Eyes open for local.ch
Directory Services The motto «Think globally, act locally» has also found fertile ground in the Internet business. PubliDirect subsidiary local.ch aims to stand out with a campaign by Alborghetti that draws inspiration from far away—namely, from Mars.
Directory services The motto "Think globally, act locally" has also fallen on fertile ground in the Internet business. PubliDirect subsidiary local.ch wants to set itself apart from Alborghetti with a campaign that is a far cry from Mars.search engines such as the local search.ch,
that focus on Swiss web content are enjoying great success. With
Diversifications matched search.ch,
Swiss Post Group company to adapt its offering to the needs of
growing Internet community - and launched a few years ago.
weeks another image campaign (WW 16/06) to raise its profile.
The trend towards localized online content and thus towards
localized advertising is also a major challenge for the PubliGroupe division.
PubliDirect, publisher of the Yellow Pages, is nothing new. Because
Localized hit lists have now become popular
marketplaces with an address book function, especially with
local SMEs and associations. In order to keep the local press's classified
classified ads migrating to the Internet to the competition.
in April, PubliDirect launched the portal
www.local.ch was launched in a beta version: a search engine and platform for the needs of local markets throughout Switzerland. In addition to
the information from the telephone directories, this portal provides access to
the information from other portals of
PubliGroup subsidiaries, such as those of The Guide Company (30%
PubliGroupe) produced site www.guide4me.com (Tourism, Locations
and events). The search results are displayed with maps and situation plans.
supplemented. The Fundgrueb and car exchange portals are to be combined in a
be integrated into local.ch at a later stage.
This merges
local.ch four areas: Directory listings - with a sales force of
around 400 people -, guide for parties and events, classified ads
and the various linking communities with their added value.
Extraterrestrial Eye CatcherThe
The fundamental objectives of local.ch are ambitious if the
search engine as quickly as possible, the search engine known for high quality and
therefore also the most used search page for local information in the
Switzerland on the web. CEO Dorian Selz sees the following as the central vision
local.ch user who is watching a new action movie at the cinema that evening.
but first read the movie review and a road map.
to know exactly where the movie theater is located, where it is
parking facilities and where nearby he can eat a pizza beforehand.
and have a drink with friends after the movie
can. He may also be interested in a classified ad
for the DVDs of the latest Matrix trilogy. This is exactly what local.ch wants
combine: Directory, guide, category and community content.
Search game with a hunt for fortune
the local search service offering and the positioning "Knowing your way around
at home", Reto Alborghetti opted for a "home" concept.
intergalactic and autonomous advertising platform: aliens that are based on
the earth right from the start, just like at home. The intelligent
Species of course already knows local.ch.
Idea like figures has
Alborghetti's team through all means and measures
is a clear example. As a stylistic device, it has proven to be suitable for the media
either photography or illustration. The national
Advertising campaign with three subjects will run in two waves until the end of September.
be visible. At the same time, a massive promotion will be launched: A
Search game on the Internet, in which the participant with a "starting location"
within the search functions of local.ch in a lucky hunt
can participate.
The online game is advertised by various
advertising media - right down to the filler advertisements in the
Yellow Pages books and stickers.
Yellow PagesThe new online search platform local.ch
follows the Australian model sensis.com and combines the data of the
telephone directories, the directories of LTV Gelbe Seiten AG and the
Entries of the joint venture partner Swisscom Directories AG with local
Offers and information. The continued existence of the print edition
of the Yellow Pages is not affected by this, says Dorian Selz, CEO of
local.ch. Publicis, the in-house agency for the Yellow Pages, was recently able to
three completely new TV commercials for the already award-winning,
add to this crazy campaign. With these, the
Internet offer
gelbeseiten.ch was pushed. The aim here is to
increase user frequency and attractiveness for advertisers. The
Spots deal with everyday problems that can be solved with the help of the directories.
can be solved quickly and easily. Just like the elevator ride of a
harmless gentleman who gets involved in a brawl because his
thick glasses are obviously not thick enough.
Luca Aloisi
that focus on Swiss web content are enjoying great success. With
Diversifications matched search.ch,
Swiss Post Group company to adapt its offering to the needs of
growing Internet community - and launched a few years ago.
weeks another image campaign (WW 16/06) to raise its profile.
The trend towards localized online content and thus towards
localized advertising is also a major challenge for the PubliGroupe division.
PubliDirect, publisher of the Yellow Pages, is nothing new. Because
Localized hit lists have now become popular
marketplaces with an address book function, especially with
local SMEs and associations. In order to keep the local press's classified
classified ads migrating to the Internet to the competition.
in April, PubliDirect launched the portal
www.local.ch was launched in a beta version: a search engine and platform for the needs of local markets throughout Switzerland. In addition to
the information from the telephone directories, this portal provides access to
the information from other portals of
PubliGroup subsidiaries, such as those of The Guide Company (30%
PubliGroupe) produced site www.guide4me.com (Tourism, Locations
and events). The search results are displayed with maps and situation plans.
supplemented. The Fundgrueb and car exchange portals are to be combined in a
be integrated into local.ch at a later stage.
This merges
local.ch four areas: Directory listings - with a sales force of
around 400 people -, guide for parties and events, classified ads
and the various linking communities with their added value.
Extraterrestrial Eye CatcherThe
The fundamental objectives of local.ch are ambitious if the
search engine as quickly as possible, the search engine known for high quality and
therefore also the most used search page for local information in the
Switzerland on the web. CEO Dorian Selz sees the following as the central vision
local.ch user who is watching a new action movie at the cinema that evening.
but first read the movie review and a road map.
to know exactly where the movie theater is located, where it is
parking facilities and where nearby he can eat a pizza beforehand.
and have a drink with friends after the movie
can. He may also be interested in a classified ad
for the DVDs of the latest Matrix trilogy. This is exactly what local.ch wants
combine: Directory, guide, category and community content.
Search game with a hunt for fortune
the local search service offering and the positioning "Knowing your way around
at home", Reto Alborghetti opted for a "home" concept.
intergalactic and autonomous advertising platform: aliens that are based on
the earth right from the start, just like at home. The intelligent
Species of course already knows local.ch.
Idea like figures has
Alborghetti's team through all means and measures
is a clear example. As a stylistic device, it has proven to be suitable for the media
either photography or illustration. The national
Advertising campaign with three subjects will run in two waves until the end of September.
be visible. At the same time, a massive promotion will be launched: A
Search game on the Internet, in which the participant with a "starting location"
within the search functions of local.ch in a lucky hunt
can participate.
The online game is advertised by various
advertising media - right down to the filler advertisements in the
Yellow Pages books and stickers.
Yellow PagesThe new online search platform local.ch
follows the Australian model sensis.com and combines the data of the
telephone directories, the directories of LTV Gelbe Seiten AG and the
Entries of the joint venture partner Swisscom Directories AG with local
Offers and information. The continued existence of the print edition
of the Yellow Pages is not affected by this, says Dorian Selz, CEO of
local.ch. Publicis, the in-house agency for the Yellow Pages, was recently able to
three completely new TV commercials for the already award-winning,
add to this crazy campaign. With these, the
Internet offer
gelbeseiten.ch was pushed. The aim here is to
increase user frequency and attractiveness for advertisers. The
Spots deal with everyday problems that can be solved with the help of the directories.
can be solved quickly and easily. Just like the elevator ride of a
harmless gentleman who gets involved in a brawl because his
thick glasses are obviously not thick enough.
Luca Aloisi
