The building material manufacturer Ytong came to us with a straightforward brief: they wanted more houses to be built with Ytong. And not only in the Czech Republic, but also in Austria. But how to achieve this when the brand situation in both countries is significantly different?
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In the Czech Republic, the general population is familiar with the yellow Ytong logo and almost everyone associates it with a material that you can build a house with.
Based on workshops conducted with the client and market research we found out that in Austria, the situation is completely different.
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Austrian customers prefer traditional bricks and wood for rough construction. Even though Ytong offers many advantages, aerated concrete blocks are perceived more as a material for interiors.
Different process for each country
How did we approach this? For the Czech Republic and Austria, we had to choose different communication tactics based on common ground – the advantages of Ytong and its quality as a building material.
In the Czech Republic, we set out to increase the perception of Ytong as a complete building system for the whole house with convenient accompanying services. Thanks to a sophisticated strategy, we were able to increase the number of enquiries and website traffic by a third year-on-year. Details can be found in our case study.
How we succeeded in the Czech Rep
Although Ytong is more expensive than traditional bricks, it is often more cost-effective for the customer due to its faster construction speed, easier handling and lower material consumption. That’s why we chose the slogan “I build smart” for communication and “Ich bau schlau” in German.
Build smart. And for free!
As Ytong is not such a well-known material in Austria, we needed to attract enough attention. How to achieve this? Together with the client, we decided to organise a consumer competition.
