TBS positions Gonon as a pioneer in building insulation
The Schaffhausen-based company Gonon is one of the pioneers of EPS insulation materials. TBS is drawing attention to the hidden champion and its product innovations with a sharpened positioning and a pointed campaign.
Although Gonon is regarded as an inventor and pioneer in the field of EPS insulation materials, the almost 100-year-old company itself is still little known and has to assert itself against the two dominant Swiss market leaders. Gonon therefore needs a new communicative bracket to position itself as a brand for the future. And an attention-grabbing campaign to differentiate Gonon in a competitive environment and create more visibility among the relevant target groups in the construction industry.
Positioning in a nutshell
From the very beginning, founder Monsieur Gonon focused on independent product development and pioneering innovations. Today, the company continues to live this inventive spirit just as consistently, as demonstrated by several world firsts. This high level of expertise and the great commitment of all employees are immediately noticeable in the factory: they identify one hundred percent with their mission. No one in Switzerland knows EPS better and does more for it. In short: Gonon are the EPS experts: inventive, committed, unique.
Small beads big time
Because the product always takes center stage at Gonon, this should also be the case in the advertising. Because there is also enough to tell about it. The communication therefore focuses entirely on the product and zooms in on every detail. The properties of the various Gonon innovations are dramatized using individual EPS granules. In this way, Gonon's inventive spirit is also conveyed directly through the product. The EPS beads become the stars of the campaign, bringing together all of Gonon's know-how. The casual tonality is also intended to ensure that Gonon not only convinces on a factual level, but also conveys its expertise as entertainingly as possible - and thus stands out in the B2B environment.
A well-rounded appearance on all channels
The new, self-confident image is being launched at the same time as the redesigned website. At the start of the campaign, several motifs bring the product diversity and EPS expertise to life - in addition to EPS qualities, topics such as recycling management, integrated fire protection and moisture control are dramatized.
The campaign is present on all communication channels - as header subjects on the website, as social media posts, as advertisements in specialist media and as product flyers for direct contact. The two animated product films for the EPS world premiere are a particular highlight.
The strategy, concept, art direction, photography and texts for the campaign were created entirely by TBS. The explanatory films were realized with Frame Eleven.
