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Topics on this page:
Idea behind the campaign
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The Message
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Our target group
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The media
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Information about image campaign |
Idea behind the campaign
BASF develops and optimizes solutions together with its customers, often working behind the scenes and making a crucial but frequently invisible contribution. We are placing this invisible contribution at the center of the new campaign and turning it into a visible strength.
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The results of our partnership are worth seeing and are demonstrated in the area of extreme sport: ropes made of hardwearing high-performance materials that can withstand extreme weather conditions and provide safety when the going gets tough. 
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Our innovative and environmentally - friendly ideas for use in automotive engineering are also essential for our partners and the key to a successful future together.
Find out more about other motifs here.
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The Message
"As the world's leader in the chemical industry, BASF opens up potential for success together with its partners." - This is the message at the heart of the new campaign.
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Our target group
The image campaign is directed at opinion makers - committed members of society who play an active and leading role in shaping the views of the general public. We address a wide target audience in Europe: our presence in print media, on the Internet, radio and TV signal a new path to the future.
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The media
Our campaign has been covered in Germany, France, Great Britain, Italy, Spain, Belgium and the Netherlands by national daily newspapers as well as news, business, science and lifestyle magazines since 29 April 2004. It has also been present in Switzerland and Poland since September 2004. In March 2006 the image campaign started in Austria, Czech Republic and Turkey.
We have been on the Internet since the start of the campaign with advertisements on portals, magazines and news categories.
We are also continuing to use advertisements on the radio in Belgium, Italy and the Netherlands.
The image campaign started on TV since 30. April 2005. The TV commercial is broadcast during scientific and sport programmes, news bulletins, films and television series. The campaign goes out to a wide target audience.
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