We launched the “Ask Dimitri” campaign for ifex – the Initiative for start-ups and business transfer of the Ministry of Finance and Economics of Land Baden-Württemberg –, the Ministry of Integration and its partners.
The campaign encourages people from an immigration background to start up businesses, and features a cinema spot, several teaser clips, a microsite as well as social media content. In this way, the campaign has been able to link a whole variety of different media channels:
We brought Dimitri to life as the face of the campaign – someone that people could identify with; someone who had a few rough edges and somewhat of a murky past. Dimitri talks to his fans in cinemas and entertains them on Facebook, encouraging them to visit the campaign website which features a pooling of all the information needed to set up a business.
Thanks to an outstanding media strategy we have been constantly generating and enthusiating followers – and with that, have been able to create a maximum publicity for ifex and its partners.