Basf

The market of hardware is the territory of harsh men. There are usually two ways to build communication: either concrete seriousness or rollicking fun. Year after year, the competitors walked confidently and steadily along one of these two trenches, without looking around or in the future. BASF is used to doing a little more and look a bit farther ahead; this is how the brand work is built. Communication was made according to the same principles.

The main difference between the brand and competitors — the ability to move away from the formal approach, to look at any problem deeper — it has found application in advertising. How to talk about concrete admixtures, not to mention concrete? Switch to a simple and understandable language. After all, every professional is always first and foremost a person. So each person will be grateful if he does not have to wade through a system of formal special terms used with or without any cause. Moreover, deadly seriousness is not synonymous with the professionalism of the company and product quality at all.

BASF specialized admixtures are an opportunity to add to your concrete those qualities that are needed for a specific project. Durable, like a monument from Easter Island; plastic, like a ballerina; movable, like a whirligig, — concrete can be anything. Also, all BASF experience is guaranteed.

Using metaphors and an explanatory text, we inform the target audience in an easy and friendly manner about what will give their business the use of the concern’s products. An informal approach to communications and memorable images distinguishes the company’s models among the messages of competitors drawing concrete walls in modules for a specialized press from year to year.