The creative execution followed the three step media strategy. During step one/teaser, implemented ads showed no sender. Only the new brand colour was broadly presented to build up curiosity for the brand and the competence. To increase awareness and curiosity, a high number and variety of motives were used to show the competencies.On September 12th 2007, a spectacular “road blocking” for core target group (financial decision makers) made it impossible, to escape the brand launch: In Handelsblatt/Financial Times Deutschland the Evonik campaign was placed on the cover.The press conference that morning was distributed live on n-TV, Germany’s leading news TV and streamed parallel via the, during the teaser campaign promoted, campaign website.In step 3, the name and competence were established via “solution ads”, following the teaser campaign. The huge motive variety of the teaser campaign was resumed by implemented name, logo and explaining text copies.

Prompted brand awareness of Evonik is, two weeks after the first uncovering of name higher than 60%. 24% of people who knew the name rate Evonik as a likeable enterprise.Click rates prove campaign power: The response rate of >1% is dramatically better than average click rates of online image campaigns.