- Transforming Communication
Influencer communications for a young camper-van brand:
Düsseldorf / Cologne, 20. October 2020 – The Erwin Hymer Group and OSK won the PR Report Award for the brand positioning of CROSSCAMP, the new brand in the compact camper van segment. The digital brand launch was honoured in the “Brands and Products” section in the “Consumer Marketing” category. The winners were announced online via Twitter.
With the digital brand launch of CROSSCAMP, OSK has proven for the Erwin Hymer Group that influencer communications can also work for industries that lean towards more traditional communications – if the product, target group and brand feeling harmonize. The winning campaign shows how effective emotional storytelling, in combination with distribution consistently tailored to the target group, can be in building a brand image.
Compact camper vans are very much in vogue, especially among younger target groups. That’s why OSK developed authentic storytelling with high-reach influencers for the digital brand launch. The influencers travel the world with the CROSSCAMP, create unique content on the road and tell about their experiences across all channels. In addition, they receive exclusive insights at special influencer events. Brand appearances on Facebook and Instagram also sharpen the profile of the new brand. On CROSSCAMP’s Facebook and Instagram pages, these trips are made visually tangible and accessible to the entire community.
The “CROSSCAMP Stories” on the brand website offer additional added value to interested parties. A highlight of the campaign is the cooperation with “Lilies Diary”, one of Germany’s best-known travel bloggers.
When announcing the winner via Twitter, the jurors praised: “Creative; very, very good work; ideal addressing of target groups as well as the development of a new target group, with great images – the jury was convinced”.
In the Erwin Hymer Group portfolio, CROSSCAMP is the brand for the compact camper van segment. The vehicles are developed, produced and distributed by Dethleffs in Isny/Allgäu. Here a team of experienced vehicle and outdoor specialists transfers the real camper gene to selected base vehicles.
The PR Report Awards honour exceptional communication campaigns as well as the consulting, communicator and young professionals of the year. Under the chairmanship of PR Report editor-in-chief Daniel Neuen, the jury consisting of communication experts from companies, organizations and agencies selects the best projects in the German-speaking world.