Drutex, the largest manufacturer of vertical windows in Europe, was present at the leading international trade fair Fensterbau Frontale last week.
Held in Nuremberg, around 110,000 industry professionals attended the fair. In the centre of discussion was the introduction of new products and the newly launched advertising campaign featuring well-known football stars.
Since 2013, ITMS and Drutex have been successfully collaborating to increase the organisation’s brand awareness among professionals such as architects, planners and trading partners, as well as home builders and property owners across Germany. Along with Fensterbau Frontale in 2014 and BAU 2015 in Munich, the world’s largest trade fair, this year’s appearance marks the third international trade fair for Drutex – always accompanied by the communications experts ITMS.
At ITMS, a trade fare appearance is always viewed from a holistic point of view. The Bad Nauheim agency ensures maximum media visibility for the brand and its products by initiating a variety of communication activities prior, during and after the fair. This year, Europe’s largest window manufacturer enjoyed special media attention thanks to these efforts. Mainly through engagement in numerous discussions with leading media representatives, it became apparent how the company has now grown to occupy a place of great importance in the industry. The agency has succeeded in changing Drutex’ appearance from a hidden champion to becoming one of the most recognized window manufacturers in the country within a short amount of time.
Study results have shown that Drutex now ranks at number 3 among the highest selling window manufacturers in Germany. The brand has achieved a new sales record in 2015 and reported export growth of 26 percent compared to the previous year. In addition, regular product launches kept the brand in the headlines, with events such as the Nuremberg celebration of the world premiere of the Drutex IGLO Light System, a product featuring particularly narrow dimensions and modern design. The star of the communications mix however clearly is the campaign that combines three football stars: Andrea Pirlo from New York City FC, Bayern Munich captain Philipp Lahm and the Polish national team and Fiorentina winger Jakub Blaszczykowski. The three football players have been brand ambassadors for Drutex since 2014. Recently, their new campaign “Strength, Elegance and Precision in a Window” was launched on a large scale across a range of industry and consumer media.
ITMS Marketing is responsible for the complete range of media relations and events management for Drutex, as well as sponsorship and strategic media planning and buying.