The Ilgenhalde Foundation offers education, housing and therapy to people with cognitive and multiple disabilities from childhood to adulthood at three locations. In order to make its services and values tangible in all communication measures, it has given itself a new image. The foundation now presents itself to its stakeholders as a professional, committed and contemporary player.

The refreshed design retains the four basic colors in a less garish form and strengthens the foundation brand as a modern umbrella brand. To this end, a claim was developed: "Enabling development". The website, which has been completely restructured and rewritten, serves as the new main means of communication. Stakeholder groups are now addressed with fresh images and videos. For example, short films provide insights into the various job profiles. This strengthens HR marketing and positions the foundation as an attractive employer.

The Zurich agency Art.i.schock defined the key strategic principles of communication for the foundation's new image. Based on the new communication concept and the overall redesign, the agency implemented not only the website but also image and advisory flyers with insert cards, created a social media concept and initiated an adaptation of the LinkedIn channel.

Responsible at the Ilgenhalde Foundation: Marco Camus (Executive Board), Stephie Smith (Marketing), Christiane Roth (President of the Board of Trustees). Responsible at Art.i.schock: Nadine van den Berg (consulting, project management), Sylvia Brüggemann (concept), Lukas Koller (graphics).

Maz began as a "Swiss School of Journalism" for future journalists. With the introduction of a second department for communication and an ever-expanding range of courses, Maz now trains media professionals of all kinds. Rod Kommunikation was commissioned with a rebranding to ensure that this development is also reflected in the institute's overall communication presence.

This resulted in the byline "lnstitute for Journalism and Communication" and the claim "We make media makers". The agency also conceived and designed a completely new overall image for the institute - including logo design and various online and offline communication measures.

According to Maz Director Martina Fehr, the new brand identity underlines the uniqueness and interdisciplinarity of the institution and sums up what the Maz stands for.

News on site

With a renovation, the Maz is also reinforcing its new look on site - and wants to consolidate its promise to be a place of encounter, exchange and reflection for students and lecturers.

The promise is supported by new co-working spaces and in-house radio and TV studios with the latest technologies, among other things. The murals by Swiss artist Sarah Furrer are also intended to provide a further boost.

Responsible at Maz: Victoria Arnold (Head of Marketing & Communication), Martina Fehr (Director), Sonja Dobeli Stirnemann (Vice Director). Vresponsible agency: Rod communication in cooperation with Farner I Team Farner.

Galaxus and Brack are the largest Swiss universal online stores and are experiencing steady growth. Their selling point impresses with good prices, a large selection and fast delivery. But is that all that customers want? The agency Zutt & Partner investigated this in an independent neuromarketing study, which analyzed the subconscious wishes of customers and compared them with the Galaxus and Brack emotions. This made it possible to break down what drives consumers on an emotional level and motivates them to buy. One thing is certain: Galaxus clearly wins the emotional duel. However, Brack is steadily gaining ground and both stores still have potential for optimization - especially in the shopping experience.

Galaxus has the clearer emotion profile

The brain remembers emotionally clear experiences better. This is why every strong brand needs a clear emotional profile. In concrete terms, this means not arousing emotions arbitrarily, but conveying a targeted experience. According to the Zutt study, Galaxus is the winner in this neuromarketing discipline. The online store focuses on emotions such as inspiration, speed and reliability. The result is a clear brand profiling that is remembered as a differentiating experience.

Brack, on the other hand, arouses emotions across the entire spectrum. Although the dimensions of inspiration and reliability stand out slightly, they are clearly too weak. The customer's brain can therefore categorize the brand less clearly - it is therefore less strongly anchored in the consumer's brain.

Strong emotions are needed for synapses to fire in the customer's brain. This is the only way for the brain to become aware of a brand in the first place. Anything that does not trigger emotions is neither noticed nor bought. In this study, the emotion volume of the two brands was measured. This is independent of the content of the emotions aroused. It is therefore not a question of which emotions were aroused, but only how strongly.

It turned out that Galaxus arouses more emotions than Brack. (For comparison: car brands or chocolate products manage an emotional volume of 40 or even 50). The brand therefore has a stronger influence on the customer's brain and thus shapes purchasing decisions.

In the advertising battle: Galaxus' TV ad hits the mark - Brack's billboard ad hits the mark

Not only the emotional impact of the brands themselves was analyzed, but also that of individual touchpoints. The focus of this study was on posters and TV commercials. The emotional fit with the Gold Standard was examined for both touchpoints.

Gold Standard: Consumers want an inspiring experience from an online store that is fast, engaging and reliable.

Both online stores land a hit. Galaxus triggers exactly the right emotions with its TV commercials. The humorously staged everyday situations provide plenty of inspiration, speed and reliability. Brack impresses with its current poster campaign. Here, too, the secret lies in creatively staged everyday situations. The everyday appeals to the customer's brain because it recognizes these situations. The eccentric and self-confident characters provide additional inspiration and power.

Galaxus' poster advertising and Brack's TV commercials are less successful. They fall short of the gold standard and are therefore clearly less likely to stimulate customers' brains to buy.

Both still have room for improvement in terms of UX

Both stores fall short of the gold standard with their user experience. Galaxus and Brack rely on minimalist designs with numerous product filters. However, this does not fully cover the emotional customer requirements. Both web stores hardly arouse any emotions in the dimensions of inspiration and speed. The user experience is too mundane, organized and technical. One reason for this could be the product filters, which are exclusively rational. They are based on the characteristics of the products, not on the needs of the customers.

But customers rarely think in terms of technical criteria. Instead, they have emotional and real-life requirements. They are not looking for a smartphone with a 16-inch display, but one that fits in their pocket. Occasion-based filters would be a valuable addition that would trigger inspiration.

An interactive product search could provide more power. Instead of just searching, customers can lend a hand themselves. For example, customers could define their dream product in a configurator. They then receive suggestions that come closest to what they want. This arouses strong emotions and creates differentiation from other online stores. Initial efforts in this direction can be seen through the use of AI.

Conclusion: Neither Galaxus nor Brack succeeds in optimally covering the emotional customer desire. In addition, both are struggling to create a common thread running through all their touchpoints.

On the last Friday in November, the global shopping event with discount campaigns, Black Friday, takes place once again. According to studies, bargain hunting has increasingly shifted to the digital world in recent years. This also applies to other areas such as booking appointments. A representative Switzerland-wide online survey conducted by the Innofact research institute on behalf of the booking platform Local.ch shows that 61% of respondents have already booked an appointment online.

"Every SME should recognize this strong need among the population as a great opportunity for success in the digital world and make their appointments bookable online. Otherwise, SMEs run the risk of losing customers to competitors with corresponding digital offerings," says Localsearch CEO Stefano Santinelli in a press release.

In a subsample of the study, respondents were asked where they had already booked an appointment online - with multiple answers possible. This showed that booking a table in a restaurant was the most popular request (30.9%). This is followed at some distance by appointments with doctors (25.7%) and hairdressers (23.6%), as the top 10 ranking of the survey shows.

Strong demand for online appointment booking in the healthcare sector

As the study also shows, online appointments with Swiss healthcare providers appear to be gaining in importance among the population in general: A quarter of respondents (25.7 percent) have already booked a medical appointment online, while 18.4 percent have done so for dental practices. And more than a tenth of respondents (11.3%) had booked physiotherapy appointments online.

More than a tenth of respondents have also booked an appointment online for a car garage, beauty salon or sports facility such as a tennis court. By contrast, appointments for driving lessons (4.2 percent) and for tax advice or legal representation (2.6 percent each) are (still) rarely booked online.

The results of this survey are consistent with an evaluation of the business contact figures from Local.ch: the same three services were most in demand on the booking platform, which according to Mediapulse records 1.7 million visitors per month, in the same top 3 order in the first half of 2023

The representative Switzerland-wide Online survey was conducted by the market research institute Innofact in Zurich on behalf of the booking platform Local.ch in June 2023 among 2011 people. Online bookings included all online searches via mobile, tablet and desktop. Reservations via email, however, were not included.

The coming years promise an era of change and numerous opportunities for marketing. The industry has been constantly evolving and adapting to the changing needs of consumers and businesses. In this ever-changing environment, marketers are faced with increasingly complex challenges, from integrating new technologies to meeting societal expectations and coping with increasing regulation.

These and other topics were discussed at the OWM Summit last Wednesday in Berlin. During his opening speech, OWM Chairman Uwe Storch called on the guests present to tackle the regulatory challenges in the advertising market as an entire industry. "Have the politicians thought about the possible consequences if around EUR 3 billion in advertising investment disappears from the market?" he asked, pointing out the serious consequences of an advertising ban in Germany.

The aim of the event was to bring together the various market partners to jointly analyze and discuss the far-reaching changes that are currently shaping the advertising market. More than 20 speakers provided insights to discuss the far-reaching effects of artificial intelligence (AI), political interventions and changes in the labor market from an advertising perspective.

"This year, we have deliberately focused on the change that goes hand in hand with these numerous changes in our environment. OWM sees itself as a driving force in the market," emphasized OWM Managing Director Susanne Kunz in her speech.

A large majority of the OWM members surveyed share this attitude (82%) and believe that companies have a social responsibility where they invest their media budget.

The agenda was varied with keynotes, interactive panels, practical best cases and master classes, which attracted numerous visitors to Berlin. With a record number of participants, the summit was reportedly the association's most successful event.

The next OWM Summit will take place on November 5 and 6, 2024 in Berlin.

Why would you rather have a bird in the hand than a pigeon on the roof? There are such comparisons between safety and risk in many languages around the world - and safety always wins. In the latest podcast episode, Hannes Hug, Becca Knobel and Clemens Fachinger from Bühler&Bühler discuss why people are risk-averse and how this can be used in communication.

Bühler & Bühler launched the ten-part podcast at the end of August. Here it goes to the Interview with Werbewoche.ch.

Trust is an omnipresent and ubiquitous construct. Whether self-confidence, trust in other people or in basic processes, for example in a professional context: without trust, our everyday lives would be impossible. Trust is also essential in purchasing situations, which often go hand in hand with a decision for or against a brand. "The only relevant emotion in relation to a brand is the trust of its customers," says German brand sociologist Dr. Arnd Zschiesche in his book "Trust - the hardest currency in the world".

Every form of marketing communication therefore has the sole purpose of reaffirming this trust again and again. Campaigns that do not take this principle into account and decouple themselves from the performance of a brand can therefore be counterproductive. Especially in marketing communication, any deviation from the familiar image learned by the viewer confuses customers and their trust, especially when it comes to a beloved brand.

How well a brand succeeds in strengthening a positive preconception of its own performance is shown by the level of trust that people have in it.

Transa: Comparatively little known, but enjoys a lot of trust

225 brands are permanently held up to this mirror in a measurement by the market research company Link. These brands, measured in the Swiss Brand Observer, represent a large proportion of the most relevant brands in the Swiss brand landscape, but are not exhaustive, as a total of over 500,000 brands were active in Switzerland at the end of 2022.

For the analysis, the self-reported brand perception of the population from the first ten months from the beginning of January to the end of October 2023 was taken into account. Most brands have a data basis of around 11,000 interviews - for a minority of brands, however, the particular trustworthiness and other key figures have only been measured since their inclusion in brand tracking in June 2023. In these cases, slightly fewer than half of the people were interviewed. As part of the interviews, people who recognize a brand based on its name and logo were asked whether they consider a brand to be particularly trustworthy (yes vs. no).

Just as there are differences in the individual perception of brands - especially in the case of polarizing brands - there are certain tendencies and therefore exciting differences between different population groups. The relative trust scores were calculated for the trust values shown here. The trustworthiness of a brand was assessed in relation to its awareness. Less well-known brands can therefore perform better, even if they are considered trustworthy by fewer people in Switzerland in absolute terms, as they are (still) less well known. For example, the outdoor brand Transa is only known to 39% of the population, which means that only 17% of the Swiss population consider it to be particularly trustworthy. However, in relation to familiarity - the 39% mentioned above - these 17% have a relative trust score of 42%, which puts Transa in 20th place out of 225 in the ranking of particular trustworthiness.

French-speaking Swiss and motorists place particular trust in the TCS

One of the brands that particularly stands out in the ranking is the Touring Club Switzerland (TCS). TCS is headquartered in Vernier, Geneva, and proximity creates familiarity - a prerequisite for building trust. It is therefore not surprising that TCS came second out of 225 brands in the trust ranking (relative to brand awareness) in French-speaking Switzerland, where it is rated as more trustworthy than in German-speaking Switzerland. In both German-speaking and French-speaking Switzerland, supported awareness is around 92%, but more than one in two people in French-speaking Switzerland consider the brand to be particularly trustworthy, while only one in three people in German-speaking Switzerland think so (27th place). Overall, a difference can also be observed between car owners and people without a car: People who own a car trust the TCS significantly more often than people who do not own a car. This applies both in French-speaking Switzerland (at a higher level) and in German-speaking Switzerland. Unfortunately, there is no data available on how many of these people are also members of TCS.

In addition to TCS, Cailler is another brand in the top 5 (51%) in French-speaking Switzerland that has significantly lower relative trust ratings on the eastern side of the Röstigraben (only one in three people). The Nestlé chocolate brand also has significantly higher ratings among the over-60s than among 15 to 29-year-olds (44% vs. 32%). In French-speaking Switzerland, there is also another brand that unexpectedly appears in the top 10: Outdoor specialist Bächli Bergsport, which only has a branch in Conthey and Lausanne in the French-speaking half of the country. However, the still rather small number of connoisseurs (16 percent) in French-speaking Switzerland have a strong trust in the brand, and the sports outfitter also achieved a good result in Switzerland as a whole, coming in 24th place. Alongside competitor Transa and the still young Lenzburg brand Nikin, Bächli Bergsport is the only brand with a supported awareness of less than 40 percent that is particularly trusted by at least 2 out of 5 people.

Young women only trust Migros more than Nikin

The young Nikin brand is particularly noteworthy; only founded in 2016 - and therefore still very young - the brand is already familiar to 30% of the Swiss population, and even every second person under the age of 30. Two out of three young women aged 15-29 are at least slightly familiar with the brand, and around half of them consider the brand, which plants a tree for every product purchased, to be particularly trustworthy. In addition to the "big players" Migros (1st place) and Coop (3rd place), SBB and Twint are also in the top 5 for trustworthiness among 15 to 29-year-old women. Two other brands from the Migros universe appear among young men: Galaxus and Digitec.ch, which are particularly trusted by one in two in this socio-demographic group. Nikin does not rank quite as high here, but is also in the top 15.

At the other end of the scale, young people - regardless of gender - are familiar with brands such as Credit Now, AliExpress, Wish and Teleboy. These brands are also familiar to around half or more of those surveyed, but hardly any of them are associated with any particular trustworthiness. Across Switzerland as a whole, the brands Uber and Uber Eats, furniture retailer XXXLutz and the relatively new insurance brand Smile also share the fate of being known by at least one in two people, but only trusted by a fraction (maximum 4 percent of those in the know).

These brands are united by the fact that they have either not existed for very long (in Switzerland) and/or are not typical Swiss brands or are not perceived as such. This is because the higher the perceived Swissness of a brand, the higher its trustworthiness. The following scatter diagram clearly shows this correlation between relative trustworthiness and relative Swissness - i.e. in relation to brand awareness - but makes no claim to causality. For the keyword "Swissness", the AI software Neuroflash finds the associations "mountains", "chocolate", "watches", "punctuality", "banks" and "neutrality", among others. Typical prejudices that should come as no surprise to anyone - and a prejudice is harder to split than an atom, as physicist and Nobel Prize winner Albert Einstein once noted.

A brand would therefore do well to confirm its positive preconceptions with its (potential) target group again and again - boring, but effective. But: If Swissness is not associated with the brand (i.e. does not represent a positive preconception of the brand) or is not part of its brand essence, you should think carefully about whether communication should be geared towards it. After all, a (positive) preconception is not only harder to split than an atom, it is also hard work to build one.

The methodology of the Swiss Brand Observer

• Study: Swiss Brand Observer - continuous brand tracking (365 days per year)
• Population: Swiss resident population aged 15 to 79 years
• Sample size January - October total: approx. n = 10,500
• Confidence interval for total sample: max. +/- 1%
• Research method: online interviews
• Quotation/weighting: interlocked by age, gender and language region
• Random samples from the Link Online Panel actively recruited at 100% through representative telephone surveys, reaching more than 97% of the relevant population; survey participants are excluded from follow-up surveys for at least three months at a time
• Survey period: 01.01.2023 to 22.10.2023
• Further sources: Brand-trust.de; Zschiesche, A. (2021). Trust - the hardest currency in the world. Gabal publishing house
• Contact person Link Zurich; Matthias Biedermann, Research Consultant

Localsearch will make its first appearance with the booking platform Local.ch on Thursday evening. The brand adorns the helmets of the national players who will be playing against the Finnish national team in Finland.

"We are delighted and proud that Localsearch, a subsidiary of Swisscom, is now working with us," said Patrick Bloch, CEO of Swiss Ice Hockey, in a press release. "We are convinced that this modern, digital company is a good fit for us. We are both characterized by our local ties and Swiss reliability."

Stefano Santinelli, CEO of Localsearch, adds: "We support all SMEs, right down to the smallest businesses around the corner, on their path to success in the digital world - throughout Switzerland. The ice hockey players who come together from all parts of Switzerland to achieve great things embody our philosophy of local roots. Just as the national team inspires the fans with top performances, we also want to inspire our customers and score points with them."

The partnership between Swiss Ice Hockey and Localsearch is initially set for the current season and, in addition to the helmet presence, also includes visual presences on and off the ice as well as in the social media.

How do you position a hospital group that provides a comprehensive range of modern medical services at five locations in the canton of Aargau and still wants to be perceived as a single entity? A strategic, creative and communicative task that Dachcom Winterthur was able to take on as lead agency.

With several brand workshops, the agency guided those responsible at KSA step by step through the strategic and conceptual repositioning. The result is a mature, flexible and uniform group image that behaves like a chameleon, responding individually to its environment and different target groups - with the "best of all worlds". The new brand also takes into account the strengths of the five locations - Aarau Cantonal Hospital, Zofingen Hospital and KSA at Aarau train station and in Lenzburg as well as the practice center at Aarau train station and Lenzburg - and appears "loud" or "quiet" depending on the situation.

A brand portal for the umbrella brand

Once the umbrella brand was born, its extensive new world was brought together in a digital brand portal. The result is a flexible and dynamic handbook in digital form for all users: Brand film, color palette, visual language, logos or language guide.

The brand system developed takes into account the handling of the umbrella brand and also works for all co-brands and sub-brands of the KSA Group. The portal is tailored to customer needs and can be flexibly expanded and extended by KSA. This coordinated and coherent umbrella brand system gives the KSA Group a more uniform appearance. It also makes everyday use clearer, more efficient and, not least, more resource-friendly.

Clear the stage for the new brand

To make the new brand stand out, the focus was deliberately placed on the KSA Group's owned media channels. From food packaging and new workwear to screens, print products, posters and flags: The hospital environment gradually came together to form a new overall image. Visually, the focus is on people - just as it is in everyday hospital life.

Next milestone: The new website

The project has been running for two years and will come to a climax and conclusion with the upcoming redesign of the website in 2024. The new world of the KSA Group will be brought together on hundreds of (sub)pages, taking into account all the new brand elements, and the extensive range of products and services will be presented. The completely new website to be developed therefore not only requires a user-friendly introduction with a sophisticated navigation concept, but must also focus on the user experience during the visit.

Responsible at the KSA Group: Julien Buro (Head of Marketing and Communication). Responsible agency: Dachcom Team Winterthur.

Diversity & inclusion in strategy and communication

Diversity in concept, culture and language in the company.

• Author: Annika Schach
• Publisher: Springer Gabler, 2023
• Pages: 346
• ISBN: 9783658401528

Equal opportunities have been enshrined in the Basic Law of the Federal Republic of Germany for more than 70 years. However, there is often a lack of implementation in reality - not least in the economy. Companies that are committed to diversity & inclusion can benefit economically and at the same time fulfill the mandate of the Basic Law. This well-founded handbook shows how this can be done. Thorough, comprehensive and easy to understand, it explains how companies can strategically plan and successfully implement Diversity & Inclusion. A must-read for all managers.

Metaverse practice book

Use the Internet revolution for your company.

• Author: Collin Croome and Christian Gleich
• Publisher: GABAL, 2023
• Pages: 208
• ISBN: 9783967391411

What exactly is the metaverse? Collin Croome and Christian Gleich explain the new virtual universe: from its history and associated technologies such as virtual reality, augmented reality and blockchain to future possibilities. The two authors describe specific pilot projects, case studies and the benefits of the metaverse for companies. Even if you don't always share their enthusiasm, you are welcome to be infected by it and their book is a great guide.

The art of not talking past each other

• Author: Malcolm Gladwell
• Publisher: Rowohlt Verlag, 2019
• Pages: 384
• ISBN: 9783498001629

Just a few clues are enough to give us a picture of a stranger. And it is frightening how easily we can make mistakes because we believe in the good. Examples of sometimes spectacular misjudgements can be found in the secret services, in the judiciary - and in fact everywhere in everyday life. In the last part of the book, the author unfortunately loses sight of the focus of the content and becomes argumentatively blurred. The German title of the book is also rather misleading. Nevertheless, an interesting contribution on the complexity of human communication.

Rhetoric and oratory for dummies

• Author: Tatjana Ditko and Sammy Stauch
• Publisher: Wiley-VCH, 2023
• Pages: 384
• ISBN: 9783527718832

Anyone who gives a speech is always faced with the same questions: How do I structure my speech, how do I convince the audience and what can I do about stage fright? This book sets itself apart from the numerous rhetoric guides. According to Tatjana Ditko and Sammy Stauch, it's not the appearance that counts, but the content. Their focus is therefore on the structure of a speech and the use of rhetorical devices. However, the authors also have many tips for the presentation. Their basic recommendation, however, is to stay calm and be natural.

The aim of Mach Strategy is to map all relevant media types in the analog and digital sectors. The two new media categories of podcasts and e-mail marketing complement the inter-media comparison in the digital sector.

Podcasts particularly popular with young people

Since the coronavirus pandemic at the latest, the range of podcasts has been steadily expanding and a wide variety of formats are reaching their listeners. In addition to streaming groups in the audio sector, the use of podcasts can now also be analyzed in Mach Strategy. While the digital market is otherwise dominated by images, podcasts often position themselves with a broad audience through longer formats.

Overall, podcasts reach around 11.9% of the Swiss population on a regular basis. People between the ages of 14 and 34 in particular say they listen to podcasts at least several times a week. These people have a high level of education and have a high affinity for using audio contributions as a source of information for vacations, entertainment electronics or further education.

Newsletter as a source of information

Email marketing offers the possibility of personalized communication of information and advertising to individuals or groups of people. Mach Strategy now collects the four forms of business emails, newsletters from media offers, newsletters with offers or promotional emails and advertisements.

The two newsletter forms in particular are regularly followed by at least half of the over 35s in their age group. This genre can also be compared as a source of information for different product categories. Accordingly, addressed advertising emails about clothes and shoes attract the most attention among users of both newsletters from media offers and newsletters with offers.

Diverse intermedia comparison

As a tool for strategic planning, Mach Strategy enables a targeted analysis and implementation of the optimal media mix of press, cinema, TV, radio, web offerings, social media, streaming (audio / video), podcasts, out-of-home, DOOH, digital signage, public transportation, direct mail and e-mail marketing.

The Mach Strategy 2023 was published on Thursday with the innovations mentioned above. These are part of the Intermedia Study and can be analyzed using the established Wemf data portal. The Mach Strategy Upgrade Social Media can be purchased for an additional charge.

Another new feature concerns the definition of the population of the Mach universe. This has been adjusted slightly. Since the autumn 2023 publication, this has included the population group of non-linguistically assimilated persons. The purpose of this adjustment is to harmonize the Mach universe with that of other Swiss currency studies, making the inter-media comparison simpler and fairer.

On Saturday, the copper-colored SOB streetcar in Zurich was transformed into a concert stage for Dabu Fantastic. Passengers were to be offered an unforgettable musical journey. The tickets were raffled off exclusively via the social media channels of Schweizerische Südostbahn SOB and the media partners Radio24, Radio Pilatus and Züri Today in the weeks leading up to the event.

During the event organized by Fe and Gadget Abc Entertainment Group, fans and media had the opportunity to meet the band in person and get autographs. The SOB streetcar, used as a "moving stage" on this day, has been running in the city of Zurich since the beginning of April 2023 and will continue to do so until mid-January. With its eye-catching design, it advertises a public transport service - from home to the destination of the SOB lines.

Ambassador for all tourist lines

The event marks the beginning of the collaboration between SOB and singer Dabu from Dabu Fantastic. With his management, booking and label Gadget, Fe and the SOB are gaining an established partner with a large network and expertise in the entertainment industry. Dabu is a passionate train passenger, because "I can work or let my mind wander while traveling by train. That's when things happen that wouldn't happen otherwise."

Hiking, traveling, making music with Dabu

The podcast "Dabu Hikes", in which the musician and Nik Hartmann set off on a rain hike on the Voralpen-Express, has already been realized. On the Treno Gottardo from Zurich to Locarno, the musician encouraged his followers to take a trip to Ticino. And with "Find Dabu", the singer could be located on a specific train with more and more clues - with an exclusive song premiere as a reward for the finders. A bouquet of activations for the upcoming SOB campaigns is planned. Other creative projects are also in the pipeline.

Responsible at Schweizerische Südostbahn: Reto Ebnöther (Head of Marketing & Sales); Andi Huber (Product Manager Treno Gottardo); Conradin Knabenhans (Media Spokesman). Responsible at Gadget Abc Entertainment: Sherlyn Müller (Brand & Partnerships). Responsible at Fe Agentur: Karin Renold (management); Patric Neeser (concept and project management); Janine Bachmann (art direction); Danusha Kuchtova (text).