Initial situation
Steinbach is one of Europe’s leading suppliers of pools and accessories. The company employs more than 300 people at 3 locations. Among other things, Steinbach is a sales partner for quality brands such as Intex, one of the world’s largest manufacturers of pools and accessories. At its headquarters in Schwertberg (Upper Austria), Steinbach also manufactures products for water treatment and operates its own injection molding production for packaging.
Strategy
DIY stores, specialist stores, consumer markets and discount stores offer a wide range of products for fun in the water in your own garden. The fact that Steinbach is the company behind this large selection is anchored in the public’s awareness with a fresh, unique appearance. The slogan „we are pool“ sums up Steinbach’s comprehensive expertise. Building on the major campaign in Austria, the focus is now being extended to Germany.
Implementation
For the striking subjects of the new campaign, two models immersed themselves in the world of Steinbach in an elaborate shoot. In Austria, more than 1,200 billboards in the vicinity of DIY stores, an extra-long billboard dominance with format blasting in Linz, as well as advertisements and Austria-wide press releases ensure attention. Other highlights include a branded ÖBB Taurus locomotive, which will be used on the entire Railjet network from mid-May to whet customers‘ appetites for Steinbach, a banner campaign with a prize draw using Hyper Local Targeting, and a national radio campaign.
In Germany, a broad-based addressable TV campaign will bring Steinbach into the homes of the target group. Additionally, a cooperation with regional radio stations and PR measures increase brand awareness.
This makes summer really fun!
