case studies

Glaverbel/AGC Flat Glass Europe Coating Evolution multimedia campaign

The context
Glaverbel, now renamed AGC Flat Glass Europe, is one of the leading flat glass producers in Europe. The group is particularly well-known for its coatings: metal oxide coatings which give the glass special performance. In mid-2006 Glaverbel decided to launch a series of revolutionary products and to boost the existing coating products thanks to a new business model. This project was given the name of “Coating evolution.”

The challenge
  • Communicate a unique message to very different target audiences, with different cultures (9 nationalities) and different expectations (architects, processors, constructors etc.)
  • Build up a global cross-media campaign to communicate efficiently and build synergies
  • Surprise our targets with an appealing communication action

The solution
  • Highlight the leadership of Glaverbel which can open new horizons for the customer 
  • Give priority to the glass processors – the customers – and create an image in which they can recognise themselves as key players: “the mighty giant in a glazed city”
  •  A 7-minute corporate image movie including European customer testimonials. The movie was shown on many occasions: during conferences, in the glass shuttles (which were completely redesigned for the occasion), on a specific “coating evolution” portal website ( and on personal DVD players that were offered to the best clients during face-to-face meetings.
  • Other materials completed the approach: brochures describing the new products and business model, flags, web banners, displays etc.

See more about Glaverbel/AGC Flat Glass Europe