Cut and flashback: earlier in 2018, global technology and capital goods group voestalpine announced that it will become the main sponsor of the European races of the ABB FIA Formula E Championship, starting this December with the 2018/2019 season.
This reflects voestalpine's own race for technology leadership. Already, the automotive industry accounts for around a third of the group’s revenue. Constantly focusing on research and development, voestalpine is riding out in front in the growing e-mobility industry with ultra-high-strength body components, central safety devices for batteries, and intelligent product solutions for electric motors. This has earned the group co-operations with the most advanced automotive customers around the world.
When the negotiations with FIA over the sponsoring package were successfully concluded, sponsorship activation came into focus. The main communication push started with a large press event, followed by an integrated cross-channel campaign.
Video was at the heart of the content preparation as a means to convey the emotion behind both the sports and voestalpine’s role in pushing e-mobility forward.
Building a storyline that forges memorable links
Within voestalpine’s Group Communications, brand communications takes care of sponsoring activities and communicating related actions, amongst other tasks. Consequently, brand communications – under the lead of Michael Sterrer-Ebenführer – was responsible for video production, in cooperation with the teams for media relations (team lead Christiane Ureutz) and for online and social media (team lead Stephanie Bauer).