Defending a Leadership Position in the Wind Energy Sector: AkzoNobel International’s Strategic Overhaul
To counter growing competition and communication challenges, AkzoNobel International Protective Coatings partnered with Meijer + Walters. The goal was to amplify their expertise in coatings for wind energy assets and solidify their leadership position.
The Context
Despite leading the wind energy coatings market, AkzoNobel International Protective Coatings faced strong competitive action, with competitors undercutting their pricing and attacking their solution offerings. This growing competition, along with a need for clearer communication about their unique value, prompted a strategic refresh to protect their market position and drive future growth.
The Solution: Connecting the Dots
Meijer + Walters developed the “Connecting the dots” campaign, which emphasised International’s unique ability to identify and create connections within the wind energy sector – an unparalleled overview of the industry. This concept was articulated through a compelling and cohesive messaging framework and striking visuals, highlighting International’s expertise, product quality, and leadership.
Strategic Approach
The campaign’s strategy centred on uniting the fragmented wind energy market by positioning International as the leader that sees the bigger picture and offers complete solutions. The strategic approach included:
- Differentiation through comprehensive solutions: Emphasising that International’s coatings cover all aspects of wind energy assets, ensuring high performance and durability from blades to foundations. This approach highlighted their ability to provide end-to-end solutions that competitors couldn’t match.
- Building trust and partnership: Positioning International as more than just a coatings provider but a trusted partner offering expert guidance and support throughout the project lifecycle. This strengthened their relationship with key stakeholders and reinforced their role as a reliable industry leader.
- Advocacy for best practices: Showcasing International’s commitment to driving industry standards, sustainability, and continuous improvement through ongoing research and development. This solidified their reputation as innovators and thought leaders in the wind energy sector.
Integrated Communication Layers
The campaign leveraged three key communication layers, each enhancing the overall strategy:
- Brand level: Highlighted International’s strengths with elevated perspective in the photography of wind energy assets, showcasing the “connecting the dots” concept. This established a broad, innovative perspective and positioned International as the industry leader with a comprehensive view of the sector.
- Product level: Focused on the specific advantages of products with detailed imagery of wind energy components. This layer built credibility by addressing customer pain points and demonstrating International’s expertise. The messaging at this level was solution-driven, emphasising practical benefits and superior performance.
- Track record level: Showcased authentic images of successful projects, including vector graphics of wind farms, underscoring proven performance. This reinforced the relevance of specific solutions, aimed at converting leads to sales.
Long-term Vision & Execution
Designed as a long-term initiative, the campaign’s continuity was ensured through a comprehensive style guide and an inter-agency meeting to align all partners on the concept. This guide will ensure consistent execution across all channels for years to come.
The Output
By highlighting International’s comprehensive solutions and deep industry expertise, the “Connecting the dots” campaign enhanced brand visibility and reaffirmed market leadership. This strategic approach positioned International as the trusted partner and industry expert, driving sustainable growth in the wind energy sector. And that’s how Meijer + Walters literally connected the dots of everything AkzoNobel International Protective Coatings does in the wind sector.
Explore how AkzoNobel International Protective Coatings brought this concept to life on their landing page for wind energy assets.
About Meijer + Walters
Meijer + Walters help their clients set the course for brand communication. They help find true solutions to actual needs, leaving no stone unturned and getting their creative and strategic quality to pixel perfect! Founded in 2012, Meijer + Walters consists of a team of 10 creative strategy professionals, plus a network of specialists that support them whenever that’s needed. They work internationally for companies like Air France and KLM, Roche Diagnostics, Geomax, and MP corporate Finance with branding, activation, and content.
