Finland-based Abloy has partnered with compratriot Valtteri Bottas, who currently tops the Formula 1 standings, as part of a brand revamp.Launching the ‘Abloy – For Trust’ campaign, the provider of door locking solutions said the driver was a natural fit for its brand values.
“Valtteri fits perfectly with the message that we want to convey across global Abloy markets,” said Aaron Yule, managing director at Abloy UK. “He and the Abloy brand have many common values and qualities: trustworthy, technological pioneering, innovative, first-class performance and teamwork.
“These features support the values we have defined in our branding, which are summed up in ‘Abloy – For Trust’.”
Valtteri Bottas, who beat Mercedes teammate Lewis Hamilton to first place in the most recent Grand Prix in Azerbaijan, said: “Success requires attitude, passion and willpower. You must be able to trust people, the power of collaboration, your team, your partners and the world around you.
“Above all, you must be able to trust yourself. Your ability to make things better.”
The Abloy product range includes electric locking, cylinder, padlocks and door operators.
From initial surveys and fact-finding to assessments, problem-solving and planning through to specification, the company promises an end-to-end turnkey solution for customers in a range of sectors.
In announcing the rebrand, Abloy championed four principal strengths: being a trusted advisor that understands clients’ needs and operations; being an innovator that prioritises security and ease of use; being a first-class service provider with high standards around security, convenience and reliability; and building a strong community of professionals who set high standards they continually strive to surpass.
Continued Aaron Yule: “A brand must be actively nurtured to continually develop and grow in a positive way. The world around us is changing rapidly – and Abloy are investing and developing new products and technology to meet the current and future needs of the market.
“We are increasingly combining digital and mechanical expertise as we develop comprehensive solutions for our customers, and now is the right time to review and communicate our new brand values and identity.”
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