The campaign of Family and Watson was launched in spring 2021 (Werbewoche.ch reported). In the meantime, "Show attitude. Read Watson." has received 13 awards.

Now the campaign is going into the second round. Four new characters are to give the out-of-home and digital-out-of-home subjects a fresh look.

The campaign has been on display in nine major Swiss cities since March 7 and is also being used online, on TV and in cinemas.

According to the STV, the sustainability program of Swiss tourism has established itself as an important instrument for tourism service providers to implement sustainability in practice.

Somewhat Less than a year after market launchthe program is getting a new home: Effective immediately, it will be integrated into the activities of the STV's Competence Center Sustainability KONA. Under the overall management of Director Philipp Niederberger and the project lead of Romy Bacher, the STV will take over all organizational work that arises within the framework of the office - including the processing of applications, the support of program partners, the review of new sustainability proofs and reporting. Switzerland Tourism remains responsible for marketing the program.

This division of labor will also ensure close cooperation between the STV and Switzerland Tourism in the future, according to the STV. Both organizations are working together with the tourism industry on the strategic development of the program. Philipp Niederberger is pleased with the successful integration: "Swisstainable is an important building block for the common vision of Switzerland as a sustainable tourism country and a relevant pillar for the newly created KONA". In addition to Swisstainable, the already incorporated Swiss SDG Tourism Dialogue an important part of the center.

After returning from maternity leave in the fall of 2020, Katharina Locher spent a few months as a TV correspondent in Bern before returning to "Schweiz aktuell" as a presenter. She stood in for Joël Baumann, who was temporarily helping out as a maternity replacement at the knowledge magazine "Einstein" at the time.

Locher will now smoothly transition to taking over the correspondent position in Bern in parallel to her moderating activities at "Schweiz aktuell". This will be done together with the current correspondents Urs Gilgen and Matthias Thomi. Locher will take over from Baumann, who will move to the editorial department of the health magazine "Puls" at the beginning of April 2022.

Ticketcorner's Board of Directors has appointed Oliver Niedermann as its new CEO. He succeeds Andreas Angehrn, who will leave Ticketcorner at the end of June.

Oliver Niedermann, 49, has been Head of Marketing at Raiffeisen Switzerland for the past ten years. He focused on the digital transformation of the bank's marketing activities in the B2C and B2B business as well as in sponsoring and loyalty management.

Niedermann previously gained extensive expertise in the areas of marketing, events, ticketing, sponsoring in various management positions at sports and entertainment agencies such as SUI or iSe-Hospitality, which managed the 2006 Fifa World Cup in Germany. After graduating from the University of St. Gallen HSG, he spent several years in management consulting with international consulting companies, primarily for media, sports and entertainment clients.

"We are delighted to have gained Oliver Niedermann, a highly qualified marketing and events expert, who will further expand Ticketcorner's leadership position. He brings with him the very best professional qualifications to penetrate the Swiss market even further and to make the offering even more attractive for our customers," says Klaus-Peter Schulenberg, Chairman of the Board of Directors of Ticketcorner and CEO of Eventim Management.

"I'm looking forward to steering the fortunes of the association together with the Board and revitalizing it with new offers," explained Markus Baumgartner after his election. Baumgartner said at the meeting that he wanted to strengthen the exchange between members in future with a new regulars' table and thus discuss current incidents more quickly.

The 56-year-old has more than 30 years of experience as a journalist and communications consultant. He has managed the B-public agency in Zug, Zurich and Geneva since 2012. He is also a sparring partner for managers and companies. As a Certified Consultant in Strategic Communications, he has broad experience in all areas of communication.
Olivier Laube, 55, is an experienced and proven crisis communicator and works as Head of Cyber Crisis Response Training at Zwygart Leadership. Laube also works as a media trainer for companies through his company Laube Media. He previously worked as Head of Communications at McDonalds Switzerland and as a TV producer for Immo-TV and TeleZüri. Laube would like to make a strong contribution to the VKK in the transfer of knowledge to the outside world. 

New specialist course with universitye

Together with Professor Norbert Winistörfer from the University of Applied Sciences Northwestern Switzerland FHNW in Aarau, the VKK is developing a specialist course on "Crisis Management & Communication".

In addition to continuous education and training, forward thinking, planning and action are crucial in crisis communication, explains Olivier Laube: "For crisis communication to work, you have to be prepared and armed as a company, person or organization". This will also affect Swiss SMEs in the future, especially when it comes to cyber attacks, which are threatening our society today. 

In Samsung's temporary Fold-Up Store at Jelmoli Zurich, other folded objects such as a wall clock, a bumper car and a toboggan are on display alongside the latest generation of Galaxy Z Series smartphones. They are intended to playfully draw attention to the USP of the Galaxy Z Fold3 and Galaxy Z Flip3, their foldability.

The concept as well as the cross-media campaign for the pop-up store came from the Zurich agency Sir Mary. From naming and logo to key visuals, digital and analog advertising materials and creator collaborations, a visual was created to highlight the different nature of this product range. The Fold-Up Store, which was implemented in collaboration with Studio Lakrits, serves as a physical touchpoint where the entire range of foldable smartphones with matching accessories and wearables can be experienced and tried out.

"In the Fold-Up Store, visitors will experience the Galaxy Z Series as well as everyday objects that have never been seen in this form before. We are excited to create awareness around the unique 'foldable' world of Samsung and introduce Switzerland to this innovation," explains Dario Casari, Country Manager of Samsung Switzerland.

As the store, which has been open for exploration at Jelmoli since mid-November, has met with a very positive response, the world of experience at Jelmoli Zurich will remain in place until the end of March.

In the end, users would rather not follow the recommendations of products that do not fit the advertiser, according to the study. Advertisers should therefore weigh up which products they want to have advertised by verified influencers, especially since these are usually rewarded for the blue checkmark, according to Jazlyn Dumas from the University of Maine.

Survey in two parts

The survey comprised two parts. In the first part, 223 respondents between the ages of 18 and 57 were asked how often they use Instagram and how familiar they are with the concept of the Instagram checkmark. Then they were asked to rate the authenticity, celebrity and credibility of the advertisers.

In the second part of the survey, 450 subjects between the ages of 18 and 42 took part. Dumas presented them with a fitness or beauty influencer account. One showed a woman in a push-up position, the other a smiling woman. The accounts presented promoted products and some had blue check marks, while others did not.

Again, the subjects were asked to rate the accounts on a scale of one to seven according to various factors, which were finally consolidated into ratings for attractiveness, trustworthiness, credibility and celebrity. In addition, the participants were asked to rate how well the advertisement "fits" the respective account and how likely they are to buy the product.

The results show that consumers associate the blue checkmarks more strongly with celebrity than with authenticity or credibility. Therefore, they do not trust a verified social media influencer if he or she promotes a brand that does not match the brand's usual message. Even if the brand seems appropriate for the social media influencer, consumers do not trust verified accounts more than non-verified ones. (pte)

2022 Goldbach presents the Crossmedia Award for the 18th time. The winning case will be selected on April 7, 2022 as part of the "Best of Swiss Web" Award Night.

Of the 36 campaigns submitted, eight made it onto the Shortlist achieved. These were selected by a 14-member, independent Expert jury nominated.

Goldbach Crossmedia Award

Shortlist 2022

m&k Werbewoche.ch : Tobias Müllhaupt, forFor many people, the metaverse and everything that goes with it areört, nor "New territory". However, you have already created a GeschäThe company has developed its own business model. What, in simple terms explainärt, does your agency "Miss Wolf"?

Tobias Müllhaupt: With Miss Wolf, we produce all advertising media that can be displayed on a digital screen: whether social ads, sophisticated HTML5 ads, DOOH or complex dynamic feeds. With the advent of Metaverse, it is natural that we have now expanded the above portfolio. We have recently started offering productions for Metaverse platforms, NFTs and also AR productions. Brands or agencies come to us who already have a mature idea of how and where they want to be present in the Metaverse. We then take over the production job.

If you still ühas no idea at all what the Metaverse is about. is: Can you give us a crash course?

The basic idea of the metaverse is not complicated. Simply put, the metaverse encompasses any digital experience that is three-dimensional, immersive, permanent, and virtual - that is, that does not take place in the physical world. There are two terms of the metaverse in particular that need to be distinguished: Virtual reality refers to an entirely new 3D digital world that replaces reality; in augmented reality, digital content is added to the natural environment.

Why should companies in Switzerland already beür interested in what happens in the metaverse?

Nowadays, we are no longer in a linear, but in an exponential development of technologies. This means that it can happen unimaginably quickly that new technologies become accepted by the masses and the development of the metaverse is thus massively accelerated. As a company in Switzerland, I would therefore already start thinking strategically about how I can use the current or future Metaverse technologies. Modern and scalable business models will emerge. I see "growth hackers" and digital marketing pioneers as responsible for pitching and driving the entry into the metaverse within a company.

Another term that you can always häThe one that reads more often is that of "NFT". Digital images of bored looking monkeys are used by pop stars füThe auction was held for horrendous sums of money.ünstler Wolfgang Beltracchi launches a DaVinci collection on the Blockchain. Once again füFor laymen like me, what is an NFT?

Non-fungible tokens are non-exchangeable, blockchain-based tokens that can be used to digitally map ownership. The beauty of this is that, thanks to the transparency of blockchain technology, anyone can check whether someone actually has the rights to a digital asset or not. For example, a digital image or piece of music can be copied and downloaded thousands of times. Nevertheless, there is only one token that represents the original, and the blockchain can be used to show whether someone is in possession of this token or not. This is regulated via so-called smart contracts. These are "digital contracts" that can also be viewed transparently. What I find exciting is that with NFT transactions, Creators are rewarded for each transaction. For example, a Creator can program royalties into their NFT. Each time the token changes hands, a portion of the resale value is returned to the original creator or to any person or organization.

Here, too, the question arises: Which applicationöThere are many possibilities forür company?

Already now there are interesting possibilities to get involved as a company: The "simpler" way is to launch your own NFT collection with art, trading cards ... or to buy virtual land. If you want to get started in a more complex way, you can create virtual brand experiences on platforms like Roblox and Decentraland. Here, the focus is on brand awareness and engagement for now. Great examples are Vans World and Alo Sanctuary. Alternatively, as a simple end user, you can get the Oculus Quest 2 and take your first steps into the metaverse.

Let's talk üWhat are your Metaverse visions for the near future, and what will möbe possible?

The one extreme is: Everything collapses and the fundamental idea, the decentralized vision does not prevail. The other extreme is: The whole life takes place only in the metaverse and the "virtual me" has at some point more value than my "real me". As we know, the solution will settle somewhere in the middle of these two extremes. The key is to first overcome fundamental hurdles: The technology has to be there - you need VR goggles, for example, that won't make you dizzy if you wear them for a long time. The big tech companies are working on such solutions right now. Profitable business models for companies also need to develop.

And how köBrands can leverage these developments to create new revenue streams.öme and generate leads?

The Metaverse has the potential to be a fully functioning economy. Individuals and businesses will be able to create, own, invest, sell, and be compensated for various "works." The metaverse can become a gigantic marketing channel for businesses.

* Tobias Müllhaupt (pictured below as Digital Avatar) is founder and CEO of the digital production agency Miss Wolf in Zurich. The 29-year-old previously worked as Head of Social Media for Globus, among other positions. The company produces säAll advertising media that can be displayed on a digital screen can be used in the same way.öand has recently started to offer productions for theür Metaverse-platforms, NFTs and AR productions.

After his professional career, the two-time Grand Slam winner in doubles worked as a coach for players such as Steffi Graf and Ana Ivanovic. He also spent more than 20 years commentating on tennis broadcasts on SRF - for which he was also named Sports Journalist of the Year together with his colleague Stefan Bürer. 

Blick sports director Steffi Buchli has high hopes for the newcomer: "His expertise is impressive; he knows world tennis like no one else. Through his role as coach, Heinz Günthardt is also very close to the future of Swiss tennis."

In addition to his commitment to the Blick Group, Günthardt will continue to work as a commentator for the "Tennis Channel" and as coach of the Swiss women's team in the Billy Jean King Cup.

For Women's Day, online retailer Flipkart wanted to congratulate all women with the following message: "Dear Customer, This Women's Day, let's celebrate You. Get Kitchen Appliances from Rs 299." It translates as "On International Women's Day, let's celebrate you by buying kitchen appliances."

This did not go down well at all. "Bravo Flipkart for such a stereotypical and sexist offer," wrote one young man. He read from the message that the e-commerce giant wanted to give women a place in the kitchen.

"We're sorry"

"Hundreds of women fighting for equality and here you come offering discounts on kitchen appliances? Are women only there for the kitchen?" wrote another user on Twitter. A large number of men and women reacted similarly. "We messed up and we're sorry," Flipkart tweeted in response. "We had no intention of hurting anyone's feelings. We apologize for our message on International Women's Day."

We messed up and we are sorry.
We did not intend to hurt anyone's sentiments and apologise for the Women's Day message shared earlier. pic.twitter.com/Gji4WAumQG

- Flipkart (@Flipkart) March 8, 2022

Every year, March 8 is celebrated around the world as International Women's Day. The motto for 2022 was "United Nations Day for Women's Rights and World Peace". This aims to recognize women who demand the same rights as men. (pte/swi)

In order to meet future customer needs, differentiate itself in the market and strengthen its thematic leadership in the industry, the supplier of innovative window and facade solutions 4B is adjusting its brand strategy.

In communication, the focus is on emotionalizing the brand: Instead of technical facts, innovative solutions are to be addressed that generate concrete added value for the various customer segments - from private customers to architects and planners to corporate customers.

More customer proximity through content and lifestyle

DD Com addressed this challenge with a modular visual world, various moving image implementations and testimonial reports that make 4B solutions tangible through cross-channel storytelling. The brand's look and feel was also broken up in favor of a more lifestyle-oriented, editorial character.

The signal effect of the yellow-blue logo partly recedes with the new monochrome variants and gives more space to the emotional imagery. As an integrative element, an agile signet was derived from the logo, which is used both statically and dynamically as a 3D animation and has in turn inspired pictograms and illustrations. All fonts were adapted, with the interplay of grotesque and serif typefaces creating an editorial character - supported by a fresh, contemporary color palette.

Fast implementation and success measurement

The conception and implementation of the CI/CD took place over a period of ten months. In addition to films on image, innovation, customer stories and corporate history, as well as brand books for internal and external stakeholders, the process included testimonial reports, a completely renewed web design, stationery, brochures and factsheets, as well as corporate fashion, OOH, car branding and a sub-branding of the "4B Campus" training area.

In parallel, a product campaign for the RF1 renovation window was realized and played out on TV, OOH, print, and online. The measurable success of the campaign proved the broad acceptance of the rebranding in the market. Currently, according to DD Com, a second wave is being planned in which 4B and the agency will cooperate with a style expert on the content level. With design themes, 4B and DD Com had recently also distinguished themselves with the launch campaign for the ST2 sliding door.

Responsible at 4B: Jean-Marc Devaud (CEO), Fabiana Grilli-Mühlebach (Head of Marketing & Communication), Sarah Schneider, Melanie Engel, André Grüter, Donjeta Halitaj (Marketing & Communication Team). Responsible at DD Com: Daniel Müri (Creative Direction), Florian Brand, Nicolas Wagner, Andrea Bissig (Art Direction), Remy Bernert (Strategy and Consulting), Tobias Koenen (Digital and Consulting), Vera Trachsel (Consulting), Debora Raimondi (Image Editing), Werner Kim, Andreas Laub, Lukas Wassmer (Prepress). Film and photography: Christopher Alexander Kuhn.