Racing Driver Valtteri Bottas Affirms ABLOY as the ‘Guardians of Trust’
ABLOY teamed up with racing driver Valtteri Bottas – one of the best-known Finns in the world – with the aim of strengthening the renewed ABLOY brand overseas. The driver’s image perfectly supports the values ABLOY has defined in its branding, which are summed up in the campaign’s key statement, ‘ABLOY For Trust’.
The concept was created by creative agency SEK, part of Grey, to reaffirm that the Finnish security brand are the ‘Guardians of Trust’.
As Valtteri says: “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.”
ABLOY was named Finland’s most valued brand last October in the annual survey by Markkinointi & Mainonta magazine and the market research company Taloustutkimus.
The ABLOY trademark turns 100 years next year. The unique rotating disc-based lock invention made by precision mechanic Emil Henriksson in 1907 was patented in 1919 under the name Henriksson’s Patent Lock. To produce the locks industrially, ‘Ab Låsfabriken - Lukkotehdas Oy’ was founded. The company name was later shortened to Ab Lukko Oy. The trademark ABLOY, derived from the company name, was registered at the same time.
