BASF creates chemistry: This is the central idea of the company's new global image campaign that will be launched at the beginning of March. For the first time, BASF is combining its market communications and targeting decision-makers in business and society with a single global campaign that will run in print, television and online media.
The advertising motifs focus on global trends such as the future of mobility or energy efficiency, as well as solutions for minor everyday problems such as waterproof adhesive bandages. In its campaign, BASF combines chemistry as the science of interactions between substances with the interaction between people and their environment. The recurring theme is the reconciliation of apparent opposites: A house made of bank notes stands in a wintery landscape and above it appears the caption "Warm houses love energy bills" - a surprising statement at first sight. But BASF resolves the contradiction. A wide variety of intelligent insulation materials lower energy consumption and thereby help to reduce energy costs.
"Chemistry creates added value for all groups in society. The global campaign shows just how important strong and positive relations with customers, partners and employees are to us," said BASF Chairman Dr. Jürgen Hambrecht.
In the past, BASF's image campaigns differed from region to region. For the first time, BASF will now use the same campaign idea in print, television and online advertisements in Europe, North and South America and Asia Pacific. "The uniform global campaign helps to sharpen the profile of the BASF brand worldwide. In addition, we increase the efficiency of our investment in the band by combining activities in a single campaign," explained Elisabeth Schick, head of Communications & Government Relations at BASF.
The campaign was developed by an international team from BASF's Corporate Brand Communications together with the advertising agency Wieden+Kennedy in Amsterdam. In the future, the theme of the advertising campaign will also be used in other areas of brand communication such as employer branding or customer communication.