Cases:
Product positioning communication
According to estimates, in Switzerland some 500,000 men suffer from erectile dysfunction. Because the topic is often still considered taboo, only about ten percent consult medical professionals.
An international pharmaceutical company and producer of erectile dysfunction treatments asked us to organize an information campaign.
We established a Men’s Health Info Center, which warmly welcomed sufferers and media workers alike. The Info Center organized evening events on the subject of men’s health that featured established urologists discussing health factors that can lead to erectile dysfunction and possible methods of treatment. Thousands in German and French-speaking Switzerland attended the events, and the local media coverage was extensive.
- The result: More informed patient advice
The publication of two scientific studies on erectile dysfunction and treatment options gave rise to many articles in medical journals and major national dailies. Medical professionals learned more about available treatments and patients’ preferences, with the consequence of more informed patient advice. The pharma company’s product gained market share in the growing field of PDE5 inhibitors.
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Positioning Weight Watchers
Weight Watchers, customarily thought of as a diet plan, wanted to reposition itself as a lifestyle brand and reach people outside its established target group. Farner proposed ideas for a marketing campaign and a media relations plan, and has been doing media work and also staging regular Weight Watcher events.
Example: Traditionally, January 1 marks the start of delivering on New Year’s resolutions. We organized a weight reduction record attempt with the goal of a total of 30 tons lost in just 90 days. The campaign was divided into milestones, each staged for maximum media coverage. We lined up interview subjects for the local newspapers and radio stations to get others to start thinking about attending local Weight Watchers meetings. The final event took place at Zurich’s main railway station, along with a media conference and a cocktail party.
- The result: To feel good in a centre
Never before has weight loss been cast into such a positive light, and Weight Watchers itself gained in prestige as a creative and dynamic company, totally at home in Switzerland.
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Popularity boost for Xbox 360
Our assignment was to reorient, by means of association with celebrities and certain topics, brand communication for Xbox 360 from the technological to the emotional plain. Farner was responsible for selecting credible celebrities to endorse the Xbox 360 console, negotiating contracts and acting as coordinators between client and celebs.
Today soccer and snowboard stars (including Olympic champions), DJs, showbiz and TV personalities all endorse the Xbox 360 console in the media to maximum effect.
- The result: Acceptance among the young and active
Today the Xbox 360 game console is associated with the desired themes, ideas and attitudes and has made massive credibility gains with the target groups of women, soccer fans, snowboarders, clubbers and party-goers.
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Salomon Jib Academy
On the heels of Swissski’s takeover of Switzerland’s Skicrosstour, Farner Events created the concept, then planned and organized, the Salomon Jib Academy, an event whose purpose is to find and promote young skiing talent. Rather than focusing on downhill skiers, the event puts the focus on young freeskiers. Jib Academy events are taking place from February to March 2007 at three Swiss locations.
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The Crossmax Series
On behalf of Saab/Salomon Switzerland, Farner Events produced and operated an entirely new kind of international series of ski races that attracted more than 900 participants and turned out to be a major success for all concerned – the Saab Salomon Crossmax Series. We coordinated all major tasks, from race planning and ski run preparation, to sponsor relations and Series management.
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Camille Bloch: product launch media work
When the family-owned enterprise Chocolats Camille Bloch added a new chocolate bar, Ragusa NOIR, to their Swiss product range, they commissioned us with all product launch media work.
We created stories with strong emotional appeal for Ragusa, one of Switzerland’s most popular chocolate bars, positioning Camille Bloch’s CEO Daniel Bloch as the new product’s ambassador and spokesperson. We provided selected journalists in all of Switzerland’s language regions with these stories. Take-up was considerable, with leading media reporting extensively on the family-owned company and its new Ragusa bar.
The success of media work often hinges on the clarity of the messages involved. In close cooperation with management we created core messages and distributed media bulletins and other media information designed to position Ragusa NOIR.
- The result: Successful market launch
The interest in the new product was high: Leading media reported on the family-run business and the new product chocolate, and both consumers and retailers both took quickly to Ragusa NOIR.
Blick, 23. März 2008
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A global concern enters a new market
When the multi-national corporation Tchibo set out to expand their activities in the high-purchasing-power and extremely competitive Swiss market, Farner rose to the occasion with strategic public relations advice and events, as well as targeted measures in the trade and general media.
- The result: Successful market entry
Tchibo was soon perceived as a major market player. Positive reactions to Tchibo’s entry in the Swiss market made adding new high-quality retail points of sale that much easier.
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Product PR for a cranberry drink
Ocean Spray, a North American cranberry drink not particularly well-known in Switzerland until now, was to be repositioned as a refreshing and beneficent beverage. Farner developed a twin communication strategy with a healthcare and lifestyle-based pillar. In healthcare, we concentrated on sensitizing the experts. Positioning the drink as a refreshing beverage brought home its lifestyle benefits. We also enlisted star tennis player Martina Hingis to endorse the product and act as its highly visible ambassador.
- The result: Refreshing growth
Turnover growth of the new product is currently reaching 20 to 30 percent a year – considerably facilitating the task of adding to the number of retailers carrying the product.
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Product PR for personal peripherals
Farner supports Logitech, the market leader of personal peripherals that enable people to effectively work, play, and communicate in the digital world, in product PR. The company's products combine essential core technologies, continuing innovation, award-winning industrial design and excellent price performance. The Agency is responsible for creating and distributing press releases, shipping logistics of sample products, maintaining contacts with media and organizing one-to-one interviews with members of the senior management.
- The result: Peripherals takes centre stage
Farner achieves continuous and broad media coverage, both of new products and management.
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