Scholz & Friends is one of the leading agency groups in the German-speaking world and active in all major European markets.

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„ Land of Ideas “

Claim

Scholz & Friends developed a landmark nation-branding campaign to reinvigorate international interest and enthusiasm for Germany to coincide with its hosting of the FIFA World Cup 2006.

Gallery

3D-Installations

Billboards

Public Relations

Brochure "100 Heads"

Task

  • Revitalize Germany's international profile.

 

  • Create a buzz and harness enthusiasm among the local populace based on German strengths.

 

  • Establish a unifying, go-to reference point for Germany's communication of the FIFA World Cup 2006.

Idea

  • Installing a highly visible 'Walk of Ideas' at a series of major tourist attractions to convey the key campaign message of German innovation.

 

  • Convening an exhibition to highlight Germany's future innovators and reasserting Germany as an ideal business location through printed tools and endorsement from well-known personalities.

 

  • Capitalizing on the broad media networks already in place for the sporting events by providing various international outlets with information packs and publicity material.

Success

  • Active support from the Federal President (patron), the Federal Government, a host of government ministries, agencies and leading German companies.

 

  • Extensive international media coverage presenting Germany as the “Land of Ideas”.

 

  • Continued implementation of the campaign throughout 2007 with a series of new projects due to sustained national and international interest.