Umbrella Brand Campaign for VKU

Situation

Situation

  • The VKU (German Association of Municipal Utilities) wanted to raise awareness among the general public about the municipal utilities’ strengths.
  • Municipal utilities were exposed to extreme competition from companies with German-wide operations.
  • Competitor advertising focused on ‘price’ as the most important criterion in choice of provider.
  • Aims are to persuade the municipal utilities to take part in a joint marketing campaign financed by separate contributions, to establish a clear positioning for the VKU in the public sphere and strengthen its internal organisation and to generate public awareness about the added value delivered by the municipal undertakings to citizens.

Realization

  • Design, development and implementation of a multi-flight, cross-media umbrella brand campaign, meine-stadtwerke.de.
  • Placement of ads in national German daily newspapers, posters in participating cities and commercials on radio stations with high reach, plus implementation and maintenance of a campaign website.
  • Communication of value provided by the municipal utilities which differentiate them from private service providers to the general public (focus on public welfare vs. focus on profit maximisation).
  • Provision of supplementary central campaign tools for individual local use.

Result

  • The high number of municipal utilities participating in the campaign strengthened the VKU both internally and externally.
  • The municipal utilities gained strong support in citizen surveys.
  • All participants are extremely satisfied with the direct feedback from citizens.
Business segments & services
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