BACKGROUND

As an existing product, Trinar had been a part of the AkzoNobel Industrial Coatings portfolio that had yet to be marketed with a higher level of consideration.

Sales of the coatings system had to date been generated through recommendation from the AkzoNobel sales team to a reasonable level of success but now needed to be pushed on by developing a stronger level of awareness of the product and in turn generating more inbound enquiries and sales.

APPROACH

We worked closely with the AkzoNobel team to understand the positioning and key audiences of Trinar.

These key audiences included a range of sub groups such as Consultants, Architects, Building Owners and Applicators. Through this understanding we could then start developing the overarching topline messaging and framework, ensuring that the structure to the messaging allowed flexibility to be tailored for each specific audience whilst retaining the overarching campaign theme.

DELIVERY

A strong overarching topline message was created along with a supporting framework and brand strapline to provide a consistent message that would resonate with the key audiences.

The top level message "Icons built on Innovation" emphasises the quality of the product and that this is a coating system that is absolutely made for projects of the highest level. If you're looking to create an iconic building, this is the product for you. This was strengthened through the supporting message including the call to action of "Create truly iconic structures with our high performance coatings system."

Once the messaging framework was agreed upon, the supporting art direction was considered as key assets for the campaign look and feel, further backing up the positioning of Trinar through high level imagery of iconic building that the system had been applied to.