background
Auch schön.

Winterkampagne für den Hochschwarzwald

Kein Schnee? Trotzdem schee. 

Aufgabe

Was andere als Problem sehen, wird im Hochschwarzwald zur größten Chance. Weniger Schneesicherheit stellt klassische Winterdestinationen wie den Hochschwarzwald vor eine echte Herausforderung: sinkende Besucherzahlen, geringere Auslastung und eine starke Abhängigkeit vom Wetter. Doch genau hier setzt unsere Kampagne an – sie dreht die Perspektive bewusst um. Die Aufgabe? Eine Kampagnenidee zu entwickeln, die unabhängig von Wetter und Schneelage funktioniert, kanalübergreifend adaptierbar ist und sich deutlich von klassischer Tourismuswerbung abhebt.

Idee

Bei dieser Idee spielen wir humorvoll mit negativen Erwartungen. Durch selbstironische Botschaften werden vermeintliche Schwächen in Stärken verwandelt und authentisch inszeniert. So entsteht eine überraschende, ehrliche Kommunikation, die im Gedächtnis bleibt und emotional anspricht.

Umsetzung

Die Kampagne wurde für Print und Online konzipiert und so aufgebaut, dass sie flexibel auf unterschiedliche Kanäle und Formate übertragen werden kann. Dafür haben wir eine adaptierbare Kampagnenlogik und passende Layout-Templates entwickelt. Eine zusätzliche Herausforderung: Wir mussten mit bereits vorhandenem Bildmaterial arbeiten und daraus trotzdem eine eigenständige, aufmerksamkeitsstarke Kommunikation formen. Entstanden ist ein Auftritt, der humorvoll, markant und vielseitig einsetzbar ist — vom digitalen Umfeld bis zu klassischen Werbemitteln wie Anzeigen und Plakaten.

Die Kampagnenmechanik lässt sich flexibel auf Social Media adaptieren und funktioniert dort besonders stark über den schnellen Bruch zwischen Bild und Headline. 

Anzeigenmotive der Auch schön Kampagne
Smartphone mit einem Social Media Post der Kampagne auf dem Display

Die Kampagnenmechanik lässt sich flexibel auf Social Media adaptieren und funktioniert dort besonders stark über den schnellen Bruch zwischen Bild und Headline. 

Social Media Post mit der Headline: Es geht bergab. Auch schön. Auf einem Motiv mit abfallender Radstrecke.

Kein Schnee? Auch schee. Mit Charme und Selbstironie bringen unsere OOH-Motive die Kampagnenidee aufmerksamkeitsstark in den öffentlichen Raum.

Das globale Leitmotiv „There’s Kärcher for that.“ bildet das kommunikative Dach, unter dem sich Botschaften für über 12 unterschiedliche Branchen nahtlos individualisieren lassen. So bleibt die Markenbotschaft stets konsistent, während sie in der Zielgruppe maximale Relevanz erzielt.

Kampagenenmotiv mit Kuckucksuhr und der Headline: Anderen den Vogel zeigen. Auch schön.
Kampagnenmotiv in Out-of-home Display.
Kampagnenmotiv in Zeitschrift.

Could be you?

Ready when you are.
Wir freuen uns auf neue Chancen.
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