In addition to Komar and other world-renowned wallpaper manufacturers, the campaign is also being supported by cooperation partners from the DIY market.
The result is the Deutschland tapeziert (Get Germany wallpapering) campaign, which has its own homepage and logo, and will run for three years. The website can be used, for example, to find specialist shops or premium online shops that offer wallpaper for sale.
The grassroots campaign, which will primarily run online and in the press, has attracted the involvement of a number of renowned wallpaper manufacturers, who are together implementing a range of measures and activities to promote their common interests. Komar, with its decades of experience in photomurals, is also a valuable part of the project, both through various advertising channels and in terms of financing. “By becoming involved in this project, we too want to make a significant contribution to further raising consumer awareness of our wonderful products,” says Sabine Komar-Häusler.
In phase 1 of the campaign, selected bloggers and influencers from the interior design world and other lifestyle areas (fashion, food and beauty) will demonstrate the diversity and individuality of wallpaper for the home on the social media platforms Facebook, Instagram or Pinterest. The influencers will also provide testimonials on the campaign page and give tips on choosing the right wallpaper and furnishings. They will also recount their own experiences. Anyone interested in a fresh new wall, but who would prefer not to do the wallpapering themselves, can find painters and decorators via the website www.deutschland-tapeziert.de using a postcode search, as well as numerous wallpapering tips and tricks.
Phase 2 will involve a range of drives encouraging consumers to enter into a dialogue with the participating wallpaper companies. Under the motto “So wohnt Deutschland” (how Germany lives), end customers will have an opportunity to showcase their own wallpaper decorating achievements. A total of 26 winners will be selected from among the entrants who upload a photo of their favourite wallpaper. These will be chosen by a committee comprising members of the DTI (German Wallpaper Institute) and editors from Deutschland Tapeziert. Prizes include a holiday to London, various wallpaper packages and a trip to Berlin, including tickets to Berlin Fashion Week.
