Public Sector
Employer-Branding Tour Bus for the Berlin Senate: HAUPTSTADT MACHEN
With the "HAUPTSTADT MACHEN" campaign, the Berlin Senate drew attention to the variety of careers in the public sector. A classic poster campaign creates no direct dialogue with citizens. UpReach delivered the interactive component: an UpReach Lite terminal in a branded tour bus, with profession-specific overlays for different career fields in the Senate administration and an integrated survey at the end of the session. Plug-and-play, run by the promotion staff — with no IT support along the Berlin tour locations.
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The initial situation
With the "HAUPTSTADT MACHEN" campaign, the Berlin Senate administration wanted to build awareness of the diversity of its job profiles — from administration through IT to social professions. Classic out-of-home advertising delivered reach but no dialogue and no measurable response to individual career fields.
The challenge was an interactive format that invites passers-by at the tour bus to take part — low-barrier, with no prior registration, with no long waiting times. At the same time, the activity was to deliver data on which job profiles spark particular interest and how the campaign message lands.
Operationally, the system had to be mobile. The tour bus visited various Berlin locations. The staff on site were a promotion team, not technical staff. Set-up in the bus, operation by touch, no IT support along the tour — these requirements were non-negotiable.
The UpReach solution
UpReach installed an UpReach Lite terminal permanently in the Berlin Senate's tour bus. The housing was wrapped in the "HAUPTSTADT MACHEN" campaign design and integrated into the bus interior.
The software interface ran fully in the campaign corporate identity: Senate colours, typography, campaign claim. Visitors could choose between three output formats — single photo, GIF and boomerang — and personalise their content with profession-specific overlays. Each overlay represented a career field in the Senate administration (administration, IT, police, education, social services). The UpReach design team produced the overlay graphics in close coordination with the Senate's campaign agency.
After the photo session, a short survey opened automatically on the touchscreen: Which career field interests you most? Have you ever thought about a career in the public sector? Which aspect of the campaign reached you? The answers were collected GDPR-compliant and anonymised in a cloud dashboard — as a direct feedback instrument for the campaign team.
The terminal ran in kiosk mode. Operation solely via the touchscreen, no hidden menus, no risk of misoperation by passers-by. More on the hardware: /produkte/lite.
Setup & Logistics
Five weeks' lead time: 2 weeks for the concept of the profession-specific overlays in coordination with the campaign agency and the Senate administration, 2 weeks for the UI configuration in the campaign corporate identity including survey logic and GDPR sign-off by the Senate's data protection officer, 1 week for the permanent installation in the tour bus and end-to-end testing.
The hardware was built directly into the tour bus — ergonomically positioned, connected to the bus power supply. The promotion staff were briefed by UpReach: start-up at the beginning of the tour, end of day, handling standard situations.
During the tour: remote monitoring via the cloud dashboard. Sessions, output-format distribution, survey responses and system status were visible in real time across all locations for the campaign coordination team. Updates to the overlays or survey questions were pushed over the air — without a technician having to visit the bus.
Results by the numbers
fully branded tour bus
profession-specific overlay worlds
IT interventions along the tour
The photo station worked as an interactive anchor for the campaign. Instead of just noticing a poster in passing, passers-by stopped at the bus, photographed themselves with a profession overlay and got into conversation with the promotion staff about career opportunities in the public sector.
The integrated survey delivered anonymised, GDPR-compliant response data on individual career fields to the Senate administration — insights that classic OOH campaigns cannot capture. Which professions attract particular attention? At which locations is interest higher? Which age groups interact with which overlays?
Operationally, the tour ran with no technician intervention. The promotion staff started and shut down the system themselves at each location. Software adjustments during the tour were made remotely via the cloud dashboard.
Key takeaways from this setup
Interaction beats reach in citizen activation: classic OOH campaigns deliver visual contacts. An interactive photo station at the bus delivers direct engagement with the message — and the chance to answer questions in the follow-up conversation. For public-sector campaigns, this quality difference is decisive.
Integrated surveys deliver steering data: a short survey at the end of the session is not a break in the user-experience flow but a natural close. For campaign teams, it delivers ongoing response data with which tour locations or messages can be adjusted while the campaign is still running.
Plug-and-play is the precondition for roadshow success: promotion staff have neither the time nor the competence for IT interventions. A fully preconfigured kiosk system that starts at the press of a button is the only practical solution for mobile campaigns across multiple locations.
UpReach Components Used
Hardware
UpReach Lite (permanent installation in the tour bus)
Software 01
AI background removal (offline mode booked for outdoor use), GIF and boomerang generation
Software 02
campaign UI in the Senate corporate identity, profession-specific overlay engine, integrated survey flow, GDPR-compliant anonymised data capture, cloud dashboard, OTA updates
Citizen activation for your public-sector campaign
UpReach delivers plug-and-play AI photo booths for public institutions, ministries and municipal campaigns — GDPR-compliant, with a bookable offline mode, and no IT support on site.
