Bella Digitalia: A Captivating Campaign for Tax Consultants

Bringing Digital Expertise to the World of Tax Consulting

With their own image campaign, Berlin's and Brandenburg's tax consultants have been setting standards across Germany for over a decade. What started as a generic expert campaign has evolved into a powerful digital announcement with Bella Digitalia, where digital expertise becomes the unique selling point. They excel in this area, surpassing non-certified financial advisors. However, the campaign also aims to bring along analog target groups, alleviating fears and reducing inhibitions with a touch of good humor.

The Bella Digitalia campaign was brought to life using hand-drawn digital vector graphics, adapted for analog, digital, and motion media. The designs were created for use in print and digital media, ranging from small-scale advertisements to large-scale posters for out-of-home advertising.

For many tax consultants and their clients, digitization can be anxiety-provoking. Bella Digitalia addresses this issue by breaking down the topic into tangible benefits, thus minimizing the inhibition threshold. The campaign focuses on the positive aspects of digitization, presenting it as a journey into a brave new world.

The campaign ran for a duration of 8 months, with two peaks in spring and fall. Despite the tight timeline, the preparation phase was completed in just 8 weeks, including conception, coordination, cross-media implementation, video production, and programming of the landing page. This campaign launch under challenging time conditions showcases the dedication and efficiency of the design team.

Prior to its launch, the Bella Digitalia campaign underwent rigorous testing against two alternative campaigns. A focus group consisting of 12 tax advisors provided valuable insights and feedback, ensuring the campaign's effectiveness and resonance.

Every German is familiar with the aesthetics of the 1950s Wirtschafts-Wunder, or economic miracle, and the allure of Bella Italia as a travel destination. The Bella Digitalia campaign transports this nostalgic look into the digital era, reimagining familiar subjects with a colorful, optimistic, and unmistakable style. The flexible series of motifs works seamlessly across online and offline platforms, captivating audiences through still and moving images.

The Bella Digitalia campaign, illustrated by Frances Franzke and designed by DUO Werbeagentur, has received the prestigious Iron A' Design Award in 2022. This award recognizes the campaign's well-designed, practical, and innovative approach, meeting professional and industrial requirements. The campaign's integration of industry best practices and competent technical characteristics contributes to a better world, providing fulfillment and positive experiences.