PRAKTIKER HELLAS TV CAMPAIGN
The Request
Praktiker Hellas was entering a major new chapter. More than a simple rebranding, the company was preparing to transition into Dedeman, creating the need for a communication strategy that would guide consumers smoothly from the familiar Praktiker brand to the new identity.
Our task was to manage this transitional phase carefully, while preparing the ground for the full introduction of Dedeman.
The Challenge
The key challenge was continuity. We needed to renew Praktiker’s image, signal that change was coming, and introduce the new brand in a way that felt natural rather than abrupt.
The transition had to respect the equity and familiarity of Praktiker, while creating anticipation for what was next.
The Idea
The Idea
We built the campaign around something already deeply connected to the brand: Praktiker’s established slogan, “το Praktiker αλλάζει το σπίτι.”
The word “αλλάζει” became the creative bridge between the old and the new. What had traditionally described Praktiker’s role in transforming homes now became the vehicle for communicating the brand’s own transformation.
The TVC begins in familiar Praktiker territory, with the established message, and gradually leads to the reveal: “Το Praktiker αλλάζει και γίνεται Dedeman.”
A simple shift in meaning turned an existing brand asset into the foundation of the transition.
The Execution
The concept was rolled out across the transition campaign, from television to Praktiker’s digital presence. While staying rooted in familiar Praktiker codes, the visual identity was refreshed through bold, iconic graphics in the film’s intro and outro.
The strong use of Praktiker’s recognizable color palette maintained continuity and instant brand recognition, while the repeated use of the word “αλλάζει” gave the campaign a clear, coherent narrative.
The Result
The campaign refreshed Praktiker’s image while introducing the transition to Dedeman in a clear and reassuring way. It connected what consumers already knew with what was coming next — creating a natural first step into the brand’s new era.
And this is only the beginning.
Date:
November 3, 2026
