The videos provide practical assistance, explain the work steps bit by bit, offer inspiration and a lot of information about Erfurt products. The basic concept: While the speaker communicates the facts, the camera shows the corresponding steps. The visual language lives from details and close-ups to emphasize the "sensual experience" of wallpapering.

Another special feature of the format is the unconventional language, which appears authentic with its direct, honest and sometimes self-ironic tonality. The speaker thus acquires his own character and becomes the supporting element of the series.