Brand strategy, re-positioning, campaign concept classic & online, shooting & TV production, print, TV, online branding, POS, media
As the market leader, Gabor enjoys maximum awareness among its target group. With distinct strengths in brand and product quality. How does a brand with this high profile create an image extension in the direction of values and personality. And how can a campaign develop the emotional added value of the brand and an even higher desirability in the relevant target group?
Sharpening the brand model to the rejuvenating target group without losing the existing female customers. Strategic focus on communication that places greater emphasis on the emotional values and benefits of the brand. With Yvonne Catterfeld as brand ambassador, combining values and personality – and connecting with the brand. Appealing equally to the brand’s different target groups and underlining its desirability.
One Face to the customer. With an interdisciplinary media strategy, communications will launch a broad-based international brand campaign in spring 2022. Both print and TV planning will focus on detailed and maximum contact quality in high-quality environments. With addressable TV and a high proportion of online branding formats, the campaign will achieve a high nine-digit contact frequency in the relevant target group. In addition to high brand awareness, the goal is to significantly increase brand sympathy and the willingness to buy the brand.