IHK-Bildungszentrum Dresden

Launch 2012  |  Service Strategy, corporate sound, motion graphics, integrated advertising campaign

Launch2012
ServiceStrategy, corporate sound, motion graphics, integrated advertising campaign

Under the motto »Be more – Knowledge is the key!«, why do birds and the IHK-Bildungszentrum (Chamber of Commerce and Industry Training Center) in Dresden worked together to develop a new communication strategy in 2012. The strategy includes a new slogan, a radio and cinema spot, and dedicated sound branding consisting of a sonic logo, a brand voice, and brand music.

»With this new marketing direction we aim to strengthen our brand and its emotional impact on our regional educational market. The brand is becoming more human, original, and approachable – any reservations potential customers might have regarding an issue as abstract and consultation-intensive as ‘professional education’ can be cleared up here«, said Stefan Klunker, head of administration at the IHK-Bildungszentrum Dresden.

This integrated campaign includes a dedicated website developed by why do birds, as well as high-impact out-of-home communication.

  • Radiospot:

»With this new marketing direction we aim to strengthen our brand and its emotional impact on our regional educational market. The brand is becoming more human, original, and approachable – any reservations potential customers might have regarding an issue as abstract and consultation-intensive as ‘professional education’ can be cleared up here«, said Stefan Klunker, head of administration at the IHK-Bildungszentrum Dresden.

This integrated campaign includes a dedicated website developed by why do birds, as well as high-impact out-of-home communication.

  • German Business Communication Award, 2013 nominee