Würth Italia

Studying positioning and launching a new national format

A large metal pipe transitioning into a bundle of bright yellow cables against a solid blue background, creating a striking contrast between the industrial and technological elements.

Sector

Sanitary and electrical hydrothermal

Tools

Consulting, advertising, media plan, digital, editorial project, press office, and digital PR, in-store setups

Consulting

Customer and prospect interviews, combined with coordinating and managing a web discussion, allowed for studying the correct positioning of the new Würth Superstore format. Defining the value proposition and tone of voice most suited to the target audience completed the study and the communication strategy implementation.

A person is holding an open pamphlet that displays a Venn diagram titled "Il Posizionamento di Würth Superstore." The diagram includes three intersecting circles labeled "Percezione attuale del marchio Würth," "Concorrenza e spazio di mercato," and "Bisogni aspettative del cliente." The pamphlet features text and logos related to Würth Superstore.

Advertising

Advertising, aimed at a clear and impactful communication of the Superstore advantages, involved professionals from the sanitary and electrical hydrothermal world through billboards, print campaigns, and online ads.

A digital display in an indoor setting shows an advertisement for Würth Superstore. The ad features an image of two blue pipes connected by yellow twisted cables, emphasizing strength in unity. Italian text reads "L'UNIONE FA LA FORZA." There is an escalator nearby.

Media plan

An advertisement poster on a concrete wall promoting Wurth Superstore. The poster features a braided rope held together by metal connectors with text that emphasizes unity and strength. Multiple logos of collaborating companies are displayed at the bottom. Text is in Italian.

A person walks a teal bike with a basket past a large Würth Superstore billboard. The billboard announces the store opening on 10/04/2017 in Pero, Italy, and features a slogan in Italian promoting unity among professionals in the hydro-thermo-sanitary and electrical sectors.

Digital

The study of website graphics, coordinated with the image created for advertising, allowed for a better user experience. A launch DEM editorial plan was also developed to engage sector professionals, and a tailor-made social media strategy was devised to strongly communicate the new opening.

A computer monitor and a smartphone display a website for Wurth Superstore. The site's banner features two pipes joined by a reinforced connector with the text "L'UNIONE FA LA FORZA." Below are product categories such as "Prodotti Chimici" and "Abbigliamento.

A person wearing mustard-colored pants and a navy blue shirt is holding a tablet. The tablet screen displays a website with text in Italian, showing images of tools, a hard hat, and a location map.

A person holds a smartphone displaying a Würth Italy webpage. The screen shows a power connector image with Italian text, icons, and labels referring to various products such as screws, machinery, and tools for industrial use. The background is plain white.

An image of a tablet displaying an advertisement for the opening of a new Würth Superstore in Pero, Italy. The ad is flanked by construction tools, including a hard hat, a wrench, and a screwdriver, placed on a wooden surface.

Editorial Project

To give more prominence to the first opening of the new format, the new layout of the Superstore magazine was designed.

A stack of three magazines with a headline that reads "L'unione fa la forza." The cover features a blue pipe with intertwined yellow spirals connecting two sections, symbolizing unity. The magazine is dated January 2017 and has several logos at the bottom.

A person is sitting on a sofa, casually reading a magazine. The person's face is completely obscured by the open magazine, which features a cover photo of two hands joined together. The headline on the magazine cover reads "L'UNIONE FA LA FORZA.

A person is holding and reading a magazine spread. The pages feature articles titled "Articolo Settore Elettrico" and "Articolo Settore Termosanitario," accompanied by images and illustrations. An open laptop and other books are visible in the background.

Press office and digital PR

Press office activities were aimed to enhance the brand and, in this case, the new chain of Würth Superstore stores. An online and offline project targeting the hydrothermal sanitary and electrical sector.

Four magazines are spread open on a white surface. Two magazines are opened to different articles, and the other two magazines show their covers. Topics appear to include technology, business, and electricity.

In-Store setups

To maximize users’ positive experience within the new Superstore, setups were designed, including in-store signage coordinated with the new positioning.