The advertising agency, which initiated the joint vaccination campaign of many companies, has increased the security measures for its office after angry calls from vaccine opponents.

Sven Dörrenbächer, head of the Antoni agency and initiator of the campaign, said this in an interview with the FAZ.

He does not want to make public which measures he has taken exactly.

But after all, it takes a lot to go to the trouble of finding the agency's number and calling up angrily.

Gustav Theile

Editor in business.

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Well over 1,000 companies have changed their advertising slogans for the campaign, which has been running since December 7th under the hashtag #Together againstCorona.

BMW now has “joy in vaccinating”, Ritter Sport advertises with “Square.

Practical.

Vaccinated. ”And a chocolate box that looks like a yellow vaccination certificate.

"We vaccinate our way free" is the changed slogan of the Volksbanks.

The condom manufacturer Durex says: "It feels better to be vaccinated."

"It makes us proud"

According to the organizers, the call breaks all records: the range exceeded the 500 million mark on Friday, the number of times the motifs were viewed in total.

According to a representative survey by the market researchers from Appinio, two days after the start of the campaign, more than half of the Germans had taken advantage of the campaign.

Federal Chancellor Olaf Scholz (SPD) welcomed this shortly before he took office and called it an “outstanding symbol of social responsibility and initiative”.

"It makes me proud, it makes us proud," said Dörrenbächer about the campaign, which, apart from the labor, cost nothing.

He referred, among other things, to the ZDF “heute show”, in which the action was mentioned.

It is a regulars' table and playground topic.

"I would never have believed that it would get such a response."

France as a model

At the same time, he thinks the government's vaccination advertising is worse than in France: “The French campaign was smart, emotional, great.

The motives were stronger than those in Germany. ”France showed a couple in love who were happy about the side effects of the vaccination - the physical closeness that was possible again.

"It makes a difference whether I see a couple in love or Uschi Glas and Günther Jauch," said Dörrenbächer.

He does not yet know to what extent the campaign he initiated will convince unvaccinated people.

A corresponding survey is planned.

The business promotion comes barely a year after vaccinations began.

Dörrenbächer believes, however, that the action would not have been successful much earlier.

It was only after the fourth wave was printed that the context was right.

Dörrenbächer is one of the most established managers in the German advertising industry.

After the turn of the millennium, he built up Mercedes’s digital advertising, which is one of the most successful in Germany today.

From there he moved to the major agency Jung von Matt as managing director and consultancy.

In 2015 he founded the Antoni agency, which, according to Dörrenbächer, has 170 employees and has been part of Omnicom, one of the world's largest advertising groups, for several months.

Antoni is best known for working for Mercedes.