To celebrate the 25th anniversary of the fall of the Berlin Wall, Google Germany created a microsite to tell stories of inspiring Germans born around 1989. It produced videos asking these young Germans what makes them proud of the country and helps them feel part of a wider community. Their answers spanned topics such as shopping more conscientiously, preserving traditions, and encouraging girls to be more involved in technology fields. Google Germany invited the whole country to answer these questions and become part of this digital portrait.

Launch the campaign
Published
February 2015
Topics

The Story

To celebrate the 25th anniversary of the fall of the Berlin Wall, Google Germany created a microsite to tell stories of inspiring Germans born around 1989. It produced videos asking these young Germans what makes them proud of the country and helps them feel part of a wider community. Their answers spanned topics such as shopping more conscientiously, preserving traditions, and encouraging girls to be more involved in technology fields. Google Germany invited the whole country to answer these questions and become part of this digital portrait.

The site uses YouTube to tell these stories and Google Translate to help people around the world discover them. Google Maps fuels an interactive map on the site to lead users to stories from different cities. A trending tab also displays notes from Germans about their heritage, collected via the #DEUTSCHLAND25 hashtag.

The Technology

The Results

DEUTSCHLAND25 increased Google's brand awareness and likeability in Germany by helping the company show its cultural affinity for Germany. The social media impressions surpassed the project's target by 600%.

22M

Social impressions generated

85%

Positive conversation around project

Launch Date Nov. 15, 2014