Digital solutions for schools were already in high demand before the pandemic, but during the crisis they became indispensable for school operations. More than 500 schools and 150 music schools in all cantons of Switzerland are already working with the school management system Scolaris and use the digital possibilities such as parent portals, chat function, documents with workflow or IT solutions in pedagogy.

In order to position itself even more clearly in the market, Pmi.AG invested in the Scolaris brand and commissioned Heads Corporate Branding to renew its positioning and appearance.

Heads sharpened the positioning on the basis of its brand profiling and formulated the new brand promise: "With versatile and practical solutions, Scolaris is committed to efficient digital collaboration in the school sector." In keeping with the platform's high level of user-friendliness, the logo now gives you a smile. And in the short form for app applications, "Scolaris" even becomes a winning, Portuguese "ola".

As a visual world, Heads developed a concept based on outstanding school building architecture - symbol of Scolaris' modernity and closeness to school operations.

Bernhard Christen brings over 20 years of experience in the marketing of major Swiss companies, most recently as Head of Marketing at Swiss International Airlines. In this role, he already worked intensively with SRF's marketing department and implemented various large-scale sponsorship projects in SRG's programs. As Head of SRF Sponsorship Sales, the 50-year-old is responsible for both the sale of all sponsorship offers of SRF, RTS and RSI in the German-speaking part of Switzerland's advertising market and the national coordination of the sales teams in the three parts of the country.

Through his senior positions at Swiss International Airlines and before that at Rivella and Ricola, Christen has a strong connection to the marketing of traditional Swiss brands and is very familiar with the peculiarities of the three-tier media market in Switzerland. Last but not least, he has already been responsible for the marketing and sales of Swiss communication platforms on the advertising market in recent years. He will take over his duties from Michael Hutzli as of October 1, 2021.

Michael Hutzli has decided to leave SRF and sponsorship marketing after almost ten years. He is founding his own agency and specializing in healthcare communications.

For a good six months now, Migros' online supermarket has no longer been called LeShop, but Migros Online. In addition to 2,000 additional Migros products, the new store also has a new Instagram appearance receive

Besides the definition of a visual concept as well as the creation of a monthly content plan with ideas, assets and text, the "shoppable posts" play an important role. "We are very pleased that we were able to develop and implement a new social media concept in a sympathetic and uncomplicated collaboration with Migros Online. This extends the attractive online supermarket quite simply and visually appealing on Instagram," says Michel Bognar, Head of Social Media at TrueStory.

Responsible at Migros Online: Philippe Roch (overall responsibility), Luke White (project management), Gitta Santandrea (text). Responsible at TrueStory: Michel Bognar (project management), Norbert Rieger (creation), Elie Kerbage (text).

Sensitizing and appealing to a young, male and boisterous target group is at the heart of the Campaign. Difficult to reach and resistant to instruction, this target group is a tough one, as Boff writes in a press release. To ensure that the young men are nevertheless picked up, the interactive campaign focuses on ambition and self-determination.

In the video, viewers can decide for themselves how the story continues - "Bandersnatch" versus swimming accidents. Gamification without fatal consequences. It forms the heart of the campaign and works on all end devices without additional apps or plug-ins. To make the story experience perfect, great importance was attached to performance and speed. No waiting, no stuttering - the focus here is on the fun of the game.

With the seemingly limitless possibilities offered to players, various overlay effects and audio designs can be integrated directly and quickly. The user quickly recognizes when he makes a mistake and is thus sensitized during the game.

A bold and contemporary design was developed in collaboration with the Bern-based agency Pixelfarm to ensure that the "Save your friends" campaign also corresponds visually to the target group. The logo, color scheme, font and overall identity of the campaign were created with the aim of appealing to young men. The design was to be summery, adventurous and "fresh".

The seriousness was alluded to with the "dark mode" and underlined with the signal colors red and green. In order to accentuate the core of the initiative - the interactive game - even more clearly, classic game elements were deliberately used. The design is intended to be fun, thought-provoking and in keeping with the spirit of the times.

The website was developed "mobile-first" in three languages and optimized for use on cell phones in horizontal mode, as according to Boff, more than 90 percent of users will visit the campaign on their cell phones. The site was to be kept lean, performant and simple. Future content can be easily created, translated and uploaded by Visana itself.

The campaign journey starts with the entry point, which is intended to kick off the story. Boff also created advertising material for Instagram, Facebook, Snapchat, YouTube and programmatic that directly and boldly formulates the call to action: "Can you survive a day on the water?".

Responsible at Visana: David Müller (Head of Corporate Communications), Melanie von Arx (Campaign Manager), Simon Stettler (Co-Campaign Manager). Responsible at SLRG: Philip Binaghi (Communication and Marketing). Responsible at Boff: Adrian Berteletti, Alejandro Ortega, Yves Farine; Mirio Bähler (Audioflair), Thierry Lüthi (Audioflair), Filip Jägerlöv (Blue Billywig). CI/CD: Pixelfarm. Sound design and audio production: Audioflair.

Allianz Suisse launches the "Share Your Fire" campaign together with Sir Mary. In cooperation with fashion designer Julia Seemann, Olympic champion Iouri Podladtchikov and Schweizer Sporthilfe, worn jerseys from over 100 top Swiss athletes - including Roger Federer, Nicola Spirig and Kariem Hussein - were collected and turned into new designer shirts. Sports fans from Switzerland can win these until September 5, 2021.

With this campaign, Allianz is making the first communicative impact on its global partnership with the Olympic and Paralympic Movements. Roger Federer, Giulia Steingruber, Kariem Hussein, Nino Schurter, Dominique Gisin, Roman Josi, Nicola Spirig, Didier Défago, Andri Ragettli and Viktor Röthlin are just a few of the 110 top Swiss athletes who have donated their jerseys to "Share your Fire" - and whose fire Allianz now shares with Switzerland in the form of exclusive, handmade designer shirts.

"We are proud to be able to give so many people a piece of their sporting role models. The 'Share your Fire' shirts should inspire their wearers to also fight for their own dreams and goals in a persistent, friendly and fair way," says Thomas Wegmann, Head of Market Management at Allianz. More than 150 meaningful jerseys, tops, training shirts, pants, bodysuits and bibs have gone into the making of the new unique items. They were collected over weeks, cut into many pieces and finally made into 100 men's and women's shirts in four different cuts.

An important incentive for the athletes: For each of them, 500 Swiss francs were donated by Allianz to the Swiss Sports Aid's promotion of young talent. The design and hand production of the unique items was undertaken by the Swiss fashion designer Julia Seemann, who is particularly enthusiastic about the project because of the upcycling idea and the diverse stories behind the jerseys. She was assisted throughout the process by Olympic champion and ex-snowboard pro Iouri Podladtchikov, who is studying photography in New York after finishing his sports career in 2019.

For "Share your Fire," Podlatchikov was able to contribute his expertise as an athlete as well as his passion for his new profession: He is responsible for the campaign images as a photographer. In addition, he also donated a piece of memorabilia - his last competition shirt - and cut it up himself. "I think it's great that the fighting spirit that went into it can now live on in other people," says Podlatchikov.

The campaign is promoted in a 50-second spot featuring bladerunner Abassia Rahmani, hurdler Kariem Hussein and ex-professional soccer player Stephan Lichtsteiner. In addition, social media clips with Iouri and Julia provide insights into the process of creating the shirts. An extensive PR strategy accompanies the measures. From July to September, the unique shirts will be staggered every two weeks on the campaign website. Shareyourfire.ch raffled. On the website, you can find out which athletes are wearing each unique item. You can also learn more about the background of the donated garments.

"We are delighted that with the "Share your Fire" collection for Allianz, we have once again created not a classic advertisement, but a product that inspires people and lasts," said Daniel Zuberbühler, Founder and Managing Partner at Sir Mary.

Responsible at Allianz: Thomas Wegmann, Thomas Jost, Marcel Wolfgramm, Rahel Habersaat, Simone Schmitt, Corina Brunner, Arjan von Doesburg, Sebastian Adam. Responsible at Sir Mary: Florian Beck, Andi Portmann, Adrian Merz, Katrin Espelage, Thomas Berger, Jessica do Amparo, Julia Fischhaber, Naemi Sauter, Maurice Ziegler, Barbara Kallenberg, Lukas Wietlisbach, Fabian Habisreutinger, Vanessa Habisreutinger, Katharina Günther, Eticus Rozas, Alexia Siegwart, Timon Oberholzer, Nicolas Hostettler, Daniel Zuberbühler. Responsible at Shining Pictures (film production): Leonardo Sanfilippo, Alessandra Dolci, Gabi Benz (Producer), Maximilian Speidel (Director), Tobias Kubli (DoP), Bela Adami (Edit), Jürgen Kulka (Grading). Production: Stereotyp (music production activation film), UKO (sound studio); Aaron Graf, Hero Fähndrich (edit content films), Simon Hardegger (grading content films), Bardo Eicher (sound mix content films). Campaign photos: Iouri Podladtchikov. Landing page: Sugo.digital. Shirt production: Julia Seemann, Iouri Podladtchikov. Product shots: Image factory.

INTERVIEW

"It was the most elaborate action for all of us that we have ever undertaken"

Thomas Wegmann, Head of Market Management and Member of the Executive Board at Allianz, talks to Werbewoche.ch about the motivations as well as the challenges of the campaign, and what he hopes to achieve with the "Share Your Fire" campaign.

Werbewoche.ch: Thomas Wegmann, "Share Your Fire" is once again a creative, unconventional campaign by Allianz. Could you tell us how the idea - together with Sir Mary - came about?

Brief context: The Allianz Group has decided to enter into a global partnership with the International Olympic Committee IOC, covering the Summer and Winter Olympic Games. For us in Switzerland, this opens up new communications opportunities. But at the same time, it is also a challenge to activate the topic of the Olympics in a credible way while remaining very close to the athletes and us "normal" people.

At Allianz, we have already had very good experiences with courageous, unconventional actions. For example, with our Wedding Chapel at Pride, a pop-up chapel where same-sex couples symbolically said "I do" in front of the first gay marriage minister flown in from Las Vegas. (Werbewoche.ch reported). Or with the Formula E safety car, in which the official safety car driver chauffeured guests through Zurich as an Uber.

Sir Mary responded very quickly to our brief to develop an equally creative approach with exciting suggestions. In the Corona days, we quickly dismissed the idea of an energy drink with a drop of top athletes' sweat, but just as quickly recognized the upcycling shirt made from our top athletes' jerseys as an idea with great potential and pursued it further.

How long did the process take from the idea to the "finished product"?  

The process took a total of around half a year. Not that long when you consider how many hurdles had to be overcome along the way. For all of us, it was the most elaborate action we have ever undertaken. From putting together the interdisciplinary team, collecting the top athletes' jerseys, shirt design, manual production, spots and campaign pages, to the demanding negotiations with the IOC.

What do you think is the most important message of the "Share Your Fire" campaign?

"Share Your Fire" - take some of the fire of our top Swiss athletes with you, be brave, fight, make a difference yourself, and share your own personal fire with others. In the spirit of our brand message "Courage means making".

How difficult was it to get the athletes, some of whom are enormously popular, to provide you with original jerseys?

Our campaign does not have a purely commercial purpose, but supports Swiss Sports Aid, with whom we have worked closely. We were thrilled that over 100 of our top Swiss athletes donated their jerseys to us and thus made a contribution to supporting up-and-coming Swiss athletes.

What do you think: Will the designer shirts become collector's items after the raffle or do you want the winners to be in top form themselves?

I would be very happy if the shirts would not disappear in the drawers, but would continue to carry the fire outside on the street, while jogging in the forest or in the gym. For this purpose, they have been sewn together by our designers with great care and dedication from over 2,500 individual pieces to 100 exclusive shirts.

To spread Mini's new positioning "Big love - we are all different but pretty good together" in Switzerland, Serviceplan Suisse created a concept for dealer events with attractive setups for outdoor and indoor activities as well as the associated communication measures.

The "Swinging Sixties" concept was created in close cooperation with Mini Switzerland and as a tribute to the brand's history. Mini partners can use it either for a test drive event or for a customer loyalty event. The centerpiece of the concept is a British double-decker bus, which was strikingly branded and redesigned both outside and inside in collaboration with the Studler event agency.

The mobile advertising medium has various highlights: from the colorful #BigLove photo wall, which Mini fans can use to spread their affection for the brand on social media, to the mobile DJ booth and the guest book for emotional customer loyalty. Or from the stylish furniture in retro/vintage look to the screen showing current Mini movies as well as heritage clips, the Mini photo gallery and the counter for casual networking to the support by hostesses in sixties style.

The "Big Love" bus will cruise through Switzerland throughout the summer of 2021, stopping at prominent locations such as the Kornhausbrücke in Bern and, depending on the dealer's preference, inviting people to dance, chat, snack, talk shop and, of course, test drive.

Responsible at Mini Switzerland: Adrian Kwasnitza (Head Marketing Mini), Alessia Pezzini (Events & Sponsoring Mini). Responsible at Serviceplan Suisse: Tizian Lienhard (art direction), Jan Krohn (text), Livia Küpfert (consulting), Michael Kathe (creative direction), Marcin Baba (executive creative direction), Pam Hügli, Raul Serrat (overall responsibility); Vizeum (media agency).

This summer, the popular McDonald's app is turning into an arcade game designed to provide an extra dose of nostalgia. "Burger Summer Run" runs directly on mobile with more than 1 million users and entices with daily, weekly and grand prizes until the end of July. In addition to classic McDonald's products, other incentives from cooperation partners such as Zalando, Sunrise, Coop Pronto, Logitech and Zattoo await.

"Burger Summer Run" picks up the 80s retro trend and reminds of the legendary arcade games of that time. In the game, the Big Mac is steered over obstacles, and each player receives a daily prize. The points collected during the game are used for the weekly prizes. The game was realized together with TBWA\X from Amsterdam.

The spot, produced by TBWA\Zurich and Shining, is designed to whet the appetite for the game. The campaign for the in-app game is also flanked by print, online and social media measures as well as limited edition T-shirts and a special poster campaign with McDonald's products in arcade style.

Responsible at McDonald's Switzerland: Anne-Cécile Combe (Digital Senior Consultant), David Smadja (Digital Marketing Lead), Brenda Henry (Intern Digital Marketing & Business Insights), Sandrine de Cerjat (Marketing Consultant). Responsible at TBWA\Zurich: Manuel Wenzel, Tizian Walti, Calvin Kroehne, Stephanie Seematter, Mario Hipleh (creation), Dominik Laubscher, Maggie Weber, Julia Röthlisberger, Patricija Slekyte (consulting), Onno van Gijssel (TBWA\X). Partner: Shining Film (Film Production), Simon Wannaz (Director), Sophie Toth (Executive Producer), Yanik Müller (Senior Producer).

Lanz is an assistant professor of marketing and teaches business analytics in the MBA and Grande École programs at the École des hautes études commerciales Paris (HEC Paris). At the same time, he is a board member of the Swiss Data Insights Association (Swiss Insights) and a member of the advisory board of Kasko2go.

Since completing his doctorate at the University of Mannheim, Andreas Lanz has been conducting research projects with a focus on the interface between marketing, economics and business informatics. His research focuses on how granular data from online platforms can be used to support and better inform management decisions.

Lanz is looking forward to his new role and in particular to accompanying Link in its next growth step: "The marketing function has been losing strategic relevance for years. This is where Link is perfectly positioned. It can support the marketing function in rigorously demonstrating its value, while at the same time creating precise, reliable and meaningful bases for decision-making."

Summer, water, rubber boats: on beautiful weekends, the Limmat is always full of amateur captains. To ensure that they can enjoy their excursion safely, the EKZ and Ewz are releasing a short film that reminds them of the tried-and-tested rules and tips.

Because boating is not without its dangers. Every year, an average of five people drown on Swiss lakes and rivers. Especially at the Hönggerwehr, life-threatening situations occur time and again. Only eight percent of boeotlers wear a life jacket - even though it would be obligatory.

Monami therefore refreshes the knowledge of the booters and gives concrete tips. For example, that boats should not be tied together. Or where the suitable exits are from Europabrücke to Glanzenberg - including the last possibility Nötzliwiese. An informative and entertaining clip was created in cooperation with the city of Dietikon, the Zurich Cantonal Police, the Zurich City Police, the Swiss Council for Accident Prevention BFU and the Swiss Lifesaving Society SLRG. The short film enlightens the captains without raising the admonishing finger. After all, boating should be one thing above all: a safe pleasure.

The short film will be published immediately on the social media pages of the participating partners.

Responsible at Monami: Andrei Vid and Nathalie Krebser (concept), Eric Lucombo (project management), Tim Schaerer (design), David Cappellini (overall responsibility). Video: Black Frame Studios.

For example, the trade fair operator plans to hold major events again in the fourth quarter of 2021, including the well-known Art Basel Miami Beach trade fair. For certain industries, however, a major event in the fall would still be too early, said the CEO. Therefore, normality will not return to the trade fair business until 2022, according to the plan.

However, this new normality will look different from the past. After all, the MCH Group has been undergoing restructuring for some time now, and structural change is causing it problems. The strategy drawn up with investor James Murdoch (Lupa Systems) therefore focuses on linking digital with physical events, as the CEO confirmed.

The aim is to offer customers a kind of ecosystem in which they can communicate with their respective stakeholders in different ways, he explained. In the manager's marketing language, it sounded like this: "We want to offer communities innovative 24/7/365 experience marketing as well as transactional solutions."

No reduction in hall space planned

In concrete terms, this means that the trade show will probably hold smaller, more geographically dispersed events in the future. However, despite this trend, Zwahlen does not want to reduce the hall space at present.

Instead, the company wants to offer customers attractive deals with new formats, such as pop-ups and flexible uses. The CEO said he could also imagine renting out a hall permanently for two to three years.

Safety thanks to protective screens

The fact that things are looking up again for the industry and that trade fairs can be planned is also thanks to the protective shields provided by the cantons. These have provided the necessary planning security. Accordingly, thanks are due to the governments for their support, which has been "very great".

Nevertheless, he very much hoped that there would not be a new Corona wave with corresponding restrictions, the manager emphasized. If, for example, travel options were to be severely restricted again internationally in the fall, this could, in the worst case, lead to a renewed cancellation of events. (SDA)

After the appointment of the former head of news Sandro Inguscio as editor-in-chief of View.ch and View TV a new head of the news department will be appointed. The 30-year-old Jessica von Duehren-Cattani, currently online daily manager, will become head of news and take over responsibility for the largest department of the View-Group. She has worked since 2014 at View - first as a reporter, then as a paper writer at the View in the evening. In the future, she will lead a 22-person team consisting of reporters in Zurich and the regions, as well as the central newsdesk.

Furthermore, 32-year-old Flavio Razzino is appointed deputy View-Chief News Officer promoted. He has served as a reporter since 2017 and additionally as deputy head of news desk since 2019 for View active. "Flavio Razzino is one of the best reporters in the View-Group and repeatedly attracts attention with relevant revelations," says Christian Dorer. "It's the logical next step for him to take on co-responsibility for the news department." Flavio Razzino joins Roman Neumann, also deputy news chief, who retains that role.

After nine years, Daniel Riedel, the current deputy head of news, is moving internally from the editorial department to Ringier Corporate Communications and, in mid-September, will take over as Communications Manager, the spokesperson function for the View-Group.

Nyffenegger joined Publicis in 2012 and made her mark on various national and international clients over the past nine years. She is responsible for numerous projects for AXA or Ricola and also looked after the extensive Migros universe with Micasa, Do it + Garden, Amigos, the summer campaign and the umbrella brand. Most recently, as Business Director, she was responsible for the further development of the consulting department, was jointly responsible for various new client acquisitions and, in this role, already managed three Publicis consulting teams.

As a long-time and valued employee, she knows the agency and culture like the back of her hand, says Matthias Koller, Managing Director at Publicis, about the decision: "We are therefore extremely pleased to welcome Cathy, a true lioness, to our management team. Many of us have had the pleasure of working with her for years, and we are convinced that we will benefit even more from her experience and passion in the years to come."

Nyffenegger herself is looking forward to her new role within the agency: "In my now almost ten years at Stadelhofen, one thing has never been boring. And standing still is not an option for the agency or for me. I'm therefore very much looking forward to being able to play an even greater role in shaping both the agency and the work for our clients in the future as part of the management team during this exciting time."