Fisherman’s Friend, a renowned brand of strong menthol lozenges manufactured in Fleetwood, UK, gained significant attention in Germany in the 90s with its provocative slogan: “If they’re too strong, you’re too weak.”

While this claim initially drove robust growth, it eventually became a barrier to purchase and was replaced by various alternatives. Compounding this, the brand’s regular buyers base is aging.

The Solution

Focusing on revitalizing the brand by targeting a younger demographic aged 20 to 39. This involves a media shift from linear TV to digital platforms and reintroducing the iconic slogan in a modernized, shortened form: “Are they too strong?”

Insight & Idea

For Gen Z and Gen Y, the concept of “too much” doesn’t exist. Everyone and everything is accepted as they are. They prefer irony over direct confrontation. This is why the protagonists respond to the captain with an ironic counter-question.

The problem:
A lack of awareness for further growth.

The objective:
Becoming a luxury love brand. Communicating the brand's core values: outstanding design, a unique quality of light, and “joy of use” at the highest level.

The solution:
Storytelling that makes technology and design a highly emotional experience. As a booster: the well-known actor Mads Mikkelsen.

The implementation:

Three TVCs, which also ran in cinemas, with more than 200 content pieces in parallel for social media.

The success:

Market research, retail feedback and sales figures confirm the great success of the campaign. Recently, a flagship store was opened in London.

The problem:
Despite Head’s constant efforts to produce new racket models and technologies every year, the Tennis brand remains plain boring and just rational.

The objective:
Making the brand exciting again. Differentiate it from Babolat. Expand the reach of Head's social media channels.

The solution:
Storytelling with Novak Djokovic, Maria Sharapova and Andy Murray. The newly developed, thrilling brand claim "The Power of You" has been created to serve as the center around which all marketing content revolves.

The implementation:
All content is published on the Head social media channels, the players' channels and the ATP channels, while all linked to each other.

The success:

Tennis rackets from Head were once again in much greater demand internationally. Head's social media channels grew by almost 60 percent and several million tennis players worldwide are still watching the films.

Mobility Service Audi select is aimed at customers looking for more freedom and flexibility. They can choose to drive up to three different Audi models plus a Ducati:

Ahead of the launch of the all-electric Audi e-tron, well-known actor Daniel Brühl introduces the still-camouflaged vehicle and reminds us that life is always about trying new things:

For the launch of the Audi G-tron a gas-powered hybrid fueled by wind energy, Audi encourages us to consider the possibilities of alternative drive technologies, by reimagining the natural wind force with childlike wonder.

As a sponsor of the Berlin Film Festival, Audi drives up to the red carpet with a cinematic cult robot at the wheel. Autonomous driving is the talk of the festival.

The problem:

A lack of trust and demand for the new fintech Auxmoney that mediates crowd-funded loans. An explanatory film does not achieve the desired level of attention.

The objective:

Attracting lenders and borrowers.

The solution:

A new brand claim: All for one. And its emotional translation into memorable cinematic images.

The implementation:

An integrated campaign in TV, online and PR.

The success:

An increase in lenders and borrowers that exceeds all KPIs.

The problem:
The German market has started to view the product as candy. It has also come under  massive pressure from other brands only costing half as much.
 
The objective:
Maintain market shares, re-establish it as a breakfast component, expand within young target groups, increase consumption frequency, prevent delisting from retailers.

The solution:
The morning makes the day, Nutella gives you the energy for it. The popular soccer players of the German national team in various humorous scenarios at the breakfast table
 
The implementation:
TVCs in lengths of 30, 25 and 20 seconds. Sponsorship of the weather, new website, three new TVCs per year.

The success:
The campaign ran for seven years in Germany, with 21 TVCs in total. It is the longest-running campaign in Ferrero's history. Three new films were shot each year, of which nearly 100 were storyboarded and about 50 animated for market research. All the KPIs mentioned were met, and in some cases even exceeded.

The claim in english is “The morning makes the day” and it celebrates the anticipation at the breakfast table of what is to come.

The internet is full of cat content and unicorns. Jules Mumm's new advertising ambassador is different. And very pink.

The Hyundai Tucson: centerpiece is a two-and-a-half-minute short film, which is intended as a narrative homage to Hollywood films such as "The Game" by David Fincher or "Duel" by Steven Spielberg and comes across in the style of a road movie. Based on this film, there is also a 30-second trailer for use on TV, which leads to the country-specific websites.

The problem:
No one in Germany is waiting for another insurance brand. Their image is about as pleasant as a visit to the dentist.
 
The objective:
An unaided brand awareness of over 70 percent within three months. Retain existing customers, win new ones.

The solution:
Ergo is to become the champion of transparency, fairness and simplicity.
 
The implementation:
A campaign that finally addresses what bothers people about insurance. In TV commercials, on posters, ads and in social media, a multi-stage campaign is launched that picks up on people's feelings.

The success:
All campaign KPIs were achieved.

The subsidiary brand Ergo Direkt developed and tested many new insurance products. The test lab was exaggerated in the TV campaign with strong focus on sales. The chairman of Ergo Direkt himself appears in the commercials.

The problem:

No matter what you pay with your credit card anywhere, the bank is always reading and knows everything about you.

The objective:

To publicize the Viabuy Mastercard as an alternative to the conventional credit card for more privacy in cashless payments and to attract attention.

The solution:

Point out the problem in a humorous way and offer a solution with Viabuy.

The implementation:

TV and online advertising with moving images and an invitation to order.

The success:

The orders for the Viabuy Mastercard exceed all expectations. The success means that Viabuy now also offers a complete account with IBAN.

Commercials:

Short films:

Music videos: