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.
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:
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.
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.
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.