According to Mediapulse, Local.ch is one of the Swiss online platforms with the widest reach. Local providers of services and products can be searched for and booked on the platform, which belongs to Localsearch. As part of a prize draw, bookers currently have the chance to win a voucher worth CHF 2,500 for their preferred service.
This is also where the Freundliche Grüsse campaign comes in visually: How can we dramatize the fact that Local.ch customers can often benefit from one service? By being massaged, cared for or served by many different hands. This dramatization is applied to various industries and played out as display ads with the themes cosmetics, restaurant, hairdresser, garage, cleaning or massage. The visual implementation was created using artificial intelligence. The aim of the campaign and the competition is to generate more leads and more awareness for booking services on Local.ch.
The campaign started on Monday and runs until the beginning of July.
Responsible at Local.ch: Irène Dumas (Chief Marketing Officer), Ruba Afram (Senior Marketing Manager). Responsible at Friendly regards: David Elmiger (text), art direction (Kevin Zysset), Seraina Meier (graphics), Eva Brun (consulting), Samuel Textor, Pascal Deville, Fabian Biedermeier (overall responsibility).
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The new local.ch has a modern appearance, new functions - and it is significantly more user-friendly and geared towards SMEs: Users have an even larger selection of offers than before. Thanks to an expanded filter search with a large number of categories, they can find and book them even more easily and specifically. The booking platform also offers users various options for contacting SMEs or booking with them: In addition to the tried-and-tested contact options - telephone, e-mail, online booking - there is also a chatbot and WhatsApp, provided the instant messaging service is integrated into the company profil.
In total, there are over 500,000 bookable service providers on the online platform. For over 155,000, the solution you are looking for is even just a click away. This was dramatized in the current campaign: The local.ch logo appears in seemingly hopeless everyday situations as a saving, clickable 3D button. As Deus ex machina, so to speak. In keeping with the campaign motto: simply book online.
At the heart of the 360-degree campaign are three commercials that will be used on TV as well as on YouTube and other online platforms. In collaboration with the film production company zweihund, typical life situations were staged in a surprising way and with a certain absurdity. The actors and actresses are also deliberately taken from life. We see them first in their own homes, then in the service provider's restaurant. Because the location also changes at the touch of a button. The moving image content is used on all social channels. In addition to text/image compositions for TV cut-ins and display ads, a broad range of performance elements was created to accompany the content.
Responsible at local.ch: Ruba Afram (Senior Marketing Manager), Vanessa Marr (Chief Marketing Officer); responsible at Friendly greetings: Samuel Textor, Pascal Deville, Marion Schwager (overall responsibility) Christian Stüdi, Norihito iida (creative direction), Philipp Gloyer (text), Maude Mahrer (grafik), Roxana Hudson, Eva Brun (consulting and project management). zweihund (film production); Jonas Meier (direction/editing), Niels Vije (producer), Mike Raths (VFX/editing), Simon Bitterli (camera), Jingle Jungle (sound design), Som Sommer (color grading).
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Harry H. Meier joins Head of Corporate Communications Christos Bräunle as of December 1, 2018. Meier assumes responsibility for Localsearch's external communications. Previously, the 45-year-old worked for various national and international companies as a media spokesperson, PR and communications expert. In recent years, Meier has focused on digital communications and built up solid expertise in the field of digital PR. He is a trained marketing specialist and holds an Executive Master of Business Administration (Marketing) from the University of Applied Sciences in Zurich (HWZ).
With 42 million search queries per month, Local.ch is the number one directory service in Switzerland. The anchoring in the market is also based on the proximity to the target group, which is already in the name. The idea of "by locals for locals" is now getting a new boost with a special photo contest that Leo Burnett Switzerland developed for its new client.
It's all about putting your own town, village or home region in the best light, putting these photos on Localplaces.ch and push them via social media. The online-only campaign follows the insight that people are living out their "localism" more than ever before and like to advertise their home to others.
The subjects thematize the notorious rivalry between Basel and Zurich. Accordingly, different banners are played out via geo-targeting in the Zurich region than in the Basel region. In a second wave at a later date, the communication will be extended to the whole of Switzerland.
Responsible at Local.ch: Monica Muijsers (Head of Digital Editorial), Chantal Landis (Project Management). Responsible at Leo Burnett Switzerland: Axel Eckstein (ECD/Text), Christian Bircher (CD), Stian Bugten (CD Digital), Alba Rau (AD), Dominik Mätzener (Consulting), Suzana Kovacevic (Art Buying), Martin Ottinger (Image Editing), Fabian Unternährer (Photography).
Swisscom Directories is thus creating its own brand and logo for marketing the company's products and services. These include the information and directory services Local.ch and Search.ch, the printed telephone book (Local Guide) or the website offering for SMEs. "Swisscom Directories AG" will remain the name of the company's legal entity. Nothing will change with regard to the existing brands Local.ch and Search.ch. They will remain as independent platforms with individual brands.
However, the now newly created brand localsearch forms a new umbrella for the two services and their marketing. The new brand localsearch and the logo created especially for it combine elements of Local.ch and Search.ch into a new, independent appearance. This gives the marketing an unmistakable image that is intended to stand for consulting expertise, many years of experience, and anchoring in the Swiss market.
The Board of Directors of Swisscom Directories has elected 46-year-old Stefano Santinelli from Ticino as its new CEO. The Internet specialist already knows the business of Local.ch & Search.ch very well, according to the statement, as he has been a member of the Board of Directors of Swisscom Directories for two years. On October 1, Santinelli will succeed Edi Bähler, who led the company for six years. Santinelli is currently Head of Swisscom Health. Before joining Swisscom, Santinelli worked abroad for several years, as operational head of Microsoft Russia and general manager for the consumer and online business in Italy. He was also a member of the executive board of Microsoft Switzerland. In Switzerland, he built up the successful platform tutti.ch for the Norwegian Schibsted Media Group.
Santinelli studied computer science at ETH Zurich and holds an MBA from Simon Business School in Rochester (USA). He speaks Italian, German, French, English and Russian.
Bähler has led the company since fall 2010, and during his time as CEO successfully implemented the transformation from a telephone directory provider to a digital platform. His successor will be appointed in the coming weeks, according to a statement. Until that time, the company will continue to be managed by him.
Edi Bähler has headed Swisscom Directories for just under six years. Under his leadership, the consulting approach to sales was also strengthened. On the user side, Local.ch developed into one of the Swiss Internet portals with the widest reach. Edi Bähler also played a key role in the successful merger of Swisscom Directories and Search.ch. last summer contributed.
Edi Bähler has decided to take on a new challenge after six successful years. Until the succession is clarified, Edi Bähler will continue to manage the company - probably until the middle of the year.
In addition, the two directories are supporting people in need as part of this Christmas campaign. Due to their strong local ties, Local.ch and Search.ch are donating CHF 20'000 to Winterhilfe Schweiz.
This Christmas promotion is advertised on the websites of local.ch and search.ch with banners that are displayed either on Xmas.local.ch or on Xmas.search.ch lead.
Responsible at Local.ch and Search.ch: Michael Holzgang (Brand Management). Responsible at Maxomedia: Simon Muster (overall responsibility), Michel Sulser (team leader consulting), Virginie Schneider (consulting), Reto Schild (creative direction), Dominique Wittwer (art direction), Anouk Karrer (text & concept), Joel Stüdle (interaction design), Philipp Gfeller (frontend development), Stefan Schärmeli (backend development).
The current CEO of Local.ch will take over the management of the joint company at the time of the legal completion of the merger, which is scheduled for mid-2015. In the past four years, Bähler has led a successful transformation process at Local.ch from a former telephone directory provider to a leading digital services company, according to a statement. He will continue on the same path with the two brands local.ch and Search.ch. Urs Hügli, acting CEO of Search.ch, will continue to be available to the new company in an advisory capacity.
Edi Bähler, 53, from Berne, graduated in engineering from ETH Zurich, and earned an MBA from the University of St. Gallen. Bähler was Head of IT and later Head of Marketing & Sales at Mikron, Biel. He then spent four years as CEO at Hofstetter Umwelttechnik before moving to Swisscom Mobile. After building up the marketing department, he took over commercial responsibility for Swisscom Mobile as a member of the Executive Board. As part of the restructuring of Swisscom (Switzerland)'s residential customer business, he was responsible for the entire product performance design. In this role, he also took over as Chairman of the Board of Directors of Swisscom Directories. With the merger of Swisscom Directories and LTV Yellow Pages under the joint Local.ch brand, Edi Bähler took over overall management as CEO in November 2010.
]]>The plan is to implement the merger by the middle of the year. Swisscom will hold 69 percent and Tamedia 31 percent of the joint company. The two companies will continue to develop their offering into a strong Swiss alternative to global providers of search engines and social networks, as detailed in a press release. Swisscom and Tamedia welcome the Competition Commission's decision and plan to complete the merger by mid-2015. The online platforms local.ch and search.ch will continue to operate as independent offerings.
Swiss alternative to global providers
The merger of Local.ch and Search.ch is intended to create a comprehensive Swiss directory and information platform for private individuals, companies and the public sector and an important advertising partner for Swiss SMEs. Together, the two providers, which compete with international providers such as Google in particular, reach around 3.6 million Internet users in Switzerland every month.
Urs Schaeppi, CEO of Swisscom, is delighted with the positive decision: "The decision takes appropriate account of the international market environment and future developments. Thanks to the merger, together with Tamedia we can build a strong Swiss alternative to international search engines and social networks and develop new, attractive offers for our customers." Christoph Tonini, CEO Tamedia, adds: "Together with Swisscom, we have the opportunity to build a strong Swiss online directory and are thus sending a further signal for the consistent implementation of our digital strategy."
Swisscom has granted Tamedia a right to sell (put option) and Tamedia has granted Swisscom a right to buy (call option) Tamedia's 31 percent stake, both of which can be exercised from the third year after the completion of the transaction at a price in the region of CHF 200 million.
Hunger? Tension? Pressure on the bladder? There is a remedy for all these more or less unpleasant conditions. Be it a visit to a restaurant, spa or the nearest toilet. The easiest way to find exactly these places and much more is with local.ch. As a practical helper in everyday life, the search portal has the right answer ready for all queries. Via the online directory, searchers can find what they need in the here and now at the click of a mouse. In the NET-Metrix Audit 2015-01, local.ch reached 4.7 million unique clients, i.e. devices.
The new campaign for Local.ch arose from the insight that every search query is based on an acute need. In its implementation, Maxomedia takes this and shows people's states of mind based on their facial expressions and gestures. The respective need is unmistakably reflected in the various expressions. local.ch provides immediate resolution and forwards directly from the banner to the corresponding search query. The seven thematically and temporally structured subjects of the spring campaign are now in use throughout Switzerland. The visuals are shown on various online banners as well as on eBoards.
Responsible at Local.ch: Michael Holzgang (Responsible for B2C Campaigns and Brand Management). Responsible at Maxomedia: Michel Sulser, Virginie Schneider (consulting), Reto Schild (CD), Daniel Rödel (AD), Antonia Bekiaris (text), Philippe Stucki, Noah Moor (graphics), Joel Stüdle, Stefan Schärmeli (web). Responsible at Mediaschneider: Team Mediaschneider Interactive. Photography: Jonas Kambli.
Put an end to unsatisfactory work where you have to bend! The current campaign of Local.ch, which Maxomedia conceived and realized, makes it clear: You can take success into your own hands. Because in the number 1 directory market in Switzerland, great performance also means great pay, and working as a customer consultant also promises enormous self-determination. The multi-phase HR campaign runs from now on and includes banners that are displayed on the campaign site. Areyou.local.ch be dissolved.
The banners show a wide variety of people who - figuratively speaking - are dissatisfied with their situation at work: because development opportunities and creative freedom are lacking. This condition is pictorially represented by a narrow box. On the informative landing page, the total of eight protagonists can then be seen liberated, with the resolution: "Take your success into your own hands! As a customer consultant at Local.ch"! In addition to a wealth of information about the profession and the employer Local.ch, interested parties can also test whether they are suitable to become a customer consultant. Of course, there is also the possibility to apply directly or to recommend the job opportunity to others.
Content marketing: Four-part article series on field service at Local.ch
In January, local.ch is also dedicating its own series of articles to the profession of field sales staff: In four parts, the passions and privileges of customer advisors, their best experiences on tour, but also their worries and fears are traced. The series of topics is intended not only to recruit new staff, but also to pay tribute to the existing ones, since the job in the field is not always easy, but at the same time the future of local.ch depends to a large extent on the customer advisors. The series will appear on the Local.ch website and will be placed in several media.
Responsible at Local.ch: Gabriela Länger (Head of HR), Gregor Faust (Media Spokesperson local.ch), Esther Hirzel (Responsible Campaign at Local.ch). Responsible at Maxomedia: Michel Sulser (Team Leader Consulting), Sarah Cosentino (Consulting), Philipp Gfeller (Frontend Engineer), Stefan Schärmeli (Backend Developer), Flurina Schuler (Junior Art Director), Michael Moser (Copywriter Web), Katharina Rilling (Copywriter Theme Series).