Knauf

PerfectWall

INITIAL SITUATION AND OBJECTIVE

When the construction materials company Knauf talks about a real innovation, that truly means something. We were therefore all the more delighted to be appointed to launch the new wall system.

Panama's to-do list included: Everything - from positioning and all aspects of communication through to robust shelving in DIY stores.
What makes the new product so special?
It is the first complete wall system with a

surface ready for the home and featuring many high-quality decorative elements. For customers this means: no plastering, no painting and no wallpapering - as soon as the wall is up, it's ready. And of course it looks great.



IDEA AND IMPLEMENTATION

The new Knauf PERFECTWALL system turns everyone into a professional. We therefore decided against using professional testimonials and instead developed a communication approach revolving around a key character, a friendly, neighbourhood DIY expert: Axel - likes to lend a hand and always has a tip for how to do things more simply, quickly and cleanly. The visual world is authentic, as is the tone. Rather than using advertising language, Axel adopts an informal tone - appealing directly to the target audience of amateur DIY enthusiasts. Axel pleasantly and confidently demonstrates how the system works, explains the assembly process and gives customers the courage to try it themselves - featured in the product brochure, on the microsite, at the POS and in an app designed to support the customer with a virtual preview of decorative features in their own rooms and many other useful features.

THE APP ALLOWS USERS TO REMOVE WALLS IN A VIRTUAL VIEW OF THEIR OWN ROOMS AND TEST THE DECORATIVE EFFECTS.

To the Apple App Store

INTERIOR DESIGN MADE EASY - ON THE MICROSITE, AXEL APPEARS IN A VIDEO PROVIDING A STEP-BY-STEP VIDEO DEMONSTRATION OF SET UP THE PERFECTWALL SYSTEM.

THE INTERACTIVE ROBUST SHELVING AT THE POS INVITES THE CUSTOMER TO EXPLORE THE OPTIONS.

OBJECTIVE ACHIEVED

FIRST GOAL REACHED: ALL COMMUNICATION ELEMENTS WERE IN PLACE AT SELECTED DIY STORES IN TIME FOR THE SALES LAUNCH OF THE KNAUF PERFECTWALL. PANAMA WISHES CUSTOMERS LOTS OF SUCCESS - AND LOTS OF PLEASURE - WITH THEIR NEW LIVING ROOMS, DINING ROOMS, STUDIES, BEDROOMS AND NURSERIES.