PARTNER CHANNEL SALES AND INSTRUCTIONAL CONTENT DEVELOPMENT
DuPont Australia Limited

Standox and Spies Hecker are brands of high-end automotive finishes marketed through DuPont Performance Coatings (DPC), (and subsequently Axalta Coating Systems), in Australia and New Zealand. By 2012 these brands had successfully integrated their German developed low organic compound (VOC) water-based products with many international car manufacturers such as BMW, Audi, Ford and Volkswagen. Following the resolution of the European Union Treaty to limit use of VOC’s, DuPont acquired the brands in Australia to service the next generation needs of the Asia Pacific automotive re-finishing and repair industries.

Critical to the success of marketing these products was overcoming the legacy of traditional use of high VOC solvent based coatings; developing awareness of the benefits of low VOC automotive finishes, and motivating the costly transition to new technology and techniques required to apply these low VOC coatings.

Ripple was engaged by Dupont to rapidly develop effective marketing platforms which would spear-head early adoption of the new products across several thousand panel shops, partners and distributors, as well as Australia-based automotive manufacturers and resellers. Working closely with DuPont’s marketing team Ripple developed a multi-media campaign involving the creation of digital, photographic, film and other audio-visual advertising, presentation and training content which was delivered across trade shows, local events, on-line, and directly to partners, clients and distributors.

Involving Ripples in-house team exclusively the project was completed within budget and within the 120 day timeframe. The outcome exceeded targeted adoption ratios in both Australia and New Zealand, resulting in higher than expected marketshare in the first 18 months and demonstrable returns on it’s marketing investment.

“that’s money well spent”  Paul Polverino, Dupont Performance Coatings.

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