At Hardturmstrasse 133, the doorbells are changed: The agency name Wunderman Thompson replaces the network of names with the old sub-brands. The agency group is thus outwardly representing what has long been reality internally. Yvan Piccinno, CEO at Wunderman Thompson Switzerland, emphasizes: "Our guiding principle is We inspire Growth. Our employees have always joined forces to achieve this. Now we are making this philosophy of customer growth visible to the outside world through our joint brand identity." Representative for the change is the new website Wundermanthompson.ch.
The full-service agency Wunderman Thompson brings together all the relevant disciplines for forward-looking communications. These work closely together from the outset: "At Wunderman Thompson, experts from creation, strategy, data management and technology are not just gathered under one roof, but at one table," explains Swen Morath, CCO at Wunderman Thompson Switzerland. "This is how we develop solutions that inspire people to engage with a brand, shape it, and thereby inspire brand growth." The intensive collaboration results in groundbreaking marketing solutions in the areas of campaining, digital platforms, strategy, customer experience and marketing automation.
Collaboration with customers and between individual departments and experts follows the "Collision Model" - based on the conviction that the collision of creativity, data, technology and strategy produces the best results. In addition to the close exchange between different specialists, Collision also stands for efficient project management and short decision-making paths - across disciplines and countries. The fact that this model is successful for customers is reflected in their decades of loyalty. Customers include Migros, Audi, PostFinance, Geberit and JTI.
Worldwide, the fledgling Wunderman Thompson network now has 20,000 employees in 90 markets. In spring 2019, J. Walter Thompson and Wunderman, part of the global WPP Group, merged. The striking element of the new logo is the plus sign: The two partners are growing together into a whole that is greater than the sum of its parts. The plus also stands for the growth that Wunderman Thompson creates for its clients. JWT has been out of Switzerland for several years, so this merger has no impact on local organization, structure and management. However, Wunderman Thompson Switzerland not only shares the name and positioning with the international network, as Yvan Piccinno emphasizes: "We are in lively exchange, can bring in specific know-how from a wide range of disciplines within a very short time, and can scale up quickly.
For this purpose, hundreds of different salutations, titles and names were recorded in the sound studio and edited into unique messages. When the mailing was opened, a video automatically started in which the voice of the new Audi A8 greeted the recipient by name and invited him or her to discover the car's many new features.
Responsible at Audi: Livio Piatti (Head of Marketing Audi), Olivier Pasche (Head of Marketing Communication Audi), Corinne Grollmuss (Project Manager Marketing Communication Audi), Andri Allemann (Project Manager Trade Marketing Audi), Liliane Bernet (Project Manager Trade Marketing Audi), Franziska Schmidt (Digital Manager Audi). Responsible at Exxtra (Member of Y&R Group Switzerland): CCO Swen Morath, Strategy: Pirmin Wyss, Susan Baumgartner & Valeska Kraus (Consulting), Stephanie Belvedere (AD), Winfried Schneider (Text), An Le (DTP), JingleJungle (Audio Production), Wirz Fraefel Pal (Production), Mediacom (Media).
Among car fans, there is a hype about new releases that the general public only knows from cell phone models of a certain brand. The fact that Audi has launched four A5 models - the Sportback, Cabriolet, Coupé and S5 - had to be communicated accordingly.
To this end, Exxtra, a member of the Y&R Group Switzerland, has created various key visuals that specifically address the passion that "aficionados" feel in connection with vehicles, while at the same time showcasing the models' beauty of form. The passion aspect is supported by the campaign claim "Engineered with soul". The print campaign was accompanied by digital measures and activities at retail level.
Responsible at Audi: Livio Piatti (Head of Marketing Audi), Olivier Pasche (Head of Marketing Communication Audi), Corinne Grollmuss (Project Manager Marketing Communication Audi), Franziska Schmidt (Digital Manager Audi), Andri Allemann (Project Manager Trade Marketing Audi), Liliane Bernet (Project Manager Trade Marketing Audi). Responsible at Exxtra (Member of Y&R Group Switzerland): Markus Gut (Chief Creative Officer), Susan Baumgartner, Sarah Herzog (Project Management), Linda Solanki (Text), Stephanie Assfalg, Andrei Vid (AD). Media: Mediacom, Swiss Online Publishing.
Everyday life in the mountain region is hard and full of privation. That is why Swiss Mountain Aid supports projects that make life easier for the mountain population. Like the project of the Baschung family from the Nufenen in Graubünden, which is presented in the current donation mailing. The mountain farming family has gradually renovated its 300-year-old mule trackers' house and furnished homely guest rooms. When capable families are unable to realize urgent investments on their own despite the greatest commitment and perseverance, Swiss Mountain Aid provides the crucial remaining financing. In order to be able to do this in the future, the foundation is dependent on the help of donors. As a small thank-you gift, the mailing includes a panoramic map with winter excursion tips for the high-altitude region as well as a lovingly illustrated mountain winter memory game. www.berghilfe.ch
Responsible at Swiss Mountain Aid: Ivo Torelli (Fundraising and Communications). Responsible at Exxtra (Member of Y&R Group Switzerland): Christoph Hänsli (AD), Julia Brandstätter (text), Lukas von Wartburg (consulting), Yannick Andrea (photography), Arne Rohweder (panoramic map), Katharina Nüesch (text).
The over 1600-kilometer route of the Grand Tour of Switzerland was launched by Switzerland Tourism, the Grand Tour of Switzerland association and Audi as Official Partner in April last year. Audi is involved as a partner because the tour leads over five Alpine passes and is thus a perfect fit for the Quattro all-wheel drive.
In the carefully designed 72-page work, six young Swiss photographers each document a section of the Grand Tour of Switzerland. Each photographer was provided with a different Audi model for this purpose. The resulting atmospheric images create a bond between the viewer and our multifaceted country and encourage them to soon drive the route in their own Audi. The Audi Grand Tour of Switzerland book has just been published in an edition of 22'000 copies.
Responsible at Audi: Livio Piatti (Head of Marketing Audi), Olivier Pasche (Head of Marketing Communication Audi). Responsible at Exxtra (Member of Y&R Group Switzerland): Markus Gut (CCO), Dominik Siegrist and Andrei Vid (AD), Marion Lim (text), Susan Baumgartner (consulting), Elias Zurbuchen (DTP), Printlink AG Zurich (printing and binding), Karin Giger (art buying), Esther Mathis, Thomas Stöckli, Nico Schärer, Ueli Alder, Beat Schweizer, Scott Typaldos (photographers). Responsible at Switzerland Tourism: Maria Sägesser (Managing Director of the Grand Tour of Switzerland Association).
Audi Adaptive Cruise Control uses special radar sensors to guarantee a safe minimum distance between two vehicles. Audi and Exxtra have adapted this innovative technology for the smartphone. And integrated it into a smartphone case in the shape of the legendary Audi V8 engine.
Audi Adaptive Walk Control works in the same way as the warning system in the car. It shows how the Audi brand promise of "Vorsprung durch Technik" not only improves cars, but everyday life.
Responsible at Audi: Donato Bochicchio (Head of Brand Audi), Christian Frey (Head of Marketing Audi), Olivier Pasche (Head of Marketing Communication Audi), Corinne Grollmuss (Project Manager Marketing Communication). Responsible at Exxtra (Member of Y&R Group Switzerland): Markus Gut (CCO), Thomas Engeli (ECD), Swen Morath (CD), Sandro Tissi (AD), Stefan Cramer (Text), Konstantinos Gkikas, Stephanie Assfalg (Graphics), Lukas von Wartburg, Susan Baumgartner (Consulting), An Le (Product Design), Uwe Gartmann (Engineer).
On a specially set up Microsite participants can vote for their favorite team and, with a little luck, win exclusive fan merchandise from Marvel. For the duration of the competition, the number of votes that Team Iron Man or Team Captain America has already received will be displayed continuously.
In addition, Audi and Marvel will have a joint presence at Fantasy Basel. Iron Man's vehicle, the Audi R8, can be admired as well as Audi models from the other Avengers movies. At Cosplay contest visitors to Fantasy Basel can also win a trip to the USA if they dress up as a character from the new film "The First Avenger: Civil War" and have their picture taken next to the Audi R8.
Responsible at Audi: Christian Frey (Head of Marketing Audi), Olivier Pasche (Head of Marketing Communication Audi), Corinne Grollmuss (Project Manager Marketing Communication). Responsible at Exxtra (Member of Y&R Group Switzerland): Markus Gut (CCO), Sebastian Eppler (AD), Mahmud Tschannen (text), Lukas von Wartburg, Sarah Herzog (consulting) Robert Seidl, Atif Colo (programming), An Le (production). Responsible at Marvel (The Wald Disney Company): Jiri Kral (Senior Product Manager).
In winter, Switzerland is often covered in a thick blanket of snow, and clearing cars of ice and snow is annoying. The Audi Q7 has a parking heater that can be set by timer so that the car is cleared of snow in time for departure. To promote this feature, Audi has developed special heater flyers. These were placed on snow-covered windshields of other car brands in the morning. The heated flyers melted the snow around them. In this way, all car owners experienced the advantage of an Audi Q7: a car without a frozen windshield. At the same time, the flyer was an invitation to test the Audi Q7.
Responsible at Audi: Donato Bochicchio (Head of Brand Audi), Christian Frey (Head of Marketing Audi), Olivier Pasche (Head of Marketing Communication Audi), Corinne Grollmuss (Project Manager Marketing Communication). Responsible at Exxtra (Member of Y&R Group Switzerland): Markus Gut (CCO), Thomas Engeli (ECD), Swen Morath (CD), Andrei Vid, Sarah Paul (AD), Raphael Grob (graphics), Lukas von Wartburg, Susan Baumgartner (consulting), An Le (production).
This is linked to the image statement "Expect a little envy", which according to the communication is intended to describe the effect of an Audi and be a small side blow to the competition. The Audi TT can be seen on the poster. The motif is being used throughout Switzerland as an F12 poster and in digital media.
Responsible at Audi: Christian Frey (Head of Marketing Audi), Olivier Pasche (Head of Marketing Communication Audi). Responsible at Exxtra (Member of Y&R Group Switzerland):
Markus Gut (CCO), Sarah Paul (AD), Marion Lim (text), Raphael Grob (graphics), Susan Baumgartner, Sarah Herzog (consulting), Elias Zurbuchen (DTP); Media: Mediacom.
For example, the Muheim family of mountain farmers was able to build a new alpine hut with its own cheese dairy on the Wannelen Alp in the canton of Uri. It was this conversion that made the farm suitable for families: the hard day-to-day work has become easier and the farm is now also well positioned for the fifth generation. After all, five-year-old Sarina, who features prominently on the cover of the current donation mailing, would perhaps one day like to follow in the footsteps of her great-great-grandfather, who acquired the alp in 1913 - and become a dairymaid.
With the support of donors, nothing stands in the way of this career aspiration - and the Swiss mountains will continue to be managed in the future by dedicated people who have the Älpler lifestyle in their blood from an early age.
Responsible at Swiss Mountain Aid: Rudolf Streuli (donations), Ivo Torelli (communication). Responsible at Exxtra (Member of Y&R Group Switzerland): Christoph Hänsli (AD), Julia Brandstätter (text), Edi Walker (consulting); Yannick Andrea, (photography), Beat Wirz (text).