Zweite Chance,
Federal Ministry Republic Of Austria
Agency: Jung von Matt DONAU
Creative Direction: Max Karall, Marian Grabmeyer
Art Direction: Denise Danninger, Teresa Baumgartner
(And many more!)
My role: Copy
The BMK (Federal Ministry for Climate Action, Environment, Energy, Mobility, Innovation and Technology, Austria) wanted to address the growing problem of electronic waste with its innovative Reparaturbonus (repair bonus) program, which encouraged people to repair rather than replace their devices.
To fight the allure of cutting-edge technology, we focused the campaign on fostering emotional connections with electronic devices based on the classic Austrian TV show “Liebesg’schichten und Heiratssachen”. By emphasizing shared memories and the value of loyalty, it inspired a cultural shift toward repairing instead of discarding.
With over 350,000 repair vouchers redeemed, the “Second-Chance”-campaign was regarded as a huge success, and the repair bonus will be continued at least until 2026.
The Show Must Go On,
(follow-up PR stunt)
We expanded the successful campaign with a creative PR stunt on Instagram: The Show Must Go On.
To catch the attention of younger target groups, we collaborated with Austrian celebrities and offered their broken gadgets in a giveaway.
Each item, from a raclette to an electric heater, came with a Reparaturbonus voucher covering 50% of repair costs, encouraging winners to give these devices a second life.
