The ORF is more than just a government-run broadcasting enterprise that provides information and entertainment. For decades it has embodied the Austrian personality, diversity and peculiarity like no other. So instead of exhibiting our efforts and achievements, we put someone

in the center of attention, who is client, customer and testimonial at the same time: The Austrian People. Because ultimately that's what the ORF is like. LIKE US.

As the main idea of the campaign was to show real people, a street casting was done to find our protagonists. These persons were mixed up with some famous ORF testimonials to prove the

claim 'ORF. LIKE US.' in a very sympathic and authentic way. Also a high number of different versions of ads were used to show a broad diversity of the campaign idea. And to generate an even higher impact, the campaign was then simultaneously launched on TV, radio, out of home as well as with print and online ads.

The campaign has enhanced costumer's sympathy for the brand. In addition the bond between brand and costumers has risen. More than two thirds of the Austrian people recall the campaign.

Its message (the brand belongs to and provides for the Austrian people) was very well received and understood.