Amsterdam gets it right
By Alex on Jan 18, 2008 in NPOs
Hats off to Amsterdam for taking the “location marketing” concept attempted in Germany (Du bist Deutschland) but doing it properly with a simple play on words. Though it has to be said they have the right name to do this with.
It seems Europe is increasingly marketing itself through what is called product personification. Only this time it really is you…
Shame about the picture though (screenshot from their website). Looks like people queueing up at the job centre. I could have found 100 better images to express the “I am” idea.
“Be Berlin” is the campaign of Berlin and the same play on words. It probably has roots in the campaign of Amsterdam and New York, but it´s more interactive.
Nice slogan, isn’t it? But: two-thirds of Berlin habitants can´t pronounce the slogan. Hahaha – well done. Disaster number one. But maybe, it´s for foreigners.
But then, the website is called http://www.sei.berlin.de. Definitely not for foreigners. Such a nice slogan, and they use the German version? Disaster number two.
The website is not due to the “stupid” habitants: The campaign was already designed and the website already used. Yes, as part of a concept for the pitch for a new Berlin campaign. Note, it was not the winner! A member of the jury (who by the way decided alone!) was also a member of the directorate of the campaign’s winner. Mmmmh. Disaster number three.
And now there are plenty of misgivings and a lawsuit against the campaign. What a disaster for a campaign trying to sell creativity and diversity.
The whole story here:
http://www.beberlin.de/index02.html
Shoke | Jan 16, 2009 | Reply