Vasataschröder develops new image for Möbel Pfister

"The main aim of the new communications presence is to become more emotional and to create greater recognition through a new visual concept," says Head of Marketing and Communications Paul Holaschke of Möbel Pfister. "On the way to becoming a popular digital brand, we have consciously worked towards a 'shared-value' concept. 'Shared-Value' because it combines our aspiration and performance as a premium brand with an attitude that really matters to all our customers and is based on a broad social consensus."

Pfister's brand positioning is all about the special value of people's individual personalities, which deserve a correspondingly unique home. The campaign around the idea "Welcome to your home" is therefore focused on the diversity of human personality.

In the course of this, the agency was responsible for revamping the entire visual identity. "This starts with a more emotional - more personal - photographic approach and also includes the consistent use of the brand-typical red rectangle, the Pfister 'door', to ensure better recognition," says Carol Renfer, Head of Communications at Möbel Pfister.

The campaign and the new appearance were developed by the Vasataschröder consulting office in Zurich, which was newly founded especially for Möbel Pfister. The strategy and creation were developed in close cooperation with the Hamburg office. "The cross-location collaboration offers unbeatable added value for all sides: brand proximity and cultural access directly on site, that in combination with creation from Hamburg," says Safavi-Hir. "It's a concept we'd like to open up to other potential Swiss clients as well."

The campaign includes a 48-second TV and YouTube spot with various 11-second offer spots, print and OOH, radio and streaming spots, extensive online and social media measures, and a new appearance at the point of sale. Other elements of the campaign include a 44-page catalog and accompanying public relations.

The TV and YouTube spot, which will be launched at the beginning of September, differs from the other advertising media in its visual language. The subjects focus on activation and recognition, while the spot tells a story and aims to be less promotional. This was a conscious decision on the part of those responsible: "We're not interested in every advertising medium looking the same, but in coherence. The unifying element is always the core message. Depending on the medium, this needs to be charged in a way that is sometimes more emotional, sometimes more activating," says Vasataschröder creative director Mirko Vasata.