Graco
The benefits of the Intelligent Paint Kitchen in the spotlight
Graco
Car parts, furniture, toys... Whatever rolls off the assembly line, it needs a spot of paint or a coating. All too often companies entrust this task to inefficient and dangerous paint systems. Graco’s IPK, short for Intelligent Paint Kitchen, does away with these downsides. But how to explain such a complex product in a simple way? That’s right up our alley.
From characteristics to benefits
Although this is an extremely innovative system, Graco distributors had a hard time marketing the IPK. Unsurprising, really, since their sales pitch consisted entirely of complex technical information. We took an entirely different approach and translated the technical properties of the system into five well-founded customer benefits. What’s in it for me? There’s plenty in it for you: exceptional results, optimum efficiency, advanced control, lower costs and top productivity.
The technical story is no longer the entrant, but the concrete benefits that the IPK offers.
Three functions, three colours
Naturally the end customer still wants to know how the system works from a technical standpoint. Here, too, we examined how we could translate the complex input into a more transparent and comprehensible narrative. We explained the IPK’s three unique functionalities - tank control, pump control and overall remote control - using three highlight colours. All corresponding components - and there are quite a few - received the same highlight colour, telling the customer at first glance which component matched which function as well as the role it fulfils in the painting process.
Multiple deliverables, a single approach / We used the same approach for all the promotion materials. Whether in the brochure, the presentation or on the website, the benefits for the end customer are explained before moving on to the technical details. The story is substantiated with a technical video and infographics explaining in minute detail how the IPK works.
