background
There’s Kärcher for that.

Kärcher Zielgruppen-Kommunikation

CHALLENGE ACCEPTED

Aufgabe

Kärcher stand vor der Aufgabe, die individuellen Bedürfnisse von mehr als 12 B2B-Zielgruppen unter einem strategischen Konzept zu vereinen. Das klare Ziel war es, weg von unregelmäßigen Produkt-Pushes hin zu einer konsistenten, nutzenfokussierten Story zu gelangen.

Idee

Unter dem Leitmotiv „There’s Kärcher for that.“ rücken wir die realen, ungeschönten Herausforderungen der Kunden in den Fokus. Wir inszenieren als den verlässlichen Problemlöser für jede noch so komplexe Reinigungsaufgabe im Arbeitsalltag.

Umsetzung

Entwicklung eines Kommunikationsdachs für die neue B2B-Markenbotschaft inklusive flexiblem Kampagnenkonzept. Definition der authentischen Bildsprache „Rough & Real“ und einer kanalübergreifenden Tonalität. Umsetzung eines großangelegten Shootings mit Kampagnenfilmen und digitalen Assets sowie Entwicklung eines globalen Playbooks für Produkte, Märkte und Länder.

Markante Charaktere, reale Arbeitsumgebungen und dramatische Lichtsetzungen machen die Marke nahbar und authentisch. Das Kärcher-Produkt wird dabei nicht künstlich inszeniert, sondern agiert als verlässlicher Held direkt am Ort des Geschehens.

Rooftopbereich eines Hotels in Dubai Mulit-Bilder Grafik mehrerer Shootingmotive Umkleidebereich der Mitarbeitenden Mulit-Bilder Grafik mehrerer Shootingmotive
Plakatanzeige im Out-of-home Umfeld

Das entwickelte Kreativkonzept beweist seine volle visuelle Strahlkraft und Wirkmächtigkeit über alle analogen und digitalen Touchpoints hinweg. Von reichweitenstarken Out-of-Home-Plakaten über den gesamten digitalen Funnel bis hin zur Vertriebsunterstützung transportiert jedes Medium die neue Haltung der Marke.

Großenflächenplakat mit der Headline Wide Space. Tight Schedule.

Das globale Leitmotiv „There’s Kärcher for that.“ bildet das kommunikative Dach, unter dem sich Botschaften für über 12 unterschiedliche Branchen nahtlos individualisieren lassen. So bleibt die Markenbotschaft stets konsistent, während sie in der Zielgruppe maximale Relevanz erzielt.

Wir verabschieden uns von reiner Produktwerbung und teilen stattdessen nahbare Insights, emotionale Video-Formate und echte Geschichten von den Herausforderungen der Branchen.

Aus dem Core-Shooting wurden passgenaue, modulare Asset-Pakete für unterschiedlichste Kanäle generiert. Von der Display-Ad bis hin zu Website-Content.

Ansicht Website in Laptop mit Shootingmotiv
Close-Up eines Mannes mit Warnweste
Doppelseite einer Anzeige in einem Magazin
Shootingmotiv als Social Media Post
Shootingmotiv einer Werkstatt aus der Vogelperspektive

Der ehrliche „Rough & Real“-Ansatz bildet das perfekte Fundament für modernes Social-First-Storytelling auf Kanälen wie LinkedIn und Instagram.

Ansicht eines Carousel Posts für Social Media

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