Brand campaign for Ruukki
Ruukki has been Estonia’s best-known and most experienced steel roof supplier since 1992. Together with Ruukki, we set out to position their steel roofs as the highest-quality option on the market and to increase the number of product inquiries. A secondary objective was to highlight Ruukki’s full roofing solution, which includes both the roof itself and the installation of all accessories.
How?
To achieve these goals, we created all campaign communications and designs, while also managing Ruukki Express’s social media channels.
We spent the hottest days of summer filming engaging and humorous TV spots along with social media clips.
In the social media videos, we showcased more affordable roofing options through comedic sketches — each compared to the long-lasting steel roof. These comparisons led roofing expert Toivo Teras (played by Kaarel Nõmmik) and his trusty sidekick Pontu to the conclusion: nothing beats a steel roof.
The clips were released as a social media series, building recognition and anticipation. Viewers who had seen the short sketches soon encountered the matching TV commercial, focused entirely on Ruukki’s steel roof.
Results
The campaign bridged TV and social media, creating a strong repetition effect and boosting brand visibility. The humorous and memorable approach got both potential customers and existing partners talking about Ruukki’s roofs. Audience awareness of Ruukki’s complete roofing solution increased, leading to greater interest and a rise in inquiries.
Launching a new service or need a promotional video for an existing one? VAAS is your partner for creating content that performs on-screen and drives results.