Advertising city creates charm offensive for Fireswiss
Fireswiss is Glas Trösch's fire protection brand. To raise awareness of the two products—Fireswiss Foam and Fireswiss Cool—in the construction industry in particular, the Werbestadt agency was commissioned to develop a branding campaign.
The aim was to enter into conversation with decision-makers on the customer side and to build new relationships. Three main groups were identified as the most important contacts for fire-resistant glass: Aesthetes (architects and draftsmen), Thinkers (planners and project managers) and Doers (carpenters, glaziers and metalworkers). A suitable soft drink was selected for each of the three professional groups and an individual can design was developed: Iced coffee for the architects, apple spritzer for the planners, and an energy drink for the doers.
The main message of the charm offensive is: "We know our customers' individual needs."The following communication tools are used during the surprise visits of the contact persons on site: beverage cans in three designs, packaging (six cans per unit), advertising folders, and design of delivery vehicles.
Responsible at advertising city: Eva Kesper-Wegelin (art director); Romaine Ceppi (polygrapher); Nicolas Kesper (copywriter).
