TenCate focuses on visual marketing strategy

Jens Falkenberg has been our contact in Denmark at TenCate Advanced Armour for many years. In recent years, we have started many projects together.

The beauty is that this has produced very different visualisations that can be used in various ways. For example, TenCate Advanced Armour and C4Real find each other in the creation and rollout of a visual marketing strategy.

Reuse saves time and money

In a visual marketing strategy, the reuse of visual content, for example a 3D model of a product, a still (a 3D or 2D rendered image) or an animation, occupies an important place. That is why we always ensure that this content can be reused by different media. This saves our customers a lot of time and money. From the first consultation we therefore think together about exactly what we want to express. Which target group do we want to reach with which objective? And how do we deploy a product as efficiently as possible in the long term? Are there, for example, multiple events or moments that require the same content? That is the big advantage for our customers: the focus on multi-employability.

From product explorers to life-size renders at the fair

We have been working for many years for TenCate. For example, we have already made several product explorers for them. For this we use a render of a vehicle, where we always use a different point of view. One time you see the entire outer shell, the other time you only see specific parts such as a bottom plate or the inside. You can put these renders over each other and even make an interactive layer over them. This way we can make the different solutions visible on the basis of where the user clicks on the vehicle. We have already done this for helicopters, naval ships, 4x4 vehicles and armored vehicles with the revolutionary ABDS system.

Speaking of that ABDS system, we made a huge-scale render of it that was used on a large glass plate by TenCate during trade fairs in Australia and the United States. Because of this visualization it looks like the product is actually there.

Different target groups

Within TenCate, the time is now ripe for the various divisions to provide their target groups with visual content that quickly clarifies the story. Jens Falkenberg, Marketing & Management Coordinator at TenCate Advanced Armor Danmark A/S: "We are now not only more a manufacturer of parts, but also a supplier of complete solutions. For our products we have two target groups: politicians and technicians. We struggled with the question of how we could offer both target groups the information that would convince them. Thanks to C4Real, we have been able to show in two minutes how our ABDS system works, what is interesting for the technicians, and what benefits the system offers, which is interesting for politicians. In recent years we have worked together to further develop visualisations for our entire product portfolio.”

The fact that the visual marketing strategy works is, according to Jens Falkenberg, very clear: "Previously, at trade fairs, for example, we could only show a panel that we make. But that is not exciting and does not invite our target group to talk to our colleagues. Instead of placing an engineer at the panel to name all the benefits and ingenious specifications, we now use visualisations in different ways. With this we can make clear what is special about our products. This ensures that fair visitors are triggered to keep looking and to approach our colleagues for more information. We are getting a lot more attention now.”

Tight cooperation

CEO Ton Kuper of C4Real indicates that the cooperation with TenCate Advanced Armour is very close: "We see each other a few times a year, even though we are in different countries. Of course we have regular contact outside of our meetings. It all started with a single animation, but now we make all sorts of visual expressions that are used in different ways within the organisation.

From an interactive 3D product explorer to visualisations of various products. The content requirement within TenCate Advanced Armour is amazing and the great thing is that we can help with content that is suitable for the website, but also at fairs and for example on YouTube. We look beyond a single moment or one piece of content need. In this way we know how to build a partnership with which we can be predictable in terms of budget and planning. A perfect foundation that directly delivers value to our customers.”