Introduction
The sound we all know
An innovative product with game-changing potential is one thing – a surprising, unique campaign to go with it is another. For the launch of the new Cleaneo Klett acoustic ceiling solution, we partnered with Knauf to develop a concept based on the familiar Velcro sound.
How it began
A drywall innovation with potential
The market for acoustic ceilings is challenging. Sustainability is becoming increasingly important, while installers need an easy solution and architects and interior designers want a system that is as versatile as possible. Knauf’s answer is Cleaneo Klett. This innovative system combines a perforated plasterboard panel with a Velcro surface to be fitted with cut-to-size felt absorbers. The absorbers are easy to apply, reusable, and available in a range of colours. To succeed, this solution needed a positioning strong enough to appeal across market segments.
Developing the solution
Systematic process with Knauf
Together with Knauf, we laid the groundwork: one-to-one interviews with key stakeholders, desk research, and competitor analyses. From those insights, we developed initial hypotheses that helped define and evaluate communication angles. Then different concept directions followed, which led us to the final concept. It leveraged the Velcro sound to create instant recognition: “Rrrrrrrratsch”. The ripping noise sparked positive associations: secure hold, simple application. So drywallers and architects can relax – the best solution is here!
Eva Rauschmair, Marketing Manager Drywall Knauf Gips KG
The outcome
A clearly resonating campaign
The digital launch followed a clear go-to-market strategy: an awareness phase on Instagram and LinkedIn built reach and brand presence, followed by a conversion phase supported by digital touchpoints such as the landing page, where users could order product samples. And it worked perfectly. On LinkedIn, the click-through rate (CTR) was 80% above target. On Instagram, all KPIs were exceeded, in some cases by a wide margin: impressions were three times higher than planned, and the click rate was around 15 times higher. As a result, the new Knauf sound was not just heard – it also made a measurable impact.
About Knauf
Knauf began as an idea from two brothers and has grown into a global industry leader spanning 90 countries, multiple brands and with more than 43.500 employees worldwide. They produce high-performing solutions ranging from drywall systems, plasters and insulating materials all the way to external thermal insulation composite systems.
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Bjørn Olsen
Partner, Country Manager Germany
