Expensive advertising campaign: the App now popular is to be

The Logo looks a bit like Pac-Man: A circle with an open mouth. Only is integrated into a stylized Virus, which recalls both a lot of symbols to connectivity.

Expensive advertising campaign: the App now popular is to be

The Logo looks a bit like Pac-Man: A circle with an open mouth. Only is integrated into a stylized Virus, which recalls both a lot of symbols to connectivity.

Gustav Theile

editor in the economy.

F. A. Z. Twitter

"it's not intentional," said Alexander Long on the Logo of the Corona-Warning-App, but the Pac-Man reference is a pleasure for him. Long has a task, and currently the whole country is watching: He is supposed to make the App popular. Length of Berlin's chief of Zum Goldenen Hirschen, the advertising Agency of the Federal government. In the bureaucracy, the "framework agreement partner".

With a core team of ten employees, which are Long according to since mid-March in the home office, he has developed the campaign, which starts with the launch of the App on Tuesday. "The task is to reach as many people as possible," says Lang. "We need a campaign, socio-demographic and tonality in the width goes. If the people are to Tiktok, we need to be on Tiktok present“.

Three columns

In recent weeks, much has been discussed about the App. Especially privacy concerns have delayed the development. The selected motifs carry the statement: "do not Know it helps you anyway," reads one of the Slogans. You'll give every effort to eliminate the Concerns, said Vice-government spokeswoman Ulrike Demmer. You can win the debate even something Positive: "The discussion on the topic of data protection has definitely helped me to make the App known."

"The campaign is based on three pillars," says man Advertising Long. For press and media work in the Federal press office was responsible. "Then there is the recommendation of the campaign, which consists of eight subjects and is played in all popular formats out." Advertisements in daily Newspapers, for example, posters, but also TV spots and radio advertising will be. In addition, under the Hashtag "#ichappmit" "a classic Social-Media-package", as Long puts it.

Federal government paid Influencer

the Federal government also cooperates with Influencers. How many are participating, according to the Length is still unclear, but they are rewarded according to the range and Post, after all it was their content. "But the willingness is also large, not-for-profit action in maximizing". The content you let the Influencers, but a free Hand: "We curate the hardly. We have provided Material to offer them, with your own contributions you can make,“ says Lang. With the Influencerin is, for example, Diana for the lions. The Management of the F. A. Z. wrote, to the lions, it was important "to directly inform that the App is not to provide thus, of course, a contribution to a second wave.And such collaborations help so that you can get all the information first Hand and thus properly educate.“ How much gets to the lions for the cooperation, did not want to ihrManagement tell.

Updated Date: 16 June 2020, 08:19

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