Sophisticated Elegance Meets Beauty Aesthetics: The Reinvention of Alpina's Premium Range

Background and Challenge

Alpina Farben, the established wall paint market leader, commissioned us to develop a comprehensive digital campaign for their premium range "Feine Farben" (Fine Colors). We have been continuously managing the brand since 2014 and played a crucial role in the successful launch of Alpina "Feine Farben" from the beginning.

The initial campaign had already contributed to rapid market leadership in "ready-mix" paints through strategic influencer partnerships and innovative storytelling. Five years later, a new challenge emerged: Alpina's position as number one needed to be further expanded and solidified through a contemporary reinvention of their successful product line.

Approach and Realization

To achieve the ambitious campaign objectives, we developed a new visual strategy that positioned Alpina's unique quality promise at the center of attention. Drawing inspiration from beauty industry aesthetics, we focused on the premium quality and sophisticated matte color effects of the exquisite ingredients.

The campaign's centerpiece was a 30-second commercial that made the unique product quality emotionally tangible. Through dynamic camera movements, we presented the bestselling color shade No. 19 "Melody of Grace" in interplay with perfectly coordinated living room interiors. Slow-motion close-ups showcased champagne chalk and color pigments as premium protagonists, while CGI animations elegantly concluded the spot with the gold-designed Alpina "Feine Farben" metal container.

Results

The strategic decision for "digital only" distribution proved highly successful, as the interior trend topic was primarily driven by bloggers and influencers in the digital space. This targeted approach enabled direct redirection of purchase-interested consumers to the Alpina Feine Farben landing page, where trend-conscious color enthusiasts could order their personalized color cards.

The campaign was successfully deployed as TrueView Ads and Bumper Video Ads on YouTube, as well as in special display formats including PageSkin Plus Superwide and Branded Interactive Video Ads on publisher sites and Google text and display ads. Additionally, we managed the complete implementation and distribution across social media channels Facebook, Instagram, and Pinterest, creating a comprehensive digital presence that reinforced the brand's premium positioning.