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. Therefore, we always make sure that this content can be reused on different media. This saves our clients a lot of time and money. From the very first consultation, we therefore think carefully together about what exactly we want from the expression. Which target group do we want to reach with which objective? And how do we deploy a medium as efficiently as possible in the long term? For example, are there multiple events or moments that need the same content? Therein lies the big advantage for our clients: the focus on multi-deployability. 

From product explorers to life-size renders at the fair

We have been working for TenCate for many years. We have already made several product explorers for them. For this we use a render of a vehicle, in which we always use a different point of view. Sometimes you see the whole outer shell, other times you only see specific parts such as a lower plate or the inside. You can superimpose these renders and even create an interactive layer over them. That way we can make different solutions visible based on where the user clicks on the vehicle. We have already done this for helicopters, naval vessels, 4x4 vehicles and armored vehicles with the revolutionary ABDS system.

Speaking of that ABDS system, we made a mega-sized render of it that was used by TenCate on a large glass plate during exhibitions in Australia and the United States. This visualization makes it look 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 very quickly makes the story clear. Jens Falkenberg, Marketing & Management Coordinator at TenCate Advanced Armour Danmark A/S: "We are now no longer just a producer of components, but also a supplier of complete solutions. We have two target groups for our products: politicians and technicians. We struggled with the question of how to offer both target groups the information that would convince them. Thanks to C4Real, we were able to make it clear in two minutes how our ABDS system works, which is of interest to the technicians, and what benefits the system offers, which is of interest to the politicians. In recent years, we have worked together to further develop visualizations for our entire product portfolio."

That the visual marketing strategy works is abundantly clear, according to Jens Falkenberg: "Previously, at trade shows, 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 putting an engineer by the panel to name all the advantages and ingenious specifications, we now deploy visualizations in different ways. With these, we can make it clear what is special about our products. This ensures that trade show visitors are triggered to keep looking and to approach our colleagues for more information. We get a lot more attention now."

Close cooperation

CEO Ton Kuper of C4Real says that the cooperation with TenCate Advanced Armour is very close: "We see each other several times a year, even though we are in different countries. Of course we have very regular contact in addition to our meetings. It all started with a single animation, but now we produce all kinds of visual expressions that are used in various ways within the organization.

From an interactive 3D product explorer to visualizations of various products. The content need within TenCate Advanced Armour is great and the great thing is that we can help with content that is suitable for the website, but also at trade fairs and, for example, on YouTube. We look beyond a single moment or a single piece of content need. We know this way to build a partnership that allows us to be predictable in budget and schedule. A perfect foundation that delivers immediate value for our clients.".