Free Democrats: A New Way of Thinking

The Free Democrats Party (FDP), a German political party, regained its place in the German parliament by rebranding itself and launching a documentary and PR stunt to attract the support of millennial voters.

Campaign details

Brand: Free DemocratsAgency: Heimat Werbeagentur GmHBCountry: GERMANY

Marketing Context

In September 2013, the FDP faded into oblivion. It was out of the German parliament, the state parliament, and the minds and hearts of Germans. This is a party that had been in parliament ever since 1956. That, under the legislation of Helmut Kohl, had enabled Germany's Reunification. A party that had always stood for freedom, but lost its way by focusing on the wrong topics (tax reduction) and the wrong people (upper income group). That's why young voters could not connect to a...

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