Capital Bra Becomes the Face of Azar’s New Campaign – The Live Video Chat App Launches Its Latest Spot Across the DACH Region
Together with Azar, we at Mative Media launched the brand’s first major campaign in the DACH region — featuring Capital Bra as the face of the movement. Under the slogan “Express Yourself,” the campaign celebrates creativity and authentic connections between people from all walks of life. As a creative agency deeply rooted in artist marketing and culture, we brought our expertise to every stage of the process — from concept development to execution. The result: a campaign that merges music, street culture, and digital connection in a way that feels real and relevant.
The launch is supported by a nationwide OOH campaign across five major German cities, alongside a digital activation where fans can connect directly with Capital Bra through his official Azar profile and win tickets plus a meet & greet for his concert in Hamburg. At Mative, we’re proud to continue shaping Azar’s creative and influencer strategy in the DACH region — building bridges between brands, artists, and culture.
Azar – Connection is just one chat away.
Mative works with some of the biggest artists in Europe — creating unique, culture-driven campaigns that connect brands with real stories and authentic audiences.
75M+
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GSA
COUNTRIES
80k+
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CHALLENGE
Azar faced the challenge of finding a well-known and authentic face for its first major cross-media campaign in Germany. The goal: to increase brand awareness, attract new users, and present the video chat app in a more relatable and culture-driven way. The brief required someone with a strong and loyal community, a creative concept that fits the brand’s DNA, and — importantly — a realistic budget framework.
We at Mative explored multiple creative and talent routes, analyzing which artist could truly represent Azar’s vision of connection and expression. In the end, the choice was clear: Capital Bra — Germany’s most successful artist, currently preparing his comeback with “Berlin lebt 3.” His authentic story, street credibility, and massive reach within the 18–30 target group made him the perfect fit to bring the campaign to life.
STRATEGY
Turning Hype into Connection - How We Used Capital Bra's Comeback Story to Launch Azar in Germany
To make Azar’s first major campaign in Germany truly stand out, we decided to tap into the existing hype and rumors surrounding Capital Bra’s comeback and turn them into our storytelling engine. Right before the release of “Berlin lebt 3,” we positioned Capital Bra in a new, unexpected light — searching for fresh inspiration and new connections beyond his world. The twist: he finds them on Azar. We created a cinematic main asset that felt like a music teaser — intentionally blurring the line between a campaign and an upcoming track drop. For days, fans speculated whether Capital Bra was releasing new music, when in fact, it was the launch of Azar’s new campaign.
Through a combination of Instagram Stories, social ads, and digital assets, we revealed Azar step by step — showing how the app connects people from different cultures in real time. To make the experience tangible, we created Capital Bra’s official Azar profile, where fans could follow him, connect directly, and win backstage tickets for his Hamburg concert.
The campaign was amplified with a nationwide OOH rollout across five major cities, creating a consistent narrative across music, culture, and digital connection — the perfect blend of authenticity and attention.
RESULTS
From Hype to Impact – 75 Million Views, 100,000 New Users, and One of Germany’s Most Talked-About Campaigns
The collaboration between Azar, Capital Bra, and Mative Media achieved remarkable success — both creatively and in measurable impact.
Within just a few weeks, the campaign generated over 100,000 new users on the Azar app, demonstrating how powerful authentic storytelling can be when it meets cultural relevance.
Across TikTok and Instagram, the campaign content reached over 25 million impressions, fueled by genuine engagement, high share rates, and strong community reactions to the cinematic main asset.
Through paid media and OOH placements, the campaign added another 30 million impressions, creating a consistent and visible presence in both digital and physical spaces.
With this activation, Azar not only achieved enormous reach but also built strong emotional connections with a new generation of users — proving that when culture meets creativity, brands can become part of the conversation.
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GSA
COUNTRIES
80k+
LEADS
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