Koninklijke Metaalunie represents the metal technology sector in the Netherlands: an important pillar of the economy, a source of technical innovation, but not well known to the general public. The challenge was to make this innovative and modern sector visible, and attractive to (future) employees. The national campaign highlights the relevance of metal technology for society and for you: “Metal technology shapes your world!”
CHALLENGE
Koninklijke Metaalunie was asked by its members, companies working in this area, to make the sector visible and known in the Netherlands. Because unknown makes unloved, and unloved means not attractive to future employees.
APPROACH
Using insights from a strong research base (0-measurement among the Dutch and Metaalunie members, member visits and qualitative interviews), a phased campaign approach and messages were developed. The first phase focused on creating awareness about the sector and the value it has for everyone in the Netherlands. The second phase focuses on finding and engaging ambassadors from the sector, for the benefit of the third phase: positioning the sector as an attractive employer.
The strategy was brought to life by the creative platform “Metal technology shapes your world ”.
It shows that metal technology is indispensable in our society and for you. That it is in microchips, in cars, in bridges and in prosthetics. Look around and you see metal technology, machined by small and mid-sized companies across the country. That creates pride and recognition among the Dutch, the sector and the professionals who work in it. We build, in stages, on a lasting positive position. With daily life examples of the use of metal technology in the world around us, we showed the importance of the sector. Striking close-up images of subjects at the center of society and intriguing headings were the result.
EXECUTION
The campaign was kicked off with a launch event, aimed at members of Koninklijke Metaalunie and employees. The national campaign utilized a variety of channels, including radio, digital out-of-home (DOOH) advertising, search engine advertisements, social media with visuals and short videos, and a dedicated campaign website further reinforced the message.
Additionally, a toolkit was provided, enabling members to share campaign materials within their own networks.
Building on the foundation of the national awareness campaign, phase 2 focused on recruiting, empowering and training selected ambassadors from the sector to share their stories through media, social platforms, etc. This approach added authenticity and credibility, further bringing the message ‘Metal technology shapes your world’ even more to life. We developed an ambassador recruitment video and flyer, toolkit with tips & tricks, factsheet for employees of members to engage in the campaign too, website configurator for ambassadors to create their own poster or social media message and Ambassador training with tips & tricks.
RESULTS
The campaign was very well received by the public. The pre-set KPIs were amply exceeded and Metaalunie received many positive reactions from enthusiastic and proud employees and members – who also immediately started sharing the campaign in their own companies and environments.
Total reach: 37 275 047
Social: € 1.92 CPM (KPI: € 6.00)
Radio: 54% van Nederland hoorde de reclame (KPI: 36%)
Ambassadors: 1000 toolkits ingezet, meer dan 100 eigen posters gemaakt
Within six months, the follow-up reputation survey revealed measurable improvements in awareness, attitudes and perceptions of the metal technology sector in the Netherlands. The research was performed with an established Dutch research agency, with n = 1000 representing the Dutch population.
- The creative execution was received very positively: it was recognized as a distinctive campaign that communicates something new and builds the attractiveness of the sector.
- Overall awareness of the sector grew by 17%, especially among younger audiences.
- The positive perception grew to 38%, driven by a growing recognition of the sector’s importance to the Dutch economy.
- The Dutch metal technology sector has gained more popularity as an interesting place to work, especially among younger audiences.
- The campaign had a measurable positive impactand reached 75% of the Dutch population.
