20 Minuten is renewing its presence on around 50 large-scale eBoards in 20 of Switzerland's largest German-language railroad stations as well as on the screens of transport companies such as Bernmobil and now also the Lucerne and Uri transport companies. The changes include a new design with images and animations as well as regionalized content.

The news is curated and prepared specifically for the screens by the editorial team. Breaking news can be played out almost in real time. The editorial team is also developing new narrative formats, such as interactive content or live data integration for major events. In this way, 20 Minuten is positioning itself as a relevant companion for commuters in public spaces. The new website will initially be launched in German-speaking Switzerland, with a rollout for French-speaking Switzerland planned at a later date.

Beat Krapf, Head of Strategic Projects & New Business at the 20 Minuten Group, explains: "Our presence on the digital out-of-home spaces is particularly important to us for two reasons: on the one hand, it's a home game for us. Informing commuters is where we come from and what we do best. On the other hand, for once we are not just reaching the typical news consumers, but simply everyone who travels on public transport. As the most neutral news medium in Switzerland, we are ideally suited to this responsibility."

The new content was designed in collaboration with visual content designer Nicole Auf der Maur. AIM3 Media was responsible for the technical implementation. Thomas Klimpel and Sebastian Gutmann, Managing Directors of AIM3 Media, emphasize: "Our technology combines automatic content preparation with precise real-time distribution - a combination that is revolutionizing the flow of information in public spaces in the long term."

The Digital Trust Label developed by the Swiss Digital Initiative stands for a new standard in dealing with digital trust. Since the start of the project in 2020, the label has pursued the goal of making the trustworthiness of digital services visible and verifiable.

One focus of the label is on the use of artificial intelligence. The Swiss Digital Initiative has developed a self-assessment tool to support companies in the trustworthy implementation of AI. This is particularly relevant as the regulatory landscape in the field of AI is still evolving, while the technology is increasingly being integrated into digital services.

The label will now be handed over to SGS, a testing, inspection and certification company and long-standing partner of the project. Under the leadership of SGS, the Digital Trust Label will expand its reach while maintaining its standards, making digital trust verifiable and actionable for organizations around the world. Jan Meemken, Sub-Regional Manager DACH at SGS, explains: "The Digital Trust Label fits perfectly with our strategic vision for digital trust services. We are committed to spreading this Swiss innovation internationally while maintaining its high standards and credibility."

Doris Leuthard, President of the Swiss Digital Initiative, is pleased with the development: "I am very proud of how our vision of creating a 'fair trade label for the digital age' has evolved from concept to concrete reality. This achievement would not have been possible without the commitment of the Swiss Digital Initiative team, our supporters, partners, customers and experts who have contributed their expertise and passion."

After more than two years on the market, Boom Creative Studio has established itself as a creative force. Previous successes include campaigns for brands such as Migros, Yallo, Ovo and Qoqa. "From the very beginning, our creatives have created the feeling of a Boom family with their vision and commitment," emphasizes founder Annina Zimmermann.

The team has now been joined by Vera Hartmann and Ruwanie Hayoz. Vera Hartmann has 20 years of experience as a photographer and has been supporting the studio as a production assistant since spring. "I'm looking forward to supporting up-and-coming creative talent in a dynamic environment," says Hartmann about her new role.

After four and a half years as Agency Producer at Wirz, Ruwanie Hayoz is moving to Boom on the production side in order to concentrate more on creative realization. Boom Creative Studio convinced me because it perfectly captures the spirit of the times. I'm looking forward to the new challenge and to expanding my knowledge here," explains Hayoz.

With the addition to the team, Zimmermann is looking forward to the future: "The rapid developments in the field of artificial intelligence challenge us to think creatively and set new standards. With unconventional approaches, we want to actively shape the possibilities of these technologies together with our creatives. Our goal is to work with our customers and partners to create a future that thrives on innovation and inspiration."

The Series Festival Basel will take place for the fourth time from June 12 to 14, 2025. New to the program is a pitch competition in which series concepts are presented in the development and early stages. The aim is to discover original Swiss projects that appeal to a broad audience and have potential for co-production and international distribution.

The application phase runs from February 3 to April 15, 2025 at Seriesfestival-basel.ch. A jury made up of series creators, producers and a prominent personality will award a prize of CHF 10,000. The six selected projects will be announced in mid-May and presented to the public on June 13, 2025.

To support the pitching process currently running a crowdfunding campaign.

The news portal 20 minutes is expanding its range to include a daily horoscope. Readers can now start the day with astrological predictions on love, career and health. The content is created by a specially trained Large Language Model (LLM), which was developed using information about zodiac signs.

"There are probably few areas of application for publishers that are as suitable for AI as the creation of horoscopes. On the one hand, because a good horoscope never lives from a clear factual basis - as the news necessarily does - but from as many inspirational triggers and room for interpretation as possible," explains Gaudenz Looser, Deputy Editor-in-Chief 20 minutes and head of AI transformation projects. "On the other hand, because the ideal tonality, linguistic diversity and information density are wonderful fields of experimentation for working with large language models."

The AI uses the user's date of birth to generate an astrological prediction based on their star sign, the current day of the week and the date, adds Senior Product Manager Emily Hawkins. ". Our daily horoscope provides our readers with positive and inspiring moments on our platform, adding great value. AI has helped us to achieve this goal efficiently."

With the horoscope 20 minutes diversify its offering beyond traditional news. In addition to formats such as GOAT Radio, the "Fantasy League" football game and the gaming world, the horoscope is intended to offer readers a "welcome change".

As a charitable foundation, Pro Senectute Canton Zurich has been committed to the well-being of older people for over 100 years. It offers senior citizens a wide range of services to enable them to lead a self-determined and dignified life. The foundation promotes independence and quality of life in old age with leisure activities, administrative support and care at home as well as personal advice and pension provision.

The image campaign developed by Rebel Communication focuses on true-to-life insights into the everyday lives of older people. Instead of the usual clichés of old age, inspiring moments from the lives of senior citizens are shown. Authentic imagery is used to emphasize the diversity of the services offered by Pro Senectute Canton Zurich and at the same time convey the positive attitude to life of the people portrayed.

With its campaign, the foundation wants to raise awareness of its commitment and get even more senior citizens interested in its services.

Responsible at Pro Senectute Canton Zurich: Monica Flückiger (Head of Marketing and Communication), Monika Keller (Team Leader Marketing Communication). Responsible at Rebel Communication: Kris Goricanec (overall responsibility and text), Teresa von Einem-Roth (art direction), Sina Grass (creation), Martino Beretta (creation), Jennifer Isele (consulting).

The organic products from Freche Freunde are designed to bring the youngest members of society into contact with high-quality food in a playful way. Freche Freunde also attaches great importance to sustainability and social responsibility. In line with this, Freche Freunde is cooperating with Working Bicycle, a provider of sustainable advertising space, to increase awareness of its products in a campaign.

In order to reach the target group directly in city life, the eye-catching advertising spaces are increasingly being used in highly frequented areas of Zurich city center. This is made possible by a geo-targeting system that specifically controls the campaign. "Thanks to Working Bicycle, our message is right at the heart of city life - eye-catching, charming and exactly where it reaches our target group," explain Karin Erni and Lisa Sekan, who are responsible for the Freche Freunde communication strategy.

The design of the moving boxes was developed by the agency Inhalt & Form and analyzed and optimized in advance using Intervista's predictive eye-tracking method. The aim was to draw attention to the essentials in the often hectic urban environment. To achieve this, the number of visual elements was reduced and their display enlarged.

Responsible at HeroKarin Erni (Marketing Manager); Lisa Sekan (Brand Manager). Responsible at Working BicycleLuca Tschudi (co-founder). Responsible agencyContent and form communication agency.

Technology, data protection and addressing target groups will be the focus of marketing and media strategies in 2025. According to an analysis by Teads, five trends in particular will shape developments.

More engagement with omnichannel videos

Campaigns that run seamlessly across different screens are becoming increasingly important. Omnichannel video strategies ensure cohesive and effective coverage that runs seamlessly across all screens. The focus is on higher visibility and stronger target group engagement.

Reconciling personalization and privacy to increase impact

Advertisers are increasingly turning to contextual targeting to meet privacy requirements while creating personalized experiences. An effective solution because it seamlessly aligns ads with real-time content and environments - without invasive tracking.

Creating trust and relevance in premium environments

High-quality advertising environments have a positive impact on both brand perception and campaign performance, making them a promising option for advertisers seeking a balance between brand image and reach.

Relevance through meaningful moments

From global events like the Olympics to everyday cultural events, brands that adapt campaigns to global or cultural events achieve higher engagement rates and stronger customer loyalty.

Attention at every point of contact through AI

Creativity and technology: New tools such as AI-supported voiceovers or on-demand CTV formats help advertisers to communicate messages effectively across different channels.

The complete analysis and further insights have Teads recorded in an e-book.

Screen printing specialist Lorenz Boegli has collaborated with artist Youri Laubscher on a project that combines artistic precision and technical advancement. The work, an iris eye, was printed on Siro UltraBlack from Fedrigoni Special Papers.

The combination of Boegli's patented additive 4-color RGB printing with the special paper creates a play of light that expands the spectrum of print colors. Laubscher specifically adapted the digital template to the technical implementation in order to achieve the best possible effect.

The project illustrates how specialized printing techniques create not only aesthetic, but also new functional possibilities - for example for high-quality visual communication in art and brand presentations.

Project: Deepest black on the blackest paper: a work of printing art (exhibited in the National Library). Concept and printing: Lorenz Boegli (@lorenzboegli.ch). Artistic design: Youri Laubscher (@yourimages.co). Photography: Rob Lewis (@rob_lewis_photography). Paper: Siro UltraBlack from Fedrigoni Special Papers (@fedrigoni.paper).

Delica is continuing its three-year collaboration with Promotion-Tools. Following a successful pitch, Promotion-Tools secured the contract for a further year. The aim of the partnership is to convince customers of the quality of "CoffeeB" products and boost sales through tastings and training courses such as the Delica Sales Academy.

Every year, Promotion-Tools carries out around 1500 assignments, including in Migros stores, at Manor, Fust and MediaMarkt. The Sales Academy has established itself as a key instrument: Sales talents are promoted through training and a leaderboard system, which makes sales promotion particularly successful in electronics stores such as Fust and MediaMarkt.

In 2025, the Sales Academy is to be extended to all Delica categories and optimized through data-based reporting. The collaboration will continue to be characterized by a focus on innovation, quality and a trusting partnership.

The figures are alarming. A third of the population suffers from mental health problems. Depressive symptoms have increased significantly, especially among young people. However, only one in three people affected receive help. The reason? A shortage of specialists.

A service provider like Psychiatrie St.Gallen, which operates nine locations in the canton, is under particular pressure: "As a listed hospital, we are obliged to admit and treat all St.Gallen patients - regardless of their insurance status or the severity of their illness," explains Norbert Löhrer, Head of Communications and Marketing. "This makes us all the more reliant on an energetic and competent team."

A smart recruiting campaign was needed. "We don't just want to attract specialists from the field of psychiatry, but also people from related or even non-specialist areas," explains Eva Rubi, Head of HR Consulting. "So it's not just about recruiting. It's also about image and working conditions that attract committed people."

Authentic and different

"Many employer branding campaigns in the healthcare sector simply depict people at work. With messages that focus on the institution rather than the needs of potential employees," analyzes Nina Bauer, project manager and consultant at Vitamin 2.

The agency saw this as a dead end. And developed a social media campaign that focused on the real needs of the professionals they were looking for. Potential applicants don't want to hear advertising promises, but an honest assessment of the people they will be working with.

Short film series with three seasons

"We invited employees from various locations of the St.Gallen psychiatric hospital to talk about their job straight from the horse's mouth. And our client had the courage to put its own promises to the test," says Jan Hasler, Partner at Vitamin 2.

The result is a short film series with six employees and three seasons. It focuses on flexible working models, career opportunities, meeting people at eye level, fair pay and other benefits. The campaign is complemented by newly designed job advertisements that specifically invite interested parties to become part of the team.

Responsible at Psychiatrie St.Gallen: Norbert Löhrer (Head of Communications & Marketing); Marion Grunauer (Communications & Marketing Specialist); Eva Rubi (Head of HR Consulting). Responsible for vitamin 2: Nina Bauer (project management, consulting); Jan Hasler (consulting); Marianne Hofstetter (art direction); Christian Davatz (graphic design); Larissa Lanker (graphic & UX design); Jacqueline Graf (art direction microsite). Network partners: Picky Martin: Martin Fuchs, concept & creative direction; film production: Boutiq (director Mike Huber, producer Chantal Gugger, camera & editor Joel Habermacher).

1. cross-screen thinking

A successful moving image strategy takes into account all screens relevant to the objectives and target group - TV, online video, digital out-of-home, cinema - and orchestrates them seamlessly. Fragmented silo thinking is a dead end.

2. plan usage situations

Different usage situations - lean-backward (e.g. TV, cinema) and lean-forward (e.g. smartphone, desktop) - have a direct influence on the advertising impact and require specific adaptation of the content.

3. clear target definitions

Define your goals precisely: Is it about brand building, activation or sales? Your moving image strategy should optimally support these goals.

4. observe effect thresholds

Every medium has an impact threshold - the minimum budget above which relevant effects can be achieved. Without sufficient investment, your campaign will fizzle out.

5. maximize multimedia reach

Use tools to calculate the reach across all screens. Precise control makes it possible to close impact gaps and use the budget efficiently.

6. design messages to be channel-specific

Your messages should be tailored to the respective platforms. Different formats, tonalities and lengths increase the impact of your content.

7. combine qualitative and quantitative KPIs

In addition to reach and ad impressions, qualitative indicators such as likeability, engagement and brand perception are important success factors.

8. use frequency capping strategically

Avoid over-contacting and wastage through clever frequency capping - both per channel and across channels.

9. use cross-screen storytelling

A well-orchestrated story that is told across different platforms increases target group loyalty and impact.

10. exploit technological possibilities

Plan as precisely as possible, for example down to zip code level, and use technological developments - such as AI-based planning and optimization, for example with "all eyes on screen" - to optimally reach target groups across all screens.

Conclusion

The future of moving image planning is networked. An effective cross-screen strategy offers the opportunity to take the reach and impact of your campaigns to the next level. Those who make clever use of the synergies between channels will stay one step ahead in the increasingly fragmented media world. 

If you would like to delve deeper into moving image planning, you can download the free whitepaper by Oliver Schönfeld on the topic: TWmedia Whitepaper 5 Moving image planning. The IGEM is also organizing the Event "Moving image beyond TV" (currently fully booked, waiting list available).

* After holding various positions at media and creative agencies and as head of marketing at an outdoor advertising company, he took over Oliver Schönfeld took up the position of Managing Director at TWmedia in Basel in 2018. He has acquired his knowledge through a great deal of curiosity, many years of experience and by studying marketing and psychology on the windy Baltic coast and in vibrant Manchester.

With the launch of his whitepaper series in 2024, Schönfeld has shed light on the key factors for the right choice of media, debunked myths and shown why some truths of advertising effectiveness research that were believed to be dead - or ignored - are still valid in the digital age. You can read about the first four topics here:

• Article 1: Whitepaper "Strategic process"
• Article 2: Whitepaper "Target group"
• Article 3: Whitepaper "Target definition"
• Article 4: Whitepaper "Advertising impact"