The basis for this campaign was renaming the company "RAG" into “Evonik Industries”, out of which a new, globally relevant composite company emerged. The new name was treated in strict confidentiality up to the launch, the brand day on 9-12-2007. The teaser phase of the campaign was intended to arouse the interest of the target group two weeks prior to D-Day and keep people guessing about the company. The campaign’s disclosure phase started the day the name was announced and was designed both to answer questions arising during the teaser phase and to permanently secure the target group’s interest in the company.