Currently we spend a lot of time at home and want it to be a cosy and comfortable environment. Lockdown presents a good opportunity to clean up your own four walls and look forward to your next visit. With the campaign "Germany Tidies up", Dr. Beckmann motivates people to tidy up, declutter and clean. The focus of the campaign is a social media challenge that calls on users to get involved and support a good cause. The agencies Serviceplan Health, Serviceplan PR & Content and Plan.Net Pulse from the Munich House of Communication are responsible for the concept and implementation.
Munich, 8 May 2020 — With the campaign "Germany Tidies up!", the delta pronatura brand Dr. Beckmann is calling on people to clean their apartments and houses. A separate microsite was also created for the social media campaign, which is supported by influencer collaborations, online media partnerships and social media ads. Three agencies from Munich's House of Communication are responsible for the concept and implementation: The creative idea comes from the lead agency Serviceplan Health, while Serviceplan PR & Content is responsible for the social media concept and implementation, and Plan.Net Pulse was entrusted with the development and implementation of the microsite.
Similar to sports, clearing out, tidying up and cleaning gives you a good feeling - and the anticipation of your next visit increases. The participants of the Social Media Challenge are invited to capture this positive feeling in their pictures. Under the hashtag #RausPutzChallenge and by linking to the Dr. Beckmann-Instagram channel (handle: @drbeckmannde), users can post a picture of themselves during or after cleaning and nominate three more friends for the Challenge. In addition to the chance to win a product package, the participants can even do something good in the process: For each uploaded picture, Dr. Beckmann will donate one euro to the German Children's Charity.
"With our #RausPutzChallenge we would like to make a small, positive contribution. Because children from financially and socially disadvantaged families especially suffer from the Coronavirus situation. The donation goes directly to children in need and supports them with, for example, healthy food and help with learning," says Marco Buschmeier, Director Global Marketing at delta pronatura.
"Everyone experiences the effects of the Coronavirus crisis in very different ways. We at Serviceplan were very quickly inspired to develop a short-term campaign that is intended to be fun and at the same time linked to a meaningful charity mechanism that benefits children," says Florian Bernsdorf, Managing Partner of Serviceplan Health.
Serviceplan Health: Main responsibility and lead
Serviceplan PR & Content: Concept and implementation of Social Media
Plan.Net Pulse: Microsite realization
delta pronatura: Client