The only German every Belgian knows
To promote the German language within Belgium, The Goethe Institut asked The Other Agency to run a advertising campaign for teachers and students. Teachers, to push them to teach the German language and for students, to choose to learn the German language. Most students in High School or University prefer Spanish, it reminds them of holidays, cocktails, beaches, while German mostly makes them think of somewhere cold and rainy, weissbier or big grilled sausages.
We came up with the creative idea “Eins, Zwei, Polizei – the only German every Belgian knows”. The campaign line refers to a widely popular song in Belgium with over 45 million views on Youtube - which is why so many Belgians know these three German words.
We came up with the creative idea “Eins, Zwei, Polizei – the only German every Belgian knows”. The campaign line refers to a widely popular song in Belgium with over 45 million views on Youtube - which is why so many Belgians know these three German words.
A funny way to talk about a language and trigger people to discover more on all the services that Goethe Institut offers.
The campaign ran on online. We reached our target group in a very efficient way pushing awareness and driving traffic to the website and whitepapers.
