CLIENT: SPARKASSE
CAMPAIGN: ERIKA MUSTERMANN
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MY ID LIFE

Talking about retirement plans with teenagers? Forget about it! Maybe print and hand out flyers with a cool quote? Nonsense. Find Germany's best-known pensioner and let her do the job? Brilliant! The problem: This pensioner may be precisely 67 years old and lives on a minimum pension level, but she also only exists as the fictional character "Erika Mustermann" on German IDs. The solution: Bring Erika to live to make her go on her triumph march against old-age poverty in Germany. The success of Erika and her QR-coded cardboard sign was so big that she miraculously got 5 siblings who – accompanied by national media – now tour the country to help Sparkasse fight old-age poverty.

We loved EXIT-MEDIA's clever concept so much because we were able to reach our target group across all communication channel by highly unusual means

(Lothar Weissenberger, Leiter Marketing- Kommunikation des Deutschen Sparkassen- und Giroverbands, DSGV)

THE DEVIL'S IN THE DETAIL

  • Making of a lifelike Erika Mustermann silicone puppet
  • Campaign activation via direct mailings, brochures and flyers
  • Creation of campaign website
  • Erika Mustermann promotion roadshow across Germany
  • National PR campaign