Marketing Trophy: The Winners

Holistic brand and customer experience managementCSS Insurance operates in a highly regulated market. The market environment is becoming tougher and tougher as a result of constantly rising healthcare costs and premium increases, and the price-performance ratio is becoming a more important factor for policyholders when choosing their health insurance.To counteract the creeping customer erosion, the program now nominated for the Marketing Trophy was developed. It consists of various projects designed to increase customer satisfaction through targeted brand positioning and the resulting positive customer experiences in order to ensure competitiveness and organic growth.Close to the customer despite sizeInsurance products cannot be shown and touched and cannot be standardized because every customer defines his or her needs differently. It is difficult for customers to compare and evaluate; they have to rely on indicators such as image, professionalism of the market presence and fulfillment of the brand promise.1.7 million insured persons make CSS the largest health insurer in Switzerland. For this very reason, CSS always wants to accompany its customers in a very personal way and not pursue a leveling egalitarianism. The closeness to the customer should not only be noticeable through a dense agency network, but in every customer contact and every service. A holistic brand and customer experience should differentiate CSS from competitors and make customer proximity tangible.Four steps for one goalThe goal of ensuring a holistic brand and customer experience was achieved through the four steps of "Brand Positioning," "Brand Promise," "Brand Experience," and "Brand Perception. "Brand Positioning: In the first phase, strengths, weaknesses, opportunities, and threats were identified, the content of the targeted brand identity was developed, and the positioning was developed, reviewed in surveys, and evaluated. In the activation phase, with the help of a total of 41 measures, gaps between the existing and the targeted brand positioning were closed and the positioning was anchored internally.Brand Promise: Derived from the brand positioning, the new brand promise "CSS. Ganz persönlich." was developed and the campaign "Alles andere als durchschnittlich" was implemented. The message is: For CSS, there is no such thing as average, only independent personalities with individual needs. Every customer is taken seriously.Brand Experience: The brand promise had to be delivered in customer contact. This was achieved with a multifaceted and detailed package of measures, the aim being not to view the customer as a source of revenue but to focus on their personal experiences and emotions.Brand Perception: Fulfilling the desired brand perception is an ongoing process that is continuously monitored by measuring customer satisfaction. The results of the customer surveys are available in cockpits on a daily basis, and possible shortcomings are continuously eliminated in more in-depth analyses and improvement processes.ConclusionCSS Versicherung has managed to develop positively in an extremely competitive environment. Net growth increased by 40 percent from 2012 to 2013. This has strengthened the company's leading position in the long term.www.css.ch www.contexta.ch www.prophet.com www.stimmt.ch www.sandsiv.com WINNERS OF THE CATEGORY SMALL AND MEDIUM-SIZED ENTERPRISES Initiator: Swiss Bankers Prepaid Services AGAgency: Contexta AG

The travel moneyThe Travel Cash card from Swiss Bankers Prepaid Services AG is one of the most popular and successful travel payment methods in Switzerland. However, new card sales stagnated in 2012, and with them the sales figures. Under the influence of tougher competitive conditions, Swiss Bankers is looking for growth options and development steps to further establish the Travel Cash card as an indispensable travel companion and to continue the success story of recent years.Like a MasterCardInstead of managing its position in the travel payment market and cutting costs, Swiss Bankers is going on the offensive and focusing on strategic product development: Previously usable only as a Maestro card, the Travel Cash card has been able to be used like a MasterCard since April 2013. At the same time, however, communication is being further developed and the leading position is being underpinned with a convincing message: the only thing you really need on vacation is Travel Cash, your travel money. This is also where the TV spot comes in with a likeable story: Packing your suitcase and the decision-making stress that comes with it is part of every trip. What to pack, how much, why, why? Travel Cash creates clarity and simplicity here: those who travel with Travel Cash can pack their suitcases with complete peace of mind. Justified by the numerous product advantages, such as the worldwide acceptance network or the free, loss-free and uncomplicated replacement via courier service.Everything under controlTwo apps round out the service: "My Card" provides an overview of all card account details, including the card's remaining value and cash withdrawals. The "Country Info App" ensures that anyone who does not yet have a card from Swiss Bankers can obtain useful tips and up-to-date information on means of travel payment for around 170 countries at any time.All targets achieved despite reduced advertising expenditureAll objectives were achieved with reduced advertising expenditure and a more efficient use of resources: For example, we succeeded in significantly exceeding target values for awareness, usage intentions, and positioning as a safe travel money. Sales of new cards increased by 39 percent compared to the previous year. The success story of the Travel Cash card was rounded off by a 28 percent increase in sales.Conclusion: Despite tougher competitive conditions and reduced advertising pressure, Swiss Bankers succeeded in exceeding its targets and successfully positioning the Travel Cash card as Swiss travel money. nwww.swissbankers.chwww.contexta.ch WINNER OF THE CATEGORY NON-PROFIT ORGANIZATIONSInitiator: Schtifti FoundationAgency: Kreienbühl und Vogler

New lifestyleThe private Schtifti Foundation's "Gorilla" prevention program targets 10- to 20-year-old children and adolescents to encourage them to adopt a positive lifestyle through exercise and a balanced diet. "Gorilla" reaches 25 percent of kids in Switzerland and provides access to freestyle sports and nutrition tips.A brand exclusively for children and teenagers"Gorilla" brings kids into contact with professional freestylers. This is done via prize draws on www.Gorilla.ch,e-Learning, sports and cooking videos, in meetings with the ambassadors, during workshops at schools or via editorials such as the cookbook or the winter guide, in which winter tips for young people are shown. The ambassadors are to be perceived as cool role models. The message is that you don't have to be a slob to take care of your health. It is never a question of bans, but rather of encouraging and educating children and young people to take responsibility for their own health. At school, for example, where "Gorilla" day workshops are held in which young freestyle athletes and nutrition professionals teach up to 100 students about various freestyle sports. In their free time, kids come into contact with "Gorilla" through various communication channels, such as website, social media, mobile app, posters, flyers and banners.Health PromotionGorilla" is free of charge for the kids. School and cantonal authorities as well as the sponsors of the Schtifti Foundation pay for the day workshops. The additional offers for teachers have to be paid.employees live the principles of the foundation and carry them to the outside. They also get involved in their free time, carry merchandise and benefit from a large say in strategic decisions. All of this has increased the awareness of "Gorilla" enormously. 645,977 contact points last year, or 67 percent of all young people in the intended target group. Surveys confirm that the workshops are working. 76 percent of kids say they exercise more, drink more water and eat more fruits and vegetables after the workshops.Conclusion: No Swiss prevention project in the field of exercise or nutrition can reach as many young people as "Gorilla" or has managed to create a brand that is not perceived by the target group as a prevention brand - thanks to strict separation in the appearance of "Gorilla" and the Schtifti Foundation. "Gorilla" has managed to go from a health prevention program to a brand in just four years.www.schtifti.chwww.Gorilla.ch www.kreienbuehlundvogler.ch WINNER OF THE AUDIENCE AWARD Initiator: Mazda Suisse SAAgency: JWT / Manufacturer

Voilà ma SuisseMazda is renewing its entire product range based on three strategic pillars: Design, Technology and Driving Fun. Because Mazda is a brand that challenges and transcends conventions to do things better, the brand has been repositioned, brand familiarity enhanced, new and younger customers targeted. Passionately different - this is not just a marketing slogan, but the DNA of the brand.Swiss men and women on a missionThe question was: Against the backdrop of the current brand positioning, how do you manage to motivate new and younger customers to experience the Mazda brand? In other words: How do you get them to take a test drive? The answer: Mazda sends Swiss citizens on a mission to jointly create Streetview images of Swiss roads. At the same time, the participants are to document their personal, subjective and emotional Switzerland with videos and pictures. The Swiss show their Switzerland to the world according to the motto: Voilà ma Suisse!A new, emotional map of SwitzerlandThe result of the campaign is viewed on an interactive map and shared with the world. The map is linked to Streetview images, videos from the on-board cameras, VJ footage of the participants' rides, user content uploaded by the participants themselves using the geotag function.The targeted goals: Create engagement and generate advocacy, engage target groups: Employees, retailers, journalists, customers, potential customers.These measures were to cover all four Ps, a 360-degree campaign activating all available elements and being on air for a longer period of time. All three types of media were used: Owned, Paid, Earned: website, Facebook page, newsletter, customer magazine, a specially composed song, roadshow in 21 cities, dealer information, music in queue, five different virals, print and radio campaign and press reactions.Status of goals: October 2014- Brand Familiarity, improvement of three percentage points, targeted (30%), achieved 32%- New customers who do not yet drive Mazda, targeted 50%, achieved 83%-Average age, targeted 34-40 years, achieved 37 years- Website visitors, targeted 200 000, achieved 321 740-video views, targeted one million, achieved 1 596 316-PR articles, targeted with advertising equivalent of one million francs, achieved 2 700 000 francs- Route bookings, targeted 2000, achieved 2560- Local presence carried through as planned, 7 months with the entire model range in 21 cities in Switzerland.Conclusion: An extremely innovative, holistic campaign, implemented and linked in all four Ps. The campaign was lived to the smallest detail, the objectives far exceeded, the motivation consolidated to continue to live Mazda marketing and not just manage it.www.mazda.chwww.jwtfabrikant.ch WINNER OF THE SPECIAL PRICEInitiator: Bagno Sasso MobiliAgentur: Abegglen Management Consultants AG

The special award went to Bagno Sasso Mobili and Abegglen Management Consultants AG for the world's most environmentally friendly faucet called Swiss Eco Tap. The product also won the German Innovation Award as "Best Product 2014" and the SBID International Design Excellence Award in the "Contract Product" category.www.abegglen.comwww.bagnosasso.ch