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Scholz & Friends Group

Orchestrated launch campaign
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My Ship
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Loewe Connect
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How men are
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Germany - Land of Ideas
Task
  • To renew Germany's image abroad and update the way the country is perceived by others.
  • To give Germans a sense of their own strengths and assets.
  • To bring all image campaigns for Germany under a single roof for the 2006 Football World Cup.
Conducting idea
  • Germany is the Land of Ideas.
Results
  • Within the space of a few months the claim has become a widely accepted brand for Germany. The President (who is the patron of the campaign), the government, the foreign office, the Goethe Institutes, chambers of foreign trade, the Invest in Germany initiative, federal states etc. all actively support the campaign and help to communicate the  key idea.
  • Due to the great national and international success of the campaign it will be continued in 2007 with new projects.
All campaigns

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