Sporthilfe makes everyone a sponsor with “Dein Name für Deutschland” (“Your name for Germany”)
Scholz & Friends launches orchestrated call for sponsors with athlete of the year Paul Biedermann
Scholz & Friends Berlin
1/19/2010, Berlin - From now on, Stiftung Deutsche Sporthilfe wants to give everyone in Germany the possibility to support Germany's top athletes. Deutsche Sporthilfe's board of directors introduced the campaign “Dein Name für Deutschland” (“Your name for Germany”), which was developed by Scholz & Friends Berlin, together with Federal Minister of the Interior Dr. Thomas de Maizière in Berlin. The unique thing about the campaign is the concept of grass-roots sponsorship: Instead of drawing on a small pool of supporters for the foundation's activities, from now on, every German citizen can become an “official sponsor of Germany's top athletes” for as little as 3 Euros a month.
“The underlying idea for the campaign is that all those involved form a concerted movement and become part of a large team of sponsors with their names. This will be communicated through ads, posters and flyers, in TV and web commercials or in publications by Sporthilfe's partners,” says Dr. Michael Ilgner, Managing Director of Deutsche Sporthilfe, giving an outline of the campaign's communication channels.
Star swimmer Paul Biedermann, Germany's athlete of the year, makes an appeal to the millions of sports enthusiasts in a TV commercial, asking them to provide their names in support of Germany's top athletes: Biedermann is in a locker room, preparing for a meet. All of a sudden, ink comes out of his skin like sweat and forms a name. The names of his sponsors also appear on his arm and back, eventually covering his whole body. Mentally strengthened by the support, he rises from the bench, puts on his tracksuit jacket and goes out into the hallway, ready for the meet.
The commercial, made by director Uwe Flade, will call for support of Germany's top athletes in numerous TV media over the coming weeks – in particular in the time surrounding the Winter Olympic Games and the Vancouver Paralympics. The campaign will be accompanied by print ads and outdoor advertising.
In the last two weeks, Deutsche Sporthilfe has already drawn attention to the bad economic situation of German athletes. Sporthilfe ran fictitious help-wanted ads looking for employees for a variety of sports. These ads, designed by Scholz & Friends, ironically and vividly dramatised the working conditions and personal deprivations borne by top athletes, some of whom work 60-hour weeks for 600 Euros of disposable income per month. The unusual form of the ads generated a huge media response and led to intensive editorial coverage of the living circumstances of Germany's top athletes.
Additional information on the campaign and on how to become a sponsor can be found on the website http://www.sporthilfe.de.
Client: Stiftung Deutsche Sporthilfe
Werner E. Klatten, CEO
Dr. Michael Ilgner, Managing Director
Scholz & Friends Berlin
Partner and Managing Director: Stefanie Wurst
Consulting: Ellen Staudenmayer, Alexander Wittner, Catrin Schmid, Timo Ziegler
Creative Directors: Oliver Handlos, Robert Krause, David Fischer, Daniel Bödeker, Lisa Baur, Michael Schmidt, Caspar Heuss
Film, radio, TV: Mathis Rekowski, Katharina Meyer
Art Buyer: Dominique Steiner
Print production: Sabine Bäsler, Benito Schumacher
Scholz & Friends Agenda
Consulting: Dr. Christof Biggeleben, Christof Weingärtner, Christina Ritzenhoff, Eugen Esau
Deepblue networks
Production: Shape Minds & Moving Images
Press contact
Markus Mayr
tel +49 (0) 40/3 76 81-115
mobile +49 (0)1 51/16 16 51 52
fax +49 (0) 40/3 76 81-320
pr@s-f.com
http://www.s-f.com