Gib' mir mal 'ne WAGO – Wir feiern 50 Jahre Verbindungsklemme
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Social Media
Details
50 years ago, WAGO developed the CAGE-CLAMP® connection technology. Today, WAGO is the market leader, and the splicing connector is a standard tool for every electrician. The phrase "Gib mir mal 'ne Wago" (Gotta have a WAGO) has become a staple on construction sites. In 2024, this icon celebrates its 50th anniversary with a unique song and music video: "Gib mir mal 'ne Wago" – often said, but never sung. An integrated social-first campaign with memes, GIFs, and short videos achieved 20 million impressions, 35 % engagement rate, and 100 % positive sentiment. A true milestone in B2B communication, often driven by functionality.
The Jury‘s Statement
WAGO, a leading company in electrical engineering, has impressively demonstrated with its project "Gib mir mal 'ne Wago" how B2B communication can be both emotional and entertaining. The social-first campaign combines a catchy song with humorous digital content such as memes and GIFs. This not only generates attention but also creates a strong emotional connection with the target audience. The outstanding execution skillfully bridges tradition and modernity, setting new standards in brand communication.
