The "Better Living" campaign focuses on sleep as the key to a better quality of life. In order to anchor the message early on, a series of dynamic AI morphing assets - images whose appearance is changed with the help of artificial intelligence - were developed.
"It's amazing how AI opens new doors for visual representations. If you understand how it works and know its limits, it can revolutionize creation and production," says Uli Scheper, producer at Markenfilm Schweiz.
The AI-generated assets are played out via social media and other digital channels and set the stage for the subsequent campaign. "The combination of human creativity and AI-based implementation creates great added value. The subjects have a surprise effect and generate attention among our target group," says Carol Berger, Head of Marketing Communication at Pfister.
With this project, Vasataschröder and Markenfilm Schweiz want to set an example for change in film production and show how technological innovations can create new creative freedom.
Responsible at Pfister: Carol Berger (CMO), Corinne Leuthard (Head of Brand Communication), Christoph Voellmy (Head of Digital). Responsible at Vasata Schröder: Patrik Zorkovic (Creative Director), Carolin Flachsmann (Client Service Director), Hanna König (Senior Account Manager). Responsible at Markenfilm: Uli Scheper (Producer). Media: Philipp Hiemer (Digital Growth Strategist, Webrepublic).
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Since it was founded in 1882, Möbel Pfister has been continuously developing in order to offer the best possible shopping experience. The furniture store wants to be relevant for all customers, which is reflected in its modernized corporate identity (CI).
The revised logo is a central element of Möbel Pfister's new corporate design. It presents itself in a fresh, light, friendly and accessible style. The previous red bar next to the initial letter has been removed and the lettering is now consistently lower case. The characteristic Pfister red, the main color of the brand, has been subtly revised and noticeably refreshed. These changes are intended to emphasize Möbel Pfister's modernity and innovative strength.
"We want to appear more confident, bold and determined, while showcasing our unique expertise. In doing so, we are keeping both our existing customers and the next generation of Pfister shoppers in mind. Vasataschröder understood this mission and further developed our corporate identity in such a way that this promise is also kept visually," explains Pfister CEO Paul Holaschke.
With its new brand identity, Pfister is staying true to its origins while preparing for the challenges of the digital age. The company continues to keep its promise to offer attractive furnishing solutions for every customer.
The starting signal for the new CI is the campaign for the sleep range, which will be launched on Tuesday and will be used in print and digital measures on all channels in February.
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Holaschke's predecessor Matthias Baumann resigned in September - officially for personal reasons. Just one month later, Möbel Pfister passed into foreign hands with its sale to the Austrian XXXLutz Group. Since then, Chief Financial Officer Ivan Bosin has been managing the furniture store on an interim basis.
Holaschke, 40, most recently headed the "Marketing Communications" department at Möbel Pfister since 2017. Prior to that, he reportedly spent ten years in various management roles at IKEA Austria and in international business projects. He holds a master's degree in business administration with a focus on marketing.
"We are pleased that the new CEO comes from our own ranks," Rudolf Obrecht, Chairman of the Board of Directors of F.G. Pfister Holding, is quoted as saying in the press release. (SDA/swi)
Finding new furniture online can be exhausting. Especially if you have a specific idea of your dream item and a text search, for example for "gray textile sofa", is not enough to find it quickly.
The new intelligent image search is designed to remedy these problems. A photo is all it takes to find the desired product in the online store. After uploading in the user-friendly feature, the algorithm presents the furniture you are looking for or similar furniture from the online store.
"We are constantly investing in the successful further development of our online store with over 40,000 items in order to offer our customers an optimal shopping experience in the digital world. The digital image search is another function that makes it possible to experience our product range expertise online and simplifies the purchasing process," says Paul Holaschke, Head of Marketing and Communication at Möbel Pfister. All that is needed for the new feature is a self-taken or downloaded photo of the desired piece of furniture. No additional app is required, as the image search works directly in the web store - on a cell phone, tablet or computer.
Artificial intelligence capable of learning
Click on the camera icon next to the search bar to open the image search. A photo can be taken and uploaded directly on the smartphone and tablet or, as on the computer, a saved image can be selected. The image section with the furniture or home accessory you are looking for is then selected and the visual recommendation software analyzes the photo for visual patterns and compares it with the Pfister range.
A few moments later, the product you are looking for is displayed. If the identical product is not available, similar ones are displayed and made available to customers. In the background, an artificial intelligence learns with every image search and thus delivers increasingly accurate search results.
The campaign is a further development of the basic idea that already gave the brand and the designers a uniform and valuable communication platform in the previous year. This year, Die Werbekanzlei took the central theme a step further and made the concept more modular. The focus was specifically placed on digital media in order to create exciting and lively communication.
The visual language remains reduced in the mood images and product videos, but uses close-ups to focus even more closely on the products and their properties. Swiss design and top quality are increasingly coming to the fore, allowing customers to immerse themselves in the Atelier Pfister world.
In addition to the theme "This is Switzerland", this time the focus will be on the designers whose products Alfredo Häberli has curated since the beginning. Inspirations and private insights into their ideas not only bring the products to life, but also create a platform for identification and closeness.
The campaign kicked off with the press and influencer event directly on the Sihl, in line with the new care line from Atelier Pfister in collaboration with Soeder. The new young designer, Dimitri Bähler, impressed with his Swiss Made dining table "Malleray", as did This Weber with the side table "Sengi" and Andreas Bechtiger with his new bed "Ragaz", to name but a few.
Responsible at Pfister/Atelier Pfister: Paul Holaschke (Head of Marketing Communications), Fabienne Suter (Head of Brand Management), Thomas Stephani, (Head of Brands and Collections), Caroline Johnson (PR and Internal Communications Manager), Joy Meier (Junior Project Manager PR). Responsible at Die Werbekanzlei: Turan Oeznalci (Creative Director), Patrick Varga (Managing Director), Ladina Baumgartner (Senior Project Manager), Alexandra Kaufmann (Junior Art Director), Laura Hurcik (Junior Art Director), Anni Pittico (Graphic Designer). Photography & Film: Christoph Varga (Director), Peter Golovtchiner (Producer), Vladymyr Ivanov (Camera).
As early as June 2018, Pfister CEO Matthias Baumann let slip in an interview with Schweiz am Wochenende that the company would soon be working with "a well-known Swiss online marketplace" (Werbewoche.ch reported). The assumption that this is Galaxus has now come true. "Expanding our online business to new platforms is an important step for us. We see a lot of potential in the Galaxus marketplace model and are therefore convinced that this additional sales channel is a good complement to our furniture stores and our own online store," says Baumann.
Möbel Pfister's online growth rates are around 30 percent compared to the previous year. Measured in terms of total sales, this share is currently in the high single digits - and rising. Möbel Pfister - with around 40,000 articles the largest online supplier in the furnishing sector in Switzerland - has already completely revised its own online store Pfister.ch in August. With the use of moving mood images and videos in the web store, the Swiss furnishing company is taking an innovative approach for the industry.
Möbel Pfister rates the area of digitalization as one of the most important factors for entrepreneurial success. "We see great opportunities in digital development and have already implemented various projects. This applies not only to the online area, but also to projects involving the digitization of the entire value chain - from the automated high-bay warehouse at our headquarters in Suhr to the Assist info terminals in our stores and the equipping of home advisors with tablets to respond even more professionally to customer wishes. In this context, the optimal dovetailing of stationary business and online business continues to be central for us," emphasizes Matthias Baumann in a statement. (hae/pd)
As curator, Alfredo Häberli is responsible for the stylistic direction and further development of the collection. "Even though Atelier Pfister has successfully positioned itself on the Swiss market over the last few years, we still see further potential to develop the brand in the Home and Living segment and to inspire even more customers for it," says Matthias Baumann, Chief Executive Officer of Möbel Pfister.
The visual language is reduced, focused on the essentials and puts the product in the foreground. It is timeless, modern, unique and a play between light and shadow. Paired with Swiss images, it forms a symbiosis and creates a common thread throughout the entire communication.
Short product videos make the brand more tangible at any time and the very personal designer interviews allow a look behind the scenes of Atelier Pfister and its creators. Measures that not only have their finger on the pulse of the times and lead the brand into the digital age, but also underpin the relevance of Swiss design at the same time.
The new communication bracket "That's Switzerland" stands for authenticity, tradition, innovation and quality. It combines everything that the Atelier Pfister brand has stood for since its launch in 2010. In terms of design, too, the new claim skillfully ties in with the previous brand logo.
The claim also ties in with the existing concept of product names. The designers each choose a place from their home canton as the product name. These are places that they associate with personal memories or names that they consciously choose because of the sound of the word or their topographical characteristics.
The first implementations were presented at the traditional Atelier Pfister Preview on August 23, 2018, one week before the official sales launch of the new 2018 collection. From the end of August, the new brand identity will be available both in Pfister stores and online at Atelierpfister.ch and visible and tangible in social media.
Die Werbekanzlei is responsible for the new appearance. This includes all measures from conception to realization as well as for the event organization. In the spring, the agency prevailed over several competitors in a multi-stage pitch. (Werbewoche.ch reported).
Responsible at Pfister/Atelier Pfister: Matthias Baumann (Chief Executive Officer); Paul Holaschke (Head of Marketing Communications, Member of the Executive Board); Sylvie Merlo (Head of PR); Thomas Stephani (Head of Brands and Collections); Caroline Johnson (Project Manager PR). Responsible at Die Werbekanzlei: Turan Oeznalci (Creative Director, Owner); Patrick Varga (Managing Director, Owner); Ladina Baumgartner (Project Manager); Alexandra Kaufmann (Graphic Designer). Photography/Film/Music: Christoph Varga.
Amazon will expand its range in Switzerland and thus increase the pressure on competitors from various sectors - including Pfister. According to Baumann, the company does not want to ignore the trend of the increasing importance of online marketplaces. "We will therefore also sell our products on a well-known Swiss online marketplace in the third quarter. However, I do not want to mention a name yet".
It is obvious that this could be Galaxus. Especially since the number of known Swiss online marketplaces has shrunk to a minimum after the loss of Siroop, and otherwise only Brack.ch would come into question for a corresponding cooperation. Digitec Galaxus CEO Florian Teuteberg has already mentioned the following in connection with the expansion of the fashion range announcedThe Swiss online retail market leader is set to develop in a number of directions: further cooperations, more and more items on offer. Digitec Galaxus is set to become a powerful competitor to Amazon in more and more areas. Galaxus already offers an extensive range of home and furniture products. It is quite possible that the company wants to and will grow in this area as well.
Pfister, on the other hand, is not closing its mind to the US giant despite the announced Swiss cooperation. Rudolf Obrecht, president of Pfister Arco Holding, said in an earlier interview with Schweiz am Wochenende that a cooperation with Amazon is not taboo. Matthias Baumann admittedly now states that no talks with Amazon have yet taken place. "But it is conceivable that we will be present on several online marketplaces in the future." (hae)
Atelier Pfister was launched in 2010 as a measure to modernize the Pfister brand and to differentiate it more strongly from its competitors. It stands for "New Swiss Design" and enjoys a high level of acceptance in the design scene. As curator, Alfredo Häberli is responsible for the stylistic direction and further development of the collection as well as for awarding commissions to Swiss designers.
After a multi-stage evaluation process, three creative agencies were invited to pitch at the beginning of the year. Even though the Atelier Pfister brand has established itself on the Swiss market, the awareness and sales of the designer furniture collection are to be significantly increased in the future. At the same time, the existing brand DNA is to be retained.
With a clear and convincing communication concept, according to the announcement, Die Werbekanzlei (DWK) from Zurich prevailed over its competitors. The extensive experience in all disciplines and the creative claim paired with the entrepreneurial were decisive.
The first implementations of the new brand identity will be visible and tangible on various channels and in different formats starting in August for the launch of the new 2018 collection.
Christmas is traditionally a time when the home takes on great importance: It is decorated and adorned, people visit each other and enjoy being together. Christmas is therefore also the perfect opportunity to bring Pfister's core competence to life: With four magical Christmas worlds, anyone and everyone can transform their home - and enjoy the most wonderful time of the year in style.
The Pfister Magic World was presented to the general public using moving images, digital out-of-home, other digital advertising materials, posters and a brochure; existing customers also received a personalized mailing with an invitation to the Christmas exhibition, including a voucher. And, of course, there was also the traditional Advent calendar with 24 attractive chances to win.
Responsible at Pfister: Paul Holaschke (Head of Marketing); Fabienne Suter (Head of Advertising); Gina Armellino and Martina Amico (Project Management). Responsible at the agency: Dominik Stibal (CEO); Karin Estermann (Creative Direction); Marcus Josty (Senior Art Direction); Gianin Walter, Jan Löchler (Graphics); Christine Boje (Text); Yacine Azzouz, Michèle Wildeisen (Digital); Melanie Scheiling (Production); Lisa Stämpfli (Image Editing); Audrey Isaak (consulting group management); Isabelle Marasco (project management); Dreamproduction (microsite); Philipp Rohner (photographer cover); Alessandra Leimer (photographer mood images); Alexander Wegner (styling), Maya Baumgartner (production); Tobias Kubli (mood films).
Strange scenes took place in the Pfister branch in Dübendorf a few days ago: The bed salesman disappeared into the closet, the decorations threw chocolate around, books fell off the shelf or began to flip by themselves, lamps clanked, a bed began to shake under the people trying it out - and the odd scream could be heard. Behind the spooky happenings was the prank master Valentin Altdorfer: Based on an idea from the agency Inhalt und Form, he staged a Halloween special, which was filmed and edited by Lorenz Bohler. Just in time for October 31, the clip was shared via social media - and presented the Swiss furniture store in a sympathetically entertaining way.
Responsible at Pfister: Paul Holaschke (Marketing Manager); Fabienne Suter (Advertising Manager). Responsible for content and form: Karin Estermann, Dominik Stibal (idea and concept); Patricia Harzenmoser (creation), Yacine Azzouz (digital), Dominic Rossier (consulting). Production: Lorenz Bohler (director), Atila Ulcay (cinematographer), Juöian Joseph (sound).
Pfister's autumn campaign and new catalog are designed to emphasize the "at home feeling" with charm and emotional moments. Customers can immerse themselves in worlds of style and be inspired by new trends to get creative themselves. To this end, Pfister has launched an online competition in which customers can win a complete home makeover.
The catalog is designed in a magazine style and shows lovingly staged living subjects. The 172 pages are sent out in three languages throughout Switzerland and are available in all 20 stores.
The tone of the communicative measures is of the usual high quality, and the media used covers the entire 360° spectrum. In line with the fall activities, the latest episode of the Pfister web series with Eva Nidecker also deals with the topic. In the video, the presenter gives an insight into the shoot and takes the viewer backstage.
Responsible at Pfister: Matthias Baumann (CEO), Paul Holaschke (Head of Marketing), Urs Leuenberger, Fabienne Suter (Head of Advertising), Andrea Lochinger, Nathalie Leu (Project Management). Responsible for content and form: Audrey Isaak, Dominik Stibal (overall responsibility), Bettina Righetto (consulting) Karin Estermann, Serge Riedener (CD), Marcus Josty (Senior AD), Yacine Azzouz (digital), Christine Boye, Nena Weibel (text), Jan Löchler, Gianin Walter (graphics), Melanie Scheiling (catalog production), Lisa Stämpfli, Manuel Mühlebach (image editing), dreamproduction (microsite). Photos: Per Kasch (photography campaign), Lorenz Cugini, Martina Meier, Simone Vogel (photography catalog), Alex Wegner, Alex Rawlinson, Monika Hansen (styiling catalog), Maya Baumgartner (production).