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TONDACHA campaign for a roof you’ll love for a lifetime
Industry
Consumer Goods & Retail, Energy & Industrial
Services
Social Media, Post-production, Communication Strategy, Offline Campaign, Online Campaign
Many people see roof renovation as a demanding, time-consuming and purely technical process. For Tondach, a market leader in clay roof tiles, we set out to turn that perception around. For the spring campaign, we moved beyond functional benefits to bring a powerful emotional connection to the category.
The key was to connect choosing a roof with life’s defining moments. The result was a standout campaign that delivered a 38% year-on-year increase in searches for the Tondach brand during the campaign.
Communication in the building materials sector often feels sterile, focusing on price and technical specifications. Our challenge was to break with convention and present Tondach as more than a building material: as lasting value and a legacy for generations. Our primary goal was to capture the target audience’s attention in a saturated market and raise awareness of the durability and resilience of Tondach roof tiles at the moment people were choosing a roof. We also wanted to connect the product with the feeling of a safe, secure home.
Our strategy drew on a simple insight: choosing a quality roof is a once-in-a-lifetime decision, much like choosing a life partner. We decided to bring emotion and sentiment to a technical category. The creative concept centred on one idea: “Some moments only happen once.” We elevated roof renovation into a special occasion worth celebrating, just like a wedding — another symbol of lasting commitment. By pairing images of people in wedding attire with Tondach roof tiles, we connected them with a product designed to stay with them for life.
Our media planning focused on broad reach and regional relevance, targeting the specific locations where Tondach sells its products through its partner network.
The media mix combined Meta advertising with RTB video, supported by display banners across both channels. We also invested in digital audio to strengthen recall of the campaign message. We produced more than 20 locally adapted audio spots and targeted them directly at districts where Tondach has a strong sales presence. We also reached audiences through audio ads in the online streams of Rádio Expres, Europa 2 and Rádio Rock, as well as selected podcasts, including Braňo Závodský and Bekimovo kreslo.
In the same districts, we targeted potential customers through 100 billboards. Using an in-house tool and GPS coordinates, we identified advertising sites near retail locations to build interest in Tondach where its products were available. The campaign was further supported by spots on Fun rádio and Rádio Vlna. We combined radio advertising with weather sponsorship, extending our reach beyond online audiences.
The campaign’s results demonstrate its success and the increased interest in the Tondach brand:
Meta + RTB: The ads generated more than 5 million impressions.
DIGITAL AUDIO: More than 450,000 ad listens.
YouTube: The creative engaged viewers, achieving a strong view rate of 62%.
YEAR-ON-YEAR GROWTH (YoY): Searches for the brand increased by 38% during the campaign compared with the same period the previous year.
