Campaign for the Mittelstand in Baden-Württemberg
Mittel IST MEGA
Hello,
what exactly does “mittel”
mean here?
It accounts for 99% of all companies and 64% of all jobs in Baden-Württemberg.
It files patents that set global standards, supplies the neighborhood with fresh bread rolls, and greets colleagues with a handshake.
The SME sector in Baden-Württemberg.
It is anything but small. It is MEGA.
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The Mittelstand is the backbone of the economy – yet it too often flies under the radar. Through a nationwide, story-driven communication campaign, the importance of the Mittelstand as a driver of innovation and a guarantor of prosperity and employment is to be made emotionally tangible and more visible to the public.
The goal is to strengthen awareness and appreciation of the economic and social contributions of entrepreneurship – among citizens, the media, and political decision-makers.
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On Wednesday, May 14, 2025, the reveal and official campaign launch took place at Stuttgart’s Schlossplatz.
The Mittelstand became a tangible experience – as a 360-degree campaign across all of Baden-Württemberg: through augmented reality, 18/1 billboards, social media, city light posters, podcasts, PR activities, influencer videos, and the website MEGASTAND.de, which served as the campaign hub and participation platform.
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At the heart of the second campaign phase are the MEGASTORIES: 14 testimonials from all regions and industries represented the Megastand. Entrepreneurs, founders, employees, apprentices, and entire family businesses share what it means to them to be part of the MEGASTAND – committed, down-to-earth, and future-oriented.
In addition, more than 100 other Mittelstand businesses joined with campaign visuals. Together, they gave the Mittelstand a face – and delivered the stories that show why it is MEGA.
The Mittelstand is the backbone of the economy – yet it too often flies under the radar. Through a nationwide, story-driven communication campaign, the importance of the Mittelstand as a driver of innovation and a guarantor of prosperity and employment is to be made emotionally tangible and more visible to the public.
The goal is to strengthen awareness and appreciation of the economic and social contributions of entrepreneurship – among citizens, the media, and political decision-makers.
On Wednesday, May 14, 2025, the reveal and official campaign launch took place at Stuttgart’s Schlossplatz.
The Mittelstand became a tangible experience – as a 360-degree campaign across all of Baden-Württemberg: through augmented reality, 18/1 billboards, social media, city light posters, podcasts, PR activities, influencer videos, and the website MEGASTAND.de, which served as the campaign hub and participation platform.
At the heart of the second campaign phase are the MEGASTORIES: 14 testimonials from all regions and industries represented the Megastand. Entrepreneurs, founders, employees, apprentices, and entire family businesses share what it means to them to be part of the MEGASTAND – committed, down-to-earth, and future-oriented.
In addition, more than 100 other Mittelstand businesses joined with campaign visuals. Together, they gave the Mittelstand a face – and delivered the stories that show why it is MEGA.
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In three phases, we transformed the Mittelstand into the MEGASTAND: starting with a pre-launch countdown, during which mega billboards and massive projections featuring the message “mittel ist MEGA” and the URL megastand.de appeared across the region – sparking curiosity and leaving people wondering what it was all about.
As a standout MEGA activation, a 400 m² billboard was installed on the Rhenus Tower along Stuttgart’s B10. On Instagram, the reel featuring the “MEGA billboard” has already reached 2.7 million views (as of July 1, 2025).
In three phases, we transformed the Mittelstand into the MEGASTAND: starting with a pre-launch countdown, during which mega billboards and massive projections featuring the message “mittel ist MEGA” and the URL megastand.de appeared across the region – sparking curiosity and leaving people wondering what it was all about.
As a standout MEGA activation, a 400 m² billboard was installed on the Rhenus Tower along Stuttgart’s B10. On Instagram, the reel featuring the “MEGA billboard” has already reached 2.7 million views (as of July 1, 2025).
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The result: a platform that makes the achievements of the Mittelstand visible and tangible for everyone. The craftsmanship lived in Manuel Beha’s bakery, the essential local care provided in rural areas through Tatjana Buck’s pharmacy, and more sustainable nutrition shaped by creative recipes in Timo Hildebrand’s vegan restaurant – all brought to life through concise videos, authentic photography, and in-depth podcast episodes.
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The result: a platform that makes the achievements of the Mittelstand visible and tangible for everyone. The craftsmanship lived in Manuel Beha’s bakery, the essential local care provided in rural areas through Tatjana Buck’s pharmacy, and more sustainable nutrition shaped by creative recipes in Timo Hildebrand’s vegan restaurant – all brought to life through concise videos, authentic photography, and in-depth podcast episodes.
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On a central Instagram channel, interested audiences can fully immerse themselves in the campaign. Testimonial videos, podcast snippets, and informational posts highlight why the Mittelstand more than deserves the “MEGA” label. Recaps of all activities provide an overview of the different campaign phases, while highlight sections serve as a hub for reposts and user-generated content.
On a central Instagram channel, interested audiences can fully immerse themselves in the campaign. Testimonial videos, podcast snippets, and informational posts highlight why the Mittelstand more than deserves the “MEGA” label. Recaps of all activities provide an overview of the different campaign phases, while highlight sections serve as a hub for reposts and user-generated content.
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MEGA merch – but not mega wasteful
A quick look back at the Rhenus Tower: the 400 m² banner was upcycled into MEGA bags at Caritas’ leather workshop. The leftover materials were turned into keychains, which—together with the bags – were given back to our testimonials and partners as a MEGA thank-you.
Alongside this, there’s also classic campaign merch for those who want to show their support: mugs for mega-strong coffee, white socks to wear with Birkenstocks, and stickers for company cars.
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MEGA Contest
And the campaign becomes a community: in the MEGA Support on Site format, we produce content directly with Mittelstand businesses — naturally with a few gifts in tow. Through a giveaway format, 13 additional companies from Baden-Württemberg earned their place on the official MEGASTAND channel — and we even sent a very special visit to three of them.
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MEGA merch – but not mega wasteful
A quick look back at the Rhenus Tower: the 400 m² banner was upcycled into MEGA bags at Caritas’ leather workshop. The leftover materials were turned into keychains, which—together with the bags – were given back to our testimonials and partners as a MEGA thank-you.
Alongside this, there’s also classic campaign merch for those who want to show their support: mugs for mega-strong coffee, white socks to wear with Birkenstocks, and stickers for company cars.
MEGA Contest
And the campaign becomes a community: in the MEGA Support on Site format, we produce content directly with Mittelstand businesses — naturally with a few gifts in tow. Through a giveaway format, 13 additional companies from Baden-Württemberg earned their place on the official MEGASTAND channel — and we even sent a very special visit to three of them.
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Wherever people take a really close look, it’s definitely in Baden-Württemberg.
Because if anyone embodies the “Not complaining is praise enough” spirit, it’s Cossu and GGausserkontrolle. For the final phase of the campaign, the two creators were sent directly into three MEGASTAND businesses — with one clear mission: to convince even the last doubter of the opposite. The Mittelstand is (still) MEGA.
To ensure that all Mittelstand businesses in Baden-Württemberg can embrace this new sense of identity, there’s now something to take along — black on yellow, in the form of free stickers.
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Wherever people take a really close look, it’s definitely in Baden-Württemberg.
Because if anyone embodies the “Not complaining is praise enough” spirit, it’s Cossu and GGausserkontrolle. For the final phase of the campaign, the two creators were sent directly into three MEGASTAND businesses — with one clear mission: to convince even the last doubter of the opposite. The Mittelstand is (still) MEGA.
To ensure that all Mittelstand businesses in Baden-Württemberg can embrace this new sense of identity, there’s now something to take along — black on yellow, in the form of free stickers.
