Research Marketing Campaigns

Keeping German research and innovation competitive requires cooperation with countries that have significant science and technology resources and developing future markets. Topic centered and country-specific marketing campaigns promote Germany as an attractive research location. These campaigns contribute significantly to strengthening the image and reputation of German research and innovation abroad.

Until 2020, 82 German networks were funded with around 7.2 million euros. As a result of these campaigns, around 100 R&D projects were launched and 192 cooperation agreements were signed with international partners.

The research marketing campaign The Future of Work was launched in June 2019 as an international continuation of the BMBF's national Year of Science 'Arbeitswelten der Zukunft'. Over a period of 18 months, the campaign provided 10 excellent research networks with a platform to present their innovative projects for the future of work in three target countries – France, Japan and the USA – in order to win international partners. The marketing activities were accompanied by an overarching campaign with central communication measures and events, both in the target countries and in Germany.

Here you will find an overview of concluded future campaigns that were carried out successfully to promote Germany as an attractive research location:

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Kick-off event in May 2019 © Michael Lüder

The Future of Work

As Industry 4.0 progresses, work reaches a new level: people, machines, plants, logistics and products communicate directly with each other through intelligent, digitally networked systems, and largely self-organised production becomes possible. In addition, the economic and social dimensions of new technologies will play an important role in the working world of the future.

> more: The Future of Work.

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City of the Future

More and more people are moving to the cities, and the consumption of energy and resources is rising as a result. What is the best way to deal with this development? How can cities be turned into viable, sustainable living areas?

> more: City of the Future.

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Germany and Russia

Germany presented itself in another campaign initiated by the Federal Ministry of Education and Research (BMBF), which ran in Russia from 2012 to 2014 and was titled “Research in Germany – Land of Ideas”. The Russian Federation is a strategically important partner for Germany in education, research and innovation.

> more: Germany and Russia.

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Medical Technology

Medical technology has enjoyed an overall dynamic development in Germany and is in a good position in research as well as in industrial implementation. It is an innovative area with great relevance for the future, which not only contributes to better health care for the population but also creates jobs and prosperity.

> more: Medical Technology.

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Production Technology

German companies are leaders in sustainable production technologies, and numerous research projects deal with the question of how resource and energy efficiency can be increased. The BMBF supported the internationalisation of sustainable German production technologies in the campaign “Green Production Technologies”.

> more: Production Technology.

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Germany and India

From 2008 to 2010, Germany presented itself as a location for innovation in a campaign in India themed “India and Germany – Strategic Partners for Innovation”. The campaign focused on biotechnology, health research, production technology, energy and environmental technology and sustainability research.

> more: Germany and India .

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Environmental Technologies

In 2020, the environmental technology industry in Germany will generate higher revenues than vehicle or machine construction. This makes it the growth market of the future. Germany is aiming to enter the global market in this area. A targeted advertising campaign by the Federal Ministry of Education and Research also contributed to this.

> more: Environmental Technologies.

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Nanotechnology

Nanotechnology is viewed as one of the most important future technologies with the greatest opportunities in the world. Germany has high R&D competence in this technological area. The Federal Ministry of Education and Research (BMBF) drew greater attention to this abroad in an international marketing campaign.

> more: Nanotechnology.

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Germany and Korea

South Korea and Germany can look back on a successful Year of Cooperation in the context of the campaign “Advertising Germany as a location for innovation” - initiated by the Federal Ministry of Education and Research (BMBF).

> more: Germany and Korea.