Germany Trade & Invest “GERMANY. SMART SOLUTIONS. SMARTER BUSINESS.” Campaign
SMART SOLUTIONS “MADE IN GERMANY”
Smart solutions developed in Germany are providing innovative answers to global challenges of energy demand, climate change, and a global population in transformation.
The 20th anniversary of German reunification in October 2010 provided an ideal window of opportunity for Germany Trade & Invest to communicate this important marketing message to a global audience with the official launch of its “GERMANY. SMART SOLUTIONS. SMARTER BUSINESS.” international media campaign.
Within the framework of the campaign, the foreign trade and inward development agency, in cooperation with a number of important international media partners, is highlighting Germany’s innovative technological strength as a global investment and technology location.
EUROPE’S LEADING ICT NATION
Germany remains of the world’s most important investment locations for international investors. With a population of more than 80 million, Germany is Europe’s largest market. Germany also boasts the largest information and communications technology (ICT) industry in Europe and the fourth largest internationally. The sector plays a significant role in new technological developments: more than 80 percent of innovations in key industry sectors rely on the technologies being developed in the country’s thriving ICT sector.
ICT-based solutions are the engine of technological progress driving developments in all of the emerging "smart" sectors. They are the key technologies which make a smarter, sustainable future possible. High-speed networks, open architectures and intelligent infrastructures that "talk" to each other also help make the “smart” knowledge economy a reality; by creating a genuinely connected, truly convergent world of intelligent devices for a smarter, more sustainable world.
ICT is the bedrock upon which tomorrow's business and industry solutions are built. Global questions of climate protection, energy efficiency, and sustainable mobility are but a few examples of the major international challenges currently being addressed by "smart" ICT solutions developed in Germany.
WHAT IS SMART? GERMANY. SMART SOLUTIONS. SMARTER BUSINESS.
Campaign Phase I
Phase one of the "Germany. Smart Solutions. Smarter Business." international marketing campaign started in October 2010 and concluded March 2011. Together with media partner CNN International, Germany Trade & Invest created three television ads for broadcast in Asia, EMEA and USA asking the question "What is smart?" The answer? "Germany. Smart solutions. Smarter Business."
Campaign Phase II
Phase two of the campaign was inaugurated in October 2011, with existing campaign measures consolidated with a range of complementary broadcast and digital advertising measures to further promote Germany's "smarter business" message. Targeting the Asia/Southeast Asia, EMEA and USA markets, phase two began in earnest with new media partner Bloomberg TV taking the form of a range of broadcast and digital advertising measures. In total, the partnership encompassed an 18-week TV ad and complementary digital media campaign.
In October 2011, the CNN media partnership was continued with the launch of a 15-minute prime time television format ("Marketplace Europe") with Germany Trade & Invest active as an advertising partner flanked by a second series of TV ads created to expand on the "WHAT IS SMART?" messages created in phase one.
“Germany and India 2011-2012: Infinite Opportunities”
On the occasion of the start of the Federal Foreign Office, Asia-Pacific Committee of German Business (APA), Federal Ministry of Education and Research (BMBF), and Goethe-Institut-initiated year of Germany in India (“Germany and India 2011-2012: Infinite Opportunities”) to mark the 60th anniversary of diplomatic relations between the two countries, Germany Trade & Invest inaugurated a complementary “GERMANY. SMART SOLUTIONS. SMARTER BUSINESS.” spin-off campaign (beginning mid-December 2011 and ending February 2012) in the India target region. The existing “SMART” campaign messages were accordingly adapted to include India as a valued technology partner country. The “SMART CITIES” thematic approach developed for the mini spin-off campaign perfectly complemented the “Germany and India 2011-2012” sustainable urbanization-related event series, creating synergies for both the current location marketing campaign (“GERMANY. SMART SOLUTIONS. SMARTER BUSINESS.”) as well as the series of Germany in India year events.
As well as TV advertising on the CNBC television channel, accompanying online measures were placed on the CNBC (cnbc.com), Times of India (timesofindia.indiatimes.com) and yahoo India (in.yahoo.com) internet platforms.