The Challenge
A diverse group of international companies, including McDonalds, Procter & Gamble, Marriott Hotels, VISA and AOL Deutschland, united to call for the revocation of two German retail laws that limited discounts and free gifts.
The laws restricted consumer discounts to a mere 3% of the final consumer price and prohibited free gifts unless their value was insignificant – frequent flyer miles could only be offered with a special legal exemption and were always at risk of restrictive court sentences. These laws posed a barrier to market penetration, imposed limits on business potential and forced international companies to tailor advertising and messaging specifically to the German market.
The Solution
Overturning these antiquated laws was a significant challenge as leading German retailers supported them on the grounds they protected small and medium-sized retailers from unfair competition. The situation was further complicated because cross-party common ground had to be found in order to progress the change.
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APCO devised an integrated communication strategy designed to engage political opinion leaders and mobilize third-party allies while raising the profile of the issue in the media. Our work began with targeted opinion research; the development of messages and materials in line with the findings; local, national and EU-level government relations outreach; and the publication of economic research demonstrating the benefits of the change. In addition, APCO conducted a letter-writing campaign, poster advertising, direct mail, an online communication program, a business-signed petition in favor of change and high-profile events and speaking opportunities. The events included an evening briefing of 40 members of parliament and repeated appearances before parliamentary committees.
The Result
Within 18 months of APCO's engagement, both laws were revoked. During the debates surrounding the revocation, the coalition's arguments and messages were used again and again. This change saved German-based companies and businesses several hundred million Euros per year.
Services Provided
- Coalition building
- Creative services
- Government relations
- Issue management
- Media relations
- Online communication
- Positioning
View all APCO services
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APCO's successful campaign combined a smart strategy with excellent tactical implementation. We are delighted with the results – our business objectives were achieved and our expectations exceeded.
