One for all – Campaign for the New Test Mark.

TÜV Rheinland looks back on a tradition dating 150 years and is one of the world's leading independent testing service providers. The association employs around 16,000 people in 65 countries on all continents. As a neutral and independent third party, TÜV Rheinland tests technical systems, products and services and guides projects and business processes.

During the company's history over 130 different test marks were established worldwide, increasingly diluting the “TÜV Rheinland” brand, creating a big work load and high administrative costs. TÜV Rheinland replaced the conglomerate of test marks with a new, global test mark. We executed the global communication campaign that accompanied its launch.

Our concept highlighted three strong USPs and visualized them. The new test mark stands for more safety, more advertising impact and more transparency. In order to communicate these facts uniformly across the globe, we opted for strong motifs, which we photographed as intriguing backlit shots. We developed a campaign claim, “One for all”, a strong and accurate statement: the new test mark applies to all TÜV Rheinland services, to all countries and to all markets.

We initiated the campaign with a photo shoot and the composition of key visuals, which were implemented on posters, advertisements, double roll up banners and many more. We targeted customers in three ways: personal events with top clients, an exciting direct mailing in z-fold and an informative business letter. In addition, we produced an accompanying entertaining animated film which won the coveted Red Dot Design Award for Communication Design.

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Mega banner in the lobby of TÜV Rheinland’s headquarters in Cologne.

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Backgrounds and people were photographed separately and later composed into one image. You can’t tell from the finished motifs.

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This resulted in three strong key visuals for worldwide use.

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An information brochure in A4 format advertised the three USPs of the new test mark: more security, higher advertising effect and more transparency.

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10 page customer letter in a two-part slipcase, which –when opened – reveals the new test mark. A small idea, big effect and enormous symbolism.

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Double roll up banners for trade fairs, conferences etc.

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The informative film for the campaign “One for all” used a mix of real life footage and motion design and won the coveted Red Dot Design Award for Communication Design.

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Award ceremony for the Red Dot Design Award for Communication Design. Left: Hartmut Müller-Gerbes, Head of Corporate Media Relations at TÜV Rheinland, and our boss Roy Sämerow on the right.

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Roy Sämerow Geschäftsführer alle freiheit

Roy Sämerow

Managing Director

+49 (0) 221 292357-0