At the end of May, Swisscom's interactive platform first caused a stir when it was revealed that it was linked to cross-device tracking technology being tested by APG|SGA at Zurich's main train station (Werbewoche.ch reported). Swisscom described "Beem" as a platform that interactively extends classic advertising campaigns and is integrated into other apps. When displeasure about Beem arose from various sides, Swisscom postponed the start of the campaign, and Watson even jumped off as an app partner. (Werbewoche.ch reported). According to a statement from Swisscom, however, the launch is now to be completed.

Great interest from partners and clients

As part of the Energy Air partnership with Swisscom, Radio Energy is using the technology for the first time in August for an interactive competition. In this campaign, participants in the cities of Zurich and Bern can win tickets for the Energy Air 2019 event. This is the first time Beem is being piloted with customers. As of October 2019, Beem will be integrated with the apps of the partners 20 minutes and Bluewin, followed by Blick.ch in the first half of 2020.

Advertisers will also be able to offer interactions with Beem in cinema spots by Werbeweischer, on posters by APG|SGA - subject to all approvals for the installation of Bluetooh beacons - and via TV from October 2019. "Beem is an innovative platform and offers attractive opportunities that support companies, event organizers or cultural institutions in building a bridge between the real and digital worlds," says Roland Ehrler, director of the Swiss Advertisers Association (SWA).

Bluetooth and Audio Content Recognition

For transmission, Beem relies on Bluetooth and Audio Content Recognition (ACR) technologies, depending on the intended use. Objects equipped with Bluetooth transmitters, such as pictures in art exhibitions or posters, can be recognized by Beem. Beem also recognizes audio tracks from TV or cinema commercials via Audio Content Recognition (ACR).

If the user has activated Beem in a Beem-enabled app (opt-in) and opened it, he or she can receive the signal or audio track on the smartphone. He then receives a discreet message in the app. With one click, he then gets to the corresponding information and offers.

Beem could also be transmitted by means of a non-audible audio signal in the high-frequency range. "Swisscom wanted to launch this technology with audio signal in Switzerland already in spring. This has led to questions and uncertainties, although the technology is already used in other countries and also in Switzerland in the industrial sector," explains Alessandro Rausa, CEO of Beem. "However, we take the concerns seriously and will decide on further use as soon as the assessment from the Federal Office for the Environment is available. " It has already been confirmed that Beem complies with legal standards regarding noise levels. Nevertheless, for the time being, Beem will only be launched with Bluetooth and audio content recognition technology, which is already widely used today.

Users should have full control over data

"Of course, Beem also complies with today's data protection requirements at all times," explains Nicolas Passadelis, Head of Data Governance at Swisscom. After the initial presentation, technology-critical circles expressed concerns that Beem was engaging in data tracking. "The concerns are understandable, but unfounded," Passadelis explains. He points out that users have full control over their data. In fact, for a user to use Beem at all, he or she must install the technology directly in the Beem app or in one of the partner apps (20 minutesBluewin or Blick.ch) themselves (opt-in). Only then can the app receive Beem signals. It is also important, says Passadelis, that users can deactivate Beem at any time.

Caused a stir in Zurich's main train station in the middle of the year: The Beem boxes on APG|SGA billboards (Photo: Werbewoche.ch/hae)

At the beginning of May, Galaxus launched its new image campaign (Werbewoche.ch reported). Now, around 63 new subjects have been implemented in German and French. With the so-called "proxy campaign," the company has curated one product out of many in each case, which stands for an entire range - from flower pots to bikinis to e-scooters. The campaign will run from August 12 to 25 and will be played out on posters, hanging boxes, eBoards and ePanels, as well as in the form of advertisements in magazines and daily newspapers.

The previously independent website for the apprenticeship search was integrated at the beginning of August into the Career platform of the Migros Group. The apprenticeships are presented by the apprentices themselves. Under the motto "Your apprenticeship. Deine Perspektive." (Your perspective), ten short films and over 30 clips show typical and surprising activities from everyday working life - from the perspective of the apprentices and produced in collaboration with the young people, who took over the filming themselves. Leisure and school scenes are also deliberately shown in the short films, because the focus is not only on learning a profession, but also on school, exams and personal development.

The aim of the vocational training platform is to provide young people with competent and individual support from the first click on the website to finding a suitable apprenticeship position. Various services are available for this purpose: Digital onboarding guides young people in a user-friendly way to the information relevant to them on the website. Migros-group.jobs approach. If you still need some inspiration, take the "Talent Matcher" to help. Precise questions are used to evaluate the appropriate apprenticeship in a playful way, thus providing a quick overview of the approximately 60 apprenticeships offered by Migros Group. Furthermore, the hub offers a WhatsApp chat with Minothe friendly mascot, who sends exclusive information, tips and tricks as well as appointment and event reminders. The service functions are constantly being developed further and will be expanded in the coming months to include a trial apprenticeship finder and an application coach.

In the run-up to the official launch of the new platform, an activation campaign was successfully carried out with Migros Group apprentices in early summer this year. The call "Show us your perspective" apprentices from across the Migros Group followed suit and entered their own pictures into the contest to win a day with influencers Zeki Bulgurcu and Noam Yaron. The content generated from their own ranks will now be used for the Apprenticeship Hub. The new vocational training platform will be promoted on Instagram and YouTube in line with the target group. The campaign is supplemented by Migros Group's own channels such as posters and flyers in stores, trucks, carrier bags, and much more.

In 1996, Matthias Werder, Editor-in-Chief since 1979, took over the publishing rights to Illustrazione Ticinese from the Zurich-based company Senger Annoncen. This was followed by a move to Ticino and a redesign of the product. In 2001, Marco Werder took over the publishing management, which he has held to this day.

With digitization, many traditional print products have come under severe economic pressure in recent years and some have even disappeared from the market altogether. However, according to WEMF, Illustrazione Ticinese has increased its circulation to 128,000 copies in recent years.

However, pressure in the advertising market has increased and it has become clear that going it alone again would not have been able to guarantee the future of the magazine. The agreement with the Corriere del Ticino Group guarantees the continued existence of the title. The transaction will also not result in any redundancies.

From September 2019, Corriere del Ticino will take over responsibility for the magazine and MediaTiMarketing will take over marketing for the whole of Switzerland.

What are the most popular smartphones in Switzerland? In a representative survey, Moneyland.ch asked 1,500 people in Switzerland which smartphones they use and how satisfied they are with them.

The most popular smartphone among Swiss people is the iPhone: 40.8 percent of all respondents use a smartphone from the American Apple company. Samsung follows in second place: 35 percent of respondents use a smartphone from the South Korean manufacturer.

"It is surprising that Apple is still the clear leading smartphone manufacturer in Switzerland. Our representative survey clearly shows that Switzerland continues to be Apple country," sums up Ralf Beyeler of Moneyland.ch.

In third place after Apple and Samsung is the Chinese manufacturer Huawei - 8.8 percent of the Swiss population has a Huawei device. Nokia follows with 3.5 percent and Sony with 3.3 percent. All other smartphone brands reach a significantly smaller number of Swiss customers. Fairphone, Google Pixel, Honor, HTC, LG, Oppo, Wiko and Xiaomi have a share of less than 1.5 percent. The brands Oppo and Xiaomi have hardly been known in Switzerland so far, but are now making a name for themselves as suppliers of 5G-compatible devices for Swisscom and Sunrise.

Apple's iPhone is slightly more popular in German-speaking Switzerland (41.4 percent) than in French-speaking Switzerland (39.7 percent). Conversely, Samsung devices are more widespread in French-speaking Switzerland (37.9 percent) than in German-speaking Switzerland (33.4 percent). In French-speaking Switzerland, there is a neck-and-neck race between Apple (39.7 percent) and Samsung (37.9 percent) - Apple's popularity lead over Samsung is therefore just 1.8 percentage points. In German-speaking Switzerland, however, Apple still has a clear lead of 8 percentage points over Samsung with 41.4 percent.

It is also interesting to note that Huawei is slightly more popular in German-speaking Switzerland (9.2 percent) than in French-speaking Switzerland (7.5 percent). Conversely, Nokia is slightly more popular in French-speaking Switzerland (4.2 percent) than in German-speaking Switzerland (2.9 percent).

The iPhone is more popular with Swiss women than with men: 44 percent of the women surveyed use an iPhone from Apple, compared with only 37.4 percent of men. Samsung smartphones, on the other hand, are similarly popular with men (35.4 percent) as with women (34.6 percent). Devices from Huawei, in turn, are more popular with men (9.3 percent) than with women (8.3 percent). The difference is somewhat surprising for devices from Sony, whose smartphones are twice as popular with men (4.4 percent) as with women (2.2 percent).

The iPhone is more popular in the city (42.1 percent) than in the countryside (37.3 percent). The situation is different for Samsung: In rural areas, 35.5 percent of respondents said they use a Samsung device, while in cities the figure is virtually the same at 34.8 percent. Devices from Huawei (9.8 percent) and Nokia (6.0 percent) are more popular in rural areas than in cities, with 8.5 percent (Huawei) and 2.6 percent (Nokia) respectively.

The iPhone is particularly popular with the youngest age group between 18 and 25: Every second young person (50.2 percent) has an iPhone. In the population as a whole, by contrast, the figure is only 40.8 percent. The situation is quite different for Samsung: Only 24.9 percent of young respondents have a Samsung smartphone. Huawei, on the other hand, is significantly more popular with the young than with older generations.

In the middle age group between 26 and 49, the differences compared with the overall population are not significant. Both iPhones (41.7 percent) and Samsung smartphones (36.9 percent) are slightly more popular than among the overall population.

Surprisingly, among the oldest age group surveyed, 50 to 74-year-olds, smartphones from Samsung are more popular than iPhones from Apple. Samsung comes in at 36.8 percent, Apple only at 35.8 percent. It is also striking that the revived Nokia brand is more widespread among older consumers: As many as 5.4 percent of respondents between the ages of 50 and 74 use a Nokia smartphone. "The first cell phone of the older respondents was probably one from Nokia. Slightly older customers in particular still know the Nokia brand well and are now buying Nokia devices again," says Ralf Beyeler.

In addition to the prevalence, respondents were also asked about their satisfaction with their smartphone. Respondents could rate their satisfaction between 1 (not at all satisfied) and 10 (very satisfied).

The respondents are most satisfied with smartphones from Samsung and Huawei. Both providers received an average of 8.4 out of 10 points. The iPhone from Apple follows in third place with 8.3 out of 10 points.

The other places are Nokia (8.1 points), HTC (7.3 points), Sony and Wiko (7.2 points each), and Xiaomi (7.0 points). The number of ratings for LG, Fairphone, Honor and Google Pixel were too low for a representative evaluation.

"The differences in satisfaction among the three big vendors Apple, Samsung and Huawei are small. All three providers manufacture smartphones with which customers are obviously satisfied," says Ralf Beyeler.

The three largest smartphone manufacturers Apple, Samsung and Huawei are all in first place among respondents from German-speaking Switzerland, each with 8.4 out of 10 points. In French-speaking Switzerland, the three major providers are close together: Samsung takes first place with 8.5 out of 10 points, followed by Huawei (8.4 points) and Apple (8.3 points).

Surprisingly, men are most satisfied with Nokia phones: They award 8.6 out of 10 points. They are followed by Huawei (8.5 points) and Samsung (8.4 points). Another surprise is that the iPhone only comes in fourth place among men with 8.3 out of 10 points in terms of satisfaction.

The women surveyed are most satisfied with Samsung (8.5 out of 10 points). They are followed by the iPhone (8.4 points), Huawei (8.3 points) and Sony (7.9 points). 

Respondents from the city are most satisfied with smartphones from Huawei (8.5 out of 10 points). They are followed by Samsung (8.4 points) and Apple (8.2 points).

In the country, Apple's iPhone and Nokia's cell phones score very high marks in satisfaction with 8.7 out of 10 points each. Samsung (8.5 points) and Huawei (8.3 points) follow in the other places.

The youngest respondents aged between 18 and 25 are most satisfied with Samsung devices, awarding them 8.3 out of 10 points. The iPhone follows in second place with 8.2 out of 10 points, and Huawei in third place with 7.9 out of 10 points.

There is a big surprise among respondents between the ages of 26 and 49: They are most satisfied with Nokia, awarding it 8.7 out of 10 points. HTC follows in second place with 8.6 out of 10 points. Huawei takes third place with 8.5 out of 10 points. The market leaders Samsung (8.4 out of 10 points) and Apple (8.2 out of 10 points), on the other hand, only make it to fourth and fifth place.

The picture in the age group between 50 and 74 is as follows: The smartphones from Apple and Samsung receive a satisfaction score of 8.6 out of 10. Huawei is in third place with 8.5 out of 10 points. Nokia receives 8.1 out of 10 points.

With the campaign launched last October under the claim "incorrigible", Ragusa celebrated the rough edges of the traditional chocolate and its connoisseurs. Films, OOH and social media were used to showcase the incorrigible character traits of the target group with cheeky headlines.

It continued this summer. An engaging campaign at the Openair Frauenfeld and the Gurtenfestival gave festival-goers the opportunity to showcase their incorrigible qualities. "With this campaign, we inspired a younger target group for the Ragusa brand and made the brand values directly tangible," explains Brand Manager Fabienne Leuenberger. In order to optimally reach the different visitor groups at the two festivals, Facebook and Instagram were used in a target group and festival-specific manner. Paid and organic posts were used on both social media channels to increase reach, boost engagement and generate more followers.

In a multi-stage competition, the community was invited to choose the most suitable festival property for them. At both festivals, visitors then had the opportunity to showcase themselves and their slogans printed on signs. In the subsequent best-of video, for example, "The one who wears sunglasses even after 11 p.m.", "The one who dances in mud despite her white sneakers" and "The one who gives out free hugs" showed their best side and took part in the public vote for the most incorrigible festival visitor.

The goal is to make the business studies at HSLU Wirtschaft tangible with authentic stories and thus to inspire them for a bachelor's or master's degree program. Jim & Jim, an agency specializing in NextGen marketing, took a co-conceptual approach, co-designing the content creation process and handling the entire production and distribution as part of a "content as a service" model. A cross-media storytelling approach under the motto "The business study with personality" around the Content platform was conceived and implemented, the existing testimonial approach of HSLU Wirtschaft was further developed and reinterpreted.

In the first campaign phase, three alumni and a bachelor student were used as testimonials. The four success stories form the core of the campaign and are featured on the advertising materials with striking sentence starters. The landing page is the newly launched education blog, where interested parties can find personal insights into business studies as well as the most important facts about student life - from exam preparation to semester parties, stays abroad, starting a career, and founding one's own start-up.

For this purpose, a content concept was developed and implemented, through which content is continuously conceived and produced in co-creation with the HSLU Economy. There are different topic categories, such as "Student Life", "Facts & Figures" & "Start your Career". The blog includes text articles, videos, listicles and much more to pick up users in the decision-making process and to meet their questions about the application process and the start of their studies at eye level. Some of the content pieces are created in collaboration with current students in order to give users as authentic an insight as possible into the lives of HSLU students. The blog posts also take users to the relevant parts of the HSLU Business website, where they can obtain more in-depth information and register for an information event or directly for the degree program.

The campaign appearance is supported by the Instagram profile of HSLU Wirtschaft, which was also designed and launched by Jim & Jim. The agency advises the HSLU Wirtschaft on content planning and takes over the content preparation as well as the community management of the channel. Furthermore, various measures for the optimization of info events at HSLU Wirtschaft were identified and implemented, from the revision of presentation slides and the introduction of a WhatsApp helpline to the specially branded HSLU Wirtschaft beer.

Jim & Jim also handled the entire campaign planning and execution. The target group-specific media mix consists of social, mobile and location-based ads, OOH and audio ads on Spotify.

Due to the positive response to the campaign, as measured by the number of registrations for the information events, the campaign will be expanded and continued with additional testimonials in fall 2019. In addition, a concept for a collaboration model is currently being developed, which will allow content from HSLU Business to be turned into content pieces relevant to the target group even faster. Furthermore, new tech tools in the area of social listening and reporting are being evaluated in order to be prepared for the future of content marketing.

In times of Greta Thunberg and the global climate strikes, excessive flying is increasingly criticized. Especially short-haul flights within Europe could often be avoided and replaced by a more climate-friendly alternative. One of these is train travel. SBB is therefore promoting its attractive - and climate-friendly - Europe offers in a campaign. TBWA\Zurich is responsible for the idea.

For this purpose, an SBB carriage was redecorated into an airplane, with airplane windows, train attendant and the typical announcements. The action was carried out on Tuesday morning and surprised travelers on their way to the airport and to Bern. The SBB social media team documented the whole thing and subsequently shared it on social media.

Part of the Monami team in front of the new Chur office in the middle of the old town.

Since the beginning of June, an old town house in Switzerland's oldest city has been Monami's second home. The reason for this is, among other things, new customers from the region. David Cappellini, founder of the agency, explains: "We have already had clients from the canton, such as the Bogn Engiadina and the Calanda restaurant. Currently, we are working on a Viamala campaign and are now also working for the RHB. Apart from that, it's beautiful here!"

From Zurich, Monami continues to serve national clients such as Coop, Burger King or UBS. For the time being, two employees will be accommodated in Chur. "However, the office has room for more. We will see how it develops." The Monami team was also recently expanded with people such as ex-journalist Alpcan Oezkul, influencer Noelia Berberat or Martina Mannhart, who joined the agency from Mediabox. Two to three more people are to follow in the next few months, which is why the agency is also moving to larger premises in Zurich in the fall. 

Even though Monami's focus remains on social media, its competencies have since been expanded. For example, the performance aspect has also been implemented. "In addition," says Cappellini, "we have long been doing content for channels other than just the social platforms. The main focus has always been on good storytelling - in all forms and formats."

For the first time, the dpa subsidiary, together with Faktenkontor, surveyed the three communication groups in parallel. The current study compares their self-image and examines the similarities and differences between them. Central aspects are influence, credibility, media use, brakes on the job and future prospects. 

According to the report, journalists are by far the most important for the work of PR professionals (84%). In contrast, only 15 percent of communicators believe that social media celebrities and bloggers are relevant to their work. For companies, on the other hand, their own employees play an important role. Almost two thirds of respondents from corporate communications now rely on corporate influencers (59%), compared to only one in three agencies (31%).

Despite declining print circulations and growing competition from new formats on the social web, 42% of the journalists surveyed attest to their increased influence on shaping public opinion. PR professionals are even more confident about their impact on the "res publica". Well over half of communicators see a significant increase in their influence over the past two years (61%). Among influencers, the figure is as high as 88%. Journalists, PR professionals and influencers alike cite increased reach as the main reason for their greater influence on public opinion.

Even though debates about fake news and growing media scepticism have hit the industry hard, a clear majority of journalists see an increase in their own credibility towards their target groups (64%). Only 15 percent believe that it has fallen in the last two years. Among PR professionals, 67% believe there has been an increase, topped by influencers at 92%. For all respondents, this is primarily due to the qualitative improvement of their content.

Too little time and a lack of budget are the two biggest job constraints for journalists, PR professionals and influencers. While journalists (58%), corporate communicators (52%) and influencers (64%) suffer the most from tight schedules, communicators from agencies find their work most difficult due to insufficient budgets (55%). However, the argument "too little time" follows directly in second place for PR agencies (33%).

• "Online first" in PR - "print (still) first" in journalism: 66% of PR experts reach their target group best via online channels, 55% of journalists still via print.
• Journalists struggle with the future, while PR professionals and influencers are optimistic: while more than half of media professionals have a negative view of their career prospects (57%), an overwhelming majority of PR professionals (90%) and a good two-thirds of influencers (68%) are positive about the future.
• The main drivers for future jobs are the increasing demand for products, services and content and the advancing digitalization. PR professionals, journalists and influencers all agree on this. (pd/swi)

The AWF is the meeting place for all Swiss exporters and offers the opportunity to network with over 600 participating SMEs and experts from 22 Swiss Business Hubs and 5 S-GE Trade Points worldwide.

On behalf of the cantons and the State Secretariat for Economic Affairs SECO, S-GE promotes exports and investment and helps companies to realize new potential for their international business and thus strengthen Switzerland as a business location.

The award includes the AWF, which will take place on 28.04.2020, as well as the presentation of the Export Award and the General Assembly of S-GE, which will be held during the AWF.

The activation campaign developed by Jung von Matt/Limmat will start in mid-July. Various off- and online measures promote the ticket raffle for the "Eidgenössische", which takes place from August 23 to 25, 2019.

On advertisements, rail posters, billboards, bus posters, passenger TV spots, in DOOH measures and in online formats such as banners, YouTube clips and social media snippets, Mobiliar takes up themes related to the competitions in its damage sketches. For example, flag-waving or the live prize draw. The idea is to make it clear that - no matter what happens - Mobiliar will support its customers - and take them exclusively to the Federal Wrestling and Alpine Festival by means of a raffle. 

Geo-targeting can also be used to win tickets outside the festival grounds. The so-called Aymo banners are played out as soon as visitors are in the vicinity of the festival site in Zug. In this way, the last tickets can be won not only in the run-up to the Federal Festival, but also during the festival.