Cross-media OZG marketing for the State of Bremen

Making Digitalization Visible

Thanks to digital services, residents of the Free Hanseatic City of Bremen can already handle many government matters online. At the same time, linking these online services to the specialized systems used by government agencies makes processing administrative tasks easier and faster. A good example of this is the ElterngeldDigital application platform we developed for the federal states, which Bremen has also joined. However, not all parents are aware of the benefits of government support – and that parental leave benefits can be applied for easily and conveniently from home.

To ensure that families in Bremen are informed and educated about digital applications, we designed an OZG marketing campaign for the Senator for Finance. With eye-catching messages on the right channels, we communicated the benefits of ElterngeldDigital to parents and showed them how easy the digital application process is.

Structure of the Marketing Department

To increase the use of digital government services by Bremen residents, we worked with our client to develop a robust strategy – and put it into action. The establishment of the Marketing Division within the Office of the Senator for Finance served as the starting point for a unified and service-oriented communication strategy for all of Bremen’s digital offerings. To acquire the necessary expertise, Bremen brought our specialists in project management, design, PR, editorial work, and content management on board.

Small campaign budget, big impact

The Marketing Department team provided the perfect launchpad for ElterngeldDigital as a pilot campaign. The goal was to achieve effective results on a modest budget. Our project mandate was clearly defined: to generate awareness, promote understanding, and increase usage of the ElterngeldDigital application platform. Our approach was centered on reaching young families and expectant parents where they get their daily information – in digital media—under the unified campaign slogan “More Time for You.”

Campaign Focus: Spotify Audio Ads

With this campaign, we wanted to reach eligible applicants in all walks of life. That’s why we delivered our messages where young, tech-savvy families really pay attention: on Spotify. Consequently, we completely avoided traditional radio advertising and focused instead on audio ads on the leading audio streaming service. This approach enabled our client to address their target audience precisely and in a timely manner – with minimal wastage thanks to precise targeting.

OZG Marketing: Is it worth it?

During the campaign period, “More Time for You” was everywhere for families in Bremen. By establishing the Marketing Department and launching the successful pilot campaign, we were able to demonstrate, together with the City of Bremen, that investing in OZG marketing pays off in two ways: Those who reach their target audience with bold messages on the right channels increase acceptance and usage of their digital government services. At the same time, this creates a positive, service-oriented image among the public of an administration that is becoming increasingly digital.