A humorous look at the effectiveness of poster advertising – with wit and Viennese charm
Cultural format, leader in the external advertising for art, culture and events, continues its tradition of creative self -campaigns and, in cooperation with the renowned advertising agency Lumsden & Friends, presents the fifth self -campaign entitled “Urgut!”. This campaign skilfully plays with the typical Viennese expression “Ur” and creates it in a creative way with “culture” in order to highlight the importance of culture and external advertising in Vienna.
The slogan “Urgut!” Set a clear statement: culture makes life more beautiful – in all areas. Vienna, as one of the most important cultural capitals worldwide, offers cultural enjoyment at the highest level. So that this culture remains present in everyday life, culture format brings it directly to where it belongs: in the middle of the cityscape, visible to everyone.
“Culture Good. Culture Leiwand. Culture in love.” The subjects of the campaign take up these messages and attract attention with strong, emotional design. The aim is to transport Vienna’s cultural lifestyle and underline the strength of the outer advertising. No matter whether cinema, concert, festival or theater culture – is not just entertainment, but a attitude to life. And that is simply “Urgut!”, Quite expressed in the Viennese dialect.
Viennese abuse and high advertising effectiveness
Daniela Grill, Managing Director of Culture Format, explains: “With our new own campaign, we would like to show in a humorous way how much outdoor advertising makes culture visible and the cityscape shapes. Especially in a city like Vienna that is known for its lively cultural scene, it is important to bring these messages directly to the people.”
Marco Lumsen, Managing Director of Lumsen & Friends, adds: “The development of OOH campaigns for art and culture is always a special challenge. With the ‘Urgut!’ Campaign! ‘ Let’s bring the Viennese charm into the cityscape and show how creative poster advertising can be. “
The subjects of the campaign, including “culture good!”, “Culture in love!” And “Culture Leiwand!” You can see at various distinctive locations in the Vienna cityscape. They not only ensure conversation, but also create an emotional connection to the target group and underline the importance of culture in everyday life.
“External advertising reaches up to 80 % of the urban population every day and has its effect both consciously and subconsciously. As a medium, which can neither be turned off nor wiping or swiping away, it accompanies people through their everyday life and offers a high level of visibility. In particular, the mobile target group of the 14 to 29 year olds perceives the external advertising above average-this also confirms the results of the current media server 3.0 study. This presence makes external advertising. the most effective and sustainable advertising material to make culture visible. ” – Daniela Grill, managing director of cultural format
“Feature” The Kulturward of Cultural Format will be advertised and awarded for the third time in 2025
Of course, the current own campaign cannot participate in the “feat” that has just been advertised. However, the art, cultural & event industry is cordially invited to submit all campaigns booked and placed in cultural format between January 1, 2023 and December 31, 2024 for participation in this year’s Kulturward. The other submission conditions are under www.kulturaward.at available.
Kulturformat GmbH
Litfaßstrasse 6
A-1030 Vienna
office@kulturformat.at
Telephone: +43 1 79 62 640
https://www.kulturformat.at/