Strong positioning for “Nummer E1NS”

Introduction

Join forces with the global leader

In the challenging environment of the construction sector, Viega is an indispensable name for installation technology and the global leader in metal press connector systems. To stand out in the market, Viega wanted to place stronger emphasis on this core competence – through a positioning campaign developed with Kunde & Co.

How it began

A common history and a concept

Over the years, Viega and Kunde & Co have collaborated on numerous successful projects – a foundation of expertise that also enriched the latest desk research. Building on the insights gained, we developed initial hypotheses to define different communication angles, which we then refined together with Viega in internal workshops. This process resulted in a set of concept directions that formed the groundwork for the campaign. The final concept featured a three-level messaging hierarchy: the installer as the central driver, a benefit level highlighting availability, safety, and portfolio breadth, and finally a dedicated product level.

Developing the solution

The Nummer E1NS approach

On the creative level, we developed a central visual – the “Nummer E1NS”. Graphically composed of different metal press connectors forming a single large digit, it highlights Viega’s position as the global market leader in metal press connector systems. Our message was clear: “Als Team zur Nummer E1NS” placed partnership at the heart of the campaign, showing Viega and its customers as one team achieving the greatest success through strong collaboration. A photo shoot with installers highlighted the central role of partnership and gave the campaign emotional depth.

Building on this foundation, the “Nummer E1NS” concept was subsequently adapted for industrial applications, particularly in the pharmaceutical and chemical industries. In this context, Viega’s press connector systems are positioned as an attractive alternative to traditional welding – faster, safer, and more hygienic. The industry campaign also focused on the three central benefits of availability, portfolio breadth and exceptional safety, while putting a spotlight on systems specifically relevant to complex industrial plants where operational continuity is critical.

The outcome

Well-received multi-channel campaign

For the implementation, we used a multi-channel strategy with a strong focus on digital activation. It was supported by a film as well as key visuals in print media and at regional trade fairs, dedicated sales team materials and also broader measures such as an online game that engaged the target group. The gamification approach encouraged participants to share their contact details. The outcome: both market and sales force responded extremely positive. Viega generated valuable leads and strengthened its market position.