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Theben is a global brand with deep roots, founded in Germany in 1921, the company has spent over a century building a reputation for innovation, precision, and engineering excellence in building automation. While widely respected across Europe, Theben had little visibility in the UK market. That changed when a new leadership team set out to launch Theben Automation – a dedicated division to bring their electrical and smart building solutions to the forefront of the UK industry.
Having seen our work in the smart home and electrical contracting space, and our strategic support of KNX UK, the team approached Wildfire to help lead the marketing side of the UK launch. They weren’t looking for just another agency; they needed a hands-on partner who understood the industry and could deliver strategy, content, and campaigns that resonated with a highly technical and segmented market.
The primary goal was to drive UK product sales, but the path to that began with brand building. Theben needed to raise awareness of its long-standing heritage and product quality, while establishing itself as a leader in electrical engineering products and KNX technology within the UK market.
Crucially, the target audience was broad and diverse – from electricians and smart home integrators to lighting designers, consultants, self-builders, and electrical wholesalers. Each group had different needs, pain points and technical understanding, meaning a one-size-fits-all approach wouldn’t cut it. A segmented marketing strategy was essential.
We stepped in as an extension of the UK team, providing full strategic consultancy and the practical delivery needed to establish the brand from the ground up.
From the outset, we built a tailored marketing plan to support Theben’s growth across all audience types. That included developing clear messaging frameworks for each segment and identifying the best channels and content types to reach and engage them.
We launched a new UK web presence that reflects Theben’s global brand while tailoring the message for the UK market. Alongside this, we created email marketing campaigns and automation flows using HubSpot, nurturing contacts through every stage of the customer journey, from awareness to conversion.
We led on social media strategy and execution, creating both polished and real-time content – from technical explainers and product demos to team takeovers, TikToks and event coverage. We also managed regular content shoots, contributed thought leadership pieces to key industry publications, and secured PR coverage and speaking opportunities that positioned Theben as an authority in the smart building space.
Our role continues to be fully integrated – from daily comms and campaign delivery to strategic planning and collaborations with influencers, trade bodies and key specifiers across the industry
Today, Theben Automation is firmly established as a respected brand within the UK’s smart building and home automation landscape. They’re not only known for their high-quality products, but for their industry voice – regularly invited to contribute to panels, publications and sector-wide discussions.
Product sales in the UK continue to grow, and brand awareness across all key customer segments is stronger than ever, and we’re proud to act as their embedded marketing team.
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