IHK Nord Westfalen

DAS GUTE FINDET INNENSTADT

Briefing

How does one strengthen the local retailers (turnover / frequency), which suffer from lower visitor numbers in the city centres and competitive pressure from non-stationary online retailers?

The extra challenge: there were just five working days between the briefing and the concept presentation. And from concept presentation to implementation: just another five. But together with our client, the IHK Nord Westfalen, we made it possible – with agile working methods and lean coordination and approval processes.

Strategy

DAS GUTE FINDET INNENSTADT emphasises the special relationship between consumers and retailers. We recall the feeling of browsing in atmospheric shops, of pleasant and competent advice, of inspiration – and of special moments that only local retailers can offer. With distance, hygiene, and masks. With support for a lively city centre. Consideration for local retailers TODAY. Guaranteed shopping experiences TOMORROW. The logo shows the pulse of the city centre. The star and the gold stand for the start of the campaign during the Christmas season. The campaign relies on a strong online presence and storytelling via social media with the involvement of the retailers "on site". But also, classic media such as radio and daily newspapers were used for a far-reaching and activating approach. PR, with the involvement of the mayors and local multipliers, provided an additional boost in reach.

Result

The campaign quickly became the talk of the town and prompted many people to rethink and change their shopping behavior: as shown by the over 200,000 interactions on social media, over 12 million contacts within 3 weeks via social media and classic media and an additional 8 million contacts via PR.