Devising an advertising campaign in Iran that succeeds in sales
How we created a brand identity in Iran for a German multinational
COMMUNICATION CHALLENGE
One might say that in Iran, Germany itself is a brand. With that, one can also say that any brand or product related to Germany is a sub-brand. Therefore, Germany is an umbrella brand that provides a sense of unrivalled quality in manufacturing. For this sense, customers expect to pay a premium.
Brand design in Iran that goes beyond expectation
Fühlen is a German home appliance brand that fulfils an expectation of quality but also provides the unexpected. With Fühlen, you can expect German quality, but without the expected premium price.
With this in mind, our challenge was to convince our audience that premium German quality is available without the perceived premium price.
With this in mind, our challenge was to convince our audience that premium German quality is available without the perceived premium price.
COMMUNICATION SOLUTION
Like the Germans, we engineered something premium and also, like the Germans, we left no detail unrefined. We shaped the brand and then shaped every element within, going as far as photographing every single product. We then went the extra distance by setting them neatly in a complete brochure built on the brand identity guidelines — also made by us!
Creating a successful advertising campaign in Iran
To truly show this German brand style, we considered every detail. To do this, we went the extra distance by creating an advertising campaign in Iran. TVC production in Iran can, at times, counter the perception of German quality, so we overcame this by going deeper into the details. We created everything from scratch and harmonised the multiple TVCs with precise attention to every detail.
COMMUNICATION RESULT
We created a brand new look and feel that would please the German penchant for detail. The result was a brand essence that detailed every single brand element.
Success is not just about good TVC production in Iran
Our detailed result is convincingly German in style and surprisingly not German in price. We continued the attention to detail by also providing POS touchpoints in Iran.
Results, achieved by adding these media: television commercials, brand identity guidelines, slogans, brochures, website, product packaging, and showroom design.
Results, achieved by adding these media: television commercials, brand identity guidelines, slogans, brochures, website, product packaging, and showroom design.
