Gore: From function to fascination.

Emotion Creates Differentiation.

W. L. Gore & Associates is a globally operating specialist in innovative high-performance materials. Most end consumers know Gore primarily through GORE-TEX. However, in the industrial sector, Gore is recognised for its seemingly inconspicuous yet critically important products, such as cables and filters, as well as a wide range of Protective Vents. These small components ensure that sensitive electronics remain protected even under the harshest external conditions, in applications ranging from agricultural machinery to telecommunications masts.

Yet, despite the fact that the product's performance can determine whether an application functions smoothly or fails entirely, previous communication was heavily application-specific and highly technical. In a saturated market, this approach was no longer sufficient. Gore sought an overarching value proposition for six different sub-segments and a communication strategy that conveyed not just facts but also emotions.

„There are no bad conditions“ – An Idea that Unites Everything.

What do shipping containers at sea, street lamps in Siberian winters, and harvesting machines in dusty heat have in common? All these scenarios place extreme demands on electronics – and thus on their protection. The idea is to not hide worst-case scenarios, but to dramatise them.

With the statement “There are no bad conditions,” Gore confidently asserts that with our solutions, electronics are so well protected that even the harshest conditions pose no “bad conditions.” This subtle nod to GORE-TEX and the outdoor adage “There’s no such thing as bad weather, only inappropriate clothing” is intentional.

Technically Thoughtful, Creatively Connected.

In collaboration with WOB, a cross-channel communication concept was developed that resonates across all six sub-segments:

A cross-segment guiding idea with a central umbrella key visual
Six individual segment visuals, some created with AI, for precise target audience engagement
Clear messaging focused on protection, reliability, and performance – in every application

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For the launch at the iVT trade fair, a consistent implementation across all channels, from print to digital, was realised in close coordination with the global Gore MarCom team. This included:

Interactive paper as an innovative touchpoint mailing for top clients
Stand design
Content for the website and social media
Concept and production of a video
White paper and brochure

Making Decisions Easy.

Design engineers and procurement managers bear responsibility for safety, continuity, and investments. The new communication makes it easier for them to make swift decisions. It understands what the target audience needs and presents relevant content in a way that resonates:

Clearly structured information for engineering needs
Emotional visualisation that makes the product's impact palpable
High recognisability across all channels

Thus, the new communication concept transforms the “invisible product” into a visibly useful decision-making aid.

From Concept to Contact: Measurable Success.

The new campaign has not only strengthened existing customer relationships but also established a differentiated market presence:

50 qualified leads at the iVT fair in Cologne 2024, plus an additional 54 at iVT 2025
340 interactions with the interactive paper within 2 months
Very positive feedback on the creative idea, implementation, and storytelling
A distinct creative edge at the fair through the striking look

Follow-up projects featuring more exciting B2B stories for Gore are already in the pipeline.

“We greatly appreciate the strategic approach of the wob team and know we can always rely on creative, well-founded messages and compelling concept ideas. Moreover, collaborating with the wob team is enjoyable – communication is open and honest. ”
Carole Boisdron, EMEA Marcom Leader ,Gore Performance Solutions