"I am the city": the motto of the new communication campaign for the city of Chemnitz is an invitation to have a say and get involved
Communication instead of marketing: Zebra puts the people of Chemnitz in the spotlight
"The city is me": this is the motto of the concept that aims to get Chemnitz talking - first with the people of Chemnitz, then outside the city. The long-term strategy and the planned campaigns, which have been developed by the Chemnitz agency zebra over the past few months, were presented today.
Last week, a committee with representatives from chambers, companies, the Technical University, the Industrial Association, politics, culture, sport and event organisers had already unanimously confirmed the concept together with Lord Mayor Barbara Ludwig.
Zebra breaks the classic rules of city marketing and presents a surprising - because simple - solution: the people of Chemnitz are at the centre of the new strategy. They describe their attitude to life, profess the good aspects of their city and thus become ambassadors for a strong Chemnitz worth living in. The campaign advertises with the inviting motto "The city is me". This year, people in the city and surrounding area are to be addressed first in order to jointly develop what is important for the city's identity.
"The long-term goal is to attract young people to Chemnitz and keep them here. Because that is crucial for the future of our companies and therefore the future of our city. However, when deciding on a place to work, the question of life and lifestyle in the city is also becoming increasingly important. That's why we want to talk about what makes Chemnitz special. What makes it strong and what may still be missing. Image advertising alone does not achieve this credibility. The zebra approach achieves this with unorthodox proposals and a clear priority. The people of Chemnitz are the most important thing in the city, they shape the city by loving Chemnitz, living it and shaping it to the best of their ability," says Mayor Barbara Ludwig.
The linchpin of the new campaign is the online dialogue platform www.die-stadt-bin-ich.de. There, Chemnitz residents present the advantages of their city and invite lively, affectionate and also critical dialogue. "It's about the reasons why it's worth living in Chemnitz and what still needs to be worked on. The city of Chemnitz presents itself as credible, modern, cosmopolitan and young," explains Joerg G. Fieback, Managing Director of zebra Werbeagentur.
In addition, new refreshing campaigns will be offered throughout 2014. "The campaigns are primarily aimed at 20 to 40-year-olds. But of course everyone is invited to take part, have their say and get involved," explains Fieback.
To mark the launch of the campaign today, well-known Chemnitz professors Arnold van Zyl (Rector of Chemnitz University of Technology), Nancy Gibson (Head of the Chemnitz Municipal Music School) and Dirk Duske (DJ) are writing their commitment to the city, which can be seen up high on central buildings such as the Opera House, the Tietz or the Roter Turm gallery.
From now on, the people of Chemnitz are also invited to make their commitment to the city at www.die-stadt-bin-ich.de. From Monday afternoon, these will be presented to the public on the platform and start the dialogue.
Other activities include the "Makers of the week" section, in which committed Chemnitz residents are presented with their projects and ideas for the city, the "1000 faces for Chemnitz" photo blog and the "Rock am Kopp" concert series. Germany's first "open-air rehearsal room with a niche" opens with "Rock am Kopp". The organisers have dedicated themselves to the topic of skilled workers under the motto "Nischel is looking for brains".
The zebra agency won the city marketing budget in a two-stage selection process in December 2013.
City of Chemnitz
The city of Chemnitz is the third largest city in eastern Germany and the modern industrial city in Saxony. It is home to an application-orientated Technical University, two Fraunhofer Institutes and over 50 other scientific institutions. In combination with the city's traditionally strong mechanical and plant engineering sector, a broad-based automotive and supplier industry and leading companies in the micro and nanotechnology sector, Chemnitz is one of the most dynamically growing cities in Germany. In combination with an exciting mix of high and alternative culture, an above-average number of green spaces and parks as well as an urban and lively city culture, Chemnitz has been steadily gaining inhabitants for several years and is one of the growing cities in Germany.
zebra I advertising agency:
The zebra advertising agency was founded in 1991 by Joerg G. Fieback and Thomas Pfefferkorn in Chemnitz, with Tino Lang joining the management team in 2000. The zebra I werbeagentur holds shares in the online marketing agency Mindbox, the strategy consultancy zebra I consult led by marketing specialist Ralf Sippel and the PR specialists zebra I public - all based in Dresden. Together they founded the zebra I group in 2011. The agency group currently has over 80 permanent employees and serves clients from all over Germany, including the RWE Group, Lidl, clever fit and Karstadt. It is also responsible for well-known regional brands such as primacom, AOK PLUS, SUPERillu, Bautz'ner Senf, Kathi and Ileburger Sachsenquelle. The zebra I group's gross income totalled EUR 5.2 million in 2013.
Press contact City of Chemnitz
Katja Uhlemann
Phone: 0371 4881530
Mobile: 0151 14035880
Internet: www.chemnitz.de
Press contact zebra:
Constanze Bräunig
Phone: 0351 88827284
Mobile: 0171 5737231
E-Mail: c onstanz e.braeunig@zebra.de