A New Tune: voestalpine Employees Sing the Message of Sustainability

A New Tune: voestalpine Employees Sing the Message of Sustainability

(IN BRIEF) voestalpine has launched an innovative brand campaign, featuring its employees as ambassadors who sing about their passions and roles in a rendition of “My Favorite Things.” This campaign highlights how voestalpine contributes to sustainability and modern living through its workforce. It will be showcased on national TV and online platforms in Austria and Germany. The campaign focuses on voestalpine’s dedication to innovation and sustainability, aiming to raise awareness among the public, particularly the younger generation. The media mix includes TV and digital channels, and a branded voestalpine locomotive adds a unique touch. The campaign runs until early November, with future placements planned for 2024.

(PRESS RELEASE) LINZ, 25-Sep-2023 — /EuropaWire/ — Voestalpine AG (VIE: VOE), an Austria-based leading steel and technology group with a unique combination of materials and processing expertise, has unveiled its captivating new brand and image campaign at the end of September. The central stars of this campaign are the dedicated employees themselves, who lend their voices to sing about their passions and roles in a voestalpine adaptation of the international hit “My Favorite Things” from the iconic film “The Sound of Music.” The campaign offers an engaging narrative, showcasing how the technology and steel giant contributes to modern, sustainable living through the eyes and experiences of its workforce. This campaign will be showcased nationally on television and across online and social media platforms in Austria and Germany.

“As a B2B company, we do not come into direct contact with the end consumers of our steel products on a daily basis. Therefore, we want to show how the products we make play an essential role in modern life, for example by helping to make energy generation sustainable, by making cars safer, and air and rail travel more comfortable. At the same time, we want to present ourselves to the public as a Group with a bright future, and as an attractive employer. That is why our employees take center stage in our campaign—they are the basis of our success,” comments Peter Felsbach, Head of Communications at voestalpine Group.

Unlike traditional entertainment-focused advertisements, this innovative campaign serves as a platform for voestalpine employees to share their perspectives and provide valuable insights into the world of voestalpine, highlighting the company’s commitment to innovation and sustainability.

Leading the global communications and Group marketing efforts with a team of 18 employees is Peter Felsbach. Brand Manager Michael Sterrer-Ebenführer, a key member of the voestalpine team, skillfully coordinated all campaign-related activities.

“When it comes to overcoming highly complex challenges such as further decarbonization of steel production we see ourselves as part of the solution, and want to shape this change in close cooperation with our business environment,” says Felsbach.

One of the primary objectives of this campaign is to enhance public awareness of voestalpine’s significant contributions to addressing contemporary societal challenges, particularly among the younger generation.

Media Mix: Emphasis on TV and Online The campaign is primarily film-based and will be promoted through Austrian TV channels, digital news portals, and online platforms related to innovation and sustainability. The campaign’s messages are also widely shared on social media channels under the hashtag #OurFavoriteThings. A special highlight within the media mix is the presence of a branded voestalpine locomotive. The initial phase of the campaign will run until early November, with additional placements scheduled for the first half of 2024. Comprehensive internal communication efforts, including the Group-wide intranet, employee magazine, and employee app, are also planned. The campaign will further extend its presence at events and trade fairs. Additionally, an English version of the image spot has been created to cater to voestalpine’s international locations.

50,000 Highly Qualified Employees: The Key to Success The creative campaign was developed in close collaboration with the communications agency Scholz & Friends, with Partner and Managing Director of Scholz & Friends Berlin GmbH playing a pivotal role.  “The campaign highlights the entire spectrum of voestalpine’s materials and technology expertise. Above all, however, it shows the human side of the global player whose more than 50,000 employees help ensure the highest quality, technical innovations, and greater sustainability on a daily basis,” says Klaus Dittko, Partner and Managing Director of Scholz & Friends Berlin GmbH. The campaign has been meticulously crafted over the past several months, commencing with the analysis and strategy phase in the fall of 2022, followed by detailed planning in January 2023.

The voestalpine Group