Drinks.ch / Silverbogen has appointed Aras Özcan as its new Head of Marketing as of the beginning of October 2021. In his new role, Özcan will be responsible for marketing communications in Switzerland. He orchestrates all marketing and communication activities and is also dedicated to the development and positioning of the Drinks.ch brand.

Özcan brings with him a great deal of experience in marketing and communications. Over the last few years, he worked for Virtue Switzerland, where he was responsible for new business acquisition as New Business Director, among other things. (Werbewoche.ch reported). Previously, as Client Service Manager Digital at IPG Mediabrands, he supported international clients in their digital strategy.

Oliq designs and produces "vitamin companions" to go: The sprays combine natural active ingredients with taste and ease of use. The composition of Oliq is intended to help better absorb fat-soluble micronutrients in particular.

DD Com first designed and implemented new imagery for all Oliq products. A packshot imagery with fresh colors was used to highlight the positive and diverse effects of the sprays and to show the natural ingredients in an aesthetic way.

DD Com developed a concept for the cross-media campaign that focuses in particular on the broad impact of the TV spot and also focuses strongly on online and social media channels. The model, presenter and former Miss Switzerland Dominique Rinderknecht was won as a testimonial. Derived from the packshot photography, Rinderknecht was also staged in an image concept that is used on various online and social media channels.

The TV spot celebrates the vibrant life of Dominique Rinderknecht, whose fresh, sporty, and healthy lifestyle matches the Oliq products. The campaign will launch in mid-October on various digital and social media channels as well as on German-language TV stations.

Responsible at Oliq: Sara Renzi (Head of Oliq, Mibelle Group), Katharina Weins (Digital Marketing Manager). Responsible at DD Com: Daniel Müri (overall responsibility, CCO), Florian Brand (creative direction), Andrea Bissig (art direction), Patrick Meyer (CD text), Tobias Koenen (digital), Vera Trachsel (consulting), Debora Raimondi (image editing), Martin Bernhard (edit/motion design). Production: Daniel Gerber (photography packshots), Werner Baumgartner (styling packshots), Jonathan Heyer with All in Production (photography, direction TVC), Urs Affolter (styling), Helen and Noemi Rinderknecht (hair and makeup), NJP Studios (scoring).

In the first GenZ Report, Xeit already showed that young people are on their cell phones virtually non-stop in their free time (Werbewoche.ch reported). Now, for the second time, the Zurich-based agency has evaluated the screen time and cell phone usage activities of 270 participants aged between 13 and 23 over a period of four weeks. This shows that young Swiss people use social media in particular very intensively, spending more than 20 hours a week.

Communication yes, administration no

In particular, young women and men invest by far the most time in communicating and interacting with friends. What is surprising here is that the intensity of use of social media apps and platforms decreases from the age of 17.

The winner in terms of usage intensity across all age groups is Instagram, an app that is also heavily used by millenials. However, administration apps such as e-mail are not relevant for Generation Z.

Significance of screen time

Generation Z is increasingly becoming the focus of attention in many business sectors. Accordingly, it is indispensable to know where and how to communicate with teenagers and young adults. Not only the platform and timing are relevant, but also the content, the approach and the form of communication.

The facts at a glance

• In total, all study participants together spent around 30,833 hours on their cell phones within four weeks - equivalent to 181,440 hours. This corresponds to just over four and a half days.
• The battle for user attention: For 97 percent of participants, Instagram was once among the top 5 apps in the month under review.
• With increasing age, the intensity of use decreases.
• Mailing apps are used for just over a minute on average
• Only 3 percent of participants do not follow any influencer or creator

A preview of the GenZ report can be on Xeit.ch can be downloaded.

"The flow corresponds to an optimal experience. It's like when an athlete concentrates to the maximum. At that point, creativity and productivity are optimal. We develop technologies that give users exactly this feeling." These are the words used by Charles-Henri Sabet, founder of FlowBank, to describe the approach of his new online bank, which was launched in Geneva in 2020 and has also been based in Zurich since the beginning of October. A clear and differentiating vision that Franz&René is implementing for the brand's national awareness campaign.

The Bern-based agency conceived two short TV spots, produced by Rocket Film and directed by Joris Dommels, to challenge audiences with potential absurdist sources of distraction.

The awareness campaign is complemented by TV sponsorship billboards and three DOOH subjects at Zurich station. One of these subjects includes a 3D fly, which was realized by Andréa Philippon. The subjects will also be distributed on social media.

On the opening day, a 20-square-meter poster with a provocative message was displayed on the glass façade of the offices on Zurich's Löwenplatz. Photographer Niels Ackermann took pictures of it, which the media used as headlines for their press articles.

Responsible at FlowBank: Caroline Puder-Lévy (Head of Marketing), Aude Goetz (Communication Manager), Wenzel Müller (Senior Sales Manager). Responsible at Franz&René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Vincent Eichenberger (Client Service Direction & Digital), Yoann Cosson (Creative Direction), Gianluca Terzini (Art Director), Sven Jungo (Graphic Designer, Chief of Production), Janosh Ourtilane (Art Director Intern CREA). Production: Rocket Film: Joris Dommels (director), Christopher Novak (producer). Media : Olivier Schmid (Magic Kitchen). FrontWork : Elisa Bregé, Sandro Güntensperger. Photographer: Niels Ackermann. 3D: Andréa Philippon.

The Corona crisis has also shaken up the paper industry: Because online orders have increased massively, the packaging industry needs more pulp. All of a sudden, this substance, which is obtained from wood and is the raw material for paper production, is a rare commodity.

"The market for pulp, which is needed for books, is mainly siphoned off by countries with growing domestic demand," an Orell Füssli spokesman told AWP news agency.

But it is not only pulp that paper manufacturers are lacking. There is also a shortage of recovered paper, which is needed for the production of newsprint, for example. "Fewer quantities of recovered paper have been produced and therefore less recovered paper could be recycled," says a spokeswoman for the Swiss Paper, Board and Foil Manufacturers' Association (SPKF).

Less advertising gives less waste paper

This is partly due to the fact that companies scaled down their advertising activities last year - for example, printed brochures or newspaper inserts. As a result, less waste paper was generated. According to SPKF, however, the decline in waste paper is a long-term trend, as a look at the statistics of the Recycling Papier + Karton (RP+K) association also shows.

In addition, there was a fire at the Perlen Papier company last Thursday. As a result, the company can temporarily supply less paper. Perlen Papier is the only manufacturer of press paper in Switzerland and the largest recycler of waste paper in the country. As a result of the fire, Tamedia, NZZ and CH Media will have to print thinner newspapers than usual until the end of October, the publishers jointly announced on Monday.

Rising prices for transport and energy are also putting pressure on paper manufacturers: "The price of energy is going absolutely crazy at the moment. Gas has risen by around 300 to 600 percent, depending on the order period," explained Swiss Quality Paper on behalf of the SPKF. Electricity prices have also doubled.

There is hardly anything in the paper production industry that has not become at least 10 percent more expensive since the fourth quarter of last year, according to another SPKF member who does not want to be named.

Publishers pay 10 percent more

Paper manufacturers cannot bear these price increases alone, but must pass them on to their customers - the publishers and printers. "There were some price increases in the second half of 2021, but they do not cover the rising costs by far," explains Chemie + Papier Holding, to which Perlen Papier belongs. There will be further price increases, it adds.

Book and newspaper publishers now have to pay up to 10 percent more for the paper they need, as they explain in unison. According to Carsten Schwab, head of production at Diogenes Verlag, paper accounts for just under half of the production costs for books.

"But it goes far beyond the papers," Schwab said. "Adhesives, inks, carrier films and even the wooden pallets on which the books are stacked for transport have also become more expensive."

Printing delays

Because paper is so hard to come by, there are also delays. "Fortunately, the printers always have the material in stock for Diogenes paperbacks and hardcovers. But for art books, children's books - especially cardboard picture books - or otherwise specially designed books, there are currently delivery problems, some of them considerable," says Schwab.

This is problematic for publishers, as Tanja Messerli from the Swiss Booksellers and Publishers Association (SBVV) explains: "A book gets media attention when it is newly published," she says. If it takes longer than two to three weeks for the book to hit the bookstore shelves, the customer attention is already over.

No more expensive store prices foreseen

Despite all the odds, publishers do not want to pass on the price increases for books to consumers for the time being. "So far, the increase in paper prices has not yet been reflected in store prices," says Schwab. This is because book prices would develop much more slowly than raw material prices.

The Zurich-based publisher of teaching materials says it is carefully monitoring the situation surrounding the shortage of raw materials. "No price increases have been made for teaching materials," the publisher says. Orell Füssli also states that it is planning for the long term and is ordering paper in bundles, which is why the increasing demand for paper is having "hardly any effect on book prices at present".

According to Tanja Messerli of the SBCV, however, Swiss publishers can't simply screw up their prices either: after all, the Swiss book market is tied to prices in Germany. "That's because we import about 80 percent of German-language books," she says. What is becoming more expensive, however, is shipping books.

However, the Börsenverein des Deutschen Buchhandels (German Publishers and Booksellers Association) had recently suggested that the high procurement costs for paper and the shortage of paper for books could have an "ultimate impact" on book prices. This in turn could affect Swiss book prices. (AWP/Tabea von Ow)

The School of Life Sciences FHNW (HLS FHNW) offers seven Bachelor's degree programs that open up exciting future prospects for graduates. Each year, five information events are held to present the fields of study and the numerous career opportunities.

With the current campaign for the HLS FHNW, CR Basel is following up on the communication appearance with pictograms and giving the fields of study a face. For the testimonials promoting the information event in the second half of the year, numerous students have been recruited to represent their specific field of study with a pictogram T-shirt, thus inviting them to participate in the information event.

On the occasion of the lively shooting in the mobile photo booth on site at the FHNW Campus Muttenz, they spontaneously answered various questions about their personal fascination with their studies and their plans for the future for the short films that were also realized. Or: Life Sciences just gives "answers for life", which forms the respective conclusion of the sequences.

The campaign has been running since mid-September and includes posters, advertising materials on public transport and a varied online and social media campaign under the hashtag #lifeisscience via HLS FHNW and student channels.

Responsible at School of Life Sciences FHNW: Katja Grünblatt, Pascale Rippstein (co-responsible for communication & marketing), Judith Graf (responsible for digital communication and social media). Responsible at CR Basel: Thomas Fux (Mandate and Campaign Management), Joëlle New (Project Management), Gabriel Heuberger (Head of Creation), Fabian Bieler (Communication Design), Daniel Roth (Graphic Design), Marie-Luise Platten (Administration). Shooting (Photobooth): Logis Digital. Postproduction video clips: Luke Film. Media: TWMedia.

The jury members for the 30th ADC*E Awards, the "Champions League of Creativity", have been announced: Among the 53 creatives from 19 European countries, three Swiss ADC members are on the jury.

Julia Staub, Senior Copywriter at Wunderman Thompson, will evaluate the submitted works in the "Film & Audio" category. Marcin Baba, Executive Creative Director at Serviceplan Suisse, will serve as a jury member in the "Interactive & Mobile" category. And Manuel Wenzel, Executive Creative Director at TBWA\Switzerland, will judge the works in the "Brand Experience" category.

In 2021, ADC*E will again be judging last year's award-winning work from across Europe. The official deadline this year is Friday, November 29, 2021, and the medals will be announced on December 2, 2021.

With the launch of the Bienne2Go platform, Tourism Biel Seeland has created a new information and marketing platform. It offers an advertising and distribution channel for locally based companies from the event, gastronomy and retail sectors.

With the introduction of the platform, there will be changes in the digital offer of local information sources, as the agency Artworth from Zeeland writes in a statement. The Bienne Guide website will be integrated into the Bienne2Go.ch offering.

Strengthening location marketing together

Artworth built up the Bienne Guide community and still maintains it. The agency is pleased with the new partnership: "As a person from Zeeland, the professional marketing of our region is close to my heart. That's why our team also launched Bienne Guide in August 2018," says co-founder Thierry Moser. The collaboration between Artworth and Tourism Biel Seeland on the website would create synergies and avoid duplication. Oliver von Allmen, director of Tourism Biel Seeland, has a similar view: "Users of the portal will find a well-structured selection of attractive offers. It is also important for cultural professionals that they only have to enter their events and activities once and that they have an efficient distribution channel at their disposal.

Bienne2Go off to a good start

With the integration of BienneGuide.ch into Bienne2Go.ch, the consolidation in the area of leisure and shopping platforms continues to progress. According to Oliver von Allmen, many individual providers will be under one roof in the future. According to Artworth, the launch has gone well. "The feedback after the first few months has been positive," says von Allmen. "Many stores now have a presence in three languages. Thanks to the marketing and advertising activities planned for the platform, they should benefit from a rapid increase in website visitors."

Lanz has about 20 years of media experience, according to a statement from CH Media on Tuesday. Most recently, she worked at the commuter newspaper 20 minutes as a member of the editorial management. Prior to that, she worked in various media genres.

The Schaffhausen native thus has the ideal qualifications for her new position and for the start of the joint radio, regional TV and Today editorial team at the Zurich location, the statement said. (SDA)

"Jobs with impact. Your Zurich municipalities." This is the claim of the second part of the municipal campaign in the municipalities and cities of the Canton of Zurich. It was developed by the Association of Zurich Municipal Clerks and Administrative Professionals (VZGV) in collaboration with representatives of Zurich municipalities and cities and has a clear goal: The municipalities and cities want to present themselves as attractive employers and show how versatile and exciting a job in a municipal or city administration is.

From the municipal shrine

iberin to the social worker

From October 22, 2021, various poster sujets will be visible in Zurich's municipalities and cities. The "Your Zurich Communities" campaign will also be visible on social media. Four people - a municipal clerk, a landscape gardener, a building secretary and a social worker - represent the diverse fields of work in a public administration and describe their area of expertise with a short quote.

More detailed information is available on the campaign website Yourzuerchergemeinden.vzgv.chwhere, for example, you can read about the issues and challenges a construction secretary encounters in her daily work on an administration.

With these cross-media measures, the municipalities and cities want to present themselves as progressive employers that have a lot to offer - especially in the area of management. "Especially in times of a shortage of skilled workers, it is important that administrations are visible as versatile employers," explains Thomas-Peter Binder, President of the VZGV. The direct link to the VZGV's job portal underscores the goal of the campaign: "Ultimately, it's also about finding suitable people for the open positions."

Sustainable impact to the goal

A third campaign part is still to follow. "Just as important as attracting good people is training good people," says Thomas-Peter Binder. That's why the last part, which is to follow next year, will focus on vocational training and apprenticeships in a public administration.

For six years, Raiffeisen has been operating the platform Localheroes.ch in the cooperative sense and makes its crowdfunding platform available to project starters and supporters free of charge. Recently, the national fundraising platform was thus able to celebrate reaching 20 million francs in donations for over 1,100 local projects.

Raiffeisen's image campaign aims to show the potential of crowdfunding and to raise awareness of Raiffeisen's successful donation platform Lokalhelden.ch, which was launched for this purpose. Shining Film delivers the appropriate film.

The film is intended to differentiate Raiffeisen as a cooperative and to show that something is given back to the region by means of crowdfunding or the Lokalhelden.ch platform, in line with the cooperative idea.

Representative of thousands of successful projects

In order to strengthen the bond with the region in all parts of the country, the broad Swiss population is addressed with the aim of motivating visitors to Lokalhelden.ch to enter their own local and charitable project.

Selecting and portraying a single project from over 1000 successful ones was jointly rejected. A film script was developed that is based on several concrete projects and tells the story of the creation of an adventure playground. The film will be used on TV and in cinemas as well as on social media.

Responsible at Raiffeisen: Oliver Niedermann (Head of Marketing), André Stöckli (Head of Sponsoring); Samuel Weibel (Group Manager Lokalhelden.ch), Delia Burkhard (Consultant Communication-Marketing Lokalhelden.ch). Responsible at Shining Film (film production): Stefan Bircher (Concept, Script and Executive Producer), Jonathan Heyer (Concept, Script, Director and Photographer), Lea Dettli, Manuela Rüegg (Production Management), Daryl Hefti (Director of Photography), Frederik Kunkel (Equipment), Wolfgang Weigl (Edit).

What are lift studies?

A common challenge in reviewing the results of an advertising campaign lies in recognizing the effective value of a campaign, especially when marketing measures may also have influenced the target group. To determine the independent effective value of a campaign, the causal effects must be calculated and all other marketing measures must be examined at the same time. This approach to measurement is called incrementality.

To determine incrementality, Facebook offers several tests. On Facebook and Instagram, groups can be created randomly, with the only statistically significant difference being whether group members can see a particular campaign, in addition to all other marketing, or not. In this way, Facebook's boost tests incrementally measure the impact of advertising.

Brand Lift studies on Facebook and Instagram

Brand Lift tests can use surveys and other brand awareness measurements to determine the actual value and their performance independent of other marketing measures. In a Brand Lift test, a representative group of people is selected. This sample group is then arbitrarily divided into test and holdout groups. With the help of causal inference techniques, the effect of the advertising can be determined.

In a test, the test and control groups are made up of the selected target group and then people in both groups are asked about topics such as advertising recall, association of the message and brand awareness. The test determines the performance difference between the test and holdout groups. This characterizes the success of the Facebook advertising under the given test conditions.

Brand lift studies are an excellent way to determine the impact of advertising on brand awareness. Questions such as "is your brand known?", "do people remember your brand?" or "would they like to buy something from you?" are possible. Based on the test results, future campaign decisions can be optimized and possibly budgets can be better allocated between channels.

Conversion Lift Studies on Facebook and Instagram

Facebook expands ad measurement capabilities with Conversion Lift. Conversion Lift studies allow advertisers to determine the impact of their ads across all devices and identify the causality between ads and sales.

Last click attribution, which is often used, can be useful in principle for search engine marketing, but it does not work in other digital disciplines. Counting clicks does not reveal the values created by Ads. By allowing advertisers to measure the impact of an Ads impression versus an ad - with consistency across display devices - conversion lift measurement brings a holistic view of performance. Exciting, because the technologies supported by current measurement systems - cookies to track viewability, clicks to measure sales - are no longer sufficient in the mobile world. People use multiple devices and most purchases still happen in real stores.

WebStage Masters: The largest social media marketing conference in Switzerland

On November 4, 2021, the most important social media platforms will be meeting at the Dolder Grand in Zurich. The conference line-up has been online since Tuesday and features keynotes, film premieres, master classes and panel discussions with Swiss political figures. Among others, TikTok, Facebook, Heineken, Groupe Mutuel and the University of St. Gallen will share their latest insights with the audience.

Thematically, in addition to the "classic social media topics" such as social commerce, LinkedIn best practices, A/B testing on Facebook and Instagram, influencer marketing, greenwashing and sustainability communication on social media will also be discussed.

In addition to exciting keynotes, the program offers three master classes. Two of them are taught directly by Facebook, while the third is dedicated to the combination of social and SEO strategies. The program is rounded off with contributions on topics such as Gen Z, messenger marketing and podcasts.

Details about the program and the speakers as well as tickets are available at Webstage-masters.ch.

How do I measure the effective value of my marketing efforts on Facebook and Instagram?

The most exciting studies as well as concrete tips and tricks on the topic of Brand Lift & Conversion Lift on Facebook and Instagram will be presented by Thomas Besmer and Thomas Hutter from Hutter Consult at the WebStage Masters.

* Thomas Hutter is the owner and managing director of Hutter Consult AG. Known as one of the most renowned Facebook marketing experts in the German-speaking world, he advises large and medium-sized companies, organizations and agencies. He laid the foundation for Hutter Consult AG with the blog on Facebook marketing "thomashutter.com", founded in 2009, which is still considered one of the most important resources on current developments in the field of Facebook and social media marketing in German-speaking countries. He passes on his knowledge both as a lecturer and as a seminar leader at various seminar providers in Germany, Austria and Switzerland. You can meet him live and in color as a speaker and mentor at all the usual conferences in the industry in Germany, Austria and Switzerland.

This article was created as part of a media partnership between m&k Werbewoche.ch and Webstage Masters.