German state bank Deutsche Bundesbank has assigned to Michael Conrad & Leo Burnett in Frankfurt the task of telling German consumers to exchange their Deutschmark currency ahead of the official switch to the euro early next year.
Anxious that the handover should run smoothly, Deutsche Bundesbank has asked other banks, retailers and consumer bodies to help with the content for the campaign. The number of coins in circulation has already fallen from 48 billion to 28bn since late 1999, but it is thought that between 6bn and 10bn coins are hidden away in bottles, boxes and piggy banks.
A TV and print campaign will run for a month from the second week of May, with an unconfirmed second burst in the autumn. Euro coins and notes will be available at German banks on December 17 and become acceptable currency on January 1 2002.
Neither the budget nor the other agencies involved in the pitch were disclosed. Media planning and buying duties are handled by Bcom3 Group’s Starcom.
News source: Advertising Age - International Daily