ADAC - Da ist so viel für mich drin
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Designer
Details
The aim of the campaign was to get more people interested in an ADAC membership – separated into three limbic types (harmonizers, open-minded people, performers) and their respective reasons for a membership (family protection, enjoying a vacation, getting first-class service). The advertising material was therefore implemented in three versions that differed in their approach (protagonists, services, music, text). The campaign included various channels, such as digital, OOH, digital TV and POS.
The Jury‘s Statement
The ADAC, Europe’s largest automobile club, has mastered the art of addressing target groups with its innovative campaign "There is so much in it for me". Because the campaign is based on the neuroscientific limbic type typology, it specifically addresses the individual wishes and needs of three different personality profiles. Accordingly, the advertising materials were implemented in three versions. Through the differentiated use of various channels and media formats, it was possible to place the messages precisely. The result: a significant increase in membership contracts and a positive influence on brand perception.
