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overvIew ApproAch cAMpAIGNING clIeNts CASeS berlIN hAMburG coloGNe MuNIch stuttGArt / NYc eiNmAL HiN. ALLeS driN. (ONe STOP. ALL YOU Need.) shopping at real,- means first and foremost excellent products at excellent prices. with the claim “einmal hin. Alles drin.”, coupled with its associated campaigns, Zum goldenen Hirschen has contributed to a sustained strengthening of the retailer’s profitability and image since 2008. currently real,- is targeting the internet and social networks with the promotion “Das beste Jahr Ihres lebens” (the best year of your life). And what is there to win? everything one could wish for. true to the motto “one stop. All you need.” eNerGY iS NOw A mATTer OF TASTe how does one launch a new energy drink in an apparently saturated market? our answer: with style, poise and reduction. Away from the red bulls’ world of experience, to a market launch that hasn’t been seen previously in the energy-drinks market. Focusing on the essentials – 28 black and its unique taste. In all the channels: classic advertising, pr, social media and online. result: 5 million cans sold already in the 1st quarter of 2011. iCH HAB eiN kiNd im OHr (i’ve GOT A ‘CHiLd’ iN mY eAr) what is special, is that the testimonials talk without a pre-agreed text about their personal experiences with hearing protection and hearing aids, and about how being able to hear properly has enriched their lives. KIND, Germany’s leading hearing-aid specialists, raises awareness for the meaning of good hearing with a campaign and a completely new visual identity, promotes the importance of hearing protection, demonstrates the benefits of modern hearing aids and thus firmly establishes its market leadership.
overvIew ApproAch cAMpAIGNING clIeNts CASeS berlIN hAMburG coloGNe MuNIch stuttGArt / NYc HAmBUrG eNerGie the city of hamburg has its own energy utility again. citizens are to be won back as customers with ecologically clean electricity from sustainable sources at affordable prices, plus a special involvement in the interests of the city. our campaigning concept involved the new communal energy utility becoming a citizens’ movement themed “I’m joining in!”. In the current campaign phase, hamburg’s citizens are demanding an immediate chan- geover to green electricity following Fukushima. SIE ENTSCHEIDEN ÜBER HAMBURGS ZUKUNFT! www.hamburgenergie.de wHAT A GOOd THiNG THAT we HAve iNSUrANCeS Klaus-Günter J., Schiffsingenieur Most Germans are happy with their insurer, bur very rarely convey this positive image to the sector as a whole. the GDv (‘General Association of Insurers’) wanted to change that by talking directly to its consumers. closer to people? No problem. under the umbrella concept of “Your German insurers oN tour”, Zum goldenen Hirschen re-branded an old english double-decker bus and made sure that the sector really got close to the German consumers. A team made up of film crew, photographers and independent insurance advisers visited over 25 German towns in 238 days and carried out 571 interviews around the insurance subject. spontaneously, genuine and without scripts. And the result of the campaign approach consisting of classic and online advertising plus a special focus on regional publicity? More than 50 spots, over 4 million readers reached via press articles, more than 300 million banner ad-impressions and 357,347 views on Youtube. In the end it all came down to: “It’s good to be insured”.
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