Taurus Profile© and Taurus Social© position e3Learning to Kineo APAC Managing Director
Taurus launches new global entity merging four leading brands in construction and manufacturing industries
Global-First $EU 200+ Million Entity
VinZero, a new and global-first $EU 200+ million entity came to Taurus at short notice to rebrand a network of regional companies into one global brand. The task was to run a PR campaign around the merger of four of the world’s leading trusted and known architecture, engineering, construction and manufacturing (AEC & M) brands: A2K Technologies, US CASD The Americas, Cadline EMEA and UK and Capricot India.
By housing the world’s leading technology under one roof, the new brand VinZero is taking a leadership role and combine strengths and experience to lead the construction market. Their ambitious target is to build a better world by encouraging the AEC & M industries to support net zero emission targets through digitalisation.
A better world that support net zero targets
Climate Change Leadership
The task facing Taurus was to communicate to the media that digitalisation holds the key to the construction and manufacturing industries turning things around from being amongst the worst producers of harmful emissions globally, to leading the way in adopting practices that reduce, and/or eliminate carbon in the face of climate change.
Climate change is already here, and we are seeing the impacts of extreme weather events being played out more regularly across buildings and infrastructure. The only way to ensure the future health of infrastructure and to keep pace with demand based on the human resource shortages across industry, and our ever-growing population, is to enable greater efficiency across AEC & M projects through digitalisation.
Taurus launches VinZero across Australia and New Zealand market
World's Largest AEC & M Technology Provider
From set up to a consistently improving channel
From kick off, Phase 2 of the brief was to focus on quality as well as quantity. The aim was to deepen the impact of Vicky’s reach to notable individuals by demonstrating a strategic benefit to e3Learning, maintain the volume of posting and to encourage and build relationships.
By coaching Vicky to take on more of the social media execution and supporting her to interact and comment with other profiles she began to see notable results. Taurus developed a content calendar for Vicky with key themes and topics of interest that aligned with her expertise. Vicky’s posts grew in quality and quantity until she was regularly taking part in key industry commentary.
Within a short space of time, Vicky had formed online relationships with key industry bodies and personalities including Australian Institute of Training and Development (AITD), Australian Human Resources Institute (AHRI) and National Safety Council of Australia (NSCA).
Successful key message penetration in the AEC & M media
The media were provided with strong angles for stories that appeared in a total of 15 mainline, investor, business, technology, architecture, sustainability and construction publications with an audience reach in excess of 13.5 million. All the publications included commentary from VinZero CEO, Paul Laycock as well as links back to the VinZero website.
Another important milestone was to successfully establish the CEO as a future industry leader, spokesperson and contributor as these industries embark on this journey of change.
There was widespread recognition that change is coming. Consumers are demanding it. Industry is calling for it and the environment needs it.
Industry challenges and solutions
Barriers to Net Zero Emissions
The VinZero story was not merely about establishing a new entity but drawing attention to how AEC & M industries were being held back from making changes to achieve net zero emissions, namely:
- Immaturity of sustainability materials market – lack of choice, and high cost of sustainable materials – as well as the cost to manufacture these materials
- Lack of education relating to sustainable materials that can be used, and/or technology solutions that can drive efficiency other ways to impact sustainability
- Resistance to change ‘in field’ practices – a desire to still refer to paper sources when out in the field
VinZero is able to give advice on how the sector can mature their digital journey and adopt new solutions that are more closely aligned to driving and meeting net zero outcomes. Such advice would include:
- Start Small. If this is new to you, pick a project and make a start. Find a partner that will work with you to pilot technology. One step at a time, but each step can take you closer to zero.
- Share Knowledge. If you are already an advocate and an adopter of technology, share your knowledge to help drive education across our AEC & M industries.
“Things are getting worse. By reducing greenhouse gas emissions to fight climate change will require drastic measures.”
– Dr. Petteri Taalas, Secretary General of the World Meteorological Organisation
What Taurus did for VinZero
- Brand launch
- Global merger announcement
- PR and media relations
- Media interviews
- Preparation of articles for publications
- Defining media messaging and positioning
- Personal branding via Taurus Profile©
- Thought leadership
- Future industry leadership/spokesperson role of CEO
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