Instead of trying to drive through a mini Intel-Inside campaign without budget for Wacker’s silicone material used in paints, Wächter recommended the founding of an initiative with the name “We help the facades”. We turned this into a brand. We used a website that became the central knowledge database of this painting product category, gained thought leadership worldwide in more than 20 languages, united all manufacturers of facade coatings to contribute to this website and achieved with a creative and integrated campaign double digit sales increases every year that outreached all expectations.