uzin

100 Years of
uzin

INITIAL SITUATION AND OBJECTIVE

Uzin Utz AG, a world-leading manufacturer of installation, sealing and care systems for floors, celebrated its centenary in 2011. Another reason to celebrate: the company's first brand, UZIN, became the market leader

in the floor chemicals sector. To celebrate these successes with a major centenary promotion, the company called on an experienced partner, Panama.

Bild des Kampagnenmotivs auf einer Werbewand

IDEA AND IMPLEMENTATION

Panama designed a cross-brand sales campaign designed to appeal directly to the target audience and reward them for their loyalty. Reflecting the key theme:

"WE'RE CELEBRATING 100 YEARS. AND OPENING A BARREL"

Packshot eines goldenen Gold-Ochsen Bierfass mit Uzin-Logo

UZIN treated its customers to a 5-litre keg of Gold Ochsen beer. Wholesalers were given a total of 40,000 kegs of "liquid gold" for themselves and their customers.

The centenary celebration lasted for seven months and featured on a wide range of channels, linked to various promotions and offers. Including a centenary selection of the company's top products. This actions helped to maintain the target audience's interest in UZIN and promote its visibility on the market throughout the entire period of the promotion.

A specific media mix was assigned to each target group: from sales folders and sales support for field staff, to adverts and PR articles in trade publications, through to a centenary microsite and online banners in internet portals.

Not forgetting 200 customised billboards close to wholesalers, mailings sent to 6,000 UZIN customers and attractive POS packages.

Bild der Uzin Website in einem Computerbildschirm

OBJECTIVE ACHIEVED

"PANAMA'S CENTENARY CAMPAIGN CONVEYED OUR IDEAS PRECISELY: IT SET THE RIGHT TONE WITH OUR RETAIL PARTNERS AND AMONG DIY ENTHUSIASTS," EXPLAINED ALEXANDER MAGG, MARKETING MANAGER FOR THE UZIN BRAND.

AND SALES FIGURES FOR THE CENTENARY PRODUCTS PROVE THE CAMPAIGN'S SUCCESS: WITH A 60% INCREASE IN GERMANY AND SWITZERLAND. 120% IN AUSTRIA AND 650% IN FRANCE.