Employee innovation changes the game for Axalta

Employee innovation changes the game for Axalta
Employee innovation changes the game for Axalta2018-09-14T11:59:28+00:00

Project Description

In the dusty book of business mythology, an employee at a match factory comes up with an idea so simple, yet so revolutionary, that it saves the company millions. Simply glue one strip of sandpaper on the side of the matchbox, rather than two: instant 50% savings. Or the toothpaste factory, where a production line worker comes up with a novel way for the company to dramatically boost sales. Increase the diameter at the mouth of the tube by 10%: people will use more with every squeeze. Although fictional, breakthrough ideas like this were once the holy grail of management looking for quick-fix eureka moments. These days, the smart money is on small ideas, and lots of them. That’s the thinking behind a global forum for collaborative innovation from Axalta, as explained by Centigrade’s Leen Schodts, Client Services Director.

The Innovation Portal
“It’s called Innovation for Growth,” says Leen, “and it centers on the fact that some of the best new business ideas are in the hands and minds of the global employee base. Axalta wanted a platform for employees to share those ideas, a space where contributions could be recognised, discussed, and the best chosen and implemented. Working with McKinsey, Axalta created the Intranet-based ideas space, then came to Centigrade for a launch campaign to get the thinking started.
Axalta is a global coatings company, operating in 130 countries with more than 13,000 employees and a customer base of 100,000-plus refinishing shops. Founded in 1866, it has been a Centigrade client since 2008, working with us for product launches, poster campaigns and sales incentives in multiple languages. “This time it was a treasure hunt,” says Leen, “with the target set on the great unspoken ideas of Axalta employees.”

Project Details

Client:

In the dusty book of business mythology, an employee at a match factory comes up with an idea so simple, yet so revolutionary, that it saves the company millions. Simply glue one strip of sandpaper on the side of the matchbox, rather than two: instant 50% savings. Or the toothpaste factory, where a production line worker comes up with a novel way for the company to dramatically boost sales. Increase the diameter at the mouth of the tube by 10%: people will use more with every squeeze. Although fictional, breakthrough ideas like this were once the holy grail of management looking for quick-fix eureka moments. These days, the smart money is on small ideas, and lots of them. That’s the thinking behind a global forum for collaborative innovation from Axalta, as explained by Centigrade’s Leen Schodts, Client Services Director.

The Innovation Portal
“It’s called Innovation for Growth,” says Leen, “and it centres around the fact that some of the best new business ideas are in the hands and minds of the global employee base. Axalta wanted a platform for employees to share those ideas, a space where contributions could be recognised, discussed, and the best chosen and implemented. Working with McKinsey, Axalta created the Intranet-based ideas space, then came to Centigrade for a launch campaign to get the thinking started.
Axalta is a global coatings company, operating in 130 countries with more than 13,000 employees and a customer base of 100,000-plus refinishing shops. Founded in 1866, it has been a Centigrade client since 2008, working with us for product launches, poster campaigns and sales incentives in multiple languages. “This time it was a treasure hunt,” says Leen, “with the target set on the great unspoken ideas of Axalta employees.”

Project Details

Client:

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An eye-catching, head-turning campaign

The Axalta Innovation Portal makes it easy to submit ideas on changing, improving or creating a product, process, service, test or business model. Fellow employees are invited to give feedback on the ideas, leading to a quarterly Top Ten. From here, the European Leadership Team selects those ideas with the most potential for growth, and Flagship Projects are created.

“Why didn’t we think of that?”

“It’s a powerhouse,” says Leen, “a potential source of real growth for Axalta. Centigrade was asked to develop global launch campaign for the Innovation Portal, for all the company’s major sites [and brands, Cromax®, Spies Hecker® and Standox®] .” So how do you visualise innovation? “The Innovation Portal is about looking for ideas, sharing them, and having colleagues look at them too. So, perspective: that was the starting point for the creative team. The key image shows this in a direct, memorable way, looking the viewer straight in the eye, asking for ideas, and a new perspective. This was developed further into a full campaign, with posters, roll-up banners, and an A5 booklet explaining the Innovation for Growth initiative. In addition, we worked with key stakeholders to make a launch movie with Bettina Vogt, Innovation for Growth Director EMEA, and Matthias Schönberg, Axalta VP and President EMEA.

“The changes in the market offer great opportunities to innovate and to expand our market position. No-one knows our business better than you. Therefore it makes perfect sense to ask you for your input. Let us hear your opinions. Connect, discuss your ideas, give us your input to innovate and create something truly great for our customers. Let us together turn innovation into growth” – Matthias Schönberg, Axalta VP and President EMEA in the launch video.

  • Innovation for Growth Banner
  • Innovation for Growth Banner
  • Innovation for Growth Banner
  • Innovation for Growth Banner

Email banner

For Leen and her team, it was a process of real creative collaboration. “We work closely with Axalta across their full brand range, and this was another successful project with their corporate team. We got the chance to put creative ideas in a compelling campaign, to help Axalta access their own great ideas for their long-term growth.”

An eye-catching, head-turning launch campaign

Launch video explainer for the Innovation initiative

  • Innovation for Growth Leaflet
  • Innovation for Growth Leaflet
  • Innovation for Growth Leaflet
  • Innovation for Growth Leaflet

Leaflet

  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages

Multiple languages

  • Innovation for Growth Poster
  • Innovation for Growth Poster
  • Innovation for Growth Poster
  • Innovation for Growth Poster

Different faces

An eye-catching, head-turning launch campaign

An eye-catching, head-turning campaign

The Axalta Innovation Portal makes it easy to submit ideas on changing, improving or creating a product, process, service, test or business model. Fellow employees are invited to give feedback on the ideas, leading to a quarterly Top Ten. From here, the European Leadership Team selects those ideas with the most potential for growth, and Flagship Projects are created.

“Why didn’t we think of that?”

“It’s a powerhouse,” says Leen, “a potential source of real growth for Axalta. Centigrade was asked to develop global launch campaign for the Innovation Portal, for all the company’s major sites [and brands, Cromax®, Spies Hecker® and Standox®] .” So how do you visualise innovation? “The Innovation Portal is about looking for ideas, sharing them, and having colleagues look at them too. So, perspective: that was the starting point for the creative team. The key image shows this in a direct, memorable way, looking the viewer straight in the eye, asking for ideas, and a new perspective. This was developed further into a full campaign, with posters, roll-up banners, and an A5 booklet explaining the Innovation for Growth initiative. In addition, we worked with key stakeholders to make a launch movie with Bettina Vogt, Innovation for Growth Director EMEA, and Matthias Schönberg, Axalta VP and President EMEA.

“The changes in the market offer great opportunities to innovate and to expand our market position. No-one knows our business better than you. Therefore it makes perfect sense to ask you for your input. Let us hear your opinions. Connect, discuss your ideas, give us your input to innovate and create something truly great for our customers. Let us together turn innovation into growth” – Matthias Schönberg, Axalta VP and President EMEA in the launch video.

For Leen and her team, it was a process of real creative collaboration. “We work closely with Axalta across their full brand range, and this was another successful project with their corporate team. We got the chance to put creative ideas in a compelling campaign, to help Axalta access their own great ideas for their long term growth.”

  • Innovation for Growth Banner
  • Innovation for Growth Banner
  • Innovation for Growth Banner
  • Innovation for Growth Banner

Email banner

Launch video explainer for the Innovation initiative

  • Innovation for Growth Leaflet
  • Innovation for Growth Leaflet
  • Innovation for Growth Leaflet
  • Innovation for Growth Leaflet

Leaflet

  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages
  • Innovation for Growth Leaflet Languages

Multiple languages

  • Innovation for Growth Poster
  • Innovation for Growth Poster
  • Innovation for Growth Poster
  • Innovation for Growth Poster

Different faces

Project Details

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