"We are perfect. If you ignore our accent." A Documentation. The Baden-Württemberg campaign by Scholz & Friends. "A marvel of marketing" (Werben & Verkaufen, 16 November 2006). The German advertising journal w&v called it a "marvel of marketing", market research institutes spoke of the best response values ever measured in a similar context: Scholz & Friends' Baden-Württemberg campaign ("We can do everything. Except speak high German.") is credited with having set new standards in communication campaigns for place branding. But you don't need marvels to communicate effectively. The secret of our success lies in orchestration, a concept Scholz & Friends borrowed from the world of music. All instruments follow one conducting idea. Or, to put it a different way: it's not enough just to present a uniform outer appearance. To bring together the wealth of measures and channels out there and generate unparalleled response you need a truly striking, powerful, media-neutral idea. The brochure about our campaign for the State of Baden-Württemberg documents our orchestration approach. Idea, design and production: "We are perfect. If you ignore our accent." A Documentation. Scholz & Friends Chausseestraße 8, Aufgang E 10115 Berlin back

"A marvel of marketing"