Campaign for the revitalization of the Reutlingen city brand
YOU CAN'T LIKE REUTLINGEN
Achieving an advertising equivalent value of 4.5 million EUR with a media spend of 25,000 EUR.
“You can’t like Reutlingen. Only love it.” – is the city marketing campaign developed by us, marking the beginning of the revitalization of the Reutlingen city brand. In the first phase, we sparked a nationwide city conversation, resulting in massive media coverage that compelled the city’s 120,000 residents to advocate for their city and discuss its qualities. We developed a provocative 10-day teaser campaign that put the supposedly dull Reutlingen in the national spotlight and made it known for the first time. Tagesschau.de, bild.de, and television channels like RTL and Pro Sieben reported on it. In total, with just 150 posters placed in Reutlingen, we achieved a nationwide media buzz with a reach of 191 million, not including private social media posts.
Within 10 days:
4.5 million EUR media equivalent*
190.1 million reach*
*Media monitoring by Landau Media GmbH & Co. KG, as of 27.06.2024
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The start: You can’t like Reutlingen.
Starting June 10, 2024, exactly eleven days before the Reutlingen City Festival, over 150 posters with more than 20 different slogans appeared throughout the city of Reutlingen. They humorously exaggerated prejudices about Reutlingen and were tagged with the phrase: “You can’t like Reutlingen.” Phrases like “Nothing is more boring than an exciting day in Reutlingen” or “the RE in Reutlingen stands for regret” appeared on city light posters and other posters that were location-specific. “We regret to inform you: You are in Reutlingen” greeted travelers directly at the train station.
The start: You can’t like Reutlingen.
Starting June 10, 2024, exactly eleven days before the Reutlingen City Festival, over 150 posters with more than 20 different slogans appeared throughout the city of Reutlingen. They humorously exaggerated prejudices about Reutlingen and were tagged with the phrase: “You can’t like Reutlingen.” Phrases like “Nothing is more boring than an exciting day in Reutlingen” or “the RE in Reutlingen stands for regret” appeared on city light posters and other posters that were location-specific. “We regret to inform you: You are in Reutlingen” greeted travelers directly at the train station.
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The reaction: Sparking a national conversation
Within just 24 hours, the teaser campaign not only made it into local media but also had half of Germany asking, “What is behind this provocative campaign?” Bild.de conducted a survey about the campaign, concerned citizens spoke out, and the internet buzzed with discussions. Comments ranged from “Who the hell would do something like this” to “Oscar-worthy, this has the potential to become a cult phenomenon.” The campaign polarized opinions and struck a nerve.
The reaction: Sparking a national conversation
Within just 24 hours, the teaser campaign not only made it into local media but also had half of Germany asking, “What is behind this provocative campaign?” Bild.de conducted a survey about the campaign, concerned citizens spoke out, and the internet buzzed with discussions. Comments ranged from “Who the hell would do something like this” to “Oscar-worthy, this has the potential to become a cult phenomenon.” The campaign polarized opinions and struck a nerve.
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The resolution: Only love it.
For a week, people puzzled over, argued about, loved, and hated the campaign’s start. On June 17, 2024, the campaign was resolved with a major press conference. Camera teams from nationwide broadcasters and 15 other media representatives from across Germany were on site – right in the heart of Reutlingen. Here, eight residents of Reutlingen live-updated the existing posters with the addition “Only love it” and the link to the campaign website www.nurlieben.de.
The resolution: Only love it.
For a week, people puzzled over, argued about, loved, and hated the campaign’s start. On June 17, 2024, the campaign was resolved with a major press conference. Camera teams from nationwide broadcasters and 15 other media representatives from across Germany were on site – right in the heart of Reutlingen. Here, eight residents of Reutlingen live-updated the existing posters with the addition “Only love it” and the link to the campaign website www.nurlieben.de.
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On nurlieben.de, the resolution takes place.
Eight video love stories from Reutlingen and many other statements put an end to the supposed prejudices about Reutlingen, inviting the people of Reutlingen to become part of the campaign on the website and share which beloved “-lingen” Reutlingen is for them personally.
On nurlieben.de, the resolution takes place.
Eight video love stories from Reutlingen and many other statements put an end to the supposed prejudices about Reutlingen, inviting the people of Reutlingen to become part of the campaign on the website and share which beloved “-lingen” Reutlingen is for them personally.
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The City Festival: Over 400 residents of Reutlingen join the campaign (within 48 hours)
On June 21, 2024, the city festival began in Reutlingen. We were represented there with the striking “Only love it” stand. The highlight: Inside the stand, there is a photo studio for all citizens who want to become part of the campaign “You can’t like Reutlingen. Only love it.” The response is overwhelming; over 400 residents of Reutlingen join the campaign within 48 hours. The merchandise, featuring slogans like “There is no -lingen like Reutlingen,” sells out quickly. Meanwhile, the Instagram profile @nurlieben has become a permanent part of the initiative. The campaign video alone has garnered over 150,000 views.
The City Festival: Over 400 residents of Reutlingen join the campaign (within 48 hours)
On June 21, 2024, the city festival began in Reutlingen. We were represented there with the striking “Only love it” stand. The highlight: Inside the stand, there is a photo studio for all citizens who want to become part of the campaign “You can’t like Reutlingen. Only love it.” The response is overwhelming; over 400 residents of Reutlingen join the campaign within 48 hours. The merchandise, featuring slogans like “There is no -lingen like Reutlingen,” sells out quickly. Meanwhile, the Instagram profile @nurlieben has become a permanent part of the initiative. The campaign video alone has garnered over 150,000 views.
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What’s next?
The main goal has been more than achieved: People within and outside of Reutlingen are talking about the city at the foot of the Swabian Alps. It has surprised people with a self-ironic and humorous campaign, casually establishing the core brand message of the city of Reutlingen in a simple yet effective way: Surprising. The second phase of communication, addressing the brand drivers: Downtown experience, strong economic location, and attractive setting, is up next. Stay tuned.
What’s next?
The main goal has been more than achieved: People within and outside of Reutlingen are talking about the city at the foot of the Swabian Alps. It has surprised people with a self-ironic and humorous campaign, casually establishing the core brand message of the city of Reutlingen in a simple yet effective way: Surprising. The second phase of communication, addressing the brand drivers: Downtown experience, strong economic location, and attractive setting, is up next. Stay tuned.
