Who´ll really help you when you get into a pickle at work, with your landlord, or with the reference from your employer? That’s easy: ver.di, Germany’s second largest trade union – one that offers more advantages than many think. Winning new members by informing them of the many benefits was exactly our task.
With over 2 million members, ver.di is one of the largest trade unions in Germany. However, potential new members are often not aware of the membership benefits leading to stagnating membership numbers. To add to this, press focus on industrial action meant they are primarily associated with strike – even though they do much more for their members in reality.
A digital awareness campaign designed to raise awareness of the advantages of ver.di membership. At the core of the campaign, a humorous film designed to drive viewers to the website www.macht-immer-sinn.de. Here, the ten best reasons for a ver.di membership could be explored further. Accompanying this, display ads and social media posts were shared, addressing more rational topics, like questions about work references, tenant rights, and so on.
Within the shortest time period, the film didn’t just get viewed almost 1 million times on YouTube and Facebook, but led up to 100,000 people onto the website. Finally it culminated in an above average conversion rate.
Client: ver.di
Produktion: Bigfish
Regie: Arne Feldhusen
Musik: Erobique