The CFG Serramenti story

CFG Serramenti was founded in 2009 in Sant’Omobono Terme, in the province of Bergamo, Italy, and manufactures and installs high-quality PVC windows and doors.

Growing strongly and steadily, the company has two showrooms in the Bergamo area, in Seriate and Almè, but operates across northern Italy.

We have worked with CFG for almost 10 years and, project after project, have supported the brand through its evolution, looking after every aspect of its offline and online communication: website, social platforms (Facebook and LinkedIn), newsletter and advertising campaigns on the main local radio and television channels.

Thanks to a consistent presence online and offline and a structured SEO strategy for the website’s rankings, the brand is now very well known in Bergamo and its province, and counts among the leading PVC window companies there. The objective is to grow brand awareness and make the company better known both in the area where it operates and, more broadly, across northern Italy.

A strategy that starts from the brand.

We worked on:

• identifying its values;
• defining a tone of voice;
• creating a payoff;
• devising a creative concept;
• designing and launching a new website;
• communicating the concept and the new site online and offline.

Choosing to start from the brand and to devise a creative concept is a strategic decision: it strengthens the brand’s storytelling, making it recognisable, distinctive, consistent and adaptable across formats and channels — including the new website, built to speak to its target audience and meet the business objectives.

The concept The window of your home was created to associate the brand with the idea of home. Inside our own houses we are used to breathing an air of wellbeing, to enjoying ourselves, to giving ourselves over to moments of relaxation and lightness.

Could the life, the moments, the emotions that fill the rooms of an ordinary house not be the same ones that characterise the CFG HOUSE?

Stepping into the CFG HOUSE, then, the user breathes in passion, expertise, professionalism, reliability and the values that tell the brand’s story.

The four iconic squares of the logo become rooms that welcome customers and industry professionals into an atmosphere of wellbeing — just like the one we are used to at home.

That sense of home, familiarity and warmth is felt immediately on arriving at the new CFG Serramenti website, where, on the homepage, we recreated a genuine “digital house” by using the logo graphically in its conceptual form: four rooms that guide the user towards the pages that matter most for telling the story of the brand, the products and the services.

To make a concept work, it is essential to define a communication strategy covering every touchpoint with the community and with prospective customers.

For that reason, we produced an online and offline communication plan:

• Working with the professionals at the Da Re photography studio, we produced a corporate film for the launch of the new website and the concept;
• We produced a television commercial for BergamoTV and Seilatv, a radio commercial for Radio Alta and a print advertisement for the front page of L’Eco di Bergamo, the local daily newspaper.
• Across the website, the company blog and content published on the Facebook and LinkedIn profiles, communication of the concept generated more than 88,000 impressions in 3 months.

“What I appreciate most about working with OTO Agency is dealing with a team that is young, dynamic and ready to give you answers quickly”.

Andrea Angiolini, Head of Administration and Human Resources, CFG Serramenti