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.