DDB Romania signs the new Praktiker repositioning campaign, after winning a creative pitch organized after the retailer was taken over by the businessman Omer Susli.
We wanted for a long time to integrate in our portfolio a DIY brand, because it is a very dynamic segment and with high potential to develop customer experiences. It was a pitch with an intene competition, and we are happy we started the collaboration and, even since the second day, we started working with the engines at 100% speed for the campaign that’s now on air. All was developed by working closely with our new client, so we all familiarized very fast with Praktiker brand and universe
Managing Partner DDB Romania.
Campaign’s objective is to reposition the retailer in the actual context from DIY market.
The inspiration for the new platform “From house to home”, proposed within the pitch and later developed, was the Romanians’ obsession for their houses. We are the nation with the highest percentage of home owners in EU and the houses are, for most of us, the biggest aspiration and investment from the entire life. Praktiker understands and respects this attitude an comes now to feed Romanians’ love for their houses with a portfolio of products focused on Home Improvement segment. In other words, it offers a great variety of products at accessible prices which allows one to transform the personal space in a home, no matter what home concept means
Strategy & New Business Director DDB Romania.
Praktiker is close to Romanians for over 10 years and this obliges us to evolve in the same time with their trends and lifestyle. This repositioning campaign is part of our strategy aimed to refresh brand’s image on Romanian market so we could be even more relevant and closer to our clients’ actual needs. We continue to bet on a policy of prices attractive for clients and we are building offers for all budgets, without making a rebate from quality. We are inviting consumers in our stores to discover a pleasant shopping experience and an improved portfolio of products, that includes, amon others, design objects for homes, available in Romania only in Praktiker stores
Managing Director Praktiker Romania.
The integrated campaign was implemented at national level and includes TVC, OOH, transit and digital. It was developed by the creative team from DDB Romania together with the group partners: Media Investment (media), Porter Novelli (PR) and Tribal (digital).
With help from our communication partners, we aim to continue this campaign and cultivate Romanians’ inventiveness by developing the DIY sprit. We will organize interactive actions and practical demonstration on how to use products directly in our stores, we will have promotional campaigns and unique offers on the market, encouraging this way our clients to test their creativity and also transform their house into their home. We are supporting these campaign with quality products, complex services and a pleasant ambiance in Praktiker stores
Marketing Manager Praktiker Romania.