When Baumit launched an innovative product on the market – easy-to-use dry concrete mix – we had to face the potential skepticism of the target and trigger their interest with a clever campaign. We knew that our target has a flair for DIY, always looks for smart solutions and avoids dealing with the so-called expert workman. In Bulgaria, the expert workman is a legendary character. He does things “his way”, takes forever to get the job done and usually leaves a mess. “His way” is old-fashioned and hard to trust. The modern, smart and easy alternative is Baumit Concrete. And thanks to the advertising campaign, the product reached 2620% increase in sales.