Hydro is a global supplier of aluminium and aluminium products. Based in Norway, the company employs more than 20,000 people in 40 countries and has activities on all continents. Hydro has more than 100 years experience in the production of renewable energy and technology development.
The challenge
When Hydro’s oil and gas business was merged with Statoil, Hydro was left with a new challenge. Hydro had to reestablish its position as an independent and innovative company, in the minds of the Norwegian general public and particularly among potential employees. An important goal of the campaign has been to raise awareness that Hydro is aluminium and that aluminium has qualities that, when recycled, reduce energy use and waste.
The solution
The goal of the campaign was two-fold. It should make the Norwegian public aware of Hydro’s leading position as an aluminium producer and tell what a valuable resource aluminium is. It should also attract new talent to Hydro’s trainee program. The challenge has been to develop a concept that can work across channels, that can be directed at the very different target groups, and that could be used internationally. The aluminium can was chosen - as a good example of aluminium’s strength, flexibility and recycleability. The can is also frequently used and easily recognizeable.
The result
The campaign site functions as a resource center for the entire online ad campaign. Here, visitors can find out more information about Hydro and aluminium and can actively participate. The aluminium can has also been used more directly in connection with recruitment of employees and to deliver information about the trainee program. This has been done by using the box as a visual expression, in employment ads and as an important element in the trainee campaign with advertisements in both the traditional media and online.
The campaign site www.ideasinaluminium.com has functioned as a combined home for all the activities in the different media channels and for all the completed events. Since it has been aimed at different target groups, it has been divided into clear categories. The home page functions as a dashboard that gives clear entryways into all of the important parts of the website. Flash elements, video and animation has been used to give an educational structure to the information and to entertain. Interactive communication with the users has also been extensively used.