An interdisciplinary jury of experts, chaired by Peter Felser, evaluates the projects submitted. The most innovative and successful marketing ideas in the country are awarded the Marketing Trophy on behalf of Swiss Marketing, the largest professional organization for marketing and sales in Switzerland.

Nominees in the "Large companies" category

- BMW Switzerland with the project "BMW i3: Launch of a new vehicle concept": The electric BMW i3 is unique and represents BMW's entry into a new submarket. However, the campaign does not focus on the car, but on a newly created lifestyle, ecoism. A cross-media marketing campaign that is just as innovative as the product itself. Agencies involved: Serviceplan Suisse, Zurich; Plan.Net Suisse, Zurich.

- Geberit International with the project "The Geberit Aquaclean Feeling": This campaign aims to replace dry cleaning in Europe's toilets with a warm water jet. The sensitive topic, which consumers are reluctant to talk about, was defused by focusing on the emotional added value of the product. Accordingly, water and its positive properties are at the center of the campaign. Agency involved: Y&R Group Switzerland, Zurich.

- Mazda Suisse with the "Voilà Ma Suisse" project: Mazda has renewed its entire product range based on three strategic pillars - design, technology and driving pleasure. As a result, the Mazda brand was also repositioned and "passionately different": things are done differently to make them better. Unusual marketing measures were used to change brand perception, strengthen brand familiarity and reach new and younger customers. Agency involved: JWT/Fabrikant, Zurich.

- UBS with the project "UBS: The path to becoming Switzerland's leading multi-channel bank": advancing digitalization is also changing the banking business. With this campaign, the approximately 2.5 million clients are to experience UBS as a leader in online and mobile banking - even those who have never used e- and mobile banking before. The bank is aiming for a clear unique selling proposition in order to differentiate itself from its competitors.Agency involved: Alpha 245, Zurich.

- CSS with the project: "Holistic brand and customer experience management": With this campaign, the long-established insurance company based in Lucerne wants to counteract the loss of customers in the face of extremely tough competition. It has achieved this through targeted brand positioning and the generation of positive customer experiences. Agencies involved: Prophet, Zurich; Contexta, Bern; Stimmt, Zurich; Sand SIV, Zurich. Nominees in the "SME" category

- Sport Ferien Resort Fiesch with the "Sport.info" project: The traditional resort, whose foundation stone was laid back in 1962, has responded to the declining number of overnight stays in its core business, the traditional school sports sector, with an information and booking platform. It is Switzerland's first platform for teachers and sports coaches and has helped to establish and expand a regional network of service providers. Agency involved: Indual, Brig.

- Stöckli Swiss Sports with the project "The lightest bike in the world": The Stöckli brand stands not only for skiing, but also for biking fun - but only a few people knew this. In order to be perceived as a competent player in this area, an outstanding product innovation was developed: the "Beryll 29" with the lightest frame in the sports bike segment. Agency involved: Serviceplan Suisse, Zurich.

- Swiss Bankers Prepaid Services with the "Travel Cash - The Travel Money" project: The popularity of the Travel Cash card stagnated for the first time since its introduction in 2003 in the 2012 financial year. Combined with an offensive growth strategy, the Travel Cash card was established as THE Swiss travel money by increasing awareness of the "secure means of payment when traveling" feature. Agency involved: Contexta, Bern.

Nominees in the "Nonprofit organizations" category

- Duck Race Zurich with the "Duck Race Zurich" project: Initiated three years ago by the ambitious student Basia Clauer, the project aims to raise awareness of cancer among young people and families. It follows the motto "Have fun and do something good at the same time" and became widely known through a race of thousands of blue and white rubber ducks on the Limmat in Zurich, Switzerland.Consultant involved: Cancer League of the Canton of Zurich, Zurich.

- SOS Children's Villages Switzerland with the project "Mobile phone collection campaign for SOS Children's Villages": The aim of this project was to strengthen Swisscom's image as a sustainable telecommunications provider through the cell phone collection campaign and at the same time to develop an innovative way of making donations. This also increased awareness of the SOS Children's Village and at the same time established it as a competent partner for companies.Consultant involved: Heimat, Berlin.

- Schtifti Foundation with the "Gorilla" project: The privately initiated Schtifti Foundation's "Gorilla" project is aimed at children and young people between the ages of 10 and 20 who are overweight or obese. It is the only project in Switzerland to combine the relevant areas of "exercise" and "nutrition". Subtle health promotion as an information tool and companion for a positive lifestyle through freestyle sport and nutrition tips. Agency involved: Kreienbühl und Vogler, Zurich.

As usual, the core topic of the Marketing Day, "From Big Data to Big Inspiration", will be examined from various perspectives by the following top-class speakers: Christian Rätsch, CEO, Saatchi & Saatchi Germany; Gerd Gigerenzer, Psychologist, Director of the Department of Adaptive Behavior and Cognition at the Max Planck Institute for Human Development; Julius van de Laar, Campaign and Strategy Consultant, Van de Laar Campaigning; Nils Müller, CEO & Founder, Trendone; Karin Frick, Head and Member of the Executive Board, GDI Gottlieb Duttweiler Institute; Hanspeter Thür, Federal Data Protection and Information Commissioner (FDPIC); Andreas Wiebe, CEO, Chairman of the Board of Directors and Founder, Hulbee / Swisscows.ch; Wolfgang Zimmermann, Management Consultant, Migros Genossenschafts-Bund.

Susanne Wille, reporter and presenter for the political magazine "Rundschau", will host the event.
 

MARKETING DAY Eleven projects were selected for the Swiss Marketing Trophy and can look forward to the award ceremony, which will take place on March 3 as part of the Swiss Marketing Day. (more…)