SAIL DIFFERENT – A STATEMENT TO BE PROVEN.
Living and working by the lake, as we do, it’s inevitable to become a seasoned sailor or water enthusiast. We were all the more enthusiastic to take on the task of revitalizing the BENTE yacht brand as part of a 360° communication strategy. What an exciting, unique, and thoroughly captivating project!
BENTE was founded just a few years ago as an unconventional brand by a team of designers and introduced into the market of so-called small cruisers, which was already dominated by renowned manufacturers. Economic reasons led to the Meichle & Mohr Group from Langenargen taking over BENTE to realign the brand and successfully establish it in the market.
With this goal in mind, it was a major challenge to promote the BENTE28 as a new boat class in the portfolio right at the beginning of the season – because at that time, there was no finished boat yet.
We were able to apply the BENTE claim “Sail different,” which we developed in the first project step, directly to our own work – because without a real product, we also had to think “differently” about communication.
Instead of making the not-yet-existent boat the hero, we confidently played with its name: the “28” became the striking key visual and hook for all advertising materials and measures across all communication channels.
An inflatable, almost 5-meter-high “28” served as an unmistakable eye-catcher at various sailing events, not only attracting the attention of potential customers but also leading to successful sales discussions. In print and digital media, the “28” was also prominently featured and supplemented with newly created renderings of the yacht.
Parallel to the activities surrounding the new “28,” new sales documents had to be created for the BENTE24, which was already established in the market.
A photoshoot conducted in early spring generated interior imagery for both boat types in the new look. In early August, a second photoshoot took place with accompanying film recordings. The amateur models did a great job, and with ideal sailing weather – plenty of wind, rain clouds, and sunshine – dynamic and very authentic motifs were created, which are gradually being used in the respective media.
A completely new website is already online. In addition, online marketing is an important part of our communication strategy. Both a social media campaign with static ads, carousel ads, and videos, as well as an SEA campaign with text ads, are being implemented.
Currently, all advertising materials and measures are being successively developed and used for new customer acquisition.
CLIENT CONTACTS
Managing Director: Sonja Meichle
Head of BENTE: Christian Daum
Project Management: Patrizia Reuthe / Luca Zentgraf
THE KAINZ_TEAM
Consulting / Strategy: Thomas Caprano
Traffic: Janin Vetterl
Art Direction: Corinna Haberer / Markus Sänger
Copywriting: Susette Dieter / Robert Kainz
Website Configuration: Corinna Haberer / Lukas Heim
Social Media: Corinna Haberer
EXTERNAL PARTNERS
Social Media: Mika Halbeisen, Dornbirn
Photography: Marcel Mayer / Alberschwende
Film: Nikolaus Kargl, Feldkirch
