The town of Burgdorf has developed a new strategic mission statement entitled "Vision 2050". In future, this is intended to serve as a compass for the actions of the administration and municipal council and make their decisions comprehensible to the population. To achieve this, however, the central values and most important areas of action of this "Vision 2050" must first be communicated to the general public.

To this end, the Komet advertising agency has created a cross-media campaign that positions Burgdorf even more strongly as an ideal place to live and work, a business location and a leisure destination. On the other hand, it gives local companies and private individuals the good feeling of being part of this empathetic and courageous community and of being able to help shape its future.

Identity-creating advertising idea

The super-local insight of the posters, social ads and flyers is that Burgdorf in Burgdorf is not called Burgdorf, but "Burdlef", which is why the campaign simply ends keywords from the various fields of action of "Vision 2050" with the characteristic "dlef". This identity-creating advertising idea, which is also a graphic eye-catcher, enables the town to enter into a dialog with the population - at any time, on all channels and with a wink.

Above all, however, the campaign can be produced cost-effectively as a pure text campaign and can be continued with new subjects for a long time - even until 2050 if necessary.

Responsible at the town of Burgdorf: Torfinn Rothenbühler (Burgdorf City Marketing). Responsible at Komet: Jeff Gerber (CD), Claudio Parente (AD/Concept), Daniel Müller (Text/Concept), Lisa Oppliger (DTP), Corinne Hert (Client Service Director), Michelle Hebeisen (Consulting).