POKÉMON GO
BERLIN LOCATION & CULTURAL STRATEGY
Fig. 01 — OOH Installation Berlin
About
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For Pokémon GO's 10th anniversary, a street-level advertising campaign was developed to reach Gen Z audiences across Berlin. Rather than relying solely on conventional outdoor advertising locations, the campaign placed colourful takeovers across a mix of well-known and more hidden corners of the city — using Berlin's existing street environment to give a major global brand a distinctly local presence.
Fig. 02 — OOH Installation Berlin
Fig. 03 — OOH Installation Berlin
Work Undertaken
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Berlin street culture & location strategy, local consultancy, installation oversight
Provided local cultural and location insight to shape the campaign's presence across Berlin, identifying streets, neighbourhoods and individual sites that would resonate with a Gen Z audience. This included a street-by-street demographic and cultural assessment, balancing prominent locations with less obvious, more locally embedded sites to create an activation that felt recognisably Berlin rather than generic OOH. Supported the project through site selection and planning, with oversight of the campaign installation across the city.
Credits
/03