Project focus
The core of the project was the communicative support of the »Road to Net Zero« – a strategy that does not rely on announcements, but on demonstrable progress. AGROB BUCHTAL is reducing emissions, converting production processes and developing products for the future.
BAU 2025 served as a platform to make this development public. The aim was not to show a finished status, but to provide a transparent insight into ongoing changes for a target group that pays attention to content and critically scrutinizes green claims.
Our task was to design a campaign that lived up to this claim: Strategically thought-out core messages that are clearly formulated and visually precise.
The result was a communication route that both framed the trade fair communication and was the starting point for a new attitude. Credible, reduced and with a focus on what is actually happening. The »Road to Net Zero« does not start with a promise, but with clear communication.
»The campaign struck a chord with us. High-quality, clear and close to the target group – without platitudes.« — Christoph Schulze, Head of Marketing, AGROB BUCHTAL
By the way: AGROB BUCHTAL's exhibition stand made it into our selection of the top 11 exhibition stands at BAU 2025 from an architect's point of view. 🏅
Our services
🧠 Concept: hej.build developed the entire strategic concept for the campaign: structure, theme planning, storyline, channels and tone of voice. The campaign was divided into three phases – before, during and after the trade fair – and tailored precisely to the needs of architects, planners and project developers.
✍️ Editorial & Design: Design of a visual appearance that focuses on material, texture and reduced clarity. The visual language was based on the real product aesthetics of AGROB BUCHTAL and deliberately avoided green clichés. The result: a look with an affinity for architecture.
📧 Content creation: Implementation of a four-part mail series and ten social media posts for LinkedIn and Instagram – including concept, text and adaptations. The content explained complex processes in a compact and understandable way – supported by carousels and concise headlines. Social ads also ensured additional visibility in the relevant target group.
The result
✉️ Mail route to BAU 2025: Four clearly structured emails accompanied the path to the trade fair: From the first announcement to the introduction to the CO₂ strategy to the personal invitation with ticket and a follow-up with outlook.
📲 Social media campaign for BAU 2025: Ten coordinated social media posts told the »Road to Net Zero« in stages – from production processes to live communication directly from the stand.
About AGROB BUCHTAL
AGROB BUCHTAL is one of the leading suppliers of ceramic solutions for architecture and construction. The focus is on durable, recyclable products and resource-conserving manufacturing processes - developed for an industry that wants to build for the future. Together with Meta Wolf, the company is actively driving change: through technical innovation, consistent CO₂ reduction and an open dialog with planning practice.
