With the Weleda OoH campaign “Weleda schenken” (Weleda as a gift), we staged selected natural cosmetic products as perfect Christmas presents – at highly frequented train stations in Berlin, Hamburg and Munich. With an eye-catching design, a clear message and the emotional appeal of gift-giving, the campaign was ideally tailored to the Christmas season.
Placement at central hubs ensured that both commuters and travelers were inspired to opt for sustainable gifts in the hectic pre-Christmas period. In addition to the out-of-home strategy, the campaign was reinforced by digital touchpoints and targeted advertising materials, creating a cross-channel presence.
The very high sales figures throughout Germany are impressive proof that a lighthouse strategy with the right messages and effective placement can achieve exceptional performance. The campaign not only increased sales, but also raised awareness of Weleda as a sustainable gift brand – and thus strengthened brand loyalty in the long term.
Almost 100 motifs in 40 different formats were individually tailored to the numerous advertising media for the campaign. We brought the natural cosmetics brand directly to customers during the Christmas period via large billboards in train stations, which were almost fully booked for a short time, ICE posters, city lights and large billboards and pillar posters in shopping streets.
We have been working with Weleda – both for natural cosmetic products and natural remedies – since 1992: in campaign development, trade marketing and packaging.
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