In order to present the relaunch of the brand CAPAROL and its new image campaign Germany-wide, VOSS+FISCHER developed a roadshow that was unconventional for the industry. Its aim was to reinforce the loyalty of existing ustomers and to acquire new ones. At the same time, it was designed to place a focus on the painting industry that is often viewed as rather dull and to offer those involved a good time and a feeling of being appreciated.
As a basic idea, two containers with different content were developed, which were designed to appeal to and touch the painters on two different levels: the Love Cube and the Lead Cube. In the Love Cube, the focus was on sparking emotions. Here the new identity of CAPAROL could be experienced with all the senses. The Lead Cube subsequently provided information on the competences and strengths of the brand. This also included contemporary topics such as sustainability and a sense of responsibility, which were prepared interactively and in an eye-catching manner. The design of both containers was formal and the content was consciously clear and striking. The social media accompaniment via Instagram, a rap song and suitable merchandise supported the campaign in terms of media. Participants were also incorporated through QR codes and voting possibilities. One of the highlights was a sneaker designed by CAPAROL with the slogan “A footprint that fits everyone”.
In order to involve all retailers as soon as possible, the roadshow went on a north and south tour at the same time and was present at 30 locations within 15 days.