Steel
ArcelorMittal Stainless & Nickel Alloys is a subsidiary of the ArcelorMittal group, the worlds N1 steel company. AMS&NA is a key player in the conception, elaboration and transformation of Nickel and Cobalt-based alloys. The alloys the company creates are aimed at the most high-tech applications and answer very specific needs. Today, AMS&NA is looking to position its activity to meet the needs of new applications, aimed at fulfilling the development of future technologies.
The overarching goal was to clearly position AMS&NAs kow-how and expertise in the eyes of its target audience, on a wide range of sectors and markets. This would be achieved through an integrated approach and by keeping in line with the companys strategy to focus on new applications linked to future technologies. The concept had to illustrate the idea of partnership and strengthen the message that AMS&NAs project-led approach and strong integration between technical and commercial teams are one of the keys to delivering of true added-value. The campaign had to raise awareness of the brands solutions in the automotive field, confirm its leadership in the cryogenics market, and underline its ability to innovate with its customers in other fields such as oil & gas or v temperature control.
An international communication campaign (Europe, America, Middle-East and Asia) for internal and external purposes was created. A corporate and product-based advertisements were developed, and centred around the concept of Can your alloys mix?, which illustrates the companys ability to create added-value for its customers. The internal communication was based on the advertising campaign, to ensure employees focus on making the promise tangible to all its customers.
Launched in June 2006, the campaign ran throughout 2007 in the press, at trade shows and conferences with more market-specific advertisements launched subsequently in 2008.
This campaign ensured strong differentiation of AMS&NA with regards to its competitors, with a significant break-away from the style of communication used in the industry. It offered higher visibility in all target markets and a more accurate perception of brands activities and added-value. The strong internal acceptance and buy-in of the campaign helped focus energies on living up to the promise of partnership with clients.