The German Embassy have commissioned underscore to deliver phase two of their unique campaign to help promote the German language, to younger audience in the United Kingdom.
Today German is spoken by more than 90 million people worldwide. There are 2 main separations of the German language: High German and Low German. The German language is directly behind English language and is the second most popular Germanic language spoken today. Along with its extensive use as a second language. However in recent years younger uk students have opted for more exotic second language choices.
The Campaign
Our Advertising Campaign solution of “Think German: you already speak it” drew attention to a range of German words that are regularly used in both countries. In essence you know more about the German Language than you think you know.
By taking words such as ‘Wunderkind’, ‘Wanderlust’ and ‘Gesundheit’ and displaying them with quirky but thought provoking imagery underscore had created a branding campaign that was instantly recognizable, raised a smile and increased traffic to the ‘Think German’ website (www.thinkgerman.org.uk/home) where data was collected for future promotions and campaigns. Our primary aim was to get people to notice the poster, no mean feat while traveling up an escalator at oxford circus. It provoked a reaction and that helped us to communicate the message. Also the fact that you could win a trip for two to Berlin including flights and accommodation helped!
Initially seen on a selection of strategic underground stations – the poster sites and panels were highly effective and helped to get the message to our target audience. A further stage of the advertising campaign is planned for September, where the Think German message will be promoted through a number of national publications.
If you fancy in learning German visit the site now.