Just. Build. Better.

Introduction

Bringing construction into the digital age

The future of construction is digital, and Würth is leading the way with its innovative construction software. But in a highly competitive market, the solution needed a bold positioning strategy to stand out from competitors relying on feature-heavy messaging.

How it began

Opportunities in a challenging industry

The construction industry continues to face major challenges: high material costs, low investment levels, and a shortage of skilled workers. Würth’s construction software offers a powerful solution. It enables seamless cross-trade project coordination, real-time progress tracking, automatic task creation, and much more. Despite these advantages, awareness remained low in a highly competitive market. That’s why Würth needed a marketing strategy and campaign tailored to both specialist planners and tradespeople.

Developing the solution

Establishing a new category

Using our structured Kunde & Co process – including desk research, competitive mapping, hypothesis development, and testing with around 300 internal and external stakeholders – we gained a crucial insight: The term “construction software” was not clearly defined in the market. This presented a huge opportunity to define the category and position Würth as its leading player.

The outcome

A digital look — even in traditional media

The challenge was to communicate the benefits of the software without relying on generic construction site images, a common practice in the industry. Our solution stood out by visually integrating digital elements into real-world construction settings, making the advantages of Würth’s construction software instantly clear. The campaign was designed with two goals in mind: attracting new customers in the market while also increasing awareness within the Würth Group itself. The campaign was key to strengthening internal understanding and gaining broader organizational support.

Instead of just a creative idea, we developed a strategic and creative solution tailored to both Würth and the market — one we can confidently take to customers.”