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Scholz & Friends Budapest relaunches Praktiker DIY stores in Hungary

Scholz & Friends Budapest walks away with entire account for the DIY stores and develops an orchestrated campaign to achieve new positioning

Scholz & Friends Budapest was able to win a pitch for the complete account of the Praktiker DIY stores in Hungary. The largest DIY chain in Hungary is to be repositioned in an orchestrated campaign also intended to relaunch the logo.

The first TV commercial for the new campaign is currently being aired on all the big Hungarian channels. The leading role in the commercial is played by the new mascot Prakti from Praktiker. Using Praktiker products, it finds unusual solutions for its challenges, like, for example, skilfully combining a lawnmower and wooden bench to conquer the waves on a lake .

Ingmar Janson, Managing Director of Scholz & Friends International, commented on winning the account: 'We are delighted to have scooped the Praktiker account as the most well-known and largest DIY customer on the Hungarian market. And we are certain we will be able to continue the success story of Praktiker in Hungary with our new campaign.'

The orchestrated campaign encompasses TV commercials, advertisements, brochures, leaflets and POS measures. Scholz & Friends Budapest is hoping to keep up its current success story with the account for this new customer. In 2005, the agency recorded one of the best years since it was established 10 years ago, particularly due to the exceptional successes at Hungarian creative festivals.

Praktiker is one of the leading companies on the European DIY market with 340 stores in Germany and abroad. Eight years ago, Praktiker opened its first DIY store in Hungary. At present, there are 15 markets throughout the country with more new stores to open soon. In Hungary, Praktiker is not only positioned as a pure DIY discounter, it also stands for a complete range of offerings with customer service and a broad assortment.


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