CIVD clears two prizes at the mediaV Award

Double reason to cheer for the Caravanning Industry Association: The CIVD won two of the coveted mediaV awards for its image campaign. Not only did the Industry Association prevail in the category “Best Moving Image Communication”, it also received the special award for “Outstanding Creativity in the Campaign Area”. The award is presented by “Verbändereport”, the leading trade magazine in the association world. The award is considered the media prize for associations par excellence; over 65 organizations submitted their projects. The jury of association experts and media professionals chose the CIVD campaign “from among many, many good video submissions. The selection was based on criteria such as target group appeal, message, storytelling, high video quality, emotions and suspense. “The CIVD has produced a very professional campaign. The quality and storytelling are first class, and emotions are stimulated across generations. The campaign is also strategically well thought out and perfectly supports the member companies,” the laudation said. The jury justified the honor of the campaign with the special prize among other things with the fact that the federation used the Corona situation positively for its communication: “To the timing such a good, emotional storytelling comes, which manages to place the feeling of vacation in the center and to connect this vacation feeling with a camper or caravan. Not the brand of a manufacturer, but the desire to experience emotions with (any) motorhome is the focus. The campaign remains in the memory because it has a distinctiveness in terms of content, design and visual language.” The jury’s conclusion is: “The theme has been implemented in a modern, creative way and with important longings that strike a nerve, especially in the Corona era.”

Marc Dreckmeier, Head of Marketing & PR at the CIVD, accepted the prizes at the festive awards ceremony in Cologne’s Musical Dome: “The fact that caravanning has undergone a positive image change and is constantly winning over new customers is due not least to our image campaign. We are proud that our work has been honored with these two great awards.”

Campaign shows uniqueness and multifacetedness of Caravaning

With the image campaign, the caravanning industry strengthens the positive perception of the vacation form and encourages even more people to discover vacations with motorhomes and caravans for themselves. In 2018, the CIVD expert committee for public relations developed a campaign briefing that relied heavily on emotionality and authenticity. In the pitch, the concept of the Frankfurt creative agency Huth + Wenzel was the most convincing. The main advertising medium is moving images that take viewers on an individual journey through impressive landscapes. Sympathetic and candid actors experience unforgettable moments – from adventure to relaxation – that are only possible with a recreational vehicle. In this way, the multifaceted nature of the vacation form is captured. “Being able to design your vacation in a flexible and self-determined way has never been more relevant than last year. The campaign motto “You can do everything. But you don’t have to.” summarizes the caravanning unique selling proposition. We are very pleased that the campaign’s strong impact on the industry and the association has been recognized with two awards,” says Andreas Liehr, Managing Director of Huth + Wenzel.

TV provides reach, young target groups are addressed digitally

Television is the medium of choice for achieving the greatest possible reach among target groups with an affinity for caravanning. The TV spots are broadcast in premium environments on the public channels and in high-quality formats on the private channels. The campaign will also be staged in an eye-catching and authentic way on Facebook, YouTube and Instagram. Newsletters and online advertising, which appeals in particular to younger people, round off the digital communication. All advertising measures lead to the info portal caravaning-info.de. With exciting videos, it offers vacation inspiration and comprehensive tips for newcomers. Those who want to try out caravanning will find dealers and rental companies in their vicinity as well as all the information on caravanning trade fairs. All digital measures are answered for by the Frankfurt digital agency gentlemen of the creation.

Successful cooperation in the industry – new campaign launched

The two mediaV awards join the CIVD’s already well-filled collection of titles. The campaign had won the prestigious German Brand Award last year, and previous campaigns had also received multiple awards. The fact that successful cooperation in the caravanning industry is by no means a matter of course is emphasized by CIVD Managing Director Daniel Onggowinarso: “Our more than 180 member companies are often competitors with partly different interests and ideas. Nevertheless, we manage to work together constructively on many issues. This sets us apart from many associations and is a guarantee for the wave of success on which our industry is swimming.” In addition, Onggowinarso praises the work of the “Frankfurt trio” of association and agencies: “Big thanks to our agencies, the production company, director Felipe Ascacibar, cast and crew for their strategic, creative and operational strength.” The CIVD will continue to rely on the well-coordinated team in the future. A new campaign was launched at the beginning of August, because “even the best advertising regularly needs fresh impetus,” says the association’s managing director.