Fränkische Rohrwerke
Building the future -
Campaign for FRÄNKISCHE
Build with the environmental pipe
STARTING POINT
Sustainability is becoming increasingly important in the construction industry. The FBY-EL-F corrugated plastic pipe from FRÄNKISCHE has been the proven standard for electrical installation pipes for years. With the FBY-EL-F co2ntrol, the manufacturer has now developed a sustainable alternative that saves up to 60% of fossil raw materials and reduces CO₂ emissions by 47% – without compromising on quality and performance.
The goal: to establish FBY-EL-F co2ntrol as the new industry standard and completely replace the conventional pipe. To make this change a success, planners, builders, general contractors, and craftspeople must be convinced. Our task was to design the communication to address potential concerns and clearly communicate the benefits of the sustainable product.
SOLUTION
A two-stage messaging system was developed as the basis for communication. In the first stage, the claim “Build with the environmental pipe” accompanies the launch of the sustainable pipe and emphasizes its innovation in the tagline “The new FBY-EL-F: 100% quality – 47% less CO2“. In the second stage of communication, an extension of the claim emphasizes the complete replacement of the conventional pipe by the sustainable alternative: “Build with the environmental pipe – the new standard”.
Of course, an appropriate umbrella statement was also created as a basis for communication measures.
Inspired by the claim “Build with the environmental pipe”, a unique key visual was created: 3D replicas of the pipe form the backdrop of a city interspersed with trees – a powerful symbol of sustainability and innovation.
RESULT
The key visual, complemented by various perspective variations, is the hallmark of a high-quality brochure. It not only highlights the advantages of the environmental pipe but also honors the history of the classic electrical installation pipe and its pioneering milestones. Large reference images, a magazine-like design, and carefully selected customer quotes from a survey give the brochure a high-quality, appealing look and make it a target-group-oriented communication tool.
