Johanniter-Unfall-Hilfe Erzgebirge Brand-Kampagne
Winner
Excellence in Brand Strategy and Creation
Brand Revival of the Year
Credits
Company / Customer
Details
Image campaign to increase visibility and perception as premium care, with the indirect goal of winning new clients (for available care places in the Erzgebirge region), which can also be extended to recruiting activities. In this context, the existing claim "Aus Liebe zum Leben" was enhanced for the first time and fully elaborated under the overarching campaign theme "Gepflegt leben". As part of this, the visual language was modernised and infused with more emotion. The core idea was then adapted to various channels (from OOH and social media through to vehicle branding).
The Jury‘s Statement
In the Ore Mountains, outpatient care was barely present in communications as a distinct Johanniter service. The campaign "Johanniter-Unfall-Hilfe Erzgebirge Brand-Kampagne" ("Johanniter Accident Assistance Erzgebirge Brand Campaign") addresses precisely that point: it gives new substance to the existing claim, shifts perception from care provision to quality of life, and provides this field with a durable umbrella in "Gepflegt leben" ("Living well cared for"). The modernised imagery, precise messaging and clean transfer across analogue and digital touchpoints renew the brand not through disruption, but through clear relevance in the everyday lives of its target groups.
