kaufDA – Von der Prospektplattform zum Smart-Shopper-Erlebnis
Winner
Excellence in Brand Strategy and Creation
Brand Strategy of the Year
Details
After 15 years of market leadership, kaufDA is redefining itself: as the leading digital brochure platform, the brand is now being strategically sharpened and emotionally charged. At the heart of this transformation is the humorous TV campaign “Do it like Paul”, which brings the “smart shopper feeling” to life with a prominent cast and charming storytelling: discovering deals, making smarter decisions, and feeling proud of every purchase. Complemented by the eye-catching “Thievingly good deals” campaign, podcast integrations, and other activations – all performance-tested for maximum impact.
The Jury‘s Statement
kaufDA, a leading digital brochure platform, successfully transformed itself from a functional platform into an emotionally charged smart shopper experience through a clear strategic repositioning. With charismatic storytelling and compelling campaigns like "Mach’s wie Paul" ("Do it like Paul"), the brand was inspiringly redefined. The successful integration of performance and branding strategies, combined with consistent execution across all channels, makes this project an outstanding example of trailblazing brand work.
