New project for wob: European brand campaign for CARLISLE® CM Europe

Together with CARLISLE® Construction Materials Europe, Europe's leading manufacturer of EPDM waterproofing products, we as Germany's B2B experts are allowed to implement an integrated European brand awareness campaign.

The aim is to make the CARLISLE® brand known and attractive to roofers, carpenters and other applicators of building waterproofing systems as well as architects as a relevant player over the next two years, and at the same time to come into personal contact with decision-makers.

The CARLISLE® CM Europe Group is part of CARLISLE® Companies Inc., the world's leading player in the building materials industry. Under the umbrella of the Europe Group, CARLISLE® Companies Inc. has united various manufacturers of well-known brands such as RESITRIX® and HERTALAN® and has developed into Europe's leading supplier of EPDM waterproofing systems for roofs, buildings and facades.

"The aim of our campaign is to make the CARLISLE® brand even better known among our target groups. Our product brands already have a high relevance in the market, but our umbrella brand is less known so far. We want to change this and are therefore launching a large-scale European brand awareness campaign for the first time. With wob, we have found an agency partner that convinced us with its strong approach focused on customer experience as well as its far-reaching expertise across all relevant touchpoints," explains Klaas Kortegast, Vice President Sales & Marketing CARLISLE® CM Europe.

The campaign concept includes display ads as well as ads in relevant trade magazines, programmatic advertising, paid social media, influencer marketing, a comprehensive roadshow integrating building material retailers, a guerrilla campaign at roofing companies, mailings, a campaign website, various highlight events as well as a virtual reality experience with the "fastest company presentation in the world".

"We have to create fast and sustainable experiences with the target groups. That is the core of the strategic creative approach. To do this, we have to get into personal contact with them in a surprising way," Roland Rudolf, Chief Creative Officer at wob, describes the strategic core of the campaign.

The campaign started in May and will accompany the target groups for the next two years.

"For me, it is crucial that my agency partner not only understands B2B communication and our business, but also goes new, unconventional ways to strike a chord with our target groups. That's what I find with wob and the chemistry is also right. I'm looking forward to the cooperation and, as a result, to a successful campaign," explains Felix Ludes, Head of Marketing Europe at CARLISLE®.

"The chemistry was right from the start, the task and objectives are ambitious and highly interesting - and the team's joy is correspondingly great," adds Matthias Specht, Co-CEO at wob.

Would you also like to increase awareness for your company? Then simply write us at info@wob.ag!