Especially in uncertain Corona times, camping vacations are perfect - no matter what time of year. After all, you avoid large crowds, can enjoy nature to the fullest and give free rein to spontaneity.

When we think of camping, we automatically think of the warmer months of the year. It is often forgotten that nature reveals very special beautiful moods in the actual low season.

To raise awareness among experienced and open-minded camping fans, TrueStory designed and implemented an emotional video campaign for social media for MyCamper.

Responsible at MyCamper: Yasemin Salman (Project Manager). Responsible at TrueStory: Lukas Horst (project management), Marco Egger (project management). Video production: Sven Probst, Sven Uhlmann.

Dreifive Pax won the pitch with a holistic, data-based concept and was brought on board for digital marketing. "With a target group as narrowly defined as Pax DuoStar's, the development of a sound data strategy is unavoidable," explains Jolanda Kessler, Head of Digital Marketing Consulting at Dreifive. "We use on-site and off-site data in order to minimize wastage." The campaign is played out via a media mix of programmatic advertising, social media and SEA.

It is not only the narrow target group, but also the long decision-making processes in occupational pensions that pose a number of challenges. The topic is complex, so decision-makers also count on the opinion of their brokers and trustees. At Pax, the digital customer journey ends with the lead on the newly launched landing page Pax.ch/duostar. "Close communication with the customer is essential so that we can fully understand the response to the campaign," continues Kessler.

Responsible at Pax: Nicolas Bopp (Head of Marketing), Susanne Breuer (Product Marketing). Responsible at Dreifive: Jolanda Kessler (Head of Digital Marketing Consulting), Sandra Lanfranchi (Junior Digital Marketing Consultant), Simon Böhm (Digital Designer), Katja Wengert (Digital Advertising Consultant), Anna Hofmann (Digital Advertising Trainee).

The strategy with the three-phase model of the BR: protection phase, stabilization phase and normalization phase, gives hope for better times for the event industry, as Swiss Marketing Forum writes in a statement. The goal is to be able to welcome a minimum of 500 to 600 participants on site whenever possible. In any case, the organizers want to hold the Marketing Day on August 19, 21, it says further. Another postponement is not an option. If the pandemic situation still does not allow visitors to be welcomed at the Kongresshaus Zurich, MT21 will be held entirely digitally, with all speeches, the breakout sessions, the presentation of the Marketing Excellence Award, etc. The event will be held at the Kongresshaus Zurich.

In the meantime, Swiss Marketing Forum is organizing Digital Sales Power 21 on May 19. Information and tickets for this can be purchased at the SMF website can be retrieved.

It was already clear in January that the merger of Sunrise and UPC would have consequences for employees. The job cuts announced at the time have now become more concrete: As part of the merger, a total of around 450 redundancies are expected, as the company and the Syndicom union announced on Monday. This corresponds to around 13.5 percent of the 3350 full-time positions.

There will reportedly be around 300 redundancies in the current year, with another 150 to follow next year. By the end of 2022, Sunrise UPC plans to cut an additional 150 jobs through fluctuations. In total, therefore, around 600 jobs will be lost as a result of the merger.

The employees affected, who will lose their jobs this year, will for the most part be informed by the end of May at the latest. The job cuts planned for 2022 will primarily affect the areas of finance, IT and technology, the statement continues.

Fewer jobs than expected

The reduction of 600 jobs is comparatively moderate. In January, the company said that "significantly less than 30 percent" of the workforce would be affected. As things stand today, however, the new telecoms giant is now cutting just under one-fifth of all full-time positions in the Swiss market.

The fact that the job cuts turned out to be smaller than expected only emerged in the course of the consultation process, said a media spokesman in response to a question from the AWP news agency. However, no details of the evaluation process are published.

Management and back-office functions were particularly affected by the cuts. In sales and customer service, however, the number of redundancies is proportionally lower than the average. The spokesperson cites the higher average fluctuation in this area as the reason. However, due to duplications at practically identical locations, closures or mergers of branches as well as individual layoffs cannot be ruled out.

The social plan now presented for the employees affected was drawn up jointly with the union and both employee representatives. Among other things, it includes a fund of 2.5 million Swiss francs for individual bridging measures, for example in cases of hardship.

Swallowed for 6.8 billion

UPC owner Liberty Global had completed the acquisition of Sunrise in November (Werbewoche.ch reported). At the time, Switzerland's second-largest telecommunications group was valued at an enterprise value of CHF 6.8 billion. The new company wants to challenge the top dog Swisscom. (SDA)

New studies and insights are constantly being added internationally. But what is the situation in the Swiss influencer market? To find out, the influencer marketing agency Go Mood surveyed brands and companies operating in Switzerland. What goals are they pursuing? What are their biggest challenges and how much budget are they planning to invest in 2021?

Raising awareness is the most common goal

When it comes to collaborations between brands and influencers, increasing brand awareness is the most common goal at around 65%. It is interesting to note that only 4% of industry experts aim for the direct sale of products and services as the primary goal of influencer campaigns.

Measuring success is the biggest challenge

For the vast majority of marketers surveyed, measuring the success (approx. 70%) of influencer campaigns is the biggest challenge. Obviously, marketers seem to have difficulties in setting the right parameters for assessing their influencer activities.

At around 70%, the selection of suitable influencers is also seen as critical. Developing an original concept (30%), obtaining sufficient budget from the company (27%) and managing ongoing influencer campaigns are further pain points for respondents, while 19 percent of respondents find it difficult to contact social media influencers. On the other hand, incalculable risks (11%) appear to be comparatively unproblematic.

Influencer marketing budget

27% of marketing managers will spend more, 58% the same and 15% less on influencer campaigns in Switzerland this year than in the previous year. This result is in line with international estimates, which are forecasting growth of 10 to 15 percent again for 2021 after the declining coronavirus year of 2020.

How can the experts' views be interpreted?

In general, the call for industry guidelines is increasing. Marketing specialists also want reliable and transparent key figures from influencer profiles so that they can select influencers based on data on the one hand and better assess campaign performance on the other.

Higher advertising budgets will increase competition, which will lead to creative and original concepts becoming more important. This trend will drive advertising with new formats, such as podcasts and new social media channels like TikTok. Long-term collaborations between influencers and brands will also become increasingly important.

Great optimization potential

In addition to the top dogs, there are also a large number of undiscovered influencer gems with great potential in Switzerland. For example, influencers with small communities, so-called micro-influencers, offer many advantages. They are authentic and have a close relationship with their fans, which makes recommendations almost like coming from family members. Apart from that, there are many more of them, which increases the opportunity for the best possible brand fit.

With regard to the key figures for measuring success, companies should first set the right targets, as the key figures depend on the desired goal. Only those who know where they want to go can steer the course.

Aim of the Influencer marketing survey by Go Mood was to find out what the most important challenges brands face with influencer marketing campaigns in Switzerland, what goals they want to achieve with them and whether spending is also increasing in this country. 

To this end, 30 marketing experts from large, medium-sized and small Swiss companies were randomly selected and asked about their experience and knowledge via an online survey. The online questionnaire allowed both predefined and open response options in order to be able to capture unexpected findings.

The full report from Go Mood is available at Gomood.ch.

V/A - Various Artists is editorially independent and is aimed at internationally active artists and cultural practitioners, writes Pro Helvetia in a press release. The magazine is dedicated to their experiences, perspectives and practices with selected articles. V/A aims to provide a forum for authors and artists working in different scenes, countries and environments - decentralized, networked and surprising.

International cultural exchange and transdisciplinary or artistic collaborations are not only the subject of contributions and articles at V/A. Instead, the magazine would like to build up its own network of international publishing partners. To this end, it is working with independent magazines and platforms around the world that take articles and publish them in other languages or formats. This should not only increase the reach of each individual article, but also the chance that the articles will find a dedicated readership.

For the first contributions, for example, the Lebanese platform Raseef22the magazine for French-speaking Switzerland La Couleur des Jours or the Danish-American print magazine Viscose be won.  V/A - Various Artists itself publishes all articles in English and refers to the translations in the partner publications. Around 75 articles per year are planned. The Staaacks agency is responsible for the editorial work and the web design was developed by Hammer.

The national topic leader on child protection has set itself the goal of making its areas more accessible to all stakeholders, including digitally. For the strategy and implementation of this project, the following people were engaged Child Protection Switzerland the Biel agency Campfire.

Campfire's vision was to use the foundation's extensive content to create a platform that generates added value for all stakeholders - from politicians to social workers to internal stakeholders. By means of co-creation, surveys and user tests, requirements and needs were elicited, which significantly influenced the structure and content. For example, a large part of the products were digitized and a library was developed to provide professionals with quick access to tools, downloads and products for their daily work. Areas for politics and the media were also optimized with clear and simplified guidance and quick access.

One of the most important points in the content strategy was the expansion of the site with a section for parents and guardians. Up to now, they have been addressed mainly by means of prevention campaigns, although the topics covered are of great interest to them according to search behavior. This is a lost opportunity to sensitize the general public to the issue of violence in education. After all, "prevention starts with answering the most important questions in a way that is appropriate for the target group," explains Michèle Bash, a consultant at Campfire. "That's why it was important to anticipate the challenges and problems of guardians at the earliest possible stage of their Journey and to highlight alternative courses of action."

As a result, the website has not only become a comprehensive digital information platform for experts, politicians and the media, but also a mainstay of prevention work.

Responsible at Child Protection Switzerland: Tamara Parham (Head of Communications), Daniela Ambühl (Communications Specialist). Responsible at Campfire: Pius Caduff (Concept & Technical Management), Michèle Bash (Concept & Consulting), Dirk Unger (UX Design), Damian Kunz (User Tests), Daniel Vasile (Frontend Development), Noémie d'Ans (Frontend Development), Patric Martin (Backend Development). Support text: Inyourface.

Since the beginning of April, Amag Automobil und Motoren AG has taken over Grosspeter's Volkswagen and VW commercial vehicles business, which has been active in the Basel region for 89 years and comprises four locations. In doing so, Amag intends to continue the former Grosspeter garages in the accustomed quality.

The communications agency ViznerBorel was entrusted with communicating the name change. The campaign informs Basel residents that Grosspeter is now called Amag, but that the service, selection and personal advice will remain as "great as ever". The name change is communicated on posters, banners and with a radio spot.

Responsible at Amag: Joëlle Hügli (Head of Marketing), Cristina Ravalli (Head of Customer Relations & Experience). Responsible at ViznerBorel: Guillaume Borel, Lajos Vizner (overall responsibility), Seraina Meier (graphics), Sebastian Krayer (art direction online), Jürg Waeber (text and concept), Markus Binggeli (strategy and consulting).

Most people associate Graubünden with happy vacation moments, experiences and spectacles in nature. But these feelings of happiness can now also be experienced by anyone outside Graubünden who plays at the online casino "Casino777.ch", which belongs to Casino Davos, according to the advertising promise.

"Graubünden can also make you happy when you're not there. With a bit of luck, we will hear many more whoops all over Switzerland," says Claudio Hagmann, who is responsible for marketing at Casino777.ch. Publicis has created a digital, TV and outdoor campaign under the motto "Glück aus Graubünden" (luck from the Grisons), which is being launched these days. These include 15-second short spots for TV and 6-second spots for social platforms that are not simply cut-downs of the TV spots.

Responsible for Casino Davos: Robert Kocher (Chief Online Gaming), Claudio Hagmann (Digital Marketing Specialist). Responsible at PublicisPeter Brönnimann, Pablo Schencke, Silvia Meierhofer (Creation), Cathy Nyffenegger, Stefania Bertolo (Consulting), Suzana Kovacevic (Integrated Producer). Production Whoopee films: Rocketfilm, Zurich. Christopher Novak (Producer), Sébastien Kühne (Director). Production digital advertising materials: Prodigious Zurich.

The conservation and restoration of cultural-historical objects requires specialist knowledge. Conservators are specialists in various disciplines such as buildings, paintings, sculptures, graphics, written materials and materials. They work closely with historic preservation and traditional craftsmen. The work of these professionals is demanding and extremely responsible, because each object to be restored is unique.

The Pro Patria Stamps 2021 honor the craft of restorers of frescoes and sculptures. With their work they preserve the cultural heritage as well as cultural-historical objects. The design with the elements sphere and disc refers to the two work areas sculpture and fresco. The circular shape as a boundary of the image motif symbolically shows the detailed view of the restorers.

The subjects of the stamps show the careful work by means of filigree instruments on works from the Middle Ages: on the one hand on a Gothic wooden sculpture, presumably showing Peter, and on the other hand on a fresco from a church or chapel in the Alpine region.

The stamps will be available at all post offices and in the Swiss Post webshop from 6 May 2021.

Responsible at Swiss Post: Kurt Strässle. Responsible at Pro Patria: Katharina Teuscher. Studio responsible: Studio Daniel Peter. Photography and expert advice: Bern University of the Arts, HKB, Conservation and Restoration: Andreas Buder, Christof Richter.

The spot tells the story of a Piaggio delivery truck that whizzes through Switzerland with a grapefruit tree on the back of the truck, bringing good cheer. Instead of fruit, the tree carries Rivella grapefruit bottles. The branches grow from the street directly to the windows and balconies. This way, the surprised Rivella consumers can harvest and enjoy the bottles.

The concept and implementation come from the Zurich agency Freundliche Grüsse, which handles Rivella's social media and promotions mandate. The playout with teaser, video and further posts started on Tuesday on Facebook and Instagram.

Responsible at Rivella: Rahel Burri (Brand Manager), Andri Freyenmuth (Head of Brand Management & Sponsoring/Events). Responsible at Friendly regards: Pascal Deville, Samuel Textor (overall responsibility), Jasmine Segginger (consulting), Janine Sonderegger, Berni Brungs, (text/concept), Mara Schwegler (art direction), Isabelle Schmid (digital director). Film production: Marty/Trezzini.

"You don't have to be perfect to protect the climate." This is the message WWF addresses the population with in its current 360-degree campaign. The creative concept was developed by Wirz and orchestrated by Webrepublic to be relevant to the target group.

The aim of the campaign is to position the WWF more strongly as an organization for climate protection and at the same time to raise awareness of environmental issues. With humorous headlines and affectionate 3D illustrations, the subjects are intended to make one thing clear above all: The climate doesn't need one person to do everything perfectly. It needs millions of people who don't do it quite perfectly.

To reach the relevant target group, Webrepublic has chosen a media approach that enables efficient and effective targeting: as of this week, the ads can be seen on the out-of-home, digital-out-of-home, display advertising and social media channels.

Thanks to the BoB collaboration between Wirz and Webrepublic, it was possible to provide WWF with a recommendation for media planning in addition to the creative concept right at the start of the project. Media and creation were developed in parallel and are therefore optimally coordinated.

Responsible at WWF Switzerland: Gian-Reto Raselli (Director of Department Marketing), Jan Schlink (Head Marketing Communications), Myriam Stucki (Head Corporate Communications), Lisa Bonoure (Project Manager Campaign Marketing Communications). Responsible at BoB: Caspar Heuss, Elise Smidt, Jannic Mascello, Katja Martinello, Lia Bellini, Sophia Fotsch, Thomas Kurzmeyer (creation); Nadja Kilchhofer (agency producing); Fabienne Belci, Valérie André (consulting); Marleen Diener (Strategy); Karin Gartmann, Sherif Ademi, Yussef Serrat (Media Realization); Selina Spannagel, Vera Hauri, Simon Felchlin, Pablo Büttikofer (Media Planning); Angelo Mabellini (XLAB); Arcade (Illustration). Production: Analog/Digital, Patrycja Krajewska (Creative Producer).

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