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ADAC Don't call mom 

The angels in yellow: they’re 114 years old, have earned a huge amount of trust from their customers, and have almost 20 million members in their organization. But – how is it possible to stay relevant amongst members of a target audience that don’t and, in the future, won’t own their own car anymore?


ADAC launched “Don’t Call Mom”, its first purely digital campaign aimed specifically at a younger demographic, which produced around 20 million interactions online. Youtube, Instagram, a specially created WhatsApp line and strong influencers were all part of the integrated campaign concept. The purely digital campaign depended on close insights into a clear target audience, the unmistakable creative touch, and sophisticated performance marketing. The specially developed WhatsApp line laid at the heart of the entire project, accompanied by three adverts filmed by the Danish director Peter Harton, various online ads, integrated influencer marketing, a homepage, and numerous offline strategies. In line with the catchphrase: “Don’t Call Mom – Call ADAC”, for the duration of the entire campaign, customers were welcomed to ask ANYTHING they liked. Whether it was a question about the right tyres for winter, tips for a first date, or the best pasta recipe – we were there to help.


On this project my role was to come up with the creative campaign strategy based on the insight, plan the right channels and develop the overall creative concept including the production.

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