Campaign across borders

The adhesive tape manufacturer Tesa is moving into the autumn season with an international campaign aimed at supporting the brand. What’s special about it is: The campaign will be launched in five countries at the same time and apart from Germany, in Italy, Spain, France and Poland. The intention is to extend the campaign to other countries in 2015.
“We are investing in the brand”, Matthias Schumacher, Tesa’s Director of International Sales and Key Account Management explained. Therefore a 360-degree approach has been chosen that incorporates all types of communication channels: one runs a TV spot, places print advertisements, a separate campaign site ensures presence on the Internet, and a POS concept with a 1/8 floor display, a counter display and clip strips as secondary placement elements, is developed. The so-called campaign flights will be spread out over a specific, well-planned time period until the end of 2016.
“It’s important for us to build a network over all channels and numerous countries Europe-wide”, said Schumacher. Particularly as the big clients, especially from the DIY sector also operate across borders. “We want to roll out this concept internationally with them”, said Schumacher. Therefore these clients will be offered implementations which are tailor-made to their respective distribution channels.

From the product range side of things, care has been taken to put together, “innovative and convenient products” in the campaign, as Schumacher said. In so doing, various product categories will be offered: The extensive range of Tesa Powerstrips as well as products from the Powerbond product programme.
The aim of the campaign is clear: The manufacturer wants to strengthen its brand, particularly outside its original domestic market in Germany, thus establishing it as a benchmark. The market share should, of course, thereby increase and be aligned to the German values.
The figures from the campaign that they ran for their product Powerstrips last year, proved that the subsidiary of the Beiersdorf Group are capable of organising such campaigns in such a way that they are turnover relevant for their trade partners: Here 179 mio contacts were generated – with a corresponding increase in business.