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Press 15 June 2021

WAGO Kontakttechnik Wins “Gold” in the “German Brand Award 2021”

Emotional customer stories in brand communication persuade the Jury.

The WAGO Group wins an important German brand prize by taking gold at the “German Brand Award 2021” in the category of “Excellent Brands: Telecommunications & IT” with a brand communication strategy that is distinguished by authentic and personal stories.

At a glance:

Third German Brand Award
Campaign to honor electrical contractors
Continuation of "Winning Moments on the Construction Site" planned for this year

“Our core brand message, ‘Empower – Strengthen Others’ means that we place our customers in the center of all that we do, and their successes drive our actions. Our brand campaign, “Moments of Success” serves to communicatively translate this claim into our marketing, by authentically showing how our customers experience honest moments of success and express real emotions when using our products and solutions,” explains Christian Sallach, Chief Marketing Officer at WAGO. This is the third time that the Minden-based provider of connections, automation technology, and interface electronics has been honored by the German Design Council and the German Brand Institute with the German Brand Award for exemplary brand management, sustainable campaigns and outstanding marketing projects.

“WAGO recognized that a good product is not sufficient in itself to continue unchallenged in the face of competition. Therefore, a clean, thoroughly parsed branding strategy was developed, which is surprising in this sector, simply because it is so different.” According to explanations by the jury, ׅ“the way that a precise yet differentiated brand identity was created in a rather complex market for a rather disparate target group using a lot of heart, gumption, and humor, was very strong”, which explains the decision to award this year’s “Gold”.

The target group includes electricians and electrical installers, whom the company considers its most important customers. “In order to acknowledge the importance of their work, we created the campaign, “Moments of Victory on the Construction Site” as a branch of our brand campaign tailored to this target group,” explains Marc Götte, Vice President Marketing Management. “We had the sports commentator, Frank Buschmann, narrate the everyday work of electricians like a sporting event.”

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The Moments of Victory campaign deviates from the conventional practice of scripted re-enactments and commercials by showing authentic interactions with real electrical installers, and persuaded more than just the awards jury. “We also set up integrated communication using all of the important touchpoints and tried out new formats – and received a lot of positive feedback,” says Marketing Manager Sonja Karak, who is responsible for the campaign. “This led to our creation of the first electrician reaction GIFs on Giphy. To date, they have been downloaded 3.6 million times.” 3 million interactions with the social media campaign support this concept, which focuses on the target group instead of individual products. “Therefore, we will be continuing with our Moments of Victory. Our professional electricians can look forward to a new ‘season’ starring electrical installers and Frank Buschmann,” according to Sonja Karak.

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WAGO Kontakttechnik Wins “Gold” in the “German Brand Award 2021”

At a glance:

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