Duurzaamheid en circulariteit als belangrijkste speerpunten
Wijzonol, en zustermerk Ralston, zijn onderdeel van Koninklijke Van Wijhe Verf, een oer-Hollands familiebedrijf dat sinds 1916 bestaat. Ze opereren in een branche die sinds jaar en dag gedomineerd wordt door enorme multinationals. Als onderdeel van de Nederlandse bouwwereld staan ze daarnaast voor een pittige uitdaging: in 2050 moeten alle gebouwen in Nederland duurzaam zijn.
Krachtig manifest als strategisch en communicatief fundament
Voor hun stip op de horizon hebben wij door het houden van meerdere strategische sessies in eerste instantie een passend manifest gecreëerd. Vanuit daar ontstonden voor beide merken corporate brand stories die intern voor eenheid en gedragen cultuur zorgden. We hebben de dynamiek van innovatie, in combinatie met lef, vertaald naar kenmerkende merkcommunicatie met een eigen stem.
Campagnes met heldere stip op de horizon
‘Open nu je blik voor 2050’ werd het vertrekpunt voor alle marketingactiviteiten en zette Wijzonol neer als innovatieve industry leader. Duurzaamheid en circulariteit staan als belangrijkste speerpunten op de agenda. Wijzonol stelde zichzelf een duidelijk doel: al in 2025 wil het bedrijf klimaatneutraal zijn. We ondersteunde dit ambitieuze plan met communicatie, activatie en PR die veelvuldig werd opgepikt door zowel vakmedia als nationale pers.
Beweging brengen in een conservatieve markt
De duurzame verf die Wijzonol maakt, is geliefd bij vakschilders. Deze groep is bijzonder loyaal en werkt door de bank genomen een loopbaan lang met hetzelfde merk. Om toch schilders die met concurrerende, minder duurzame merken werken ontwikkelende we campagnes die niet alleen zitten op de kwaliteit van het product maar lieten we ook zien dat duurzamer werken voor schilderbedrijven zo eenvoudig kan zijn als switchen naar een ander merk. Zonder in te boeten op kwaliteit, gemak of resultaat. Om de conservatieve bouwwereld in beweging te krijgen, was vaklui niet de enige doelgroep, maar betrokken we ook opdrachtgevers en detailhandel, twee groepen die een enorme invloed hebben op het proces. Met succes. 2050 klinkt heel ver weg, maar we hebben Wijzonol een flink eind op weg geholpen richting hun ultieme doel.
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Ideale Wereld-sessie , strategie, merkmanifest, visuele identiteit, ontwikkeling middelen, activatie, merkpositionering, marketing en communicatiestrategie, merkidentiteit, merkcommunicatie, storytelling en content, merkcampagne, activatiecampagne.
Sustainable Development Goals
Bij Heldergroen werken we alleen met merken die bijdragen aan de SDG's. Wijzonol draagt bij aan:
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