Agency
Location
Industry
A fresh breath of air for an ageing industry
Challenge
Caparol lives up to its claim as a leader thanks to innovative products and solutions, but has lost some of its appeal in the past. The industry is also currently undergoing a transformation and is demanding to be rejuvenated.
Caparol's goal: to lead the market as a love brand and to become again the first choice among craftsmen.
"We put the surfaces and the people who produce them in the spotlight - accompanied by a trendy campaign. This allows us to make the craft attractive, especially for young people. It’s about appreciation and passion for working with colours, the pure emotion for Caparol as a passionate partner of the craft."
Head of Marketing
Caparol
Fresh paintwork that is fun
Solution
Based on Caparol's new brand design and the new slogan "THE POWER OF SURFACE", a concept was developed to be fun and bring a fresh touch to the brand.
The heart of the campaign is the rap video "Oberfläche. Obernice.", featuring numerous product- and audience-specific messages. The video is played out in a targeted manner as part of the multi-channel campaign. The campaign not only reinforces the "Caparol" brand but also pays respect to the industry in general.
Key Facts
Key Takeaways
#1
A traditional brand can also
be rejuvenated.
#2
Advertising can be enjoyable.
#3
Respect for the audience and the industry is paramount.
