Sikkens, the leading vehicle refinish brand from AkzoNobel’s Automotive & Aerospace Coatings business unit (A&AC), is launching a new global campaign, and the people who work the closest with Sikkens products are playing the starring role. It’s now left to the heroes on the paintshop floor – “The Painters” – to tell of their experiences and how the partnership leads to a continuous improvement of the Sikkens vehicle refinishes system.
The campaign kicks off in the EMEA region (Europe, Middle-East and Africa) with a focus on AkzoNobel’s unique partnership with the Vodafone McLaren Mercedes Formula One Racing team.
It highlights the highly skilled and consummately professional craftsmen who work at the McLaren paint shop floor in Woking, England, to get their state-of-the-art race cars ready to compete week after week during the long Formula One season. It is there that Sikkens’ new coatings are tested to withstand the extreme conditions on the track.
“The new campaign is an integral part of the “Creating Together” campaign launched last year, which stresses the essential role of partnership – how Sikkens works closely with its customers to ensure quality, customer satisfaction and business success,” says Marc Michelsen, Director Communications and Sustainability, A&AC. “In print and online, on a newly created, dedicated website with dynamic film trailers and interactive pages, and in special events, “The Painters” brings Sikkens products to life in very human terms.”
The new campaign will also showcase the upgrade program Sikkens is undertaking for its vehicle refinishes system. With the campaign, Sikkens will share information on new products and advances, like Autosurfacer UV, a brand new UV-cured filler that A&AC calls “the fastest curing filler in the market” and the Autoprep Pretreatment Wipes that have improved efficiency in the McLaren Paintshop.
“The continuous improvement of our Sikkens vehicle refinishes system is a direct result not only of our working closely with partners like Vodafone McLaren Mercedes, but also listening to the needs of local painters working with our products on a daily basis.” says EMEA Marketing Manager Remco Maassen van den Brink. “It involves people from within the organization as well as our customers and highlights the essence of our success: Creating Together.”