WDA was recently invited to the 50th Anniversary celebrations of one of our favourite automotive clients – Nielsen Chemicals. On the day, we helped Nielsen with live Social Media posting, photography and video; as well as being treated to some of the most thrilling driving we’ve experienced in quite some time. However, before we tell you a little about the action-packed celebrations, let’s rewind a little…
Nielsen - Car Care's Best Kept Secret
For those who are not familiar with Nielsen, they are the specialist Automotive business of a wider group sitting under parent Company Reabrook Ltd – who are experts in chemical product manufacturing and packaging, operating across multiple markets globally including health and beauty and professional industrial cleaning and maintenance.
As a trusted OEM, the Reabrook Manufacturing division produces aerosols and liquids for a host of global household brands – designing, formulating, manufacturing and even consulting on compliance and labelling requirements.
All of this experience and expertise is applied across the entire Nielsen range, with specialist automotive products covering cleaning, valeting, maintenance and infection control. Everything is developed and manufactured at their incredible 12 acre purpose built UK HQ, which also boasts its own R&D laboratories, QC centre and a dedicated training academy.
The Nielsen brand is distributed Worldwide through a trusted network of distributors, with a dedicated customer service team supporting each trade account.
A change of direction for Nielsen
WDA were approached by Nielsen at the end of last year as a result of the work we had done within the sector for the likes of G3, Mer and Diamondbrite. This coincided with a change of direction for the brand away from its old franchise model, and into trade distribution, along with an imminent relaunching of their retail range.
Since being appointed, WDA have done a lot of work on the Nielsen brand and are already starting to introduce both a new positioning and visual identity into the marketplace, starting with a B2B focus.
“What really amazed us was both the scale, quality and capabilities of the manufacturing site, and also the many hidden benefits, competitive advantages and stories that Nielsen was effectively sitting on waiting to be told” said WDA’s Matthew Tudge.
“For example, whilst many brands sponsor race cars with a sticker on the bodywork; Nielsen actually run their own high profile racing team which competes across Europe within Le Mans formula series.”
“WDA are excited at the prospect of getting all these things out to Nielsen’s audience via a whole range of planned marketing support including creative campaigns, social media, content writing and more”.
The 50th Anniversary Event
WDA arrived at the Nielsen’s HQ on the morning of June 21st and were treated to a hot cup of coffee and biscuits before changing into complimentary Nielsen 50th polo shirts.
Before the event really kicked off we were treated to a tour of the HQ and took some great photos of the Training Academy, including the MG’s being prepared for the stunt show later in the day. We were also among a handful of guests to be given an impromptu detailing demo from Sales Director Glen Paston on a new model 911 and a Tesla Model S. Glen’s clay barring masterclass included a great trick involving placing your hand inside a plastic bag to accentuate the feeling of irregularities on paintwork.
Next up, guest precision stunt driver and multiple world record holder, Russ Swift, came out to perform some test runs; and three members of the WDA team were given the chance to witness Russ’s insane driving abilities first hand. Our Managing Director, Lee Waterhouse, ended up on two wheels, our Creative Lead, Gemma Lovett, ‘enjoyed’ some pretty hairy parallel parking and our Digital Marketing Specialist, Matt Tudge, was treated to an intense drifting dance routine!
Once Russ was fully dialled in, the event proper started for the 200+ workforce, who came out in groups first for food with a guest magician entertaining them at their tables with close-up magic and mind tricks.
It was then time for Russ Swift to start burning more rubber, treating those Nielsen employees brave enough to some real white knuckle rides. WDA were able to capture some amazing moments, smiles on faces and slow motion video footage as well as posting social updates including Facebook live video.
WDA would like to thank Nielsen for inviting us to take part in their 50th celebrations, which proved a huge success for all involved, and look forward to making a real impact within the marketplace by raising awareness for the brand, and driving demand within all markets. Find out more about Nielsen at: https://www.nielsenchemicals.com/