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Fred. Olsen Windcarrier

Adjusting market perceptions of an offshore wind leader

CBC
CBC
Summary

Operating a world-class fleet of ‘jack-up’ wind turbine installation vessels, Fred. Olsen Windcarrier is a well-respected name in the global offshore wind industry. However, the market perception of the business was purely as a hardware provider, when in reality it offers far more in terms of specialist expertise and solutions that deliver significant commercial advantages across the value chain.

With CBC’s help, Fred. Olsen Windcarrier now has a brand and market profile that perfectly positions the business as a world-leading provider of innovation and solutions that is driving progress and profitability for turbine developers and wind park operators. CBC continues to support the company’s success through multiple lead generation programmes and communications activities.

About Fred. Olsen Windcarrier

Fred. Olsen Windcarrier provides efficient and cost-effective transport, installation, and service solutions to support customers across every stage of the wind farm lifecycle. The business is committed to the future of offshore wind energy, supplying industry-leading expertise, solutions, and hardware to help establish tomorrow’s offshore wind gigaparks.

CBC developed a new corporate tagline, ‘Lifting your potential’, to convey the essence of the company’s value proposition.

Challenge
Fred. Olsen Windcarrier is trusted for the reliable transportation, installation, and maintenance of wind turbines for offshore wind parks around the world. While the company’s primary asset is its fleet of ‘jack-up’ installation vessels, the company offers far more in terms of expertise, competence, and experience as a ‘full solution provider’. The challenge was how to adjust market perceptions and increase awareness so key audiences worldwide would know and understand the value this brings to their business.

Achieving this would require a significant shift in the way the company presented itself, ranging from a clearer, more customer-centric value proposition and messaging to a powerful communications platform and an evolved brand identity.

An additional factor to consider was the parent company’s history in the marine industry. Fred. Olsen Ltd. is a family-owned Norwegian company dating back to 1848 with a long and proud heritage. Retaining a sense of this history while at the same time creating a modern and forward-looking brand would be crucial for the project’s success.
Solution
CBC initially conducted a thorough study of Fred. Olsen Windcarrier’s diverse target audiences and the key stakeholders across the customer journey. The findings of this were distilled into a strong brand concept that could be integrated into every touchpoint and future marketing activities.

CBC developed the theme 'Lifting your potential', which became the company’s new tagline. 'Lifting your potential' was a natural evolution of the previous tagline ('Lifting offshore wind'), which related to the company’s ability to instal ever bigger turbines. The new approach was able to communicate a strong partnership- and solution-based approach, and focused clearly on business benefits rather than hardware. The new tagline could also be used as a strong employer-branding message.

The theme was supported by distinctive visuals and headlines that highlighted a customer’s goals and ambitions, as well as the value Fred. Olsen Windcarrier’s team of experts and experienced crews brought to each wind farm project.
Challenge Solution
Fred. Olsen Windcarrier is trusted for the reliable transportation, installation, and maintenance of wind turbines for offshore wind parks around the world. While the company’s primary asset is its fleet of ‘jack-up’ installation vessels, the company offers far more in terms of expertise, competence, and experience as a ‘full solution provider’. The challenge was how to adjust market perceptions and increase awareness so key audiences worldwide would know and understand the value this brings to their business.

Achieving this would require a significant shift in the way the company presented itself, ranging from a clearer, more customer-centric value proposition and messaging to a powerful communications platform and an evolved brand identity.

An additional factor to consider was the parent company’s history in the marine industry. Fred. Olsen Ltd. is a family-owned Norwegian company dating back to 1848 with a long and proud heritage. Retaining a sense of this history while at the same time creating a modern and forward-looking brand would be crucial for the project’s success.
CBC initially conducted a thorough study of Fred. Olsen Windcarrier’s diverse target audiences and the key stakeholders across the customer journey. The findings of this were distilled into a strong brand concept that could be integrated into every touchpoint and future marketing activities.

CBC developed the theme 'Lifting your potential', which became the company’s new tagline. 'Lifting your potential' was a natural evolution of the previous tagline ('Lifting offshore wind'), which related to the company’s ability to instal ever bigger turbines. The new approach was able to communicate a strong partnership- and solution-based approach, and focused clearly on business benefits rather than hardware. The new tagline could also be used as a strong employer-branding message.

The theme was supported by distinctive visuals and headlines that highlighted a customer’s goals and ambitions, as well as the value Fred. Olsen Windcarrier’s team of experts and experienced crews brought to each wind farm project.
Fred. Olsen Windcarrier | The new brand platform was communicated across multiple touchpoints, including a series of customer-focused print ads | CBC
Fred. Olsen Windcarrier | The new brand platform was communicated across multiple touchpoints, including a series of customer-focused print ads | CBC

The new brand platform was communicated across multiple touchpoints, including a series of customer-focused print ads.

Key deliverables

  • Brand story and key messaging
  • Brand communications concept
  • Corporate design guide
  • Exhibition concept
  • Internal engagement campaign
  • Sales support materials
  • Digital content program

Impact

The strength of this communication platform has supported Fred. Olsen Windcarrier in building a market-leading position in the offshore wind industry.

It is now clearly understood that the business offers complete solutions for the transportation, installation, and maintenance of wind farms, rather than just the hardware, and that its people bring an unmatched degree of expertise and experience to keep every project on track and on budget.

Together with CBC, Fred. Olsen Windcarrier continues to make waves in the sector through various digital lead generation and communication activities, and is widely seen as a leading resource of information, innovation, and solutions for the development of tomorrow’s wind turbines and gigaparks.

Fred. Olsen Windcarrier | CBC redesigned the way Fred. Olsen Windcarrier presents information, including cases and specification sheets, as part of the marketing toolbox
Fred. Olsen Windcarrier | CBC redesigned the way Fred. Olsen Windcarrier presents information, including cases and specification sheets, as part of the marketing toolbox

CBC redesigned the way Fred. Olsen Windcarrier presents information, including cases and specification sheets, as part of the marketing toolbox.

A brand guidebook was developed to ensure Fred. Olsen Windcarrier's brand stays consistent across all channels, tools, and markets | CBC
A brand guidebook was developed to ensure Fred. Olsen Windcarrier's brand stays consistent across all channels, tools, and markets | CBC

A brand guidebook was developed to ensure Fred. Olsen Windcarrier’s brand stays consistent across all channels, tools, and markets.

Fred. Olsen Windcarrier | The a new mission and values were communicated internally in multiple formats to ensure 'buy in' from management and employees | CBC
Fred. Olsen Windcarrier | The a new mission and values were communicated internally in multiple formats to ensure 'buy in' from management and employees | CBC

The a new mission and values were communicated internally in multiple formats to ensure ‘buy in’ from management and employees.

Since the rebrand, CBC has  continued to support Fred. Olsen Windcarrier with multiple digital lead generation and awareness campaigns
Since the rebrand, CBC has  continued to support Fred. Olsen Windcarrier with multiple digital lead generation and awareness campaigns

Since the rebrand, CBC has  continued to support Fred. Olsen Windcarrier with multiple digital lead generation and awareness campaigns.

“CBC helped us to solve a difficult challenge: to change global market perceptions of Fred. Olsen Windcarrier and optimally position our business for the future.

They quickly formed a solid understanding of our needs, sector, audiences, and delivered both strategically and creatively. Our focus now is on lead generation, and together with CBC I have every confidence in achieving our goals.”
Charlotte Backmann,
Marketing and Communication Manager
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