Erdmannpeisker breaks with visual codes in the construction industry
For a new product line of Hatex Erdmannpeisker brings a launch campaign that shows workwear in an unusual way.
Hatex, as a provider of workwear in the Swiss construction industry, would like to open up new target groups with the new Xpert product line and now also become better known in the ancillary construction trades, such as painters, carpenters, locksmiths, etc. The challenge: there is a large competitor in this sector. The challenge: There is a large competitor in this sector.
Erdmannpeisker now aims to solve this problem with a new launch campaign. A multi-stage strategy along the customer journey was developed for the campaign, which will be broadcast mainly online. The aim of the first phase (See) is to generate as much attention as possible for the Xpert-Line and to position it as top workwear that offers advantages for all construction-related industries.
Spot breaks with industry codes
There is also a commercial. It presents the different professional outfits in an unusual way and breaks with the visual codes of the industries. With the big X, a key visual was developed that is integrated cross-medially in all media to support the recognition of the product line.
The second phase (Think) will focus on the details for each industry to make it clear that Hatex has taken an in-depth look at each industry and has developed smart solutions. These are shown in industry-specific carousel ads with small animations and the same concise look.
Carousel AD Building Technician:
Carousel AD Mechanic:
Story Painter:
Story Gardener:
In the third phase (Do), a specific and time-limited offer is advertised with the message: "Benefit from introductory discount now!".
Responsible at Hatex: Roman Hallwyler (CEO). Responsible at Erdmannpeisker: Gabriel Peisker (Creative Direction), Sybille Erdmann, Rainer Neusius (Consulting), Christina Weisser, (Art Direction), Laura Fässler (Photo Display and Content), Nono Photography (Foto Bildwelt), Dhondup Tersey (Production Bildwelt), Renate Diethelm (Models/Equipment), Crunch Filmproduktion: Daniel Kunz/Sébastien Zürcher (Producer).
