Impressions of IMC in Berlin

I have been both surprised and inspired by the integrated marketing campaigns here in Berlin. The campaigns are creative, unique and unlike many of the campaigns we see in America. The most surprising thing about the campaigns that I have encountered is the fact that all of the advertisements are in German. In other countries that I have visited, some of the advertisements are in English, especially in tourist locations. The German students we meet at the IMK school (www.imk.de/) said that they are taught English in schools and can understand and communicate quite well in English. Perhaps the brands have adapted my favorite quote, “Think Globally, Act Locally.”

Many American brands are in Berlin including McDonald’s, Starbucks, Burger King and more. I have also noticed a large presence in Berlin from T-Mobile. T-Mobile advertisements and displays are all over the city, more than any other mobile providers. I have also seen American personalities promoting brands here in Berlin including Kristin Davis of Sex and the City fame, singer Katy Perry and burlesque performer Dita Von Teese.

The biggest and most popular IMC strategy that I have seen employed is using outdoor advertising. Due to the fact that most residents use public transportation or walk, advertisers are using creative ways to reach their consumers. Among the tactics that I have seen are ads on buses, buildings, stairs and more. I have also been particularly drawn to the large television screens that play commercials outside the windows of the subway trains.

It is also important to note the cultural diversity in the advertisements. Outside our hostel is a website advertisement displaying two men embracing and kissing. I have also seen ads with cross dressers and provocative poses. Many of these types of ads would be shocking and controversial if they were placed in cities in the United States. In fact, I cannot remember anytime that I have seen an outdoor billboard in Miami showing two men kissing.

A popular ad that caught my attention was that for BVG, the public transportation service. (www.bvg.de/) I have seen the ad in several places throughout Berlin. It depicts one long subway train with people of all different races, cultures, genders and more entering and leaving this train. I have included several pictures below. This ad is effective in that it celebrates the cultural diversity that makes Berlin such a vibrant city. The subway is an important part of the city as residents and tourists alike use it as a main source of transportation. This ad can be viewed more as a “brand image” ad that is being used to further its brand as source of pride in Berlin. By showcasing so many different types of people in Berlin, the ad is truly depicting a melting pot of cultures.