KfW launches marketing campaign for more investment in SMEs

• New slogan: “Why not NOW?”
• Greater attention to promotional programmes for small and medium-sized enterprises

KfW is addressing SMEs with a new marketing campaign. In six major German cities, KfW is presenting its messages on advertising screens in public spaces at train stations and on busy streets. Advertisements have also appeared in regional and supra-regional print media, as well as on digital channels.

The central theme of the campaign is that as a key pillar in Germany, it is crucial that entrepreneurs invest in innovation and the digitalisation of their companies – and not some day in the future, but NOW. KfW wants to provide the impetus for them to do this. The message is illustrated by looking at an example company: "Planning to make your company digital someday? Why not NOW?"

"With this campaign, we want to make it clear that SMEs are not on their own,”

said Verena Köttker, Director of Corporate Communications and Brand Management at KfW.

"Our promotional offer allows us, on behalf of the German Federal Government, to help small and medium-sized enterprises to invest in the future. The campaign themes are examples of how companies can master this transformation."

KfW worked with the agencies huth+wenzel (Frankfurt) and Freunde des Hauses (Hamburg) to create and adapt the campaign.

More than 60% of SMEs have already taken steps towards digitalisation but there is still plenty of potential. The current uncertainty is making companies reluctant to invest in digital and future-proof technologies.

Further information on KfW’s promotional offers for SMEs can be found here: Make your company digital someday? Why not NOW? | KfW (in german)