Yes-Moments
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
This integrated brand campaign clearly communicates Conrad's new positioning as a sourcing partner for technical supplies for B2B customers. It shows business customers experiencing their personal moments of success (= Yes-Moments) with the support of Conrad, because Conrad offers “all parts of success” for the procurement of technology and thus actively contributes to their success. The goal is to increase brand awareness in Germany, France, Italy and Poland so that B2B customers intuitively associate the brand with sourcing of technical supplies and thus make it “mentally available” for customers in buying situations.
The Jury‘s Statement
Conrad, a leading procurement partner for technical needs, has delivered an impressive brand project in the B2B sector with the "Yes-Moments" campaign. Through a strategically crafted approach along the customer journey, the campaign combines emotional messaging with professional precision. The comprehensive communication mix – spanning digital channels to traditional media – highlights the versatility of its execution. The use of AI-generated images further demonstrates a contemporary use of resources. With its clear, consistent, and targeted implementation, the campaign sets a powerful benchmark for modern brand communication.
