BUWOG
Winner
Excellent Brands
Building and Elements
Details
Through cross-media marketing and communication initiatives, the BUWOG brand positions itself as leading private residential real estate developer and, through sustainable neighborhood development and new construction across Germany, is part of the solution by creating new housing. The brand essence “LIVING HAPPILY” is consistently promoted across differentiated owned and earned channels during the anniversary year 2026, marking 75 years of BUWOG. This includes high-reach image campaigns as well as BUWOG’s storytelling channels, including BUWOG Blog and BUWOG Podcast, featuring over 75 interview episodes and 5 live shows in 12 seasons.
The Jury‘s Statement
In residential development, visibility alone is not enough; what is needed is a brand that communicates responsibility, quality and attitude in a resilient way. BUWOG has developed a communication system that consistently carries the brand core “Glücklich wohnen” (“Living happily”) across campaigns, editorial formats and audio offerings. Particularly in the context of neighbourhood development, the combination of sustainable building topics, architecture-related dialogue and its own editorial presence creates a profile that extends far beyond traditional sales communication.
