{"showSubmission":false,"submissionLink":"/projects/guteideenfuerberlin/ideas/new/welcome","heading":"Briefing","content":[{"menuTitle":"Background","title":"Background","content":"

The Sparkassen (Savings Banks) in Germany
The first Sparkassen banks in Germany were established in the 19th century in order to allow people on low incomes to safely deposit even the smallest amounts of savings for their future, with the opportunity to earn interest. The German Sparkassen banks are public-sector credit institutes and closely connected with their regions. A responsibility for society and the economy is firmly anchored in the statutes of the Sparkassen, a fact that is reflected in the claim “Sparkassen. Gut für Deutschland” (Sparkassen. Good for Germany).

Berliner Sparkasse
As the German capital’s Sparkasse, the Berliner Sparkasse plays a key role. For almost 200 years it has been fulfilling its public-sector task and as a modern provider offers its customers the entire range of financial services. Almost every second Berliner holds an account with the Berliner Sparkasse. Its social commitment and that of its more than 4000 employees for their city and its residents also make it unique – beyond their function at the bank, many of them participate in voluntary work for different projects within the city. This is a reflection of the Sparkassen claim: “Berliner Sparkasse. Gut für Berlin.” (Berliner Sparkasse. Good for Berlin).

Aim

The Berliner Sparkasse wants to follow new paths and is looking for unusual ideas that bring life to the claim “Gut für Berlin” (Good for Berlin) and make it visible. Instead of simply spending a big budget on classic advertising, the Berliner Sparkasse has decided that it would rather invest in meaningful ideas for Berlin. It is therefore very important how the Berliner Sparkasse is depicted.

"},{"menuTitle":"Target","title":"Target","content":"

The target groups of your campaign are

all Berliners
all customers of the Berliner Sparkasse
all employees of the Berliner Sparkasse (see ‘Background information’)
and of course all the people who will profit directly from your idea (children, artists, company founders, etc.)

"},{"menuTitle":"Task","title":"Task","content":"

Develop ideas that are “Gut für Berlin” (Good for Berlin) and make the Berliner Sparkasse visible in the city in the long term.

Please note the following framework conditions:
a) Purpose
Your campaign must be meaningful and “good for Berlin”:
You can define what “good for Berlin” means.

b) Visibility
Your campaign must make the Berliner Sparkasse visible.

c) Sustainability
Ideally, your idea should be sustainable in the sense of effective in the long term. This can be achieved just as well with an original, one-off campaign as with an idea that has a long-term strategy.

d) Viability
Your idea must be viable and should not cost more than €200,000 per year. The more people you reach with your idea, the better. Either by them directly profiting from your idea or by them noticing your campaign.

The more specifically you formulate and develop your idea, the easier it will be for the jury to evaluate whether it is viable and fulfils its criteria. It’s up to you how and with how many charts you depict your idea – but in all cases the central tenets of your concept should be summarized and depicted in one chart.

"},{"menuTitle":"Tonality","title":"Tonality","content":"

meaningful
innovative
positive attitude to life
personal
committed
collaborative

"}]}

Gute Ideen für Berlin