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  • #AufbruchZukunft - The most beautiful cases

    WEATHERING THE CRISIS WITH RESOLVE AND ROBUST CAMPAIGNS

    In May 2020, Hubert Burda Media presented their resilience initiative, #AufbruchZukunft (#ABrightNewFuture). This public platform is designed to foster discussion about the rapid transformation of societal and economic structures in Germany brought about by the Coronavirus pandemic. From its inception, the initiative received high praise in societal and economic arenas alike.

    How to face the future? Every crisis is also an opportunity. #AufbruchZukunft offers media-based support for economic and societal institutions as well as for individuals.

    Numerous companies have already joined the initiative. #AufbruchZukunft gave us the opportunity to partner with renowned enterprise LIQUI MOLY for the FOCUS Innovation Prize. We also received excellent feedback from German fashion SMEs as well as distinguished global brands such as Coca-Cola, with which we were able to partner for a number of innovative campaigns. Again and again, innovation and creativity proved to be the best response to the crisis. Below, you will find an overview of some of the most exciting campaigns we spearheaded as part of the #AufbruchZukunft initiative.

     


    #Faszination Fliegen – SunExpress together with BUNTE.de

    Idea:

    Exciting live experience paired with stunning visual storytelling. This campaign centred around the desire to travel that many felt so strongly in 2020 and the theme of flying. The campaign invited the users of BUNTE.de (and the winning couple, in particular) to a journey above the clouds and beyond the daily shuffle. SunExpress held a draw for a hot air balloon ride, and the winners were treated to their own sunny flight. The campaign combined the experience of flying with a taste of Cappadocia’s famous hot air balloon spectacle, helping to stoke the passion for travel in viewers at home in Germany.

    Campaign Elements:

    Campaign elements included publication of the prize draw and live coverage (Bunte.de) on the social media accounts of Bunte.de as well as comprehensive reporting in the form of a visual branded piece on Bunte.de.

    Runtime:

    June to December 2020


    LIQUI MOLY – Partner for the FOCUS Innovation Prize

    Idea:

    Strong campaigns need strong partners. In line with the slogan ‘Ideas that make a difference’, the new ‘FOCUS Innovation Prize’ highlighted companies whose boldness and innovative power are opening up new opportunities in the German economy. LIQUI MOLY was a sponsoring partner right from the outset.

    Campaign elements:

    LIQUI MOLY Managing Director Ernst Prost held an exclusive jury seat, and the brand played an integral editorial role in print materials as well as on the digital and social platforms of FOCUS, SuperIllu and BUNTE. In addition, as a sponsoring partner, the brand received significant media attention during the awards ceremony in the autumn.

    Runtime:

    May to September 2020


    Initiative for German Fashion SMEs

    Idea:

    #FutureForFashion was an initiative designed to support German fashion SMEs during this challenging time. As part of this initiative, InStyle, ELLE, HARPER’S BAZAAR, freundin, BUNTE and FOCUS ran a joint cross-media campaign. Via print, online and social media, they worked together to generate attention for companies in this important German industry and provide them with a unique platform

    Campaign Elements:

    The focus of the initiative was on online video interviews as well as corresponding native print formats which allowed the companies to communicate important, up-to-date messaging. The BurdaStyle brands and BUNTE.de regularly released videos via their websites and social media channels to help German fashion SMEs make their mark. Thanks to a cooperation with Amazon, selected German fashion labels were invited to participate in the digital InStyle x Amazon Fashion Store, an exclusive shopping destination where companies have the opportunity to present their brand stories to millions of Amazon customers.

    Runtime:

    Ongoing since May 2020


    Burda's Health Innitiative –October is Immunity Month

    Idea:

    This past autumn, Burda launched its health initiative in line with the slogan #WirmachenDeutschlandgesünder (#WeMakeGermanyHealthier). The aim of the initiative was to increase consumer awareness, help the public to stay healthy and provide media support for innovative developments in the pharmaceutical industry. We dubbed October ‘immunity month’ and combined forces for a Burda media cross-media offensive. Throughout the month, participating media outlets (including BUNTE, FOCUS, freundin, MyLife, Freizeit Revue and TV Spielfilm plus) provided their users with exercise and nutrition tips as well as information designed to inspire consumers to get their health on track. The initiative was designed as a cross-media campaign covering media ranging from print and online all the way to MyLife in pharmacies.

    Campaign Ideas:

    Burda also supplemented #WirmachenDeutschlandgesünder with a specialised ad campaign. Starting in mid-September, companies used native portrait formats to express their visions for the future.

    Runtime:

    September to October 2020


    The new normal with Coca-Cola and Burda

    Idea:

    Coca-Cola and Burda teamed up for a national advertising cooperation with the aim of shaping ‘the new normal’ in a constructive manner. Coca-Cola’s campaign slogan, ‘Offen wie nie zuvor’ (‘Open Like Never Before’) was a perfect match for Burda’s #AufbruchZukunft. Both campaigns were focused on promoting an optimistic outlook on the future. By working together, the companies were able to amplify their shared message.

    Campaign Elements:

    Cross-media communication of the Coca-Cola campaign in Burda brands such as FOCUS, BUNTE, HARPER’S BAZAAR, InStyle and SUPERillu through ad formats featuring double-branding – the Coca-Cola logo together with the #AufbruchZukunft logo. Five editors-in-chief contributed their own quotes that captured the core ideas of the campaign.

    Runtime:

    August to September 20200


    Destination Switzerland – Crossmediale Content Campaign

    Idea:

    #IchbrauchSchweiz was designed to frame Switzerland as an attractive holiday destination for Summer and Fall 2020 and leverage a diverse array of media campaigns to generate maximum awareness. Established influencers travelled to Switzerland, shared their experiences and provided exclusive content tips and recommendations for various destinations. This content was combined with content from a social challenge and existing high-quality material provided by the customer and distributed via a large digital native hub on Bunte.de as well as in an enclosed special edition in Bunte and advertorials in the women’s premium magazines.

    Campaign Elements:

    Three midi and macro influencers reported on their holidays in Switzerland. As part of a social challenge, 250 micro influencers received a ‘Swiss goodie box’ which they used to generate content pieces and apply for the chance to participate in the closing event in Lucerne. This content was distributed via sponsored Instagram posts, branded Facebook videos, native articles (print & online) and ATV, generating maximum cross-media awareness among readers and users. The campaign finale was a joint event developed in partnership between Bunte.de and Switzerland Tourism, which brought together all important campaign participants in Lucerne.

    Runtime:

    July to October 2020