Promoting a world class refinishing system.
The Challenge
Glasurit, a division of BASF, has been a premium prestige car spray paint refinishing system since 1888. They are a world leader in the passenger car and commercial vehicle refinishing sector. Glasurit wanted to promote their brand and product range across Australia and New Zealand to paint distributors and automotive bodyshops and a new waterborne paint system called Glasurit 90 Line.
The Insight
We developed a new brand strategy that would raise awareness of Glasurit 90 Line and highlight the benefits of using their comprehensive product range. We then created a promotional campaign based on the tagline ‘Glasurit 90 Line the No.1 Waterborne Paint Worldwide’. Programme initiatives included the design, development and launch of the following:
- A trade advertising campaign.
- A website featuring product info, colour matching, business solutions, training, news and events.
- Gloss Magazine featuring: product stories, advice, training, events, colour trends and initiatives.
- A range of Glasurit branded marketing materials.
- A series of video testimonials from bodyshops owners and users.
- A series of product usage videos to promote best process and practise.
We also created a world-first, cost-effective and environmentally friendly initiative called the ‘Glasurit Bodyshop Emissions Program’ partnering with Carbon Neutral Australia. Glasurit customers were invited to join the program to offset their annual bodyshop solvent emissions. Membership contributions were then invested into a Carbon Neutral Australia tree planting program which further reduced greenhouse gas emissions.
The Impact
Glasurit’s 90 LINE waterborne system quickly became the leading coating of choice amongst OEM’s and Bodyshops across Australia and New Zealand. Return on investment – BASF Australia greatly increased its automotive coatings customer base and experienced major growth in sales locally.
Bodyshop Emissions Programme
Members of the programme were able to differentiate their business in the marketplace with promotional materials and a press kit to help generate local media coverage and provide customers with a compelling reason to choose their bodyshop services over competitors. They also enhanced their image in the community with special carbon neutral accreditated signage that promoted their commitment to the environment.
