In a visual marketing strategy, the reuse of visual content, such as a 3D model of a product, a still (a rendered 3D or 2D image), or an animation, plays an important role. Therefore, we always ensure that this content can be reused across various media. This saves our clients a lot of time and money. From the very first consultation, we think carefully together about what we want to achieve with the expression. Which target audience do we want to reach with what objective? And how do we deploy a medium as efficiently as possible in the long term? Are there, for example, multiple events or moments that have the same content needs? Therein lies the significant advantage for our clients: the focus on multi-usability. 

From product explorers to life-sized renders at the trade show

We have been working with TenCate for quite a few years now. We have created several product explorers for them. For this, we use a render of a vehicle, where we take a different viewpoint each time. Sometimes you see the entire outer shell, other times you only see specific parts such as a base plate or the interior. These renders can be layered on top of each other and even have an interactive layer added. This way, we can make the different solutions visible based on where the user clicks on the vehicle. We have already done this for helicopters, naval ships, 4x4 vehicles, and armoured vehicles with the revolutionary ABDS system.

Speaking of that ABDS system: we created a massive render of it that has been used by TenCate on a large glass panel during trade shows in Australia and the United States. This visualization makes it seem as if the product is actually present.

Various target audiences

Within TenCate, the time is now ripe for the different divisions to provide their target audiences with visual content that quickly makes the story clear. Jens Falkenberg, Marketing & Management Coordinator at TenCate Advanced Armour Danmark A/S: "We are no longer just manufacturers of components, but also suppliers of complete solutions. For our products, we have two target audiences: politicians and technicians. We struggled with how to provide both target audiences with the information that would persuade them. Thanks to C4Real, we were able to clarify how our ABDS system works in two minutes, which is interesting for the technicians, and what benefits the system offers, which is interesting for the politicians. Over the past few years, we have worked on further developing visualizations for our entire product portfolio."

That the visual marketing strategy works is, according to Jens Falkenberg, clearly evident: "Previously, we could only show a panel that we manufacture at trade shows. But that's not exciting and doesn't invite our target audience to talk to our colleagues. Instead of placing an engineer next to the panel to list all the benefits and ingenious specifications, we now use visualizations in various ways. This allows us to clarify 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 now receive much more attention."

Strong collaboration

CEO Ton Kuper of C4Real indicates that the collaboration with TenCate Advanced Armour is very close: "We meet several times a year, even though we are in different countries. Of course, aside from our meetings, we have very regular contact. It all started with a single animation, but now we create all sorts of visual expressions that are utilized in various ways within the organization.

From an interactive 3D product explorer to visualizations of various products. The content needs within TenCate Advanced Armour are significant, and the great thing is that we can help with content suitable for the website, as well as for trade shows and, for instance, YouTube. We look beyond a single moment or a single piece of content need. This way, we can build a collaboration that allows us to be predictable in budget and planning. A perfect foundation that directly delivers value for our clients."