WHERE DOTS CONNECT
Baden-Württemberg International
POSITIONING → CAMPAIGN DEVELOPMENT → STRATEGY → PERFORMANCE MARKETING
What happens when you connect the dots between talent, research and industry, then put that story in front of the right audience? That was the idea behind the "Where dots connect" campaign, developed for Baden-Württemberg International (BW_i) and its initiative for foreign companies EXPÄND INTO THE LÄND. The campaign made a complex innovation ecosystem easier for U.S. executives to understand, and helped the location show up earlier in the site selection process.
the challenge
Baden-Württemberg is one of Europe’s strongest innovation regions, but awareness in the U.S. market was limited. BW_i needed to reach senior decision-makers, explain a complex ecosystem clearly, and generate early interest within a short campaign window.
the insight
Baden-Württemberg's umlauts — two dots hiding in plain sight — became the visual metaphor for something bigger: a region where talent, industry and research are unusually, powerfully connected.
Thus, the campaign was born from the region's own identity. And built to travel far beyond it.
the approach
To activate the new concept, C Studios utilised targeted LinkedIn, video and search campaigns to deliver the message, mixing in credibility-led content and real company examples.
the outcomes
In a fast-moving four months, the collaboration translated into meaningful signs of traction. Based on the pace of U.S. traffic before the campaign started, reaching this level of awareness would have taken another 7 years to achieve, a clear example of what happens when you accelerate how and when your location shows up in the decision journey.
533,000 executives reached
7,500 website visits
