A study commissioned by Havas Media Network, conducted in collaboration with Lumen Research and Brand Metrics, analyzed over 9,000 campaigns and their effect on brand metrics such as awareness, preference and purchase intent. It analyzed 5.6 million impressions and 1.8 million respondents to examine the relationship between predicted attention and desired brand outcomes. The study also provides a detailed ranking of the top campaigns that achieved the highest correlation between attention and brand metrics.
The top 10 campaigns analyzed show that an increase in attention of up to 30 percent increases brand preference and significantly boosts purchase intent. Campaigns with several short attention phases performed particularly well in the ranking. These campaigns recorded up to 25 percent higher brand awareness and a 20 percent increase in preference compared to those with only one long attention moment.
Jon Waite, Global Managing Director of Mx at Havas Media Network, emphasizes: "The new ranking provides valuable insights into the efficiency of attention-driven campaigns. It clearly shows which strategies and attention levels are necessary to achieve the best results." The study not only provides a sound basis for the integration of attention metrics in media planning and buying, but also offers a clear orientation by ranking the best-performing campaigns.
"Brand Metrics was thrilled to provide the brand lift data that makes these ranking results possible," explains Anders Lithner, CEO of Brand Metrics. "Our detailed analysis shows that the most successful campaigns are those that strategically use multiple short attention spikes to consistently improve brand metrics."
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The agency sees the new account win as confirmation of its innovative approach to total video planning: "Our agency's own tool, the Meaningful Reach Calculator, which enables a comprehensive and targeted video strategy, convinced the client. We are proud to continue working with Perfetti van Melle and further strengthen their brand presence in the digital and traditional media landscape," said Samia Montaque, Managing Director of Havas Media, in a press release.
Havas Play's concepts, which were specially developed to activate fans, played a key role in Perfetti van Melle's decision to work with the agency again. "We always include the client in our considerations and integrate all relevant aspects into our strategic planning. We are delighted that we were able to convince Perfetti van Melle with our considerations, which go beyond the pure media framework, and we look forward to continuing our successful collaboration," says Yvonne Hefti, Client Service Director at Havas.
]]>Various measures are integrated into the "Brieffreude" campaign platform developed by Neu for Swiss Post. For example, communication by letter is also positioned as "social networking for 175 years" for the launch. Teads developed interactive formats for the campaign, while Havas Schweiz Media was responsible for media planning.
In the age of digital communication and social networks, Swiss Post wants to make the joy of the "real" letter more tangible. "Brieffreude" is intended to embody everything that makes a letter special: the joy of writing, the joy of receiving, the haptic experience and the personal form of this communication are special emotional aspects that a digital message cannot provide or can only provide to a limited extent. The hashtag is intended to hold together the communication of these very different facets via different forms of content in future.
Teads and Neu also launched the interactive format "inRead Scribble Ad Square" in collaboration with Swiss Post. This enables users to create handwritten messages directly on their mobile device. The campaign, which was played out in German, French and Italian, led to a high level of interaction and impressive results, for example with an engagement rate of over 15 percent and an attention rate of over 65 percent.
In addition to Teads inRead, the campaign also includes moving image assets for YouTube and digital assets. All measures and topics relating to the joy of letters can be found on the associated landing page. The community was also able to submit pictures of special letters as part of a competition.
With this campaign, Swiss Post wants to show that handwritten letters retain their charm and relevance even in the digital age.
Responsible at PostJana Andraschko, Ines Müntener-Graf, Nathalie Koch. Photographer: Julia Ishac. Production: Tasty Pictures. Image editing: Lorenz Wahl. Responsible at Neu Creative AgencyNicole Vizcardo, Pian Gumpp, Adrian Staehelin, Simon Rehsche, Nico Ammann, Andrea Braschler, Adam Schwarz, Bettina Beyeler. Responsible at Teads: Jannis Fatses. Responsible at Havas Switzerland MediaLena Rüdisüli, Timo Bendel.
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There is no sign of normality - war, inflation, high infection rates. The burning question for the advertising industry in these times is "How does the tense situation affect consumer behavior?" The Havas Media Consumer Pulse wants to shed some light into the darkness and this time deals with topics around Netflix, the Metaverse, travel and the cold season.
Advertising on Netflix and the Metaverse
Especially in the young age group, streaming services enjoy a loyal user base, which is why Netflix has recognized the potential for advertising space. However, 76 percent of users find advertising in the streaming area during the show annoying.
Among the young age group, the metaverse is also the talk of the town, but less than half have a clear idea of what it is. At the moment, 8 percent have already used the Metaverse, while a third can imagine using it in the future.
Summertime = travel (frustration) time?
In 2022, just under two-thirds of vacationers were affected by travel chaos caused by delays and strikes, which was accompanied by much frustration among those willing to travel. Surprisingly, travel plans for 2023 nevertheless remain in place, with Germany being particularly popular as a destination. Other European countries, on the other hand, are an option for less than half of respondents for next year. Overall, vacationers would prefer to travel by car in the future.
Saving is the new hoarding
Compared with the spring, more people will be cutting back on their consumption in the near future. Specifically, this means that respondents would now save two-thirds of their money, which is double the figure from the last survey in March. The drivers of this are inflation, the war in Ukraine and energy shortages. Associated price increases mean a very strong personal burden for more than half of the respondents. The older generation in particular is frightened - almost one in two people over 50 does not feel at all prepared for the challenges of the coming months.
In winter many things are different
This year's winter will be different: 37 percent of those surveyed will spend less on Christmas presents than usual this year. That is almost twice as many as last year.
Another first: For the first time, the World Cup falls in winter. But half of the German respondents who are otherwise so enthusiastic about soccer will watch fewer or no games this year. The main reason for this is that those surveyed do not want to support Qatar as the host country, partly because of human rights violations. The negative opinion of the host country does not rub off on brands that are active in advertising during the World Cup - according to the survey, they do not have to worry about a loss of image.
For the current "Havas Media Consumer Pulse. 500 people between the ages of 14 and 69 were interviewed by means of a representative online survey. The survey by Respondi took place from August 2 to 5, 2022.
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In 2021, Weleda celebrated its 100th anniversary and invited to pitch for the media budget for Switzerland, Germany and Austria. Weleda started the pitch in June last year and was supported by the consultancy Brain from Munich. In a multi-stage process, Havas Media came out on top. Weleda's gross spendings in recent years for the DACH markets have been around EUR 25 million, with Germany the main focus at just under EUR 20 million.
Julia Weiss, Media Manager for DACH at Weleda: "Havas Media convinced us in the pitch with a consistent strategy, smart ideas and team spirit. Well-founded analyses and stringent recommendations derived from them - we liked that very much. In addition, the country teams demonstrated a high level of strategic competence in both the natural cosmetics and pharmaceuticals sectors. We would like to thank all pitch participants for their commitment and professionalism and look forward to continuing our growth together with Havas and inspiring people for our philosophy and products.
Nathalie Diethelm, CEO of Havas Villages Switzerland, comments on the account win as follows: "We are extremely pleased to be able to accompany and support Weleda in Switzerland in the future. The market for organic and natural cosmetics has been developing very dynamically for several years. For media work, this means that new strategies are needed to attract future Weleda customers. We are proud that the DACH team of Havas could convince Weleda strategically and humanly."
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Four years ago, Francesco Marconi, then head of strategy at the Associated Press news agency, published his article "The rise of homeless media. It could be, he argued, that media would soon no longer need their own websites and apps because they would distribute their content via platforms such as Facebook Instant Articles and Snapchat Discovery. Havas also speculated about the "death of the homepage."
A lot of time has passed since then, and assessments have changed, as shown by the latest Havas study, for which more than 5,500 people who regularly use news media were surveyed online.
Same editorial content is perceived differently depending on the environment
When editorial content was shown on a media brand's own channel, 80 percent of the test subjects rated it as trustworthy. When the same content was presented on a social media platform, only 57 percent trusted it. "Trust needs a home - that's why own channels with a traceable and transparent history are important for building trust," says Morten Malmbak, Director Strategy, New Business & Marketing at Havas Media Germany, about this result.
Intuition plays a big role in the evaluation
It is remarkable that the users made their judgment about the social media variant intuitively. This was shown by a so-called implicit association test (IAT). The IAT is an established procedure in social psychology that can be used to measure an association.
Respondents in the study were shown editorial content on the screen and had to decide in each case whether they found what they saw trustworthy. Without the test subjects knowing it, their reaction time was measured in fractions of a second. The result: the judgment about the social media variant was made significantly faster, i.e. intuitively, "automatically" as it were.
In this case, the IAT points out that the concept of "skepticism" is unconsciously linked more strongly with the concept of "social media" than with the concept of "editorial media." This part of the study was conducted for the global news brands New York Times, Wall Street Journal, Guardian, Economist, Reuters, CNN, BBC and the two social media platforms Facebook and Linkedin.
Halo effect transfers large parts of media trust into advertising trust
To determine the halo effect, the study also included all national news media with their channels: In the first step, trust in editorial content was surveyed for each medium and channel. The average trust score for print media was 69 percent.
In a second step, the test subjects were shown advertising on screen for each medium and channel. An average of 58 percent then said they trusted the ads in the print media. This resulted in a powerful halo effect: 83 percent of media trust was transferred to advertising trust. The transfer rate was lower in the other channels: 76 percent in TV channels and 73 percent in digital offerings.
Morten Malmbak describes how such results are incorporated into the daily work of global media agencies as follows: "From our point of view, a cultural fit supports the advertising effect, so attention should always be paid to a fit between the message, the target group, the goal of the campaign and the media used.
Further studies prove uplift in advertising impact
These results are compatible with findings from other studies: the U.S. company Integral Ad Science recently presented a study entitled "The Halo Effect. The researchers concluded that ads on websites with high-quality editorial environments were perceived 74 percent more positively by users than ads in other environments.
Journalistic quality environments significantly improve advertising impact. This is also the central finding of a study by the Quality Alliance, the initiative from Frankfurter Allgemeine Zeitung, Handelsblatt, Süddeutsche Zeitung and The time, which is devoted to the question of whether the environment of a quality media brand influences the perception of advertising in that environment.
* Uwe Sander is a trained economist and, after several years in empirical economic research, worked from 1984 to 2014 in various functions at the publishing house Gruner+Jahr, including for the titles Capital, Stern, Geo and Art. Today, he is a freelance author and consultant. He is particularly interested in the development of digital journalism.
The sample of the surveys conducted by Kadence International Havas study "Trust in News consisted of 5,509 people who regularly use news media. They represented a cross-section of the online population in North America, five Western European countries and four countries in the Asia-Pacific region in terms of age, gender and attitudinal characteristics. Seven global and 72 national news brands were included - each with the different channels in which they publish.
In 2019, the Havas Brand Predictor will again show how the Swiss rate national and international brands. The annual pulse measurement provides in-depth information about brand strength and future brand development. Havas' population-representative evaluation procedure is based on the brand perceptions of the Swiss population, surveyed on the basis of dynamics and trust. This year, megatrends that can no longer be ignored once again dominate: digital lifestyle, neo-ecology and Swissness. ProSumer's assessments prove that these three trends will continue to dominate the market in the future.
The Brand Predictor sheds light on brand positioning and development, providing direct imperatives for a brand's upcoming tasks. "In order to maintain a top position for years, a brand must find the optimal mix of continuity and surprise. More precisely: guarantee continuity in quality, visibility and brand promise, while at the same time constantly surprising with innovations and new communicative measures," says Nathalie Diethelm, CEO of Havas Village.
The Brand Predictor has been collected by the strategy and communications agency Havas in collaboration with the market research institute management tools research since 2012. The parameters for the survey are the dynamics (= perceived popularity) and trust (= perceived reliability of products and services) of brands in Switzerland. Recognizing current and future developments with a system - looking into a crystal ball is not enough, it must be well-founded and verifiable. A total of 2,942 people assessed the developments in the area of dynamics and trust of national and international brands.
At Brandpredictor.ch you will find more top 10 rankings, divided into different industries, as well as further information about the Havas Brand Predictor.
The big advantage of Brand Predictor is the integration of ProSumers. These are opinion leaders with a specific consumption and personal profile that distinguishes them from the rest of the population. Their assessments are 6 to 18 months ahead of the mainstream. By comparing the assessments of the population vs. ProSumers, predictions can be made about future market and brand developments in Switzerland. "The Brand Predictor study predicts the future," explains Andreas Logk, managing director at Management Tools Research. "This clearly sets the model apart from other brand tools. Their evaluations tend to be based on one-dimensional criteria as well as past successes, but without saying anything about future and growth potential." In addition to food consumer goods and retail, the Havas Brand Predictor covers 28 other industries with its brand selection, from finance to automotive to tourism.
Today's consumers are informed, interested and value sustainability, transparency and corporate responsibility. It is therefore hardly surprising that brands that experienced a turbulent year in the media also suffered setbacks in the brand perception of Swiss people. In the financial sector, Bitcoin and Raiffeisen in particular lost momentum, i.e. popularity among the population. After the hype surrounding cryptocurrency (Bitcoin, evaluated here as a brand, was the biggest dynamic gainer in last year's Brand Predictor study), talk of a bursting speculative bubble does not seem to have passed the Swiss by. This year, Bitcoin is the biggest dynamic loser, showing how volatile brand perception is, especially for progressive, young brands.
Netflix continues to be on the fast track and once again ranks as the most dynamic brand in the Swiss market. "The dynamic value reflects two factors of brand strength: firstly, it is an indicator of the growth potential of a brand. And secondly, the dynamic value shows how differentiated a brand is positioned. A differentiated brand is considered relevant to consumers in everyday life and is therefore also popular (= dynamic)," explains Marcel Benz, Strategy Director, Havas.
A look at the most dynamic brands in Switzerland makes it clear: With WhatsApp, Youtube, Zalando, Instagram and Twint among the top 20 in terms of dynamism, brands from the digital lifestyle continue to be among the winners. There is also a growing awareness of sustainability in shopping. Coop Naturaplan, Migros Bio, Max Havelaar and BioSuisse can look back on a strong Brand Predictor year. Consumers have become more critical and are asking for labels and private labels that stand for regionality, sustainability, fairness, orientation and safety. "From the region. For the region." is once again the strongest brand by Brand Aggregate (trust and momentum aggregated) this year.
The top 20 in the area of trust make it clear that Swissness remains a quality and trust criterion. This is because Swiss people continue to place a great deal of trust in Switzerland. In particular, brands from the Swiss retail and retail trade determine the top 10 of the trust ranking: From the Region. For the region., Le Gruyère, Migros, Lindt, Ovaltine, Zweifel, Rivella, Cailler, Ragusa, Coop Qualité & Prix are proof of this. In the retail and retail trade sector, Lidl was able to catch up with Migros and Coop. Lidl and Aldi are already the more popular grocery retailers (especially among women), Migros and Coop continue to enjoy greater trust in quality and services.
A look at ProSumer's most dynamic brands reveals that many existing consumer trends will continue to dominate the market in 2021: it will remain digital, regional and organic. Digital brands such as Booking.com and Huawei will establish themselves according to ProSumer forecasts and gain relevance in consumers' everyday lives. According to ProSumers, IKEA in particular will gain in brand stature. The fact that ProSumers see clear potential in IKEA is an indicator of a brand's profile and degree of differentiation. This year's ProSumer forecasts also show the importance of subbrands in particular. Lindt, as one of the strongest brands in the Food & Beverages segment, also has strong subbrands for ProSumer in this category: Goldhase, Lindor, Excellence. Strong subbrands have a vitalizing effect on their umbrella brand.
When Big Ben rings in your hotel room or you feel like you're in Amsterdam at the Schanzengraben in Zurich, the world moves a little closer together for PostFinance. Because with its e-trading, you can reach the international stock markets anytime and from anywhere. To communicate this, Y&R Wunderman has created two new protagonists, "Zwei von Welt", who explain the advantages and pricing of e-trading in an amusing way. To generate attention for the topic, the "Zwei von Welt" spot was used online.
All users who had seen the awareness spot online were guided closer to the product by the explanatory spot of the "man of the world".
The online spots are played out in a channel-appropriate manner on various web platforms with a trading-savvy target group, as well as on LinkedIn and Twitter, and are accompanied by ads in business-related print titles.
To reinforce the e-trading message, Y&R Wunderman amazes travelers at Zurich Airport with ad-e-motions and digital screens that show surprising parallels between Swiss landmarks and those from around the world. This fusion demonstrates in a likeable way that as an investor you can easily and quickly become a global player - no matter when and where you are.
Responsible at PostFinance: Ursula Käser, Daniel Mewes (steering); Silvan Merki, Tatjana Meichtry (conception); Francisco Moreno, Cynthia Hofmann, Vassiliki Paidoussi (marketing investment solutions / channel management); Pascal Frey, Monika Siegenthaler, Andrea Wey (realization). Responsible at Y&R Wunderman: Swen Morath (CCO); Benjamin Franken (CD); Stephanie Belvedere (concept/art direction); Leandro Correia (graphics); Christian Schirmer (text/concept); Lukas Diem (strategy); Elias Zurbuchen (desktop publishing); Rafael Tucev, Marlon Perini (programming); Tamar Hächler, Doro Beck, Sandro Tschuor (consulting). Film production: Shining Pictures: Leonardo Sanfilippo (executive producer); Susann Henggeler (production manager); Alessandra Dolci (post producer); Felipe Ascacibar (director); Armin Franzen (camera); Photo: Gerd Linnekogel (photographer); Script: Domenico Blass (dialogue). Media agencies: Havas Media: Claudia Gantenbein, Georges Berard (Out of Home, Print). Webrepublic: Janine Lüchinger, Lorin Vögeli, Priscilla Brumm (Online).
If you buy a pack of Ovo Rocks now, you might be lucky enough to find a golden nugget among the fluffy chocolate rounds. That's because there are gold nuggets hidden in 100 packs. The promotion is being advertised online, on pack and following the Ovo Rocks TV commercial.
In the spot of the launch campaign, a skater tries to film the tricks of his buddies, but he doesn't succeed because of the distraction of the ovo rocks. In true Ovaltine fashion, he can't do it better with ovo rocks, but he can do it longer.
Responsible at Ovomaltine: Christina Kieni Römer (Head of Marketing & Sales), Christof Stulz (Marketing Manager), Regula Fuchs-Krieger (Brand Manager), Simon Schiess (Brand Manager). Responsible at Leo Burnett Switzerland: Lukas Tauss, Cla Campell (creation), David Fischer (CD), Martin Stulz (ECD), Michael Gassler, Livia Otth (consulting), Suzana Kovacevic (FFF). Film production TV spot: Halal, Nils Gerbens (director), Boutiq (animation), Prodigious (programming). Responsible at Havas Media: Oliver Nater, Claudia Gantenbein (Media Planning), Andrea Kloter, Hans-Hermann Hahn (Digital Planning).
Small country, lots of potential. Cutting-edge research and numerous groundbreaking inventions have made Switzerland famous, and today our country is still considered an international innovation leader. This is also reflected in the start-up boom - every year, around 40,000 new companies are founded throughout Switzerland. Axa Winterthur is now looking for the start-ups with the most promising ideas in a new TV format on Sat.1 and ProSieben.
"Battle of ideas" - the show
The aim of the broadcast series is to show the diversity of the Swiss start-up scene and to give start-ups the visibility they need. To this end, the two startup insiders Sunnie Groeneveld, who set up the location initiative Digitalswitzerland (formerly DigitalZurich2015) in 2015/16, and Pascal Mathis, the co-founder of the successful startup GetYourGuide, travel across Switzerland - always on the lookout for the best idea. Each show, two to three start-ups pitch to the two industry experts for a place in the final show. There, the finalists present their inventions and products to a jury of experts and potential business angels - and get the chance to receive professional and financial support for their start-up.
Accompanying content marketing campaign
The broadcast is accompanied by a content marketing campaign developed jointly by Axa and Publicis, which offers the target group relevant added value in the form of checklists, infographics and tips and tricks. Using display advertising, native advertising, video and social ads on Facebook, Twitter, youtube, Xing and LinkedIn as well as POS posters at the various Axa agencies, attention will be drawn to the TV format and Axa's start-up package in the coming weeks.
Mélanie Gujan, Head Marketing Communication of Axa Winterthur, on the background of the campaign: "Innovation plays a major role in our company and we consider it our duty to make a strong contribution to the promotion of the Swiss start-up ecosystem in order to strengthen Switzerland as a center of innovation. With the TV format The battle of ideas and the accompanying content marketing campaign, we want to give innovative Swiss start-ups the chance to present themselves to the public and thus show the wider population how innovative Switzerland and its young entrepreneurs are."
Landing page: Fightingideas.ch
Responsible at Axa Winterthur: Melanie Gujan (Head Marketing Communicaton); Claudia Suter (Head Brand & Advertising); Sebastian Suter (Overall Project Management)
Robin Brügger, Franziska Wildi, Daniela Gerber (Content); Julia Wunsch, Annabel Klein (Social Media); Jochen Fuchs, Timo Fegeler (Youtube, SEA/SEO). Responsible at Xeit: Alexandra Baumann (Content); Andrea Iltgen (Head of Production); Tabea Leibundgut (Content Project Management). Responsible at Publicis: Johannes Raggio (Creative Director); Sandy Pfuhl (Art Director); Jan Kempter (Text); Elena Tzetanova (Social Media); Cathy Nyffenegger, Claudia Ziltener, Alain Götschi (Consulting). Responsible at Mediafisch: Björn Hering (Partner); Adrian Gnehm (Managing Director); Nicole Ulrich (Producer); Theresa Strack (Content). Responsible media agencies: Havas Media (display), Adringo & Capture Media (native advertising), Hutter Consulting (video and social ads on Facebook).
The Swiss population does not like to deal with insurance - and certainly not with their health insurance coverage. Many find the plethora of offers, paperwork, and billing formalities tedious. This is precisely what AXA Winterthur's new service offering is aimed at in the context of health care: with digital services, Switzerland's largest all-line insurer wants to relieve its customers of administrative tasks and thus free them up. All under the motto: "Leave the work to us".
Swiss healthcare system simply explained
Two explanatory videos form the core of the campaign. The first film explains the Swiss healthcare system, the second takes on the switching service, in which AXA suggests the right basic insurance to its customers every year in terms of price and quality and, if desired, also handles the entire switch. These videos and further information on health care are bundled on a Landing pagewhich leads to the AXA price calculator for all basic insurances in Switzerland as well as to AXA's supplementary insurances. There, customers can take out their desired basic and supplementary insurance directly online. The campaign can be seen on display ads, video and social ads, various ad formats on Facebook as well as POS posters.
Targeted innovations in the field of health
With its entry into the health market, AXA Winterthur has reached a milestone in the implementation of its Strategy 2020, which aims at targeted innovations. In addition to classic insurance products, customers are to be offered useful, innovative additional services in the area of health. With the annual change service in basic insurance, AXA has developed a first digital service that relieves customers of a lot of administrative work - and offers a lot of savings potential to boot.
Responsible at AXA Winterthur: Dominique Kasper (Head Health Care), Andrina Speziale (Marketing and Communication Health Care), Sebastian Suter (Brand & Advertising Manager), Claudia Suter (Head Brand & Advertising), Mélanie Gujan-Diserens (Head Brand & MarCom Management), Julia Wunsch (Head Social Media),Jochen Fuchs (Digital), Franziska Wildi (Content). Responsible at Publicis: Johannes Raggio (Executive Creative Director), Sandy Pfuhl (Art Direction), Christian Stüdi (Text), Cathy Nyffenegger, Daniel Dormeyer and Frank Lang (Consulting), Chocolate Films (Production Videos), Prodigious Zurich (Production). Responsible at Sigma Online: Noemi Alvarez (Online Performance and Analytics). Responsible at Hutter Consulting: Florian Muff and Michaela Gahbauer (Media Planning and Placement Facebook). Responsible at Capture Media: Sandro Albin (Engagement Advertising). Responsible at Havas Media: Hans-Hermann Hahn and Nathalie Herrmann (Media).
The world is becoming more digital and also poses major challenges for the world of work. Specialists from the world of information and communications technology are in hot demand. To attract their attention, you have to come up with something special. The follow-up campaign for PostFinance, designed by Maxomedia, picks up ICT professionals in their world and lets them become part of the action themselves. The HR campaign positions PostFinance as an innovation-oriented employer where future ICT employees can prove their skills and actively shape the future.
ICT specialists are once again being challenged. Online banners and social media ads pose tricky quiz questions that have to be solved within a short time. By clicking on the question, users can solve it on the Landing page other tasks from the world of IT - which are now even more challenging. As in the launch campaign, the tasks from six different ICT areas were developed in collaboration with existing employees.
Live communication complements digital touchpoints
Potential future employees are also picked up in their world at the specialist events. At Swiss Testing Day, representatives of PostFinance invited ICT specialists to rise to the challenge. Further live presences will follow in the course of the year and thus ideally complement the digital touchpoints. The personal encounter offers the opportunity to generate leads. And maybe one or two of them will be so keen to take up the challenge again on the landing page after the trade fair.
Employees become ambassadors
On their own internal hub, PostFinance ICT specialists can also take on the tasks and submit new quiz questions. To do so, they are encouraged to act as ambassadors. "PostFinance is looking for tinkerers who, like Q - the mastermind of James Bond - are ready to help shape the future and make a difference together. Who better to report on where and how the real Qs work than the employees themselves?" says Tatjana Meichtry, consultant at Maxomedia on the strategy. If PostFinance's IT specialists want to present the company externally in the future, they will find a comprehensive ICT toolkit on the internal hub.
Leads gained, whether digital or on-site, are used for further direct marketing measures. PostFinance stays in contact with all participants through its newsletter. Following the quiz, users can subscribe to the company's job news. Those who achieve a top score are also invited to share their LinkedIn or XING profile with the bank or upload their resume.
Participants as representatives
The highlight is the competition. All participants will be entered into a draw for two three-day tickets to WebSummit 2017 in Lisbon, including flight, accommodation and spending money. The winners will become ambassadors themselves and report first-hand from the event. Exciting content for social media is guaranteed.
Nationwide campaign
The campaign will run for around six months and includes precise targeting and retargeting with web banners, sponsored posts on LinkedIn and Facebook, and carousel ads on the platform of the same name. The landing page forms the central digital hub. Various PR and PPR measures, such as public reports on 20min.ch and in trade media, repeatedly draw the target group's attention to the topic. The campaign runs nationwide in German, French and Italian.
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Responsible at PostFinance: Urs Mordasini (Project Manager Communications), Flavio Dal Din (Project Manager HR Marketing Renate Schoch (Corporate Communications). Responsible at Maxomedia: Antonia Bekiaris (Concept/Text), Franca Eggli (Screen Design), Christoph Gerber, Dominique Oswald (Graphic Design), Christian Stampfli (Technical Manager), Philipp Gfeller (Frontend), Stefan Kiener (Backend), Laura Kistler (Content), Tatjana Meichtry (Consulting and Project Management). Media agencies: Havas Media and Webrepublic.