IdeateLabs repositions the German Brand, Häfele with its new campaign, Let’s Reimagine

IdeateLabs repositions the German Brand, Häfele with Let’s Reimagine

IdeateLabs, India’s largest independent full-service marketing agency, has conceptualised and executed Let’s Reimagine campaign for Häfele, an international brand providing complete home solutions. The campaign comprises 22 ad films, with Let’s Reimagine being the key message.

The pandemic has led to enforcing significant changes in people’s lifestyles. Being confined to homes for over two years compelled people to relook at their homes, give it a fresh look, and smartly optimize space. The need for flexibility, ease, convenience, and creativity in homes gained momentum.

Häfele has been enhancing homes in India for almost two decades now. The new communication strategy, ‘Let’s Reimagine’ was introduced to strengthen the brand recall amongst the end customers and widen its reach. The new byline enables the brand to urge the customers to reimagine their homes with the blend of innovation and convenience and choose from the endless options from Hafele’s many product ranges – for creating or recreating their perfect homes.

The digital campaign was launched in two phases by IdeateLabs. The first phase highlighted Häfele’s almost a century-old legacy, history, and milestones achieved globally and two decades of its existence in India. The second phase consists of twenty-two ad films urging the customers to reimagine their homes with the highest quality of interior solutions and the heritage that’s true blood German.

The ad films encapsulate various instances of how Häfele is the best choice and a modernised solution for any home. The campaign is amplified across digital platforms such as Facebook, Twitter, Instagram, YouTube, LinkedIn, and the brand website, with Häfele Let’s Reimagine being incorporated as the brand trademark.

Commenting on the campaign’s launch, Ashwini Vyas, Sr. Creative Director, IdeateLabs, said, “We are excited to launch the Häfele Let’s Reimagine campaign. The entire team aimed at streamlining the brand communication by linking all the future creatives and collaterals with the key message. Our strengthened association with Häfele of over four years now has helped us understand what today’s consumers are looking for and how Häfele is a cut above the competition offering the best-in-class solutions. With the Let’s Reimagine campaign, we have successfully reached out to a wider customer base with the brand message.”

IdeateLabs specialises in taking brand challenges and turning them into opportunities that deliver tangible and valuable results. The agency has its headquarters in Mumbai and satellite offices in Delhi, Dubai, Singapore, and London.

About IdeateLabs: IdeateLabs is one of India’s largest independent full-service digital-first marketing agencies. It is a fired-up group of professionals from the creative, tech, and marketing worlds. While its clientele exceeds 75 well-known Indian and International names, its portfolio spans across varied business verticals. The agency is building an intersection of Technology and Brand Experiences, using AI, Machine Learning, Consumer Experience Design, and Digital Transformation as key pillars. The agency specializes in taking brand challenges and turning them into opportunities that deliver tangible and valuable results. IdeateLabs has its headquarters in Mumbai and satellite offices in Delhi, Dubai, Singapore, and London.




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