With PR coup "Rentnerbravo" won five awards
Together with our client Wort & Bild Verlag, we received the PR Report Award in the "Reputation and Brand" category, which is considered the most important prize for public relations. The idea of publishing a self-deprecating, genuine "Pensioner Bravo" from Apotheken Umschau to mark the 66th anniversary won out against campaigns from Opel, Hansgrohe, MSD Sharp & Dohme and Aldi.
The idea behind the campaign
With a wink, Apotheken Umschau published a ten-page special supplement for its 66th birthday - and took its popular nickname "Pensioner Bravo" literally. In the style and layout of the legendary youth magazine BRAVO from the Bauer Media Group, which turned 66 at the same time, the self-deprecating publication took up formats such as a photo love story (between a pharmacist and a diabetes patient) or the Dr. Sommer team, consisting of a urologist and a pharmacist with the real name Dr. Sommer. Age-appropriate topics such as "Impotent due to cycling" were presented.
The "Corona VIPs" around Drosten & Co. ("New Profs on the Block") and cover girl Marianne Koch, now 91 years old, doctor and columnist for Apotheken Umschau, once cover girl of BRAVO as an actress, show the joy the editorial team had during the production.
"A strong campaign is only as strong as the team. With Rentnerbravo, the client and agency have shown how creative power can be unleashed in a joyful collaboration," says Jochen Kalka, schoesslers Managing Director. "People have felt that. Respectful, positive articles appeared in almost all major media, whether trade press or news magazines, daily newspapers or television and radio formats." The self-irony of Rentnerbravo has been well received.
Results
Expressed in figures, the PR fireworks are reflected as follows: the special edition climbed to first place in the Twitter trends right on the publication date. Well over 300 articles and reports followed in all media, as well as thousands of social media posts right at the start. A total reach of around 127 million readers was registered. This edition is now being traded on eBay for 70 euros. Another highlight: Günther Jauch included Pensioner Bravo as a question on "Who wants to be a millionaire".
Award rain - or blessing
With a total of almost 280 submissions, the PR Award showcased the diversity and performance of professional communication in business and society - from large companies to SMEs and NGOs. In addition, Rentnerbravo won gold at the Comprix, the most important prize in healthcare communication, gold in the Media Idea Print category of the German Media Prize and other prizes such as the European Excellence Award and the European Publishing Award.