Nummer E1NS position with target audience strategy

Introduction

A positioning to match a global leader

In the challenging environment of the construction sector, Viega is an indispensable name in installation technology and the global leader in metal press connector systems. To stand out even more clearly in the market, Viega wanted to place stronger emphasis on this core competence through a positioning campaign developed with Kunde & Co. The work was rooted in a clear target audience strategy, ensuring the campaign spoke directly to the professionals who rely on Viega every day.

How it began

A foundation of shared understanding

Over the years, Viega and Kunde & Co have collaborated on numerous successful projects. The shared understanding enriched our desk research and target group analysis. 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 a dedicated product level. This audience strategy helped sharpen relevance, while also giving Viega a stronger platform for long-term brand communication.

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 were positioned as an attractive alternative to traditional welding – faster, safer, and more hygienic.

The target market strategy focused on communicating three key benefits: availability, portfolio breadth and exceptional safety. Putting a spotlight on systems specifically relevant to complex industrial plants where operational continuity is critical, the industry campaign became part of a broader positioning project. A precise account-based marketing setup was used to ensure reach in new industrial context.

There was no real market entry. It was simply a better positioning.

The outcome

A multi-channel campaign with lasting impact

For implementation, we used a multi-channel strategy with a strong focus on digital activation. It was supported by a film, key visuals in print media and at regional trade fairs, dedicated sales team materials, and broader engagement measures such as an online game aimed at the core audience. The gamified approach encouraged participants to share their contact details, helping Viega generate valuable leads.

The result was a well-received campaign that strengthened Viega’s market position and demonstrated how a clear target audience strategy, combined with sharp execution, can create both visibility and commercial impact.