Ludwigshafen.
Ganz Schön Echt.

Our multichannel campaign included graphic and colorful billboards and posters that were placed all around Ludwigshafen, and put the campaign’s clean design into motion with eye-catching yet simple animations on digital screens.

Each motive has something to say about the city, its challenges and opportunities in an honest yet playful way, along with a QR code that brings people directly to the chatbot on echt-LU.de or to one of our partner's websites.

Posts and videos amplified the campaign on Instagram and LinkedIn, driving conversation far past the city limits.

At the center? A generative AI-powered chatbot and virtual city ambassador: LU. Not just another chatbot; it's the voice of Ludwigshafen, trained on the city's history, culture, and daily life.

We gave it a personality and voice that we feel the actual city would have if it could talk: “gruff-but-lovable” and no-nonsense. By embracing Ludwigshafen's complexities and initiating genuine dialogues, we've created a new way for people to connect with the city, and a method that enables the city to tell its own story - one conversation at a time.

Ludwigshafen gets real... with AI? Yes, we see the irony. Using artificial intelligence to communicate that Ludwigshafen is "Ganz Schön Echt" is definitely a choice. ABER it's one we believe in.

Instead of creating a campaign that talks at people, we found a way to keep the conversation going. By using AI, we were able to have countless conversations simultaneously, reaching a wide audience. It’s consistent and future-proof, allowing LU to be updated with any new and relevant information, keeping the conversation fresh.