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Old 20.05.2012, 14:46
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Marketing and advertising in Switzerland 1

Sometimes when I look around, I see some marketing campaigns and advertising that make me think what they are doing.

From the old 1800 argument of making questions like: Is your computer Windows 8 ready? Your insurance cover this and that? etc. etc. to many incomprehensible messages that doesn't make any sense.

I found this advertising from "Halls" and it says "Ertes treffen mit den Schiwiegereltern?" "First meeting with your mother-father in law?"

It make me think:

Why its once again this 1800s questions as advertising?

Is this product just intended now for meeting the mothers-fathers in law?

Is that sort of meetings a pleasant experience that makes you think to buy that product once and once again?

Is not a minority the people that are actually in a situation to meet the mothers-fathers in law in this moment at this time?

Why the logo-mark in this advertising is small and hidden?

How many people participated in this idea?

Is there no better ideas to sell a candy?

etc. etc.

Halls, the no fun candy important in a meeting with your mother-father in law!
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Old 20.05.2012, 15:17
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Re: Marketing and advertising in Switzerland 1

As a general principle, if you don't understand an ad, it isn't aimed at you...
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Old 24.06.2012, 19:35
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Re: Marketing and advertising in Switzerland 1

I think this is quite an effective ad. Basically they have taken an example of a situation where you need to have good breath. The clever bit is that they can run this ad as a series: 1st interview, proposing to your girlfriend etc etc. regarding the size of the brand/logo, firstly it doesn't look that small, but regardless, Halls has massive brand value and doesn't need to add huge logos. Regarding number of people working on this campaign, I reckon a minimum of 5 to start (art director, copywriter, designer, artworker and account handler)
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Old 25.06.2012, 12:12
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Re: Marketing and advertising in Switzerland 1

I too find advertisment campaigns in Switzerland to be pretty naïve and out of fashion, but I think it's something german in general, or maybe as a consequence of being in a small country and therefore having a smaller consumer base.
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Old 25.06.2012, 12:20
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Re: Marketing and advertising in Switzerland 1

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I too find advertisment campaigns in Switzerland to be pretty naïve and out of fashion, but I think it's something german in general, or maybe as a consequence of being in a small country and therefore having a smaller consumer base.
Agreed, there is very little imaginative, good advertising. It's all awfully tame, boring and old.

I think some countries are just better at marketing/advertising than others. Thailand is great, China sucks. German-speaking countries suck, where Scandinavian countries excel.

Google Thai ads, there are so many great examples, funny, sad, quirky, original, beautiful and really creative. Chinese ads are either copies of foreign ads or woefully unimaginative.
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Old 25.06.2012, 12:43
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Re: Marketing and advertising in Switzerland 1

Seeing the purpose of advertising is to increase brand exposure, I would say this ad has fulfilled its purpose. you have obviously thought about it quite a bit and in doing so imprinted it in your brain. Maybe one day when you have forgotten the poster, but the brand remains, you will be faced with a choice between Hall's and a no-name brand and will buy Halls because you will remember having come across it somewhere and will assume it must be good.

What else is an advert there for?

As for Swiss advertisibng in general, you are aware that quite a few international branding companies are located here? There must be a reason. Swiss advertising can't be that bad.

My father in law is a retired graphics designer and whenever he comes to Switzerland he's constantly poring over magazines, newspapers and the like and pointing out how advanced the graphics and use of fonts is. It's something I don't notice but obviously people with a trained eye do.
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Old 25.06.2012, 12:57
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Re: Marketing and advertising in Switzerland 1

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As for Swiss advertisibng in general, you are aware that quite a few international branding companies are located here? There must be a reason. Swiss advertising can't be that bad.

My father in law is a retired graphics designer and whenever he comes to Switzerland he's constantly poring over magazines, newspapers and the like and pointing out how advanced the graphics and use of fonts is. It's something I don't notice but obviously people with a trained eye do.
It's true of course that there are quite a lot of famous advertising firms here in Switzerland, and that they know their craft. But it's not technical skills they are lacking in my opinion but creativity. Either that or companies advertising here always go for the really safe option.
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