Probonio
Content Campaign
Stromberg explains benefits
Bernd Stromberg is one of Germany’s most iconic TV characters – or simply put, the country‘s most famous boss. Bringing him together with the multi-benefit platform Probonio, whose main target audience is corporate leaders? A perfect match.
In Probonio’s biggest campaign to date, Bernd Stromberg uses his trademark humor to explain everything he knows about employee benefits – and that’s a lot!
The benefits of benefits
Stromberg speaks directly to what matters to the target audience, showing that benefits aren’t just another “New Work” buzztopic aimed solely at employees. They actually offer real advantages for companies, too – like attractive payroll tax savings.
These perks are presented in a tone that completely redefines B2B communication – after all, who says a corporate audience likes to be bored by corporate language?
Cross channel strategy
The campaign is strategically activated across all media channels, with content tailored to each platform – from mockumentary-style films to TikTok Reels and Instagram Stories, all the way to ads in which Stromberg shares humorous “Pro-Tips” on employee benefits, fitting perfectly with the Probonio brand name.
Beyond nationwide out-of-home placements, these visuals also appear as print ads in business and trade publications.
Awareness and leads
One of the main goals of the campaign was to make Probonio top of mind in the growing benefits market. But it’s not just about brand awareness – driving consideration and generating leads were key focuses, too.
To hit all targets, the campaign used a smart mix of awareness and performance assets across every stage of the funnel.
A fruitful collab
For the films, we teamed up with star director Arne Feldhusen – known for his work on the Stromberg TV series and films, as well as hits like How to Sell Drugs Online (Fast) and Der Tatortreiniger, with Markenfilm handling production.
Special thanks go to Banijay Media Germany, who were responsible for maintaining Stromberg‘s authenticity. Across all assets, both audiences and the media praised the campaign for revealing yet another side of the beloved character.
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