A Creative Campaign
A Campaign as a Work of Art
Since Röfix is oriented toward innovative construction solutions with simple practical application, our first campaign for Renopor, a product line for mold remediation, was also built on an approach beyond the standard - both creative and highly applicable.
The campaign began with product and target group research, continued with brainstorming that led to the concept, and was developed with a focus on applicability across every individual communication and advertising channel.
Renopor Mold Remediation System
Digital Solutions
Communication Development and Key Visual Derivations
Building by the System
Idea Development
Campaign Concept and Execution
Digital Production
While interest in Röfix products is highest among retailers and contractors, individual products or product groups can also be marketed directly to end users, depending on their purpose.
Since mold and dampness are common issues for which consumers often seek DIY solutions, it was clear that this campaign needed to address retailers, contractors, and end users alike.
The key visual and key message, responsive across all target groups, first had to draw attention. In this case, that meant placing the product group into a broader context and creating communication that bridged the problem and the solution in a compelling way.
The initial inspiration for the key message and the key visual lay in the fact that mold and dampness sometimes attract more attention than the artworks that actually deserve a place on the wall.
In line with the requirements of a campaign that can run simultaneously across various communication and advertising channels, the derivations of the key visual included variations designed to amplify the campaign’s effect and sustain the target group’s attention.
