Berlin, Oct. 27, 2022 – for the campaign #ZusammenGegenCorona, more than 1,000 German companies and brands stood up for vaccinations last December in a unique cooperation. OSK had taken on the PR work for the campaign. Now the campaign has won twice at the Effie Awards Germany 2022. In the category “PR” with gold and in the category “Doing Good” with bronze.
Supporters included companies and brands from all industries and sectors – from adidas and Nivea to Nespresso, Aldi and the German Red Cross, Mercedes-Benz and numerous soccer clubs. For the vaccination campaign, they used the familiarity and popularity of their slogans and claims and made them available in a modified, sharpened form for the good cause. The companies posted their creative vaccination appeals such as “Wir impfen uns den Weg frei” (Volksbanken), or “Come impf and find out” (Douglas) under the hashtag #ZusammenGegenCorona on their own social media channels and together achieved a sensational media value of 34.4 million euros without investing a cent in paid advertising. Within the first four days of action, the campaign had already reached 500 million people. The Effi Awards are a confirmation of the great success of all those involved.
The initiators: Christine Wolburg (Berliner Verkehrsbetriebe BVG), Natanael Sijanta (team x), Sven Dörrenbächer and Tonio Kröger (antoni), Oliver Klein (cherrypicker), Björn Simon (Vodafone), Oliver Schrott, Michael Kemme, Meike Kleemann (OSK).
Key partners: BILD (Carsten Schwecke and Claudius Senst), WallDecaux (Mike Bödger), BurdaForward (Florian Festl and Yannic Lipp), locator, DIGOOH Media GmbH, and Appinio (Louise Leitsch, Jonas Kirschstein and Andreas Trautmann)
A total of 82 entries qualified for the shortlist at this year’s Effie Germany. The finalists included cases in 21 of the 24 possible categories.
“The broad spectrum of categories on the shortlist shows all the more how diverse and multifaceted successful marketing can be today. The Effie cases are a valuable source of inspiration and know-how,” says jury chairwoman at Effie Germany and GWA executive Liane Siebenhaar. The Effie Congress and Gala will take place on November 9, 2022, at the Kongresshalle am Zoo in Leipzig. During the day, visitors to the Effie Congress can look forward to the pitch presentations of the gold winners in front of the grand jury. In the evening, all Effie winners will receive their awards and the possible winner of the Grand Effie 2022 will be announced. Almost 100 marketing experts from companies, agencies and research evaluated all of this year’s submissions in nine online sessions of the first jury round and decided on the finalists.