In the land of wood diversity
At the beginning of the year, Dachcom won the Marketing Schweizer Holz pitch for the Schweizer Holz label. The agency is now presenting its first work.
While the previous campaign for Swiss wood under the motto Woodvetia focused on life-size wooden figures of well-known Swiss personalities, the new overall communication focuses on the real and versatile advantages that this unique raw material offers. This is done using impressive building objects from all over Switzerland, because the possibilities with Swiss wood are as diverse as the country of Switzerland itself.
The central theme "The land of wood diversity" plays with the essence of Switzerland and therefore also Woodvetia: the different regions, cultures and personalities. This is expressed in witty headlines such as "How a Zurich woman showed an Ausserrhoden woman her rough edges" or "How an Obwalden man only got a genuine Obwalden woman in his house".
The centerpiece of the campaign is a national TV sponsorship and the new website Wood-bois-legno.chwhich created a central hub for all target groups (B2C, B2B, users) for the first time. In addition, the Schweizer Holz label was given a gentle redesign.
The aim of the communication is to increase the demand for domestic wood among all target groups and to anchor the individual, environmental and economic benefits of Swiss wood in the minds of the population as a whole.
In addition to the presence on TV and the new website, various measures for end customers and B2B are being used: a nationwide poster campaign, mailings, starter kits, documentation, signage as well as online and social media marketing measures.
Responsible at Marketing Schweizer Holz: Martina Neumüller-Kast (Head of Marketing). Responsible agency: Dachcom Team Rheineck / St. Gallen.
