At the heart of Berlin we invented a complete new form to communicate a campaign program. On 2.400 square metres we created interactive and emotional experiences that invited people to explore the achievements and goals of Angela Merkel and her party.

The worlds first walk-in campaign program was built to restage Angela Merkels CDU and to make her politics tangible like never before. We started of with ideas of how to improve the economy, over to the future of the European agenda. Challenges and problems of a digital society were followed by important issues of domestic security. Finally, visitors could discover everything about family initiatives and programs.

The walk in campaign program was run for 6 weeks from the 18th August 2017 thru 23rd September. It opened daily for the public from 10am to 10pm. It was promoted via newsletters, social media and out of home advertising. The target audience were all citizens of voting age.

The worlds first walk-in campaign program restaged Angela Merkels CDU and made politics tangible like never before. With ideas of how to improve the economy, over to the future of the European agenda, challenges and problems of a digital society, important issues of domestic security and discovering everything about family initiatives and programs people could discover evrything of importance to the CDU. In just a few weeks more than 20.000 people visited the walk-in program and millions explored the content online. The pictures and messages went all over the media and started conversations.

In the end, Angela Merkel won the election with a lead of nearly 13 points.