Bundeswehr and Husqvarna: Mega campaigns are causing a stir!

Bundeswehr and Husqvarna: Mega campaigns are causing a stir!

In the area of ​​public relations, several well-known organizations and destinations have recently allocated new budgets. These include Husqvarna, the Bundeswehr and various tourism destinations. The Schwartz PR agency works for Maut1.de and designs both product and corporate communication. Serviceplan was hired by Husqvarna to optimize B2B and B2C communications. These developments were summarized by PRReport in a recent article. PRReport reports that other agencies such as Adel & Link and The Flywheelers are also active for Skillsoft and their content is aimed at thought leadership in HR and IT specialist media.

The Bundeswehr has also revised its communications strategy and allocated a budget to the Düsseldorf agency Castenow. This was awarded with an innovative concept that includes a reality documentary series about the first steps of recruits in the Bundeswehr. Absatzwirtschaft reports that the first season of “The Recruits” was successfully implemented in 2016, in which twelve recruits were accompanied over a period of twelve weeks. The YouTube following grew by 200,000 subscribers in a disastrous two weeks.

Successes and challenges of Bundeswehr communication

This unusual form of marketing led to extensive media coverage and a significant increase in the number of applicants by 20 percent compared to the same quarter last year. In addition to the first series, a second series followed, documenting the experiences of soldiers deployed abroad in Mali. The videos are available via the Bundeswehr Exclusive platform and are aimed particularly at young people and former soldiers.

A central element of the documentaries is the focus on the emotional experiences of the soldiers. However, care is taken to ensure that military security is guaranteed and that sensitive information about weapon systems and installations is not disclosed. The debate about the portrayal of soldiers in the series was sparked by the experiences of a recruit who dropped out of basic training. The content of the series is particularly aimed at providing viewers with basic knowledge about the Bundeswehr.

Additional assignments in the PR area

In addition to the budgets already mentioned, numerous agencies in the communications sector are also involved in other areas. For example, the Möller PR agency is responsible for the Westphalia-Lippe Local Transport Association and takes care of press work and content creation. The Global Communication Experts were also able to win various contracts, for example for the Chefsache Business Travel initiative or the marketing activities for the Philadelphia Convention & Visitors Bureau. These assignments underline the dynamism and diversity that exists in the PR sector.

Overall, it is clear that public communication requires constant change and adaptation in order to keep up with current trends and challenges. The latest developments at Husqvarna, the Bundeswehr and numerous other destinations make it clear that innovative approaches and strategic partnerships are central components of a successful communication strategy.