"komm gut an."
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
The main target group for the campain is young employees (including trainees) aged between 16 and 24. Another target group is BGHW member companies, which provide protagonists for the campaign/measure who communicate authentically on the channel. To this end, TikTok videos featuring real trainees are produced on a regular basis. In 2025, we achieved more than 14 million views of content on the TikTok channel. More than 9 million people viewed the campaign content, with 93% of viewers aged between 18 and 24, which corresponds to our target group.
The Jury‘s Statement
Raising young employees’ awareness of risks in road and commuting traffic requires communication that genuinely takes place within their everyday lives. With "komm gut an." ("arrive safely."), DVR has chosen a channel that does not deliver prevention as instruction, but embeds it in the logic of social platforms: with real apprentices, suitable formats and an active commenting culture. Safety communication becomes an ongoing dialogue whose relevance stems from proximity, clarity of role and editorial consistency.
