Nicht grübeln. Dübeln!

Campaign for fischer.

"

Since its founding in 1948, the fischer group has developed from a regional workshop into an international concern. Continuous research and high quality standards have propelled fischer to an innovation driver of national industry and into a global brand synonymous with secure and economic fixings.

The universal plug UX is an all-rounder in the fixing technology sector. Its functional principle allows use on almost all building materials. However, the differentiated competitive landscape required optimised sales structures and communication measures to clearly distinguish the product brand from its competitors.

Schindler Parent felt it necessary to draw even greater attention to the universal plug UX within its competition and to boost sales.

The core idea: to not purely attract professional users, but also undecided DIYers who make spontaneous purchase decisions at the POS. The simple but succinct invitation to the target group was therefore “Nicht grübeln. Dübeln!“ and defines a decision-making tool for quality-conscious customers as a central message.

We compiled an extensive package of communication measures around this central message. The focus here was comprehensive POS materials, which attracted a great deal of attention in DIY and trade stores. Competitions and free samples gave customers further incentive. Radio spots also ensured cross-media attention among consumers. Professional trades were included in the campaign with mailing and redesigned product brochures.

A good idea is the best salesperson.

The success of the campaign far exceeded all forecasts and expectations. Strong sales and profit increases of more than 60% during the campaign period clearly demonstrate the success of the idea. Furthermore, comprehensive pre- and post-surveys assessed a significantly increased brand recognition of fischer. The campaign shows that above-average sales increases, despite premium prices, can be achieved through clear profiling and concise positioning.

 

More information is available from:

Michael Meier

Managing Partner
michael.meier (at) schindlerparent.de