Topics such as industrial prefabrication and automation are becoming increasingly important in the construction industry. With the Industry Competence Center, Sto has had a team with extensive expertise in these areas since the 1990s. Building on this, the business division wanted to tap into new target groups and future fields in the prefabricated construction and building materials industry.

The business division’s expertise and potential in industrial prefabrication were not really visible – neither on the market nor within Sto. The Industry Competence Center already had its own website, but with a strong focus on timber and prefabricated timber construction. The aim was to position itself as a solution partner for efficient prefabrication and to make this known both internally and externally.

In a process lasting a good year, we worked together with the Sto Industrie marketing team to restructure and develop the brand communication – from positioning, naming and claim to campaign idea and imagery to implementation in all relevant media. The campaign works with a question mechanism to show industrial customers that Sto Industrie has the right answers for them. The competence film and the target group-oriented website bring this claim to life. Customers in the prefabricated construction and building materials industry are addressed directly with the newly designed newsletter, regular posts on LinkedIn and unusual mailings. Prior to the rollout, Sto Industrie’s goals and the steps to achieve them were communicated internally.