THE GREAT KNOWLEDGE QUIZ - Duropal

46 _ HPL World
A HARD CASE
A MATTER Of fORM
HOW A CAMPAIGN DEVELOPS: JÖRG DAMBACHER GIVES AN INSIGHT INTO THE WORKSHOP OF AN
9th May 2007: duropal undergoes its relaunch on the
first day of the Cologne specialist exhibition interzum.
the new orange in the logo and the striking images and
messages show an enormous signal effect. the woweffect
of the duropal team is quickly transmitted to the
visitors — and this has also long been noticed by the
exhibition organisers: the duropal stand is selected as
one of just 14 stops on the official press circuit. Everyone
can sense it: a strong brand is being revitalised, together
with the people around it.
this is backed up not only by a gigantic marketing
budget, but also by an unusual communications idea,
which like every good idea is one thing above all else:
simple. duropal high-pressure laminate materials
combine such apparent contradictions as hardness and
pliability. Can this be put more simply? Yes: a matter
of form meets a hard case. the surface finishes are
extremely resilient, although they give the visual
impression of softness. Can this also be
put more simply? Yes: soft to the touch
yet scratch-proof. and the imagery
also conveys a clear message: the
focus is on the décor and carries the
headline.
the ‘trifft campaign’ was developed
by the rtS rieger team
of Stuttgart. the B2B agency
had already helped to launch
wodego onto the wood-based
materials market as a new and
fresh brand four years ago. But this
was by no means a free ticket for the duropal budget.
in a competitive presentation, the Stuttgart company
outdistanced four other agencies. “rtS had the right
know-how, the clearest concept and the best idea”,
says duropal Marketing and Sales Manager reinhold
Hinterhölzl.
rtS rieger team Managing director Jörg dambacher
explains the past history: “the decision made years
ago to take duropal off the market and merge it with
wodego was never properly accepted, particularly not
in countries such as the Netherlands, where duropal
is to high-pressure laminates what Kleenex is to paper
handkerchiefs. Brands like it simple, clear and straightforward.
and that also applies to their customers. the
internal merger of product families and sales channels
was therefore not accepted by the market. By the end
of 2006, it finally became clear that duropal would
have to be relaunched as an independent brand.” it
was equally clear however that no huge budget was
available for this purpose. this made the task all the
more challenging and attractive for the consultation
and creation team under Jörg dambacher, who would
have to use the funds that were available as effectively
as possible: “We therefore had to immerse
ourselves in the subject and apply the necessary enthusiasm.
and one has to be ready to answer people’s
questions. the fact that duropal is back again is not
sufficient as a message in itself. People want to
know: why is it back again? Why is this better than
other products? What plans do you have for the
future?”
STREICHZART
TRIFFT
KRATZFEST.
KURZWEILIG
TRIFFT
LANGLEBIG.
EICHE DUNKEL R 4272 ALU GESCHLIFFEN F 8110
RUBINROT U 1691
ORANGE U 1667
B
H