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.
