Infiltrating Vitens’ brand throughout The Nederlands
Vitens is the largest water supply company of The Netherlands and delivers drinking water to 5.4 million people. In 2019, Vitens decided to freshen-up its corporate identity in collaboration with creative agency Smidswater. Among others, graphic elements have been redesigned and the tagline has been adjusted to ‘’Water for now and later’’. Besides, Vitens wanted to deploy its vehicles to raise awareness – in a striking way – about sensible drinking water use in The Netherlands.
Since 2011 RGN brand identity services has supported Vitens in managing its identity and messaging on vehicles and also this brand update was organised by RGN.
- Rebrand as many vehicles as possible within the available budget;
- Create maximum reach by applying the new campaign style to the vehicles within a limited timeframe;
- Warrant continuity of services by minimalizing operational burden for Vitens and its drivers during rebrand.
Maximum result within available budget
To achieve maximum reach for the new awareness campaign Vitens wanted to fit out as many of its vehicles with the new campaign graphics as quickly as possible within the available budget. In our plan of approach this was our primary focus. For example, first we rebranded the service vans of the field mechanics. The campaign graphics can be applied in the largest and most visible way on these vehicles. In addition, these service vans are unmistakably visible to the public since they are either on the road or parked alongside the road where work is being executed.
By setting up a tight schedule in close consultation with Vitens’ fleet management team everyone involved knew precisely when which vehicle was being rebranded.
‘Shoulder the burden’
In every project, it is RGN primary goal to keep (possible) disruption of the client’s fundamental working processes to a minimum. In this context, we developed a detailed implementation plan, together with Vitens’ management. To make things simple for the drivers of the concerning vehicles, we exchanged these at home base for replacement transport. Twenty-four hours later, this replacement vehicle was swapped again for the newly branded service van. In this way, Vitens’ services were not affected and removed a burden from the concerning drivers.
CI-Control™ is an online brand portal to support the management of brand and corporate identity expressions. Its facility module, which we used to plan and monitor the rebranding of the Vitens’ vehicles, provided a clear insight into all relevant project information for all stakeholders involved. The module links the appropriate brand identity guidelines to the related actual assets to be rebranded, thereby providing a clear overview of what needs to happen. All newly branded vehicles, including measurements and specs of the self-adhesive vinyl used, are registered to enable a fast start of any (future) rebranding project.
Regarding managing the corporate identity and messaging on its vehicles and equipment, to date, Vitens and RGN have been closely working together for nearly ten years. Vitens is the perfect example of how an organization can use its vehicle fleet to generate maximum exposure for its brand, while at the same time communicating a sustainable message to use drinking water more sensible.
Based on our extensive experience in rebranding sizable vehicles fleets combined with sufficient support tooling we were able to fully meet Vitens’ requirements and wishes. This project was completed within the time frame set and, more importantly, within budget thereby creating maximum exposure.
This is how RGN added value to the Vitens brand!
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