GERMANY FOR BEGINNERS by Facts + Fiction for Goethe Institut

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GERMANY FOR BEGINNERS

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Industry Shows, Events & Festivals
Media Promo & PR
Market Germany
Agency Facts + Fiction
Creative Director Robert Muller-Brunotte
Art Director Janet Görner
Released July 2009

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: GOETHE-INSTITUT
Product/Service: EXHIBITION
Agency: FACTS+FICTION
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: FACTS+FICTION, Cologne, GERMANY
Entry URL: http://factsfiction.de/intro/
Creative Director: Robert Müller (facts+fiction)
Customer Consultant: Jörg Krauthäuser (facts+fiction)
Art Director: Janet Görner
Curator: Dr. Jürgen Reiche
Design: Patrizia Widritzki (facts+fiction)
Media Technology: (PA Line Mediatechnik)
Construction: (Weisse)
Design: Gunnar Weber (facts+fiction)
Project Manager: Kristine Klein (facts+fiction)
Media placement: Promotion (Exhibition) - Auswärtiges Amt, Berlin - 01.07.2009

Describe the objective of the promotion.
The Goethe-Institut is the worldwide ambassador of German culture. Its main focus is to support the learning of German as a valuable cultural asset. For this reason, i.e. in order to promote the German language, the Goethe-Institut organises exhibitions and events dealing with Germany and a special exhibition was created on the occasion of the anniversary year 2009. Instead of adding another historic exhibition to the numerous existing ones, the idea was to highlight today´s Federal Republic of Germany and its citizens. It was meant to be fun and self-ironic but also academically correct and highly interactive. A good balance between serious and entertaining topics that are presented with a sense of humour was also important.

Describe how the promotion developed from concept to implementation
“Germany for Beginners“ is an approach to today´s Federal Republic of Germany. Style and concept are based on the alphabet and its 26 characters which is a metaphor for language. The oversized letters, sometimes presented as free-standing sculptures, serve as showcases for texts and exhibits as well as for numerous interactive offers: from A like “Arbeit“ (work), B like “Brauchtum“ (custom) over N like “Nazis raus“ (Nazis out) to Z like “Zukunft“ (future). The didactic principle is interactivity. Hidden information can be discovered in a playful way so that they will linger in the memory for the long run.

Describe the success of the promotion with both client and consumer including some quantifiable results

The enormous demand the worldwide Goethe-Institutes have faced after this touring exhibition has lead to a second edition, which is almost identical. In China alone, where the tour around the world has started, the exhibition has had about thousand visitors per day. The hosting Goethe-Institutes have developed their own didactic units in order to bind interested learners together even stronger and to give new contact opportunities. "Germany for Beginners“ is so successful that the German headquarters have initiated a special documentary which accompanies the exhibition around the world and offers up-to-date news.

Explain why the method of promotion was most relevant to the product or service
A fresh and friendly image of Germany is the best motivation for people interested in learning German with the Goethe-Institute. The intention was to tie in with the World Cup 2008 and the surge of sympathy it has brought for Germany. For many language learners, Germany is a relevant goal, which offers opportunities for a future career. The diversified and plausible presentation in the very sense of the title is meant to confirm those who have already decided to learn German so that they feel they have made the right choice.