European product launch campaign for three B2B brands
Axalta Refinish developed a new clearcoat product to be sold through their three premium refinish paint brands. A restricted budget but high production values, the creative and production required intricate execution.
With Cromax, Spies Hecker and Standox each having a brand-loyal customer base, the launch of a new product line meant a three-pronged approach. Launching the new clearcoat involved tailoring the messaging, imagery and marketing to match the distinct needs of its three major brands’ audiences.
Making ads is one thing, building a campaign and launching it across EMEA is another. How about placing those ads in the right place at the right time for the right price, in the right language to the right audience? Welcome to Dark Grey Europe , and a look behind the scenes at our ongoing partnership with Axalta Refinish Europe, a client who came to us with a list of media requirements that we are happy to meet and exceed for the third year.
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.
Axalta asked Dark Grey Europe to help introduce its latest state-of-the art digital colour matching solutions across their 3 premium paint brands and convince end-users of the benefits of moving to digital colour solutions.
The European car refinish market is complex with repair shops of very different sizes and specialities. It also has very deeply ingrained craft practices with years of experience traditionally required in the matching and application of paint to achieve a seamless vehicle repair. In this environment Axalta wanted to demonstrate its innovative service offers and change attitudes towards digital technology for end-users.
Dark Grey Europe developed a series of eye-catching concepts focusing on the key business benefits of using Axalta’s latest generation of digital colour matching tools, highlighting the features that now make it much more accessible for users and make their jobs easier while offering better results.
Huntsman VITROX® ABR – New Product for the Abrasives Market
Huntsman, the global chemical manufacturer, enlisted the help of Dark Grey Europe with launching and positioning its VITROX® ABR products into the abrasives market, a completely new sector for Huntsman. This exciting programme combines emotional and technological text and imagery to attract attention and at the same time conveys the business benefits of this new technology for the abrasives sector.
Huntsman wows UTECH exhibition visitors with Total Innovation Network
UTECH is the leading international exhibition and conference for the global polyurethanes industry. With over 10,000 visitors from 90 countries walking the halls, with 200+ exhibitors vying for attention. One stand stood out and featured highly on the conference promotion for the upcoming conference, with eye-catching displays and product demonstrations, showcasing the capabilities of seven of its system houses from its four distinct business divisions.
DuPont, the producer of Nomex, a flame-resistant meta-aramid material for firefighters’ and industrial workers’ apparel, tasked Dark Grey Europe to develop a campaign that would increase preference and reposition Nomex as a “solution,” not just a fibre.
Dark Grey Europe took an innovative and refreshing approach, which was totally new in the market and made the communications stand out. The concept focused on the expertise of DuPont and the added benefit by the “value chain” of spinners, weavers, tailors and garment manufacturers that all bring their support to making the workers’ apparel the “gold standard in flame protection.”
This campaign concept was used throughout every marketing touchpoint, from print and digital advertising to exhibitions and display materials.
Packaging Sales for Milliken Liquitint Agro
Precision design and exacting artwork were required for Milliken’s Liquitint Agro sales presentation sample box. Design concept, artwork and third-party production management.
Milliken ColorDirection 2021, thought leadership marketing in colour
Milliken asked Dark Grey Europe to develop their annual thought leadership study on colour trends: ColorDirection 2021. A collection of colours based on wider emerging cultural and colour themes. Defining a central theme and selecting colours with the greatest resonance for the modern consumer.
Colours are unmistakably associated with people’s emotions and tastes and marketers are very aware of this. As a leader in colour additives for a variety of markets Milliken produces their annual ColorDirection report which aims to identify the most impactful colours of tomorrow to help guide their customers, foster trust and demonstrate leadership in this field.
Dark Grey Europe designed a memorable global ad campaign to improve and help sustain the corporate image of Total Petrochemicals, while expressing their brand presence, innovative character and dedicated connection to customers.
Our eye-catching range of creative B2C-style ads and high-end photography showed end products in everyday situations across the world. The extended 36-month coverage helped to show Total Petrochemicals’ detailed understanding of their customers’ needs.
Memorable imagery was used at international plastics exhibitions, online and internally for full message saturation.
How many things do we touch?
Dark Grey Europe recently helped allnex with developing a simple employee engagement action. The campaign celebrated the first anniversary of the company’s merger with Nuplex and recognized the hard work that had gone into making the company a global leader in industrial coating resins. The campaign had to be simple enough to work across the world as well as be engaging for employees to take part and be relevant to the business.
We developed a simple guess the number competition with a mosaic featuring hundreds of images of applications of their products. Under the banner “HOW MANY THINGS DO WE TOUCH?” employees were invited by a special email to look at the poster, produced for local office printing, and guess the number of images used. The winner from each region received an iPod Touch. Simple and cost-effective Global employee engagement.