Alliander has become a client of media agency STROOM. Alliander ensures that everyone has access to a reliable, affordable and sustainable energy network at more than three million Dutch households and businesses.
Alliander's new campaign shows that no energy transition is possible without enough employees. The objective of the campaign is to raise awareness of Alliander and create a positive brand image to fill the number of vacancies Alliander has, and which are expected in the coming years.
The campaign makes it clear that 9 million cars at the charging station is impossible, without enough workers. Hence the campaign statement, energy transition is impossible - without you! This campaign introduces potential employees to Alliander as an employer.
To achieve this, various medium types are used to create awareness. For example, the campaign can be heard on radio and digital audio. In addition, Alliander is visible along the highway in its service area with large highway masts and we create visibility at Universities of Technology with bus shelters to reach starters. The campaign is also visible in print with a 1/1 page in the AD. Online, visibility is enhanced with online video and display advertising is targeted at people with relevant interests and in relevant context to increase relevance. Magazine &C is used as branded content, explaining how three female employees each make their contribution to the energy transition. This way the female target group is also reached, because they are also badly needed by Alliander.
All in all, an impactful integrated campaign that contributes not only to brand awareness and preference, but also to employer branding.