense in the first half of the current year. The significant price increases in the paper and electricity markets are having a negative impact, it said.

No dividend due to state aid

CH Media and affiliated companies received CHF 4.5 million in emergency media aid for radio/TV in 2021 due to the coronavirus pandemic. The media company will therefore not be distributing a dividend for the 2021 financial year.

It paid CHF 1.7 million in emergency media aid back to the state for the previous year. According to previous figures, the company had received a total of CHF 6.9 million. CH Media was established in fall 2018 as a joint venture between the NZZ Media Group and AZ Medien. (SDA)

After no symposium could be held in Baden in the two previous years, this year's 18th symposium was characterized by the current events Ukraine and Covid. Already in the welcoming speech of the initiator of KMU Swiss, Armin Baumann, the importance of crisis management was mentioned and that it is possible to act and not react through foresight.

Overcoming crises is one of the tasks of the armed forces. Federal Councillor Viola Amherd, Head of the DDPS and thus Head of the Armed Forces, was able to draw on a wide range of current events. In her speech, she mentioned that the Armed Forces had already been challenged with subsidiary missions during the pandemic and knew how to deal with crises. The army is the insurance of a national economy and has to be increased, because the resources reach their limits during longer missions. Therefore, women would be welcome to counteract the "shortage of skilled workers". Regarding Ukraine, one should not panic, but be vigilant, Amherd said.

Claudia Thali dedicated herself to the creativity with which solutions can be found to prevent a "nursing case Switzerland". She mentioned that creativity cannot be realized by command, but by "thinking out of the box" and free spaces. According to studies, most innovations are created in the shower.

Thus, it might be appropriate to define the reforms of old-age provision under the shower. Because the current approaches to reforms do not solve the problem of demographic development, increasing life expectancy and a fixed age limit, said Prof. Dr. Aymo Brunetti in his presentation. He advocated making the retirement age more flexible and mentioned Sweden and Norway as best-practice examples.

Josef Zopp devoted his explanation to the origins of the conversion rates, highlighting the problems associated with the different conversion rates. He also described that the reduction of the current conversion rate from 6.8 to 6 percent discussed by politicians is still too high and underlined that some pension funds already apply significantly lower rates today.

The presentations were followed by a discussion on retirement planning. This was joined by Thomas Boyer, CEO of Groupe Mutuel. The conclusion was that action should be taken now. Otherwise, a bleak picture would emerge. The search for a solution that adapts flexibly and thus makes further reforms superfluous was also emphasized.

In the final block of presentations, Guido Konrad and Ernst Gisin spoke about the power of innovation to create added value for a high-price country like Switzerland and to be competitive. With the attractiveness of the company, as well as the location, the shortage of skilled workers could be counteracted. Susan Diethelm showed that a spa like Fortyseven in Bade can help to support the business location accordingly.

Around 25 exhibitors were represented in the "Wandelhallen" of the Trafo Baden, where participants could find out about products and services and, above all, network.

Looking back on the symposium, it can be said that Switzerland is still well on its way, but still has some weak points: Political mills work more slowly than economic ones - and in some cases they work against each other, which prevents rapid positive development. The Covid crisis was still handled relatively well compared to other countries, but it also showed a certain dependence on other markets. With innovations, creativity and flexibility, some things can be cushioned.

The goal of the Swiss trade fair for business events, the ConferenceArena, is to be a pioneer in terms of trends and news. Now, those responsible for the trade fair say that, with a heavy heart, they have decided to postpone the anniversary edition by one year. The new date for the 10th ConferenceArena is Thursday, April 20, 2023.

MICE industry expects big schedule and workload

On the one hand, the World Economic Forum will take place in Davos from May 22 to 26, 2022. A large part of the MICE and event industry is involved there. On the other hand, a large number of postponed events would take place in the already event-intensive months of May and June. Those responsible for the ConferenceArena would like the relocation to help the industry cope with this extra workload as best as possible. At the same time, they are pleased that the industry can now finally act and implement again.

Planning for the ConferenceArena 2023 is already underway

"Of course, we very much regret the postponement. At the same time, we are already working towards presenting a fireworks display of innovative news and groundbreaking ideas to participants and exhibitors at the 10th ConferenceArena 2023," explains Bianca Markwalder, Managing Director of ConferenceArena LLC. "It's important to us that the industry can strengthen itself in the market after hopefully surviving the pandemic and contribute to an unforgettable trade show in one year."

The postponement also met with a lot of understanding from the show's partners, he said. "Things are finally looking up in the industry and we have received a lot of positive feedback. This backing is the foundation of ConferenceArena as the most important industry platform. It gives us the certainty that we have made the right decision," Markwalder continued.

Expansion of the existing trade fair format

According to the organizers, the one-year break will be used to expand the existing trade show format. Ideas will be examined and conceptualized in the coming months. "The ConferenceArena has always developed further in recent years. It is our concern to continue this success story. To ensure that we succeed, we need to find new approaches and adapt Switzerland's most important industry get-together to the trends within the industry," concludes Markwalder.

More information on the expanded concept of the 10th ConferenceArena 2023 is to follow.

Swiss TecLadies has set itself the task of raising awareness of STEM professions among girls and discovering and promoting technical talent. The national support program is now entering its third round: from now until the beginning of May 2022, all technology fans can apply to the Tec-Challenge put their knowledge to the test, answer tricky questions and win big prizes.

Girls between the ages of 13 and 16 who are interested in technology are also invited to apply for the mentoring program. Here, successful women offer them insights into their professional world as personal mentors. The participants attend workshops and get to know girls from all over Switzerland. After completing the program, they receive a certificate and become a member of the Swiss TecLadies network.

Taking aim at role clichés

To draw attention to the campaign, Swiss TecLadies and the Lucerne agency Rocket are launching a nationwide campaign. Former mentees with an eye for scientific connections in their everyday lives are portrayed on social media, posters and flyers.

The young women show that technology affects every area of life. The campaign also uses juxtapositions and drawings to make it clear that STEM professions are no longer nerdy - and also takes aim at gender-specific role stereotypes. For example, mentee Julia explains in a handwritten headline that baking is more about experimenting with states of matter than a sweet pastime.

Swiss tap water may be of impeccable quality, inexpensive and healthy - but in the long run it's also a bit boring. With "Eau&Moi," Rivella wants to transform the lackluster tap water into a fruity refreshing drink with natural ingredients. For this purpose, pureed fruits, herbs and spices are packed into small pouches that can be added to the tap water as a natural flavor additive.

Rosarot designed the car launch for the Rivella brand. For this, the brand values, differentiation and relevance of the product innovation were defined in advance in a brand workshop with the client. The result is a website with newly developed usability and a newly defined user interface. With animations and designs inspired by water and fruit, a visit to the website should become a small shopping experience.

The website features smart mechanisms such as a subscription configurator that calculates how much of the daily recommended amount of water can be flavored, and an intelligent shopping cart optimized for cross-selling. The holistic storytelling rounds off the website.

Responsible at Eau&Moi: Ciydem Buchheit (Head of New Business), Floriane Schmid (Junior Manager New Business). Responsible at Rosarot: René Karrer (Creative Direction), Andreas Steiner (Director Content), Labinot Gashi (Director Digital), Isabelle Niemann (Project Management Digital Marketing), Florian Fleischmann (Art Direction), Marcela Narvaez, Stefanie Steimer (Graphic Design).

57-year-old Susanne Brunner studied journalism in Ottawa, Canada, and then joined what was then DRS 3 in 1986, initially as a presenter and editor, including for the in-depth programs "Input" and "Focus. Later, she also gained television experience as a reporter on "10 vor 10.

In 2000, Susanne Brunner moved to San Francisco, taking over one of Radio SRF's two USA correspondent positions. After a brief period as Romandie correspondent, she joined "Tagesgespräch" in 2007, where she was head of talks for eleven years.

In 2018, the Glarus native moved abroad again, to Amman, where she took over the Middle East post. In the late summer of 2022, she will succeed Marco Kauffmann in Bern, who is retiring. NZZ changes.