Franz & René heats up Freiburg strongly
Commissioned by the City of Freiburg and the KGV, the bilingual agency Franz & René has launched a 360° campaign to recruit new firefighters. The campaign is designed to surprise and spark a cult-like following from start to finish.
The agency wanted to strike a new, sympathetic and dynamic tone for this campaign. This should also appeal to the young and give the fire department a modern image full of dynamism. The witty slogans are intended as a means to appeal to and touch as many people as possible, the agency said in a statement on Wednesday.
As of today, life-size images of firefighters skillfully lolling on lampposts are emblazoned across the city of Freiburg. Sexy pose, reminiscent of pole dancing or simply a fire drill? Decide for yourself! By the way, the firefighters have staged themselves to support the recruitment campaign.
In addition to this street marketing campaign, a variety of other communication tools will be used in this broad-based recruitment campaign: poster campaign in the streets of the city, mailing and flyer distribution by the KGV and the city, as well as further information on the website created especially for this campaign. Fribourg-on-fire.ch. The campaign will also be in the spotlight at the Freiburg trade fair, where KGV will be the guest of honor on the occasion of its 200th anniversary. The agency has prepared a special firefighters' evening on the opening night on October 5, 2012, starting at 9 pm in the bar hall, with a program entirely in line with the campaign: To heat up the audience!
A second campaign offensive is already planned to surprise the youth of the canton of Fribourg anew. This will be launched in December 2012.
Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Simon Tellenbach (Campaign Manager), Bérengère Hours (AD), Eli Amuklu (Junior AD), Sven Jungo (Graphic design). Responsible at the local police: Thierry Steiert (municipal councillor, director of the local police). Responsible at KGV: Jean-Claude Cornu (KGV Director).
