Ytong: from building material to conversation material
Ytong is the market leader in the aerated concrete block segment and is famous for its striking yellow cubes on building sites. All communication activities to date had focused on the B2B target group. That was set to change.
To shift the focus back to the bricks themselves, the yellow Ytong block was carved out as a ‘tool’ for communication. In the context where it is most relevant – on a building site – it was on display in self-assured style with striking headlines. As a result, a completely rational product like a building material was elevated to the emotional level of a consumer brand.
„With this campaign, we went from being a building material to conversation material among our relevant target groups.”
Sebastian Klug, Head of Marketing at Xella Deutschland GmbH