Rupert Sommer Campaign Germany
The Goodwins promote Hama's digital everyday companions
While the house party is in full swing, with people dancing in the living room and around the pool and the mood reaching its peak, you really don't want to have to deal with technical details. And you don't have to, at least according to Hama, a company specializing in accessories for mobile communications, smart homes, audio, and wearables, and their agency, The Goodwins. The new campaign, with the slogan “Technology for us,” promotes a relaxed and easygoing attitude.
Founded in Monheim, Bavaria, in 1923, this long-established company, whose applications such as smart home controllers for electricity and energy consumption are used in many households, wants to strike a new note in its brand communication—and make its products more emotional. The campaign film, featuring party music and multicultural protagonists, is a great help in this regard. It is at the heart of the new advertising measures for the claim “Technology for us.” The message is: Live and enjoy life – and rely on solid technology.
“We don't just want to explain technology, we want to bring it to life – for everyone. Our products are made for real life, not for glossy magazines,” says David Wilfert, Director of Marketing at Hama. “With ‘Technology for us’, we are creating an emotional connection that makes our brand relevant and accessible to all generations.”
The campaign developed by The Goodwins is now being rolled out in Germany. It focuses primarily on YouTube, Amazon Prime Video, Twitch, and social media (TikTok, Meta). Image motifs and OOH formats will follow in a second step. The aim in each case is to show how Hama products can be seamlessly integrated into different moments in life—functionally, relevantly, and emotionally.
“For us, Hama is once again a great customer that brings sustainability to the masses. They stand out in their industry with quality, durability, and fair prices, so that everyone benefits,” says Mirko Stolz, co-founder and creative director of The Goodwins.
The production partner for the campaign is specialist agency Anorak, with Justyna Obasi directing. The stills were shot by Cecil Arp. Media planning was handled by Mediaplus.