The German Brand Award, one of the most important German brand awards, was presented again this year. The trade’s vaccination campaign “Life instead of lockdown. Let yourself be vaccinated.” received the highest Best of Best award with the “Brand Impact of the Year” and is therefore one of the big winners of the German Brand Award 2022. The German Retail Association (HDE) accepted the award on behalf of the trade and retail real estate industry opposite.
The renowned prize recognizes companies, agencies and marketeers from all sectors, as well as non-commercial and governmental organizations that stand out from the competition with exemplary brand management, sustainable campaigns and exceptional marketing projects.
“Life instead of lockdown. Let yourself be vaccinated.” is the joint vaccination campaign for retail and the retail real estate industry, which started in August 2021 and was designed by the BSH advisors agency. The aim is to increase vaccination readiness against COVID-19 in Germany. With the help of the campaign, people are sensitized to vaccination in several languages (at the point of sale in brick-and-mortar stores, via the online or social media channels of the companies involved, etc.), and concrete vaccination offers are made specifically in the shopping centers.
“With “Life instead of Lockdown” the largest privately organized vaccination campaign in Germany was successful. The multilingual campaign was aimed at the general public across multiple touchpoints and reached around 40 million customer contacts every day. In addition to the comprehensive reconnaissance offensive, the motivation was not only for vaccination. Strategically, uncomplicated vaccinations were also made possible in shopping malls. The campaign had an impressive social impact,” the jury explained.
“It is important to us to make a contribution to society and to inform people in Germany about vaccination and motivate them to get vaccinated. We are very proud to have been awarded the renowned German Brand Award. This confirms once again that we are on the right path and we would like to continue on this path,” says HDE Managing Director Stefan Genth.
Further information at: https://www.leben-statt-lockdown.de
The German Retail Association (HDE) is the umbrella organization of the German retail trade. A total of 300,000 retail companies with three million employees at 450,000 locations in Germany generate annual sales of more than 540 billion euros.
The German Design Council is the initiator of the German Brand Award with the aim of sustainably promoting the competitiveness of German companies.