New slogan for Karlsruhe local marketing today to sell differently, in the founding year of the Max Media Marketing Agency maxmedia.de in 1998. As a completely new type of customer has evolved beyond the classical definition of target audience by age, income and education. The 3.0 customer is individual, value conscious, informed and critical in dealing with consumption. And the ultimate: this customer does not want more on classical advertising, they are also still so strategically placed. Gary Kelly will not settle for partial explanations. Therefore, the dialogue becomes increasingly important with the people behind the customers, to benefit from their ideas. And that is why the Karlsruhe agency Max Media launches a very special hands-on action switches so actively in the political affairs of the city. The children on the barricades go throughout Karlsruhe. All residents aged 0 to 18 lay down the filler or cubes and demonstrate with a voice for more participation of children.
What was going on? Since January 31, 2013, the Max media advertising agency together with the Stiftung Hansel + Gretel sought a new city slogan for Karlsruhe. Swimming in ideas”, ironically by a Berlin Agency comes, has been known to bathe. “Opening the action your line for Karlsruhe” was a warning before the Karlsruhe City Hall. Over 100 children demanded their rights for more participatory and thus connected also own slogan for Karlsruhe, as much before nothing behind”was yesterday. Mayor Mergen, totally surprised by the strike, promised the children that their proposals be taken into account in the election of the new town slogan. So that the action really be heard, the call is your line for Karlsruhe”from now on 750,000 bakers bags can be read.
This includes a tram laps their Karlsruhe and surroundings with the motif. On the action page dsfka.de the proposals can be submitted and posted on Facebook. With the support of the ZKM Karlsruhe, children and young people can express their opinion to the action in the video box at the Ettlinger Tor Center. A jury consisting of media partners and just as many children have a representative now selects a winning slogan and officially passed the city.