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About the project
Hard Facts
Harmonization of existing materials
Bundling the consistent brand image in view of the ongoing changes and values
Exciting campaign as annual plan
Planning the GEMMA campaign across different channels
Comprehensive support of the paid measures
GEMMA-Communication - Paid and organic, online and offline
RIS GmbH
RIS is the company that has developed GEM2GO, the mobile citizen service app that combines Austrian municipalities in one app - all important information and news at a glance. Already more than 1,100 municipalities and cities in Austria use the app GEM2GO and communicate quickly and easily with their citizens.
The customer
Short and concise
We are pleased that we were able to support the company RIS with their product GEM2GO in the GEMMA campaign and surrounding support this time as well. In the course of the preparation and planning phase, we first took care of existing materials and implementation requests together with our customer, which generally concern the brand. Questions, inconsistencies, and innovations were summarized in a uniform brand image.
Subsequently, the GEMMA campaign was planned in detail, subjects and video content were created, and all channels were correctly set up according to their planned content. Throughout the year, the respective core topics are played out and optimally supported by supporting measures in different areas (organic, PR, newsletter, etc.). In ongoing coordination meetings with the customer, we continuously draw our conclusions to ensure that any further topics are running optimally and adjustments can be made in a timely manner if necessary.
The project
Step by Step through the Project
01/ Adapting and Bundling the Brand Image
Before planning and launching the actual campaign, at the beginning of the year, the focus was on drawing a conclusion from the previous joint projects, as well as collecting and summarizing the ongoing brand changes in design, language, etc. into a solid brand world. Ongoing changes in the brand image are completely normal due to the constant evolution of the product, service, or the company itself, and always provide room for new ideas and creative input. The important thing is - as happened in this case - to continuously discuss what has changed, what is outdated or no longer liked, and how the company and the brand should be presented in the future. In one of our first annual meetings, we summarized all essential elements into a unified image, revised parts, or added new ones in this sense.
02/ Forward-Looking Appearance with a Futuristic Character
Furthermore, it was also added that the company plans to expand its product to Germany in the future and that this appearance should visually stand out from the Austrian brand. With this in mind, the harmonization of the brand world also included the visual appearance for Germany to create a coherent whole.
03/ Communication across all Channels
In addition to the classic elements such as fonts, colors, and design elements, we also focused on the language and tone of the brand. Various target groups, regions, and platforms are just a few of the components that were included. Ultimately, a harmonization of the different materials emerged from the various topics, and there was nothing standing in the way of planning the campaign!
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04/ GEMMA Campaign
After the brand adjustments were completed, we started the initial planning for the nationwide campaign together with our client. The theme GEMMA emerged from the regional reference and the inspiring nature of the wording – “GEMMA ahead!”, “GEMMA together!”, “GEMMA let's go and get it done!”. The campaign runs across a variety of different channels and aims to inform, motivate, and inspire. The main slogan “GEMMA digital!” highlights why digital presence is so important in the municipal world.
05/ Platform-specific Content
At the beginning of the campaign, we created an annual plan outlining the different topic areas and when they are most relevant. Subsequently, we developed individual video scripts for the selected topics, which we then implemented during a three-day shoot. From the material, we produced platform-specific videos for the various channels. Additionally, for platforms that do not play videos, we also created appealing image assets.
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06/ Organic Support
The GEMMA campaign is also well supported through organic content on various channels. The focus here is on publishing image and video content that picks up on the currently running paid subjects, thereby creating a connection between paid and organic media.
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07/ Comprehensive support and ongoing optimizations
Throughout the annual campaign, we review the content played out with our client in ongoing coordination meetings, both paid and organic, discuss further supporting measures, current events, and more. This ensures that the campaign and any other topics run optimally and adjustments can be made in a timely manner if necessary.
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