Strengthening DEKO’s Market Position with a High-Impact Campaign Surpassing KPIs
DEKO is a leading Scandinavian supplier of partitioning solutions and one of Denmark’s largest carpentry businesses specializing in the design of office and institutional buildings.
In 2024, DEKO developed a groundbreaking product: a partition solution with wooden profiles offering unique fire safety, flexibility, sound insulation, and sustainability. To support the product’s market potential, DEKO needed a powerful product launch to resonate with their key stakeholders: architects. The launch also had the overall goal of bolstering DEKO’s overall brand image and solidify their market position.
Challenge
DEKO holds a respectable brand image, often perceived as a default choice in the industry. While this position is advantageous, it also poses a risk if not actively maintained. DEKO has encountered challenges with an increasingly stagnant brand image, which contrasts its otherwise respected reputation. Recognizing this, DEKO identified the need for a focused and ambitious marketing effort going forward.
With the launch of their new groundbreaking product, we viewed this as an opportunity to not only to showcase its unique attributes and create awareness about the product, but also as a pivotal catalyst to enhance DEKO’s brand image in the market in 2024 and beyond.
Solution
DEKO partnered with Sunrise to develop an extensive product campaign for the new product, which we branded as DEKO Tré, honoring its Scandinavian origin and wooden materials.
Based on in-depth interviews with architects, we gained insights into their needs, characteristics, and preferences. Using these insights, Sunrise developed a unique product concept, which was applied to print adds, a microsite, sales brochure, sales presentations, and a LinkedIn social launch featuring digital adds and interview films.
Each component was meticulously designed to showcase the product’s unique features and effectively engage architects, ensuring a cohesive and compelling campaign.
Additionally, DEKO’s CRM system integrated with HubSpot to collect and manage marketing data efficiently.
Result
DEKO introduced a new product concept for DEKO Tré with the slogan “We made it X, you make it Y.” This concept signifies DEKO’s achievement in creating a functional product, empowering architects to transform it into something beautiful and vibrant.
The campaign effectively reached architects and generated a substantial number of leads. DEKO expressed high satisfaction with the launch, highlighting significant engagement from architects, employees, and stakeholders. This success not only solidified DEKO’s position in the Danish market but also sparked interest in other markets.
Furthermore, the positive outcomes of this product campaign have fostered ongoing collaborations between Sunrise and DEKO across various projects, further enhancing DEKO’s brand visibility and market expansion.
