Branding the President: How we’re raising Frank-Walter Steinmeier’s profile among Generation Z
Frank-Walter Steinmeier, Federal President and Head of State of Germany, stands for democracy and diplomacy. Yet whilst he is firmly rooted in society as a symbol of these values, he remains a largely unknown figure to many members of Generation Z. An emotional connection to him? Not a chance. This is precisely where our ‘Branding the President’ project came in: using creative concepts and innovative ideas, we sought ways to make Steinmeier more approachable to young people – without compromising the dignity of his office.
The challenge
As a “digital native” generation, Generation Z has grown up with authenticity, a sense of identification and flat hierarchies. They prefer direct, honest communication on an equal footing – a style not often associated with the formal and aloof demeanour of a Federal President. Traditional speeches and political messages quickly fall flat, whilst exaggerated attempts to appear youthful are perceived as ‘cringe’ and can damage credibility.
The kick-off
Our project began with an intensive two-day kick-off workshop. Together with the Office of the Federal President, we analysed the initial situation and developed initial approaches. It quickly became clear that Steinmeier did not simply want to be visible, but to inspire Generation Z with the values of democracy and diplomacy. With this goal in mind, we embarked on the concept phase – under the guidance of Lars Rademacher, Erik Flügge and Nicolai Ries.
Creative highs and lows
The development of the concepts was not a straightforward process: ideas were conceived, discarded and reimagined. In the end, four promising concepts emerged:
- FrankiertDiskutiert
The Federal President makes a surprise appearance as a secret guest in a university canteen. Together with MrWissen2go as moderator, he discusses issues with students and answers their questions. The Federal President’s social media team documents the event, supplemented by organic sharing by MrWissen2go and the students themselves.
- Young, Critical, Discussing
In this format, two young people meet the Federal President for an open conversation in a relaxed atmosphere. A presenter ensures the discussion remains structured and balanced. The aim is to create a platform for young voices and make political issues more accessible to Generation Z.
- The story behind the honour
Emotional interviews with recipients of medals of merit reveal the stories behind the awards. They are intended to inspire young people to take action themselves. The interviews are published on Instagram, YouTube, Spotify and the Federal President’s website.
- Frank-Walter Official
TikTok as a direct line to Generation Z? The Office of the Federal President was initially sceptical about the platform – concerns about credibility and the platform’s privacy policy were raised. Nevertheless, we took the plunge, presenting the concept with a mixture of enthusiasm and trepidation – and demonstrated how TikTok could make Steinmeier more approachable and authentic. With targeted content formats, the channel could bridge the gap between politics and young people and achieve genuine reach.
The support: tough love at its finest
Particularly formative was the guidance provided by Erik Flügge, known for his ruthless honesty. His direct, sometimes unsparing feedback wasn’t always easy to take on board, but it spurred us on to further refine our ideas. In the end, we managed to win him over – and the Federal President – with our concepts.
The Grand Finale in Berlin
The highlight of our project was the presentation at the Office of the Federal President – in front of none other than Frank-Walter Steinmeier himself. We are proud to have presented to him our vision for a modern, approachable and yet dignified brand for the Federal President.
Conclusion
“Branding the President” was not only a creative challenge but also a unique opportunity to work on a genuine political issue. Our hope is that our concepts will help to establish Steinmeier as a “people’s president” in the hearts of Generation Z.