Anyone considering buying a car online is confronted with various questions. First and foremost, whether the respective offer is trustworthy. Car For You wants to provide the right answers.

Together with the Zurich agency Freundliche Grüsse, familiar scenes are put into a new context. Everyday situations of young people are shown, in which the car takes on a leading role. With a wink of the eye, the trustworthiness of the online portal is pointed out. Special services and unique customer benefits such as "price check," "money-back guarantee," "buyer protection" and the option of buying cars completely online are designed to give shoppers a feeling of security.

The campaign has been live on various national TV stations since mid-May and is being played out on various online portals. In addition, the target group is reached at 170 points of sale.

Responsible at Car For You: Robin Simon (CEO), Frank Mickeler (CMO), Jeanine Da Silva (Graphic Design). Responsible at Friendly regards: Pascal Deville, Samuel Textor (overall responsibility), Andrea Aegerter, Sarah Winker (consulting), Christian Stüdi, Morris Lötscher (text/concept), Maude Mahrer (art direction). Postproduction: Southern-t, Mygosh.

Sometimes you face challenges in life that you don't think you can overcome on your own. Be it due to a lack of self-confidence, fear or simply a lack of energy. It is precisely in these moments that El Tony Mate should lend a helping hand. Or rather: the foot. Because in the current social media campaign, designed by content and form, everything revolves around the proverbial kick in the butt.

Under the title "A Kick When You Need It," the Zurich agency shows the benefits of the chilled mate drink in three social media ads based on everyday situations that many can probably identify with. And at the same time, in a promotional campaign, it calls on people to also distribute a kick to listless friends and acquaintances by giving them an El Tony Mate.

In addition, the campaign, which will be seen in May, will be adapted for mobile and desktop display ads and played out programmatically.

Responsible at El Tony Mate: Saskia von Moos (Head of Marketing & Product Development), Robin Fischer (Brand & Trade Marketing Manager), Florian Würgler (Head of Sales On Trade & Events). Responsible for content and form: Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), Doelkar Monkhar (Consulting), Vasco Bickel (Art Direction), Yannick Lippuner (Text), Mato Bilic (Animation).

Polestar, the "Swiss Car of the Year" 2021 freshly chosen by a jury of experts, emerged from the joint venture between car manufacturers Volvo Cars and Geely. Since mid-April, the Swedish car manufacturer now also has an exclusive cooperation with Helvetia Insurance: Anyone who configures a Polestar online can easily take out their car insurance with Helvetia with just a few more clicks.

The system developed by the agency at the airport Microsite guides people who want to take out insurance through the entire process of concluding a contract. When creating the microsite, the focus was on convenience for both Helvetia and Polestar. Future Polestar drivers should thus benefit from a custom-fit insurance solution and an extremely consistent process without media discontinuity.

Responsible at Helvetia Swiss Insurance Company Ltd: Tilo Schroiff (Head International Automotive Business), Chrys Fischbacher (Team Leader Product Management Vehicle Insurance Private Customers). Responsible at agency at the airport: Miriam Egli (overall responsibility/consulting), Katie Eugster (screen design/programming).

The SEM migration report was previously delivered and sent out as a printed version. Together with Amber Kommunikation and Dunkel, a new website was created that displays all content digitally - including some moving content contributions. For example, there are insights into the Boudry Federal Asylum Center, a tour with a SwissRepat specialist at Zurich Airport and a bi-national love story. State Secretary Mario Gattiker, who is retiring at the end of the year, also has his say in the digital migration report.

At Migration.swiss will in future contain everything worth knowing about the four directorate areas of Immigration and Integration, Asylum, International Affairs and Planning and Resources. The migration report will also be produced in a small analog edition.

Responsible at SEM: Pascal Schwendener, Reto Kormann. Implementation: Amber Communication, Dark.

This makes Neo Advertising the new contact for all clients, agencies and intermediaries in the Swiss advertising market, according to a statement from the OOH company. The regional advertising business - the cantons of Basel-Stadt and Basel-Landschaft, the Dorneck district and the border area with Germany and France - will continue to be marketed directly by Moving Media Basel. Moving Media Basel is thus concentrating on its core area and is handing over the rest of its business to the sales organization, which operates throughout Switzerland.

"We are very happy about this new partnership with Moving Media Basel. Basel was missing from Neo Advertising's national offering," said Christian Vaglio-Giors, CEO of Neo Advertising. "With the indoor and outdoor advertising inventory of Basler Verkehrs-Betriebe (BVB) and Baselland Transport (BLT), we now have a very attractive and powerful out-of-home offering, especially in the city core. We look forward to building and developing a long-term relationship with Beat Leuenberger and his team."

The demographic curve, revenue pressure due to increasing regulations and more intense competition, a high level of offer transparency, and growing consumer demands: insurers have good reasons to put their customer relationships back on a firmer and more sustainable footing. Their own customer data combined with technologies such as CRM systems, digital experience platforms and artificial intelligence offer the best prerequisites for this. A survey conducted by the software manufacturer BSI in cooperation with the AMC Assekuranz Marketing Circle shows that the need for this is seen - 72 percent of respondents consider the topic of "data-driven customer experience" to be very important or important.

At the same time, there is a lack of elementary foundations for this in some cases, including data as a resource: 88 percent of respondents have data on communication history and business transactions, but only 40 percent have data on customers' life events (marriage or moving house), 28 percent have those on behavior on the web, and 18 percent have data on customers' habits. But this is precisely the kind of information that would be needed for offers and targeted communications that meet a real and current need among policyholders. And when it came to the question of additionally desired customer data, e-mail addresses were at the top of the list (with 72 percent each), along with consulting preferences and information on hobbies - an absolute basic requirement for automated and personalized customer relationships.

Focus on customer behavior and sales support

The answers to the questions about the added value and areas of application of customer data are fairly consistent. The respondents expected the greatest benefits to come from a better understanding of customer behavior (84 percent) and support for sales and marketing (80 percent). Consequently, the respondents' main uses of customer data today are for cross-selling/upselling recommendations (82 percent), personalized targeting and services (68 percent) and planning customer journeys (56 percent). However, people tend not to want to share their own customer data - even if this results in a business benefit. The highest level of willingness to share data is among other providers of complementary services (47 percent), from whom the company apparently hopes to expand its own offering.

Weaknesses in data strategy - and the right mindset

In addition to data quality and lived use cases, the insurers surveyed also reveal a need to catch up in terms of organizational and technological prerequisites: while efforts to establish a consolidated database across divisions (72 percent) and the use of a CRM system (52 percent) appear to be quite far advanced, only 24 percent of respondents state that their company has a data strategy in place. At the same time, there still seem to be weaknesses here as well: when asked what companies now need for a successful customer journey, a good consolidated database (72 percent) and the right mindset and more customer orientation (64 percent) were at the top of the hit list. This was followed in third place by a targeted CX strategy, defined processes for customer journeys and a modern CRM system (all 52 percent). The need to work on the foundations for customer experience based on data is thus clearly seen by the respondents. "The figures reveal a fairly good understanding among the participants of the requirements for a data-driven customer experience, and also its benefits. At the same time, however, the answers also reveal that there is still some catching up to do in terms of the basics," comments Oliver Hechler, Community Manager Insurance at BSI. "In addition, many potentials of the use of customer data are not yet seen to a sufficient extent, and concepts such as a seamless accompaniment of customer journeys online as well as offline have hardly been implemented yet. Basically, however, we see insurers on a good path, which we also experience in our numerous customer projects in the industry and can see from the high demand for our CRM and customer experience solutions."

For the BSI study on "data-driven customer experience CEOs and marketing and sales managers from the insurance industry were surveyed in the period 23.3. - 16.4.2021. Detailed results of the survey combined with market insights, best practices and recommendations for action for a data-driven customer experience have been published by BSI in consolidated in a current and very comprehensive white paper.

With a reduction of 5.2% compared to the previous month of March, the usual slight decrease can be observed again in April 2021. In April 2019, this was 4.0%, while the decrease in April 2020 was 29.4% due to the coronavirus.

Compared to the previous year, this represents an increase of 31.3%. A look at the sectors also gives cause for hope. With the exception of the tobacco goods and digital & household sectors, advertising pressure has recovered slightly in all sectors.

Cumulative advertising pressure for the first four months of the year thus amounted to 1,452.5 million gross francs, which is still 9% below the annual advertising pressure in 2020 compared to the previous year.

Advertising pressure in the overall market

The development of advertising pressure as at April 2021 in millions of gross francs

Looking forward to new events

After many months without events, the upcoming easing of restrictions finally gives us hope again. This will help the events sector to significantly increase advertising pressure (+87.4%).

Exhibitions account for the largest share here, followed by concerts and theater performances. Sporting events, especially field hockey and football, also recorded a significant increase in advertising pressure.

Due to the easing of coronavirus restrictions, the leisure, gastronomy and tourism sector also recorded an increase after a long time (+17.6%).

However, the highest increase in April was recorded in the vehicle sector (+226.6 %), which also secured two places among the top 10 products with the Renault ZOE Z.E. and Audi passenger car (new) leasing.

Only two sectors with lower advertising pressure

While the tobacco industry was one of the few sectors to significantly increase its advertising pressure in March, it was one of two sectors to reduce its advertising pressure in April (-30.3%).

The other sector with lower advertising pressure in April is Digital & Household. However, this is almost stable compared to the previous year (-2.6%).

Top of the month

The top advertisers and most advertised products and services (excluding product range and image advertising) in April.

Outlook

Following the massive slump in advertising pressure in April 2020 (-40%), the Swiss advertising market appears to be slowly recovering one year later. With the exception of the internet and cinema media groups, this is also evident across all media groups. Out-of-home recorded the highest increase of 153%, followed by radio (+100%), TV (+64%) and print (+40%). Following the easing of coronavirus restrictions, next month will also show how cinema advertising will develop.

The still young Farmy brand previously relied on internal implementation of campaigns. In order to realize stringently orchestrated campaigns in the future, the online market was looking for a creative lead agency to support it in the development of advertising concepts in the future. The choice fell on Family. "Marketing at Farmy is extremely agile, so I was looking for an agency that worked at the same pace, both creatively and operationally," reasons Farmy CMO Florian Laudahn his decision. The Farmy and Family teams have already developed initial measures and campaigns.

What once began as a TV programme for the unemployed has developed into a national non-profit organization that helps jobseekers from the media industry get back into the job market. 25 years have passed since JobTV was founded, the media landscape has undergone extensive transformation and the demands that today's job market places on applicants have changed massively.

In order to do justice to this change, founder Kurt Reinhard and Managing Director Markus Humbel, together with the nine-strong team, have not only continued to develop the range, but have also implemented a far-reaching restructuring including rebranding.

JobTV is now called FocusMediais organized in a cross-media and agile way, promotes self-directed learning and relies on peer-to-peer coaching. A process that was long overdue, according to Reinhard: "Our concept and brand had been in need of a makeover for a long time. The name JobTV was misleading, as we haven't produced a TV show for 15 years." Rebranding means recognizing the signs of the times and anticipating the future, says Markus Humbel. FocusMedia now sees itself as a competence platform, enabler and networker and offers cross-media projects, workshops and further training courses that enable participants to update their skills in the specialist areas of graphic design, web development, video, social media and multi-channel publishing.

In-house rebranding

Unlike most companies, Reinhard and Humbel did not bring a renowned branding agency on board for the new brand identity, but instead implemented everything in-house, from the naming and logo to the website and the realization of their own font. The aim was to do justice to the comprehensive and contemporary range of services visually. With the new, fresh image, Humbel has worked with participants to give the brand a visual identity that represents this spirit and is relevant for the future.

Exchange at eye level

Most participants have skills that others can benefit from, which is why FocusMedia is now focusing heavily on peer coaching. This co-learning brings added value for both sides. Not only in terms of know-how transfer, but also in terms of social skills and self-confidence. "Big stars only appear in clusters," Kurt Reinhard quotes the astrophysicist Harry Nussbaumer. "I think this idea describes FocusMedia's corporate culture and shows where we are heading in the future."

Last week the shortlist of this year's ADC Awards was communicated (Werbewoche.ch reported). Now the Winners Announcement will take place on Thursday. ADC Switzerland is filming with and for the winners an appreciation and dice handover, which will be broadcast live from 5 pm over the ADC website streamed, and invites all interested parties to a virtual toast.

All Bronze, Silver, Gold, and Evergreen awards will be recognized, as well as the Nominees and the Student of the year title. And for all those who can not be there: Advertisingweek.ch will keep you informed about the winners* in 2021.

The relevance of visitor centers is greater than ever. People can meet, they experience new things, emotions are evoked, modern protection concepts are an automatic component. With their own world of experience, companies have the chance to present their products, history and values and to leave a lasting impression. That's why Habegger is dedicated to the Visitor Center of the future: physical, digital, virtual. Innovative, emotional, creative.

Promote hybrid experience

Visitor centers have always been a central place for exchange and an important point of identification for employees. According to Marion Schneider, Creative Director at Habegger, this has not changed in the current situation. "This exchange is still sought after, but it is now shifting more into the digital world. But it's not smaller than the real one, it's bigger." That brings with it many opportunities, he says. The magic formula is called: hybrid experience - virtual and physical on site. On the one hand, content is conveyed haptically on site. On the other hand, interested visitors can consume it online. This increases the reach many times over.

Interaction redefined

But the visitor center of the future is not only characterized by a hybrid concept, it also takes interaction to the next level. "Whereas in a physical visit people take a lot of time, are willing to dive deep and seek intensity, in the digital realm immediacy, efficiency and breadth in terms of information are required," says Schneider. "What's exciting is the combination of the two experiences, which complement each other perfectly while appealing to even more target groups." However, both variants can also exist on their own through modern concepts.

Interdisciplinary innovations

The question, however, is: don't people go to a visitor center precisely because they're looking for a sensory experience? "That's the challenge," Schneider says. "It's absolutely possible to bring a sensory experience into your own home." To continually optimize this sensory experience, all disciplines work closely together at Habegger. "In doing so, we relied on existing applications as well as new technologies," says Schneider. "Live communication is undergoing a digital evolution. High time to take the Visitor Center to a new level."

Knowledge is the best basis for decision-making. That is why Habegger shares further know-how in the Whitepaper "The answer is called Visitor Center". It contains six valuable tips that show what added value a visitor center can offer a company and how to actively and emotionally involve visitors.

"Stay KooooK sums up our know-how and the experience we have gained over many years with different brands and concepts. We want our guests to realize their full potential. That's why we ensure that they have to spend as little time as possible managing administrative processes," explains SV Hotel Managing Director Beat Kuhn. "We leave them full decision-making power in the process. Our guests have full control at all times over when they want to do and experience something on their trip. We support them efficiently, digitally and personally."

SV Group has digitized all touchpoints for Stay KooooK and united them in one app. The digital guest journey responds to the changing and evolving needs and demands of travelers.

Guest takes center stage

The typical hotel processes and all touchpoints are fully digitized so that the Stay KooooK employees, the hosts, can devote themselves fully to the encounter with the guests. The guest handles reservation, check-in, check-out and billing in a web app. Guests can decide for themselves which communication channel they prefer. The web app delivers personalized content, making it easy to customize the stay according to their own ideas.

Design thinking determines the solution

All elements of the Digital Guest Journey and the Digital Guest Platform Magic are groundbreaking for the industry and were developed in a far-reaching design thinking process within the SV Group, as the SV Group writes in a statement. In the process, booking processes and procedures were examined step by step and the extent to which they could be digitally simplified and improved in order to raise the individual guest experience to a new level. Various startups and technology developers such as Apaleo, 3ap, Evux and 4suites were involved in the development.

Personalization writ large

In the web app developed for Stay KooooK, guests can create their own account, rate content or share recommendations, and enter information on personal preferences in order to make processes and the room or studio facilities as personal as possible. All data can also be saved here for a future stay. Thanks to an event-driven architecture, all events - for example, a booking or a change in booking - are stored and managed centrally in the specially developed Magic digital guest platform.

The overnight concept Stay KooooK is aimed at a new generation of travelers who are looking for practical and high-quality accommodation with the highest degree of individuality and flexibility.