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Name of the Campaign: “Artworks”
Initial situation: OWL is a region in Germany with lots of midsize business and increasing economical power. However, it is not considered by business people as an area where you want to live and work.
Campaign objectives:
- to build awareness for “OWL” on a pan – german level.
- to longterm build “OWL´s” image as a modern and dynamic region
- to establish the regional advantages like - economically growing region - strong midsize business - wide variety of branches - high quality of life
Creative strategy: to portray “OWL” and its companies as innovative creative solutions, combining business performance with art and culture .
Total marketing expenditure: 2.4 Mio € in 3 years.
Campaign results:
- campaign awareness 46 % vs. 38 % average.
- campaign achieved highest levels of interest (3,3) among all regional marketing campaigns
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