Austrian Consumer Protection Group VKI Partners with kraftwerk for Marketing Overhaul

VIENNA – The Austrian Association for Consumer Information (Verein für Konsumenteninformation, VKI) has engaged kraftwerk | agency to lead its marketing and advertising efforts, beginning in autumn 2025. The partnership, announced on LinkedIn here, will span three years and focus on strategically repositioning the VKI’s communication and developing a new campaign framework.

Expanding VKI’s Public Profile

Whereas the VKI is well-known in Austria for its product comparisons and the Konsument magazine, the organization offers a broader range of services. These include individual consulting, webinars on topics like reducing electricity costs, collective lawsuits, and product recall services. The collaboration with kraftwerk aims to increase awareness of this comprehensive service portfolio and attract new audiences.

Emotional Storytelling and Campaign Framework

According to Angelika Hammer, Managing Director of kraftwerk, the new campaign framework will utilize emotional storytelling to make the VKI’s services more accessible and understandable. The campaign slogan, “Das macht der VKI” (“That’s what the VKI does”), is intended to increase awareness and encourage consumers to utilize the organization’s advisory services in relevant life situations.

Multi-Channel Campaign Rollout

The campaign architecture is designed for long-term, cross-channel deployment. The initial cross-media campaign will run from late January to early March, utilizing social media, YouTube, Digital Out-of-Home (DOOH) advertising, and information screens. Further seasonal campaigns highlighting different VKI services are planned for subsequent years.

VKI and Consumer Energy Solutions

The VKI has also recently provided information regarding “plug-in” solar power systems, also known as balcony power plants, allowing consumers to generate their own electricity. More information is available on the VKI website regarding the technical and legal aspects of these systems in Austria.