AUTin demand

Österreich Werbung faces a particular communications challenge: it communicates externally and internally, with a wide range of stakeholders within the tourism industry. This B2B communication needed to be prepared for social media in a way that made it relevant and worth watching for the industry.

The main focus was on Instagram. Carousel posts and short vertical videos generate reach and attention on the channel. At the same time, different perspectives, requirements and expectations within and outside the organisation had to be brought together. This required a format with clear recognisability and its own logic.

The goal was clear: to create a format that connects the industry, sparks conversations and makes Österreich Werbung visible as a modern, dialogue-oriented voice in tourism.

Together with Österreich Werbung, we developed AUTgefragt, a social-first format that gets the industry talking internally and externally. The challenge lay in combining two requirements: the format needed to connect with Österreich Werbung’s existing brand world while being independent enough to function as a new B2B offering.

To achieve this, a short vertical video format with a clear interview character was developed. AUTgefragt combines in-depth content with the logic of Reels. The conversations are aimed at an industry, while remaining approachable and easy to understand. Relevant guests from culture, cuisine and tourism create additional points of connection for the target group.

Clear format name and consistent framework: AUTgefragt created a recognisable interview format that brings conversations together as a regular social offering.

Connection to the existing brand world: Visually and in terms of content, the format draws on Österreich Werbung’s B2C communication without seeming like an extension of traditional campaigns.

Social-first rather than TV logic: AUTgefragt was designed from the outset for mobile use, capturing attention quickly and the dynamics of social platforms. The conversations were not conceived as a traditional long-form format and only then adapted for social media.

Relevant guests: Figures such as Cosmo, Pizzera & Jaus, celebrity chefs and industry leaders draw attention and provide access to different perspectives within the target group.

Industry communication on equal terms: The format relies on genuine conversations, conviction and approachability. This makes the communication feel less like an obligatory exercise and more like relevant social content.

A consistent vertical-first approach: All content was developed for mobile use, focusing on clarity, recognisability and relevance for the industry.