The 30 day Re-invention of Germany

Five million unemployed people, rampant xenophobia, a dramatic decrease in investment and a soccer team supported by just eight percent of the nation. A nation described by its president as entering “collective depression”. This was Germany two years before the 2006 FIFA World Cup. Yet the country turned its fortunes around so dramatically that it produced one of the best World Cup of all time and never before has an event been presented in such an "emotional and global manner".

Before the 2006 FIFA World Cup took place, research surveys were conducted on Germany's image which concluded that the nation had some negative perceptions to deal with. However from those ominous four weeks from 9 June to 9 July 2006, Germany's image transformed dramatically, from: serious, humorless, disciplined, conservative, cold to carefree, fun, welcoming, hospitable, modern and innovative. The games were so successful that since then year by year foreign tourism increased by 31%, investors confidence has surged to an all-time high, reduction of unemployment by 29%, exports jumped by 14%, civic pride went up, and the overall perceptions of Germany and Germans have positively improved on the international arena. Economists have dubbed its economic turnaround “The Second Economic Miracle”.

So how did Germany become a nation charged with a sense of pride and common destiny and the world’s most admired country brand. Well it didn't happen accidentally, it was all planned in advance, hence, used the world cup as an opportunity to apply a "change management program" for the entire nation. Germany well understood that these games were a massive opportunity to present themselves to the world and advertise Germany as a place to do business, explore, and appreciate. Germany realized that if you want to change your image, you have to change your behaviour, and to change behaviour, you have to start with the people. Despite a turbulent and deeply disturbing past, Germany wanted to show that they have a lot to be proud of. But they didn't want to appear arrogant, so they went for a more symbolic and stylish approach. To list a few of the initiatives they undertook:

• Fan festivals and public viewings of the game were organized which caused a havoc of celebrations in every hosting cities, these festivals took place outside of stadiums to maximize the celebrations and partying.

• "A time to make friends" was their core message before and during the games. This campaign was brilliantly designed in a way which would be identifiable or relatable to every German and so be inspired by it. This core message touched their national psyche to such an extent that they were actually moved to and wanted to deliver the brand promise of being friendly and fun.

• The “Walk of Ideas” invited visitors through six giant sculptures, one for each theme, representing the inventiveness, creativity and wealth of ideas in Germany. (Innovative football boots, milestones of medicine, modern book printing, masterpieces of music, and the theory of relativity). The sculptures were photographed, filmed, and written about so much that they generated their own media.
  

The nation building initiatives Germany undertook payed off big time and added much needed value to their brand. Germany has also paved the way for other countries that wish to build their nations through similar world events. For example, South Africa will be hosting 2010 FIFA world cup, and it would be a tragedy if the games focus will be on personal enrichment rather than an opportunity to promote South Africa on the world stage. The same goes for countries hosting future winter and summer Olympics.