From steel supplier to knowledge partner. Engineering steels for gears, bearings and other parts keep the world moving. But customers care less about the steel itself than the benefits – like the ability to withstand subzero temperatures, maintain strength or save on machining. So we teamed up with Ovako to shift the focus to meeting customer challenges with a portfolio of attribute brands.
Our client. Ovako is a Nordic high-tech manufacturer of high-quality engineering steel for customers in the bearing, transport and manufacturing industries. Made from recycled high-quality material, the steel is provided in the form of bar, tube, ring and pre-components. The company is represented in more than 30 countries and has 2,900 employees. Since June 2018, Ovako is an integrated part of Nippon Steel & Sumitomo Metal Corporation, forming one of the largest speciality steel corporations in the world.
Our assignment. With Ovako, we’re privileged to have a true marketing and communication partnership since 2010. At that time the company was highly product-focused in their communications. Together, we developed a strategy to always place customer challenges at the forefront. The aim was to reposition them as a knowledge and materials partner rather than just a steel supplier. Part of this strategy was to cluster all products into a series of distinct product-attribute brands based on beneficial properties. The idea was to make it easier to select the right steel type and grade for a particular challenge – whether for wear, machinability, isotropic qualities or more.
What we did. Today we are a full-service strategic communications partner to Ovako. Together with their team, we nurture and develop the communication and customer interaction on a global basis – from product communication and web to trade shows and strategies for the future, including for Ovako as an integrated part of NSSMC group.