Setting the stage for a new brand positioning!

At the end of an intensive (re-)positioning process by leading brick manufacturer Wienerberger Deutschland, one core message stood out: “A burning passion for building with clay”. In addition to a range of other communicative measures, BAU, the world’s leading exhibition held in Munich, served as the perfect stage to present the company and its five product brands to the key target audiences of architects, building material dealers and installers, with a whole new focus.

As per the brand strategy, excitement about and passion for building with clay were directly integrated into the plan of the stand: The 500 qm² stand exchanged classic exhibitions for impressive show cases, interactive elements, and a wide range of digital productions and components. These included, for example, partition walls made of Terca facing bricks, Penter pavers as part of the flooring for the heavily trafficked corridor between the stands, or the Argeton facade, which is not only fabulous looking, but also demonstrates the technical rear ventilation provided by the facade system. Touch screens and virtual reality also integrated modern technology into the stand. Well-designed: Many of the tools developed specially for the exhibition were conceptualized so that they could also be used later on for social media, the website, sales activities and product demonstrations.