VEKA strengthens its end consumer communication

VEKA AG is now rolling out its end-customer campaign, “If, then VEKA,” specifically to European export markets, in order to strengthen its international brand awareness in its core business. Following its launch in the summer of 2025, the concept is now being adapted internationally and further developed to suit specific countries.

The goal is to raise awareness of the VEKA brand early in the decision-making process among homeowners and to clearly communicate the benefits of high-quality PVC profiles. Until now, VEKA had supported almost exclusively its partner companies in their interactions with end customers. “But market and purchasing processes have changed fundamentally. Digitalization and the construction crisis are making window selection and information gathering more digital, happening earlier, and significantly more competitive,” explains Jürgen Herbe, Head of Communications & Marketing at VEKA AG. That is why VEKA is now breaking new ground and, for the first time, addressing end consumers directly to actively shape the decision-making process.

A successful concept with international scaling potential

At the heart of the campaign is a character who takes a deliberately different approach to the topic of windows. In Germany, this role is played by “Holger,” a passionate window philosopher and ambassador for VEKA’s quality promise. Through short videos and digital formats, he brings home the importance of high-quality window profiles in everyday life.

The campaign's content is being distributed across digital channels, social media and traditional media. It has already achieved a wide reach of over 310 million impressions in the first phase.

For international markets, the concept is now being systematically localized. Content is translated and adapted to reflect cultural nuances, while the brand message remains unchanged. This principle combines consistent brand management with a local approach tailored to the target audience. In Belgium, for example, the campaign character appears as “Hugo” in both Dutch and French. The concept is also being established with cultural nuances in other European markets, such as Switzerland and Italy. The stories remain closely tied to the target audience’s everyday life and highlight the quality of VEKA profiles.

The award underscores the approach

The campaign’s effectiveness has also been recognized externally. In June 2026, “Wenn, dann VEKA” was honored with the Marketing Award from the German VFF (Window + Facade) Association. The jury particularly commended the company’s decision to deliberately expand its communication strategy of a traditionally B2B-focused business model to include an end-customer perspective.

“This is modern, consistent and industry-relevant marketing communication in the best sense,” says VFF Managing Director Frank Lange, summarizing the jury’s assessment.

At the same time, the campaign emphasized the consistent involvement of VEKA partner companies. Through co-branding and digital tools, the campaign can be adapted and translated into specific sales activities for VEKA partners. This creates consistent communication throughout the entire value chain.

Next step in European expansion

By expanding into additional export markets, VEKA is pursuing a clear objective: to increase brand awareness across Europe and generate additional demand in the end-consumer segment. Plans are also already in place to continue the campaign. Starting in the summer of 2026, new content and formats will be produced and subsequently rolled out in relevant markets.

“We will continue our communication efforts, expand our digital services and further develop the co-branding model. Our goal remains clear: to work with our partners to permanently establish VEKA as a top choice for consumers when it comes to windows, thereby further strengthening our strong market position,” concludes Josef L. Beckhoff, Executive Director for Sales & Marketing at VEKA AG.

Visit the campaign's landing page to learn more (in German):

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