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Smashing targets by thinking clearly

Vehicle repair bodyshops are always under pressure to ensure customer satisfaction and meet insurance companies’ high service level agreements. As a result, they need to optimise vehicle throughput, whilst retaining profitability.

AkzoNobel developed a new paint coating, Autoclear Aerodry, which can be ambient air dried in 45 minutes or baked dry in just five minutes. This flexibility allows bodyshops to increase profitability by saving heat energy or speeding up throughput.

Several competitors had already launched similar products. We reviewed their approaches and realised they hadn’t capitalised on the business case, so our strategy was to steal a march by explaining the benefits much more clearly. 

Using an image of swirling, magical essences under the headline ‘Release profits with a more flexible workflow’, we developed an eye-catching international campaign across the following product launch elements:

  • Social media video teaser
  • Trade press print ads
  • Digital online banner ads 
  • Product sales leaflet
  • Trade media release for all the launch territories 

This insight-led, creative launch was a game changer for the vehicle refinishes market. So much so that our work won two international B2B awards. Despite being later to market than competitors, AkzoNobel’s product was first to be understood. Bodyshops quickly requested the paint and distributors wanted to stock it.

The result? Double the estimated sales in year one – and one very happy client. 

Want your own award-winning creative campaign? Contact Rachel Arquati to discover how Clear thinking can elevate your product launch.

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