Background
BlueScope Steel is a leading global player for flat steel products, which are used in some of the most prestigious buildings around the world. Its strategic product “Clean Colorbond” contributes significantly to the company’s revenue. A successful re-launch of “Improved Clean Colorbond”, a pre-painted, ultra-thin yet most durable and flexible high-tech steel used for roofing around the world would strategically impact the company’s business.

Challenge
Delivery of an absolute turnkey event manual in ensuring BlueScope’s Corporate Identity all over the Asian region, despite the very diversified market scenarios for Colorbond in each individual country. The challenge was to roll out the re-launch in 11 cities in 7 countries within 21 days to ensure maximum impact and concentrated regional product and media awareness.

Essence’s Solution
Developed an in-depth Launch Event Manual, comprising of concept, entire implementation tools from programme to product and layout visuals, Graphic and Construction Guidelines, Color Codes for the desired impact.

Results

• Full implementation on all sites without delay.
• Full support from the local entities.
• Awarded follow-up projects in Asia and US for BlueScope Steel.