Development and implementation of the CSR-initiative "You are the Champions"

• Client
  BASF
• Organiser
  Mussler & Felten GmbH
• Objective
  

  To communicate the company’s philosophy and values to the population in the area of the BASF headquarters and the surrounding region. And to emphasise the contribution of BASF as a Corporate Citizen to that region.
  
  To launch an emotional initiative with a strong topic from the supported areas sports, culture, social engagement and education or a superior theme.

• Analysis
  

  Review of the topics regarding the affinity to the client’s philosophy and the defined goals.
  Conclusion: Choice of the topic “Voluntary engagement for our community in sports”.

• Content-concept
  

  “Voluntary award” that appreciates the voluntary helpers in sports.
  “Thank you event” in the SAP-arena with 20’000 guests from regional clubs. Furthermore prices in the amount of EUR 50’000.-.

• Implementation
  

  Press to launch the initiative.

  Use of integrated promotional tools (website, posters, internet banner). Event with a state of the art program (BAP, Monrose, etc.) as well as celebrities (Olifer Welke, Dr. Thomas Bach, Uli Hoehness, etc.).

• Resultate nach Performance-Indikatoren (PI)
  PI interest:
  • 20 million relevant promotional contacts in the area.
  • More than 100 articles published.
  • 20'000 flyers distributed and 6'000 posters suspended.
  • 30'000 page views, additional contacts through links with 40 other homepages

   

  PI brand awareness and brand sympathy

  • the initiative reached an awareness level of 82% within 1 year
  • 95% of the clubs would appreciate a continuation.

 

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