Sponsoring activation for Wilo

Olympic communication for "Deutschland-Achter"

Strategy & consulting

Wilo, one of the leading premium providers of pumps and pumping systems for residential and commercial buildings, industrial solutions and water management, has been the main sponsor of the German "Deutschland-Achter" (Men's Eight rowing team) since 2010. In the Olympic year 2021, the Dortmund-based company commissioned us with the worldwide activation of this sponsorship. Result: a very successful multi-stage digital campaign!

Wilo celebrates its 150th anniversary in 2022. Founded by Louis Opländer as a sole proprietorship in Dortmund, Wilo has grown over the years to become the global market leader for smart pumps and pumping systems in the fields of heating, air conditioning, cooling, but also drainage and wastewater pumping. In the meantime, Wilo is at home all over the world, employs over 7,000 people and has become one of the pioneers of pumping technology and climate protection. To keep things running smoothly in terms of communication, Wilo relies on the Goldene Generation for sponsorship activation, product and brand communication.

Concept & creation

The task was to develop a digital campaign with the widest possible reach, which ideally would also get Wilo employees on board worldwide. For this purpose, we developed a coherent content story from the training preparation in Germany, the departure to Tokyo, the first water contact with Olympic flair and, of course, the sporting coverage until the winning of the silver medal and the return of our heroes to Germany.

Implementation & reporting

Based on this creative guideline, we produced content such as an image film, an employee motivation clip, an activating raffle with charitable character and much more. Of course, we also developed the logo and key visual.
Our campaign set-up included the channels Facebook, Instagram, LinkedIn and Twitter as well as Wilo's internal channels for the precise distribution of content via social advertising.
The result is an extremely successful global digital campaign in terms of quality and quantity, with a total of more than 26 million content impressions in the books. The "Gold"ene Generation is rarely satisfied with second place!


Your contact person:
Ibi Michel

Goldene Generation GmbH
Hafenpromenade 1-2
44263 Dortmund

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