Campaigns

Schott: New ways of Corporate Publishing: the Baedeker Schott travel guide
In the year 2009, Schott AG celebrates its 125th anniversary. Established in 1884 by Otto Schott in Jena as a technical glass laboratory, Schott is today a globally active technology corporation with its own production and sales companies in more than 40 countries. The concerted PR measures on this occasion included an extraordinary anniversary publication, which was created to present the current corporate profile, with all areas of operation, technical innovations and their wealth of applications, in an unprecedented way.

The campaign in detail (German language)

Awards
Internationaler Deutscher PR-Preis 2009 – Corporate Publishing
Econ Award – Corporate Books
European Excellence Award – Company Brochure
Shortlist BCP Award – Corporate Books



EMC: Interacting with CIOs
Today, the efficient availability and application of information  considerably influences the value creation of companies. It goes far beyond how and where data is stored and archived, a development that also affects EMC, the leading developer and provider of information structure solutions. As information management has become a key component of successful IT strategies and therefore falls under the jurisdiction of CIOs, EMC had to develop an approach to reach this target group. EMC's communications department was faced with the task of assisting the company's own sales team in creating relationships with this target group. In cooperation with Fink & Fuchs PR, a specific communications strategy was developed. This cross-media CIO campaign was subsequently implemented based on interlinked, in part already well established, print and online media including the application of full-video.

The campaign in detail (German language)

Awards
Shortlist PR Report Award – Category "Business-to-Business"

 


World Cyber Marketing: Players, Games and Sponsors – The World Cyber Games in Cologne (2008)
For the past eight years, International Cyber Marketing (ICM), with the support of the Samsung Group, has held the World Cyber Games (WCG) on an annual basis. In the year 2008, Cologne was able to win the international competition for the event venue and the games were held for the first time in Germany. In early 2008, Fink & Fuchs PR was assigned by South Korea to handle the PR management of the World Cyber Games Grand Finale 2008. The communication strategy focused on the clear positioning of the event as a sports event. The wording, visualization and choice of topics utilized all the positive attributes of (soccer) world cups and Olympic Games and centered on the e-athletes. A special focus of the PR activities was on the German e-sports national team. Following eight months of work prior to the WCG, the media highlight of the campaign was implemented during a two-week time frame before and during the Grand Finale in Cologne.

The campaign in detail

Awards
Internationaler Deutscher PR-Preis 2009 – Press / Media
Shortlist PR Report Award 2009 – Categorie "Consumer"
Shortlist PR Report Award 2009 – Categorie "Events and Live-Communication"

 

 

Microsoft: IT Fitness Initiative, because fIT gets you further (since 2006)

In today’s world, computer literacy has become practically indispensable for every profession. Yet German educational institutions convey very little, if any, IT qualifications. It is therefore hardly surprising that one in two professional trainees has inadequate IT skills. To remedy this situation, Microsoft, in conjunction with eight partners, founded the IT Fitness initiative, the German version of the European Alliance on Skills for Employability. The offers of the initiative are free of charge and available to everyone.  The initiative aims on the one hand to raise awareness among politicians and the general public to the growing importance of IT skills in professional life, and on the other hand to sustainably contribute to increasing the IT fitness in Germany.  In September 2008, the communications campaign for the extremely successful IT Fitness initiative received the PR award for “Issues and reputation management.”

The campaign in detail (German language)

Awards
German PR-Preis 2008 – Categorie „Issues- und Reputationsmanagement“
European Excellence Award 2008 – Categorie „Germany“

 

 

Adobe: Launch of Adobe Creative Suite 3 (2007)

Creative Suite 3 (CS3) by Adobe is a software package consisting of several individual components for creating designs in web and print environments, as well as layout design, image and video editing. The central focus of the introduction campaign was to communicate the six package versions to the respective target groups featuring each one’s individual advantages. Public relations had the communicative lead of this campaign. The early inclusion of important opinion makers and users through test versions, in-house exhibitions, workshops and online activities, turned the campaign into a great success.

The campaign in detail

 

 

Cisco: Green IT - Platform for climate protection (2007)
The debate surrounding “Green IT” is not exactly new. Within the past few years, “Green IT products” were repeatedly presented to the general public. However, Cisco has opted for a new approach to the debate. The core of its considerations consists of the following question: How can innovative IT solutions contribute to environmental protection?  Cisco intends to advance the discussion of this question primarily through its thematic portal launched in September 2007 entitled "Green IT - Platform for climate protection.”

The campaign in detail (German language)

 

 

TÜV Hessen: Bildungsinitiative TÜV Kids (educational initiative) (2007)

As a traditionally technical organization, TÜV Hessen (technical inspection agency of Hesse) is committed to supporting young people and wants to get children excited about technology at an early age. The TÜV Kids project runs for more than two years. The accompanying communication campaign is based on the one hand on an "advocate strategy," which involves prominent allies, while it focuses on the other hand on local and specialized media activities.

The campaign in detail (German language)

Awards
Shortlist Internationaler Deutscher PR-Preis 2009 – CSR
PR Report Award 2008 – CSR

 

 

Microsoft: Launch Microsoft Windows Vista and 2007 Office System (2005-2007)
Most extensive product launch in the history of the corporation. Target groups: software developers, hardware partners, corporate customers, private PC users. Media activities, community test program, newsletter, events, workshops, online measures and comprehensive advertising campaigns. 

The campaign in detail (German language)



DiViBib: "Onleihe" (online borrowing) – libraries in the world of digital media (2007)

Communication campaign for the introduction of the "Onleihe" project, which is one-of-a-kind in Europe. It included the development of a common communication strategy with the pilot libraries, workshops on the joint positioning and preparation of the messages in light of the changed media use habits of the population in the age of web 2.0, opportunities/threat analyses, press conference, additional use of attention-getting PR instruments (Flash video, microsite), nationwide coverage.

The campaign in detail (German language)



Microsoft: The Microsoft high-tech business start-up initiative "unternimm was." (Since 2006)
Communication campaign for a nationwide corporate social responsibility project incorporating all relevant decision makers from politics, business and the sciences. National kickoff and press event, strong focus on local communication due to the regional character of the initiative.

The campaign in detail (German language)



Cisco: Cisco Expo 2007
Long-term communication campaign incorporating partner companies evolving around an innovative event concept which enables the live experience of Cisco technologies, including the corporation's complete range of brands.

The campaign in detail (German language)



Microsoft: Microsoft Game Studios: Product launch "Flight Simulator X" (2006)
Integrated nationwide communication campaign led by PR measures in support of the product launch. Multichannel strategy incorporating print media (gaming, special interest, popular press, daily newspapers), Internet communities (fan and topical websites) as well as direct communication with interested aviators.

The campaign in detail (German language)



Kabel Deutschland: Publicity for triple play offers (since 2005)
Nationwide communication campaign (product and corporate PR) with a sophisticated set of PR tools at the regional and local level; involvement of consumer advice centers, city and community associations, local sports clubs, emotion-evoking visualization elements - explanatory charts, press photos with regional themes, crisis prevention through daily topical screening.

The campaign in detail (German language)

Awards
German PR award 2007 – Categorie "Technology"
Shortlist German PR award  – Sales supporting PR and Technology
Shortlist PR Report Award 2007 – "Publicity"



EMC: Herzogin Anna Amalia library safeguards cultural heritage (since 2005)
Public private partnership: communication concept for information management for several target groups: B2B, B2C, general public(society); shaping of a story that creates a bridge between culture and IT; preparation of the topic for a wide variety of media channels (TV, daily newspapers, IT trade media); direct communication via customer magazine, web and sales.

The campaign in detail (German language)

Awards
PR Report Award 2007 – Categorie "Corporate Social Responsibility"



Giropay: introduction of a new online payment method (2006)
Integrated cross-media communication campaign for three banking groups with close interaction of advertising and PR, addressing an extended target group (consumers, online dealers, bank employees, technical service providers); launch PR, accompanied by online and advertising measures as well as ongoing PR activities.

The campaign in detail (German language)



Mobotix: Becoming the market leader for network cameras (2003-2006)
Long-term PR strategy: support of the technological change from analog video technology to network camera technology, at the same time securing the leadership in the field, increasing customer awareness of the company and positioning it as a market leader, communicative support of the development of new markets. Use of the entire range of PR instruments in the area of media services, online relations, corporate publishing and direct communications.

The campaign in detail (German language)

Awards
PR Report Award 2006 – "Business to Business"



Microsoft Xbox: Product launch without advertising (2005)
Market introduction of the Xbox 360 accompanied by innovative PR measures; media regular's tables in trendy bars, games convention as the central platform for crucial announcements, direct contact to editorial boards with first prototypes, design seminar for the mainstream press in London, mobile demo-taxi with the latest technology touring Germany with stops in 6 cities, launch party on the first day of sale of the console.

The campaign in detail (German language)

Awards
Shortlist PR Report Award 2006 – Categorie "Publicity"



Cisco: The connected republic (since 2004)
Long-term cross-media communication campaign addressing the public sector. Topics include eGovernment, integration of ICT technologies in governmental processes, providing of Internet-based services to the general public; conducting an eGovernment competition with own website and brochure, production of explanatory videos, flyers and a solution brochure, book publication, CD ROM "IT in schools" aimed at mayors and district administrators, dedicated newsletter for public administration clients.

The campaign in detail (German language)

Awards
Shortlist PR Report Award 2006 – Categorie "Business to Business"