Familie Niedach
Winner
Excellent Communications Design
Integrated Campaigns and Advertising
Details
Challenge: To give the versatile but complex Lower Saxony Ticket emotional relevance for a diverse target group. Idea: The creation of the “Family Niedach” testimonial family as the centrepiece of a narrative campaign platform. Their authentic characters make the ticket benefits tangible for all target groups and create identification. Result: An integrated 360° campaign that emotionally charges the brand. High loyalty is generated through print, digital out-of-home, social media, radio, and content. Innovative GIFs turn the community into ambassadors and ensure longevity and a sustainably increased brand value.
The Jury‘s Statement
With a charismatic family figure, »Familie Niedach« delivers emotionally resonant communication of complex content. The precisely coordinated visual language, combined with authentic testimonials, ensures strong identification and brand loyalty. Especially impressive is the consistent integration across all media and the strategic involvement of the community, achieving a particularly sustainable and enduring impact in this discipline.
