Client

STARK

Campaign

mother-in-laws? Building is the solution

Mother-in-laws? Building is the solution

With the help of STARK there’s no longer a problem that building can’t fix.

Award

STARK won the Danish daily Berlingske’s 2017 Retail Award for “Building is the solution"

Task

STARK, a heavy building materials distributer, was looking to strengthen its position among DIY builders, inspiring the development of a communication concept to primarily target this group. The aim was to increase awareness of STARK and position the chain to reach DIY’ers who care about quality. The secondary aim was to include professional builders.

“The ‘Building is the solution’ platform hit the bull’s eye among both DIY and professional builders.”

TOMMY NIELSEN – Advertising Manager, STARK

The solution

We developed the “Building is the solution” platform, which embraces STARK’s DNA by communicating its skills and qualifications in consulting and building products which incorporate humour and an attitude. The underlying foundation of the concept was to communicate with DIYers based on the insight that they often prefer concrete solutions to everyday problems. With the help of STARK there’s no longer a problem that building can’t fix. The campaign was expanded to encompass professional builders, who quickly adopted the phrase “Building is the solution”.

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