Marketing Trophy: Twelve projects nominated

An expert jury evaluated the submitted projects. This year, the jury was joined by the following three experts: Reto Dürrenberger (CEO and co-owner of Werbeanstalt Schweiz and CEO and co-owner of Rent a Rentner), Marie-Françoise Ruesch (Head of Corporate & Marketing Communications Canon Switzerland) and Peter Schäfer (Planning Director and member of the Executive Board of Havas Worldwide Switzerland).

Jury President Peter Felser is delighted about the breath of fresh air: "The three new jury members perfectly complement the previous twelve experts from science, communication and marketing. The specific experience they bring with them is a great added value for the jury team."

Nominees in the "Large companies" category

Coop Cooperative with the project "Mondovino - The wine club from Coop"Wine customers are one of Coop's most important target groups. By launching the "Mondovino" wine club, this target group can be served even better and more efficiently and the lower level of personal advice compared to specialist retailers can almost be compensated for. The holistic concept with its cross-channel focus and extensive wine content on Mondovino.ch is unique in the DACH region. The club concept and the analysis options via the Supercard data enable Mondovino members to be processed efficiently and sustainably.

Migros Cooperative with the project "Migros Christmas campaign 2014"Migros is the first retailer to focus its Christmas communications on a charity campaign. To convey this message, the first Swiss Christmas song "Ensemble" was launched. Together with a music video, advertisements, posters, online and POP measures and an online auction in which personal items from stars and events were auctioned off, the aim was to encourage people in Switzerland to donate. The donation coupons were placed prominently on Christmas products and in the checkout area. Agency involved: Wirz advertising, Zurich

Migros Cooperative with the project "A vs. B - Battle of Tastes"Migros is one of the largest private label producers in the world. This differentiating feature should be communicated through the "A vs. B - Battle of Tastes". New products are launched in an innovative way, with the customer having a say in deciding which variety remains on the shelves in the long term and is reproduced. The primary aim was to appeal to a young target group that could vote using innovative tools such as social media battles, games and interactive banners. In addition to signaling the right to co-determination through high customer involvement, the campaign was to serve as proof of in-house production. Agencies involved: Wirz advertising, Zurich and Truestory, Küsnacht

UBS Switzerland with the project "UBS brand relaunch in the Swiss home market"UBS is struggling with an ongoing loss of confidence, particularly in its home market of Switzerland, following the global financial crisis and internal scandals. This represents a serious business barrier, particularly in the retail and SME business. With the global brand repositioning, UBS reflected the drastic change that the bank has undergone to all relevant stakeholders and communicated this in three phases that were coordinated in terms of content, form and timing. The internal sensitization of all 20,000 UBS employees in Switzerland in the form of training programs was followed by the launch of a brand campaign in the financial community, which set the brand tone. The brand relaunch was rounded off with a service campaign and a new interactive advisory check on the topic of pensions. The market offensive contributed to the goal of successfully and effectively ushering in a likeable new era for UBS Switzerland. Agency involved: Publicis advertising agency, Zurich

Spar with the project "Spar Schellen-Ursli: Creating uniqueness in a highly competitive environment"The Swiss retail trade is a saturated market, and diversification across the product range is made very difficult by the high price sensitivity and low willingness of customers to switch supermarkets. In order to push the Schellen-Ursli product line (products from Switzerland), Spar took on the role of presenting sponsor for the filming of the book "Schellen-Ursli". The resulting attention and the thematization beyond the product area created a good basis for selling the product line with 100 percent Swissness, which should help Spar to achieve uniqueness and identification in the highly competitive retail market.

Somedia with the project "Südostschweiz media family: one brand - one value proposition"Digitalization in terms of the merging of all media channels, the move from print to online and the strong focus on advertising impact have posed major challenges for the media industry for years. Somedia is meeting these challenges with a comprehensive media strategy. Convergence as a cross-media experience enables a multimedia customer approach and includes both a standardized service promise to consumers "Everything that interests the region" and an agency service for advertising customers that is geared towards a comprehensive media mix. Somedia is thus the first media company in Switzerland to consistently implement media convergence. Consultant consulted: Abegglen Management Consultants, Zurich

Nominees in the "SME" category

SC Bern / SCB Eishockey AG with the project "Fans become loyal users and sustainably valuable customers" / Increasing customer benefit by developing a multi-channel user experience and intensifying fan involvement: sports companies are faced with the challenge of skillfully combining fan cult and commerce in their campaigns. SCB Bern launched a cross-media campaign with print, outdoor, online and radio content under the creative approach #bärnrockt in order to expand customer benefits in the fan and sponsorship areas, create attractive added value and generate revenue at the same time. The SCB family was also to be expanded via social media channels, apps and online platforms in order to tap into the potential outside the PostFinance Arena. With this project, SCB is the first Swiss ice hockey club to efficiently integrate digital platforms into its business model. Agency involved: Republica, Bern

Sky-Frame with the project "New brand identity for Sky-Frame"Sky-Frame is a frameless sliding window that has long been one of the few competitors on the market in the "high-quality luxury goods" segment to build product awareness among the target group of architects, builders and investors. The market entry of new competitors called for a new, unique and differentiated brand identity for Sky-Frame. An overall rebranding in the form of a brand identity and logo was to communicate emotions and a sense of space in an intelligent and high-quality way. Agency involved: New Identity, Basel

Elkuck Josef Recycling Center with the project "Supersack - a step in the right direction"In Switzerland and the Principality of Liechtenstein, only around 15 percent of household plastics are recycled, with the rest ending up in regular household waste. The Supersack was launched as a low-cost plastic collection bag for all household plastics. A dense network of sales and collection points in the regions of Eastern Switzerland, Liechtenstein and Northern Grisons makes it easy for environmentally conscious people to dispose of household plastics sustainably. The focus of the marketing mix was on well thought-out and cross-channel communication. A package of measures consisting of launch days with sampling, trade fair appearances, mailings and posters, outdoor advertising, media work and online marketing was planned. Agency involved: Brand core, Chur

Nominees in the "Nonprofit organizations" category

Office for Environment and Energy Basel-Stadt with the project "A scumbag cleans up"As in any large city, littering is a difficult issue in Basel. In order to improve the situation, a campaign was launched that has a sympathetic, provocative character and is by no means admonishing. With the approach of "rewarding the right actions instead of punishing the wrong ones", a free plastic bin liner (the "dirt bag") was handed out around the most important take-away businesses, whose product packaging is responsible for a large proportion of littering. This made it easy to dispose of the waste in a public container. In addition, a prize code was printed on each bag - if the garbage bag was disposed of in an official container, you could win an instant prize or a weekly prize. The campaign was communicated via posters, stickers, participating partners, radio and media cooperations and promotions at the littering hotspots. Idea, concept and implementation: Valencia communicationBasel mobile implementation of the Reward Program inspired by Tagxy Concepts.

Authentica Switzerland Association with the project "Authentica specialty fair"The Authentica Switzerland association aims to offer small producers in the food and arts and crafts sectors a unique trade fair platform and thus reach value-oriented consumers. In contrast to exhibitions with a trade fair character, the Authentica specialty fair is held in locations that offer the opportunity for a voyage of discovery, such as disused monasteries. Small producers are on site in person and present their products without flashy advertising. Communication takes place mainly via an ad-free trade fair booklet, which is distributed to the target group via the exhibitors. Agency involved: Bruppacher & Partner, Solothurn

Bookbridge with the project "Bookbridge Capability Program"In many parts of the world, education is still not accessible to all. Education initiatives often face a limited sphere of influence, dependence on donations and a lack of quality education provision, or are implemented as isolated one-off activities. Bookbridge took on this challenge with an entrepreneurial approach and a new inclusive approach to education. In Cambodia and Mongolia, learning centers are being set up to meet specific regional needs. To secure funding, each learning center also represents a business case as a fee-based training program for European managers: Participants work as entrepreneurs on an equal footing with local partners on a sustainable business plan, implement it locally and are measured by the end result achieved. At the end of the training program, the centers are supported by Bookbridge and continue to operate as local companies. With this "Capability Program", Bookbridge ensures sustainable, self-supporting development aid and combines this with know-how from Western countries. Agencies involved: Contexta, Bern