E-Leasing Kampagne
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Agency / Design
Details
Städtische Werke Magdeburg (SWM) provide electrical and municipal utilities to a city of some 250,000. The forward-thinking company promotes progressive, climate-friendly, resource-conserving technologies for the benefit of its customers. The marketing for a new electric mobility leasing deal argues with individuality, identity, and a good price. We commissioned well-known and respected regional artists to design evocative motifs for the fleet of vehicles. The campaign was rolled out online and offline and promoted at events. The fleet was fully allocated after just a few days. SWM customers now proudly display image and identity.
The Jury‘s Statement
Communicating a municipal mobility offer purely through price would leave it interchangeable. Genese therefore developed for SWM a campaign that ties electric mobility to the city’s cultural context. Vehicles designed by local artists, a selectable fleet on the website, and visibility across digital and analogue touchpoints turn leasing into an identity-based brand experience in the urban space. The communication gains its impact because it brings together offer, design and regional belonging into a clear overall picture.
