Gib' mir mal 'ne WAGO – Wir feiern 50 Jahre Verbindungsklemme
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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 demonstrates with "Gib mir mal 'ne Wago" how impactful B2B communication can be. To celebrate the 50th anniversary of the iconic connection terminal, a campaign was created that harmoniously blends tradition and modernity. Through a song, a music video, and a social-first strategy, it not only enhances brand recognition but also fosters an emotional connection with the target audience. This project sets benchmarks for sophisticated, relevant, and charismatic brand work with lasting impact.
