In 2012, the Brandenburg Ministry of Economic and European Affairs (MWE) commissioned the agencies wegewerk GmbH and ariadne an der spree GmbH as a joint venture to implement an image campaign for the work of the EU funds ERDF, EAFRD and ESF in Brandenburg.
The strategic goal of a positive self-perception as a Brandenburg citizen with prospects, also through the EU, is achieved through an approach that uses a regionalisation approach to identify the personal added value in the projects supported by the EU funds. An integrated campaign concept has enabled direct interactive access to these projects since September 2012. The core element of the campaign is the off/online integration of communication via classic advertising and mobile online channels. The creative strategy was developed jointly by the agencies with the aim of combining an unconventional campaign design aimed at multipliers with innovative technology.
wegewerk developed a web application that works like a native application on mobile devices with offline storage function and familiar operating elements of mobile devices. Core elements are an augmented reality channel application, a personalisable project guide with map and list function as well as a geocaching tool that can be experienced interactively in the nature of Brandenburg. In order to present the contents and activities of the campaign in an appealing way, wegewerk designed a campaign website that integrates into the design concept of the MWE.
In addition to a social media strategy, an editorial highlight is the production of nine reports on best practice projects in Brandenburg, which make the emotional and functional added value of the projects recognisable to Brandenburgers.
The successful campaign was awarded the European Public Communication Award 2013 as the best European campaign.