Axalta makes the Impossible, Possible
New high-impact campaign for low-energy car paint refinish system
Today’s bodyshops are under increasing pressure to deliver high-quality refinishing work at faster rates. As a leader in refinishing products, systems and technologies, Axalta is always looking for ways to increase bodyshop throughput, reduce energy consumption and job time for its customers. And Dark Grey Europe is always on hand to help increase awareness of Axalta innovations in the market.
The latest Axalta development – a unique patented technology that delivers previously impossible performance – is incorporated in the premium refinish systems from Cromax, Spies Hecker and Standox. These premium systems combine higher throughput with lower energy costs, with no compromise on quality of finish. Bodyshops using the systems can reduce application process times by up to 50%, adapting their focus for speed and cost efficiency according to their day-to-day needs. Dark Grey Europe was responsible for communicating the benefits of the new Axalta technology and the three systems using it.
Coordinated creativity
From a communications perspective, the Axalta low-energy campaign was a large creative project. The Dark Grey Europe team had to combine complex positioning of Axalta’s patented refinish technology together with the actual refinish systems from Cromax, Spies Hecker and Standox. With the payoff “we’re redefining what’s possible in refinishing”, we created Axalta Refinish EMEA’s first technology focused advert. As well a range of diverse deliverables and assets for the Cromax, Spies Hecker and Standox brands. All implemented in 15 languages.
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“This project is a true symbol of a talented team effort, from the first creative spark and detailed DTP work, through to the multiple deliverables in printwork, websites, video and social media.” This was the post-launch verdict from Account Director Oliver Hannak.
