We developed the strategy, the creative and implemented a cross-channel campaign to introduce Drutex, one of the biggest window manufacturers in Europe, to the German market. The campaign launched during the 2014 Soccer World Cup and brought superstars Philipp Lahm, Andrea Pirlo, and Jakub Błaszczykowski together in a light-hearted TV commercial. The media plan included a mix of TV, radio, digital media, outdoor, print, social media and sponsoring. Making a positive impression on the relevant target audience, Drutex successfully entered a key market.
The marketing offensive was timed to launch just before the start of the tournament. The campaign aired on major TV stations, including RTL, VOX, Sport1 and n-tv as well as leading online sites. The stars were actively used to engage with fans on social media. Print ads ran in national newspapers and magazines.
Employing three major soccer stars during the World Cup, the world’s biggest sporting event, worked as an authentic power boost for the launch, bringing immediate attention and credibility to the brand. Product benefits were effectively linked with the key personality traits of the brand ambassadors.
