Challenge

Our client was launching a representative office in the capital to raise awareness of its key innovations and mobility concepts and therefore promote them better on the market. There was a lack of knowledge of the political scene in Germany and of a sustainable political network within a discerning political environment for overseas players.

Communication issues

How could the group's representative be introduced, rapidly and effectively, onto the "Berlin political scene" without encountering resistance from the established market players?

Approach

Brand Associates analysed the strength of the political forces for the automotive sector based on qualitative interviews with industry experts and senior advisors. Detailed stakeholder mapping provided guidance with regard to existing structures. Initial discussions were held with those involved in politics. Messages were developed jointly and a communication strategy was established for the first few months. Through targeted monitoring and background discussions with renowned senior advisors, the group's representative is now kept constantly informed about the effects of the company's political communication.

Result

With the communication strategy worked out, on-site decision-makers found themselves coping well in a somewhat difficult environment and were increasingly able to develop their own approaches to the political target groups. After around one year the group's representative office was well established within political Berlin.