Construction industry

SABAG – The countdown is on

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Challenge

The campaign focused on the upcoming abolition of the imputed rental value and the associated loss of attractive tax deduction options for renovations. For Swiss homeowners, this opened a limited but highly attractive window of opportunity for value-enhancing investments.

The challenge for SABAG was multi-layered: the topic is complex, requires explanation, and is hardly present in the minds of many owners. The goal was to communicate the urgency in an understandable way while simultaneously positioning SABAG as a leading, style-conscious partner for renovations whose solutions are convincing both aesthetically and financially.

Solution

Goldbach Commercial Content developed a tailored content strategy that combined reach with depth of content and proactively placed the SABAG brand in the decision-making process:

  • Awareness & Presence: ​National Radio sponsoring created a broad everyday presence, while digital Display ads reached the target group during relevant moments of Information regarding finance and living.
  • Credibility through content: Native advertorials provided the necessary “deep dive.” They explained the background of the legislative change and consolidated SABAG’s role as a competent advisory authority.
  • Precision at the point of sale: Data-based DOOH targeting within a 10 km radius of the respective SABAG branches ensured that the message was played out specifically where the target group of owners was particularly well represented at the respective times of day.

The campaign slogan used by SABAG, “The countdown is on!”, served as the common thread for the entire orchestration. Through this interplay of emotional activation and well-founded Information, the message was sustainably anchored and directly translated into measurable results: the campaign generated a noticeable increase in website frequency as well as a significant increase in traffic at the SABAG branches.

Check out the implementation

Display of the SABAG campaign as a Leaderboard on desktop.

In recent weeks, we have noticed an increase in demand in the renovation sector. The collaboration with Goldbach Commercial Content as part of the campaign helped us to sensitize customers early on to the topic of imputed rental value and the importance of timely planning, and to reach them specifically in the early decision-making phase.

Esther Heinzen, Head of Marketing/Communications, SABAG AG

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