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Radeberger wollte ihre Dachkampagne "Auf die Leidenschaft" weiterführen – aber ohne inszenierte Testimonials oder aufgesetzte Markenbotschafter. Challenge: Wie kommt eine traditionsreiche Biermarke authentisch bei Hip-Hop-Heads, Poetry-Slammern und der Outdoor-Community an? Gesucht wurde Content, der nicht nur konsumiert, sondern gelebt wird. Eine Brand Activation, die verschiedene Szenen gleichzeitig anspricht und dabei authentisch bleibt.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>","\u002Fassets\u002F_default_upload_bucket\u002FRadeberger-Nicole-Berth-104_1.jpg",[],[789,790],340,284,[792,803,814,824,840,856],{"title":23,"text":793,"alignment":794,"fuuscreen":23,"video":3,"images":795},"\u003Cp>Unsere Mission: Eine Brand Activation Kampagne entwickeln, die Radeberger als Enabler echter Leidenschaften positioniert. Statt Sponsor zu sein, wollten wir Projekte ermöglichen, die ohne Radeberger nicht passiert wären. Cross-Channel Content-Produktion für Hip-Hop, Poetry-Slam, Siebdruck-Kunst und Outdoor-Community. Das Narrativ der Dachkampagne sollte mit relevanten Erlebnissen unterfüttert werden – authentisch, budget-effizient und community-relevant.\u003C\u002Fp>","left",[796],{"desktop-project":797,"desktop-project-teaser":798,"mobile-in-the-project":799,"mobile-project-teaser":800,"unscaled":801,"metadata":802},"\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F508\u002Fimage-thumb__508__desktop-project\u002FRadeberger-Julius-Kleinath-11.a1d3eb27.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F508\u002Fimage-thumb__508__desktop-project-teaser\u002FRadeberger-Julius-Kleinath-11.e921beb9.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F508\u002Fimage-thumb__508__mobile-in-the-project\u002FRadeberger-Julius-Kleinath-11.626c6224.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F508\u002Fimage-thumb__508__mobile-project-teaser\u002FRadeberger-Julius-Kleinath-11.51669129.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002FRadeberger-Julius-Kleinath-11.jpg",[],{"title":23,"text":804,"alignment":805,"fuuscreen":23,"video":3,"images":806},"\u003Cp>Wir entwickelten das Enabler-Konzept: Radeberger unterstützt echte Leidenschaften statt plumper Werbung. In co-kreativen Workshops entstanden vier strategische Kooperationen. Jean-Marc Heukemes bekam Support für seine Show “Hip-Hop Culture on Air”. Poetry-Slammer Julius Keinath konnte das Event-Format "Lesen für Bier" nach Erfurt bringen. Nicole Berth verwirklichte ihren Bike Weekender im Elbsandsteingebirge. Lars P. Krause konnte einer aufstrebenden Band ein Tourplakat entwerfen. Jede Kooperation bekam individuelle Videos, Bildstrecken und Behind-the-Scenes Content. Die Claim-Mechanik "#AufDieLeidenschaft" zog sich konstant durch alle Formate.\u003C\u002Fp>","right",[807],{"desktop-project":808,"desktop-project-teaser":809,"mobile-in-the-project":810,"mobile-project-teaser":811,"unscaled":812,"metadata":813},"\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F511\u002Fimage-thumb__511__desktop-project\u002FRadeberger-Nicole-Berth-4.52641d80.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F511\u002Fimage-thumb__511__desktop-project-teaser\u002FRadeberger-Nicole-Berth-4.a23dcc5c.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F511\u002Fimage-thumb__511__mobile-in-the-project\u002FRadeberger-Nicole-Berth-4.dd03f023.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002F511\u002Fimage-thumb__511__mobile-project-teaser\u002FRadeberger-Nicole-Berth-4.4296227f.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20Leidenschaften\u002FRadeberger-Nicole-Berth-4.jpg",[],{"title":23,"text":815,"alignment":794,"fuuscreen":23,"video":3,"images":816},"\u003Cp>Das Ergebnis rockte alle Szenen: Vier individuelle Kooperations-Videos mit authentischen Leidenschaftsstorys, Event-Formate von Hip-Hop YouTube-Show bis Bike Weekender und Merchandise von Slipmats bis gebrandeter Outdoor-Ausrüstung. Der Impact: Radeberger wurde zum echten Enabler verschiedener Subkulturen. Durch Netzwerk-Effekte und authentischen User-Generated Content besonders wirkungsvoll. Wir schufen echte Wertschöpfung für Communities statt bloßer Werbebotschaften. Auf die Leidenschaft – 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junge Generation riecht Fake-Content von weitem. Radeberger wollte ihre Dachkampagne \"Auf die Leidenschaft\" weiterführen – aber ohne inszenierte Testimonials oder aufgesetzte Markenbotschafter. Challenge: Wie kommt eine traditionsreiche Biermarke authentisch bei Hip-Hop-Heads, Poetry-Slammern und der Outdoor-Community an? Gesucht wurde Content, der nicht nur konsumiert, sondern gelebt wird. Eine Brand Activation, die verschiedene Szenen gleichzeitig anspricht und dabei authentisch bleibt.","content-creation, crossmedia, kampagne, kampagnenplanung, landingpage, markenaktivierung, marketingkampagne, personas, zielgruppen","https:\u002F\u002Fcromatics.de\u002Fprojekt\u002Floud\u002Fradeberger-echte-leidenschaften-brauchen-echte-enabler","de",{"@context":863,"@type":870,"@id":871,"name":872,"url":873,"logo":874,"description":875,"email":876,"telephone":877,"sameAs":878,"address":882},"Organization","https:\u002F\u002Fcromatics.de\u002F#organization","CROMATICS","https:\u002F\u002Fcromatics.de","https:\u002F\u002Fcromatics.de\u002Fassets\u002FImages\u002Flogo-stern-positiv-cmyk.jpg","Kreativagentur und Beratung aus Dresden und Köln – für Markenkommunikation und Organisationsentwicklung.","info@cromatics.de","+49 351 799 050 00",[879,880,881],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fcromatics","https:\u002F\u002Fwww.instagram.com\u002Fcromaticsgram\u002F","https:\u002F\u002Fwww.youtube.com\u002F@cromaticstube",[883,889],{"@type":884,"streetAddress":885,"postalCode":886,"addressLocality":887,"addressCountry":888},"PostalAddress","Werner-Hartmann-Straße 3","01099","Dresden","DE",{"@type":884,"streetAddress":890,"postalCode":891,"addressLocality":892,"addressCountry":888},"Engelbertstraße 14","50674","Köln","\u002Fassets\u002F_default_upload_bucket\u002F503\u002Fimage-thumb__503__desktop-project-teaser\u002FRadeberger-Nicole-Berth-104_1.8627e8e3.jpg","\u002Fassets\u002F_default_upload_bucket\u002F503\u002Fimage-thumb__503__desktop-project\u002FRadeberger-Nicole-Berth-104_1.817627ea.jpg",[],[],[],[],[],[],[],[],[],[],{"ProjectDate":906,"Index":754,"ID":907,"Published":5,"Title":908,"Teaser":909,"FullLayout":60,"ImageFullpath":910,"ImageMetadata":911,"ListingImageFullpath":23,"ListingImageMetadata":912,"ImageFullpathMobileStartseite":913,"ImageThumbnailMobileStartseite":913,"ImageFullpathMobileProjectTeaser":914,"ImageThumbnailMobileProjectTeaser":914,"ImageFullpathMobileInTheProject":915,"TitlesByLocale":916,"PrettyUrlsByLocale":918,"PublicUrlsByLocale":919,"Categories":922,"Taggings":924},"2024-07-10 07:02:00","98","TechniSat – Musketier Ausbildung für Tekkies","Einer für alle. Alle für Innovation. Der Prozess zur Entwicklung nutzerzentrierter Produktinnovationen bekam von uns einen neuen Anschliff.","\u002Fassets\u002FProjekte\u002Fdeep\u002Ftechnisat\u002F237\u002Fimage-thumb__237__webp\u002FTechnisat-Produktinnovation-Illustration-Entwicklung-Produktinnovation.385fc370.gif",[],[],"\u002Fassets\u002FProjekte\u002Fdeep\u002Ftechnisat\u002F237\u002Fimage-thumb__237__mobile-startseite\u002FTechnisat-Produktinnovation-Illustration-Entwicklung-Produktinnovation.2fe0b520.gif","\u002Fassets\u002FProjekte\u002Fdeep\u002Ftechnisat\u002F237\u002Fimage-thumb__237__mobile-project-teaser\u002FTechnisat-Produktinnovation-Illustration-Entwicklung-Produktinnovation.407e57b5.gif","\u002Fassets\u002FProjekte\u002Fdeep\u002Ftechnisat\u002F237\u002Fimage-thumb__237__mobile-in-the-project\u002FTechnisat-Produktinnovation-Illustration-Entwicklung-Produktinnovation.947d3487.gif",{"en":917,"de":908},"TechniSat - Musketeer training for tekkies",{},{"en":920,"de":921},"\u002Fen\u002Fproject\u002Fdeep\u002Ftechnisat---musketeer-training-for-tekkies","\u002Fprojekt\u002Fdeep\u002Ftechnisat-musketier-ausbildung-fuer-tekkies",[923],{"key":165,"title":165},[925,926,928,929,930,931],{"key":458,"title":458,"filterGroup":165},{"key":927,"title":927,"filterGroup":430},"design-thinking",{"key":185,"title":186,"filterGroup":165},{"key":429,"title":429,"filterGroup":430},{"key":168,"title":169,"filterGroup":165},{"key":932,"title":932,"filterGroup":430},"innovationstechniken",{"ProjectDate":934,"Index":653,"ID":935,"Published":5,"Title":936,"Teaser":937,"FullLayout":60,"ImageFullpath":938,"ImageMetadata":939,"ListingImageFullpath":23,"ListingImageMetadata":940,"ImageFullpathMobileStartseite":941,"ImageThumbnailMobileStartseite":941,"ImageFullpathMobileProjectTeaser":942,"ImageThumbnailMobileProjectTeaser":942,"ImageFullpathMobileInTheProject":943,"TitlesByLocale":944,"PrettyUrlsByLocale":946,"PublicUrlsByLocale":947,"Categories":950,"Taggings":953},"2024-09-09 07:02:00","446","Größtes Wahlkampfmotiv in Sachsen – again!","Und wir haben es wieder getan. Die Landtagswahl in Sachsen stand auch 2024 wieder an. Klar mischen wir mit! 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So entwickelten wir für die DVB eine Employer Brand mit echtem Straßenbahn-Herzblut.","\u002Fassets\u002FProjekte\u002Fdeep\u002FDVB%20Employer%20Brand\u002F542\u002Fimage-thumb__542__webp\u002FDVB-Employer-Brand-Plakate.d73d59f6.png",[],[],"\u002Fassets\u002FProjekte\u002Fdeep\u002FDVB%20Employer%20Brand\u002F542\u002Fimage-thumb__542__mobile-startseite\u002FDVB-Employer-Brand-Plakate.0d71f3ad.png","\u002Fassets\u002FProjekte\u002Fdeep\u002FDVB%20Employer%20Brand\u002F542\u002Fimage-thumb__542__mobile-project-teaser\u002FDVB-Employer-Brand-Plakate.4b16e890.png","\u002Fassets\u002FProjekte\u002Fdeep\u002FDVB%20Employer%20Brand\u002F542\u002Fimage-thumb__542__mobile-in-the-project\u002FDVB-Employer-Brand-Plakate.fe1bfecc.png",{"en":1000,"de":991},"DVB - Employer brand with a real Dresden drive",{},{"en":1003,"de":1004},"\u002Fen\u002Fproject\u002Fdeep\u002Fdvb---employer-brand-with-a-real-dresden-drive","\u002Fprojekt\u002Fdeep\u002Fdvb-employer-brand-mit-echtem-dresden-drive",[1006],{"key":165,"title":165},[1008,1010,1012,1013,1014,1015,1016,1017,1019],{"key":1009,"title":1009,"filterGroup":165},"arbeitgebermarke",{"key":1011,"title":1011,"filterGroup":165},"fachkräftesicherung",{"key":458,"title":458,"filterGroup":165},{"key":173,"title":173,"filterGroup":165},{"key":179,"title":179,"filterGroup":165},{"key":190,"title":190,"filterGroup":165},{"key":196,"title":196,"filterGroup":165},{"key":1018,"title":1018,"filterGroup":165},"wertschätzungskultur",{"key":429,"title":429,"filterGroup":430},{"ProjectDate":1021,"Index":1022,"ID":1023,"Published":5,"Title":1024,"Teaser":1025,"FullLayout":60,"ImageFullpath":1026,"ImageMetadata":1027,"ListingImageFullpath":23,"ListingImageMetadata":1028,"ImageFullpathMobileStartseite":1029,"ImageThumbnailMobileStartseite":1029,"ImageFullpathMobileProjectTeaser":1030,"ImageThumbnailMobileProjectTeaser":1030,"ImageFullpathMobileInTheProject":1031,"TitlesByLocale":1032,"PrettyUrlsByLocale":1034,"PublicUrlsByLocale":1035,"Categories":1038,"Taggings":1040},"2025-05-14 07:02:00",9,"371","SMS – Heute laut. 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Und wir schreiben das \"Neue Kapitel\" direkt mit. In Leipzig und Berlin.","\u002Fassets\u002F_default_upload_bucket\u002F449\u002Fimage-thumb__449__webp\u002FDSC_4726.47cb126e.jpg",[],[],"\u002Fassets\u002F_default_upload_bucket\u002F449\u002Fimage-thumb__449__mobile-startseite\u002FDSC_4726.faa6ffad.jpg","\u002Fassets\u002F_default_upload_bucket\u002F449\u002Fimage-thumb__449__mobile-project-teaser\u002FDSC_4726.44e6916a.jpg","\u002Fassets\u002F_default_upload_bucket\u002F449\u002Fimage-thumb__449__mobile-in-the-project\u002FDSC_4726.5126cfc4.jpg",{"en":1063,"de":1054},"Börsenverein – The Next Chapter Starts Now",{},{"en":1066,"de":1067},"\u002Fen\u002Fproject\u002Floud\u002Fboersenverein-the-next-chapter-starts-now","\u002Fprojekt\u002Floud\u002Fboersenverein-das-naechste-kapitel-beginnt-jetzt",[1069],{"key":75,"title":75},[1071,1072,1073,1074,1075,1076,1077,1078],{"key":742,"title":742,"filterGroup":75},{"key":612,"title":612,"filterGroup":75},{"key":88,"title":88,"filterGroup":75},{"key":576,"title":576,"filterGroup":75},{"key":574,"title":574,"filterGroup":75},{"key":578,"title":578,"filterGroup":75},{"key":344,"title":344,"filterGroup":75},{"key":572,"title":572,"filterGroup":75},{"ProjectDate":1080,"Index":1081,"ID":1082,"Published":5,"Title":1083,"Teaser":1084,"FullLayout":60,"ImageFullpath":1085,"ImageMetadata":1086,"ListingImageFullpath":23,"ListingImageMetadata":1087,"ImageFullpathMobileStartseite":1088,"ImageThumbnailMobileStartseite":1088,"ImageFullpathMobileProjectTeaser":1089,"ImageThumbnailMobileProjectTeaser":1089,"ImageFullpathMobileInTheProject":1090,"TitlesByLocale":1091,"PrettyUrlsByLocale":1093,"PublicUrlsByLocale":1094,"Categories":1097,"Taggings":1099},"2025-06-18 07:02:00",26,"401","Adobe – Die Welt bei uns zu Gast","Von wegen virtuelle Events sind langweilig. 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Für die ganze Region.","Banken und Gefühle – passt nicht? Noch nicht! Wir machen aus Geldautomaten Nachbarn und aus Filialen Freunde. 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Mit einem Bus, vor dem DJs morgens um sechs schon Schlange standen","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20SMS\u002F798\u002Fimage-thumb__798__webp\u002FSMS-Radeberger-F-Tag2-8.63cdf2d8.png",[],[],"\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20SMS\u002F798\u002Fimage-thumb__798__mobile-startseite\u002FSMS-Radeberger-F-Tag2-8.b0059674.png","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20SMS\u002F798\u002Fimage-thumb__798__mobile-project-teaser\u002FSMS-Radeberger-F-Tag2-8.1eb7b18a.png","\u002Fassets\u002FProjekte\u002Floud\u002FRadeberger%20SMS\u002F798\u002Fimage-thumb__798__mobile-in-the-project\u002FSMS-Radeberger-F-Tag2-8.461ca06b.png",{"en":1148,"de":1139},"Radeberger – Booty Base: Traditional pilsner meets underground techno",{},{"en":1151,"de":1152},"\u002Fen\u002Fproject\u002Floud\u002Fradeberger-booty-base-traditional-pilsner-meets-underground-techno","\u002Fprojekt\u002Floud\u002Fradeberger-booty-base-traditionspils-trifft-underground-techno",[1154],{"key":75,"title":75},[1156,1157,1158,1159,1160,1161],{"key":612,"title":612,"filterGroup":75},{"key":88,"title":88,"filterGroup":75},{"key":461,"title":461,"filterGroup":430},{"key":488,"title":488,"filterGroup":75},{"key":346,"title":346,"filterGroup":75},{"key":78,"title":78,"filterGroup":75},{"ProjectDate":1163,"Index":372,"ID":1164,"Published":5,"Title":1165,"Teaser":1166,"FullLayout":60,"ImageFullpath":1167,"ImageMetadata":1168,"ListingImageFullpath":23,"ListingImageMetadata":1169,"ImageFullpathMobileStartseite":1170,"ImageThumbnailMobileStartseite":1170,"ImageFullpathMobileProjectTeaser":1171,"ImageThumbnailMobileProjectTeaser":1171,"ImageFullpathMobileInTheProject":1172,"TitlesByLocale":1173,"PrettyUrlsByLocale":1175,"PublicUrlsByLocale":1176,"Categories":1179,"Taggings":1181},"2025-10-23 07:02:00","517","Salomon FoodWorld – Der Fixstern im Foodservice","Der Vorreiter im Foodservice bekommt ein Corporate Design, das seiner Innovationskraft gerecht wird. 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