TNO shows what it has to offer in terms of innovation and wants to bring in driven talent to improve our society and strengthen the competitiveness of the Netherlands.
We live in uncertain, turbulent times. Full of global challenges in the areas of safety, health, sustainability and digitalization. TNO sees enormous opportunities precisely in these times. With a track record of more than 90 years, TNO has the experience and knowledge to excel in innovation together with partners.
TNO targets the general public, government, entrepreneurs and talent in the labor market with the new brand & work campaign #ditisonzetijd. And invites everyone to join TNO in making society safer, more sustainable and healthier. Helped by all the digital possibilities we have today.
Too limited view
Regina van Hoof, Director Marketing & Communications TNO: "TNO is the innovation engine of the Netherlands. TNO has high brand awareness. But at the same time, people have too limited an image of TNO. People don't know exactly what we do and for whom. We are seen as a highly scientific and technological organization but also as aloof and unapproachable. We are now changing that. So that government and entrepreneurs, but especially talent, know how to find us even better in the future."
Brand campaign and talent recruitment
TNO will launch the campaign in mid-March 2023 with the campaign theme: #thisisonzetime. In the translation to the labor market, talent is invited to become a Time Maker at TNO. Which boils down to calling them to come work at TNO and make their mark on this time. The website tno.nl/tijdmakers takes talent to an overview of vacancies and career opportunities at TNO.
True Ideas as strategic/creative partner TNO
In 2021, True Ideas won the TNO account through a tender process. Marlies Rövekamp, Managing Director at True Ideas: "We have been working as a strategic/creative partner of TNO for quite some time. Now that the whole foundation is in place, we can start rolling out the campaign and continue to build on TNO's visibility together."
Media agency STROOM builds brand salience of TNO brand
STROOM has been TNO's permanent strategic media agency since 2019. Matthijs Kloezeman, Communications Director at Mediabureau STROOM: "With TNO we have been building the brand salience of the brand for years through branded content collaborations. In 2023 we will further expand the associative network with a mass media campaign on TV and online."
The cross-media campaign can be seen on TV and online channels starting March 15.
Credits
TNO: Regina van Hoof, Olav Groenendijk and Marije Berding
Agency: True Ideas (Pieter Dingemans, Jeroen Ritsema, Eveline Uittenbogaart and Marlies Rövekamp)
Media agency: STROOM (Matthijs Kloezeman and Patrick Bot)
Directed by Niels Bourgonje
Production: UHU Productions (Nils Oldewelt and Pam van Praag)
Photographer: Imtiaz Willems