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- PULSE OF INTERPIPE
PULSE OF INTERPIPE
SABRE Gold EMEA Awards 2013 in the Media Relations/Corporate Media Relations category. TOP 50 best global PR campaigns. The only winner from Ukraine.
INTERPIPE was building a new facility in Dnipro. Another production facility in the city—a pipe plant. Certainly, the company was afraid that this piece of news would not make the Dnipro citizens very happy: “there are already lots of industrial facilities in the city, and here is another one… It won’t make the air cleaner…”
Company INTERPIPE sent integrated tasks to us.
We had to:
- talk about the new facility and communicate the advantages of the electric steel-melting complex
- create the image of eco-friendly and safe production (and this is true)
- position INTERPIPE as an employer with high-level labor standards
- maintain an appealing image for investors
- produce the portrait of the main investor into the city’s economy, the key participant of cultural and touristic development of the city.
As a part of the PR strategy we proposed an out-of-the-box and quite new solution for the metallurgy method of positioning; the client was not afraid to take the risk and wanted bold ideas.
- 1,000 pickups
- 3 requests for interview per month
- 60 journalists went on press tours
- 15 excursions per week
- 500 visitors of the mill per week
- 100 photographers at masterclasses
- In TOP 50 best global public relation campaigns
- The Maneken – Pulse Of Interpipe
- Work of virtual press office
- Presentation of the mill as an art-object and innovator in its sector
- Fashion shooting of the mill employees from Esquire Ukraine
- Engagement of youth movement “Workout” that promotes healthy lifestyle
- Organizational support and creative program elaboration as a part of press tours to the mill throughout the period of its construction
- Events for journalists and bankers
- Organization of a masterclass from a famous Ukrainian wedding photographer
- Organization of excursions to the mill
- Official opening with participation of the President of Ukraine
- Music track 'Pulse of Interpipe' recording and presentation by famous Ukrainian DJ The Maneken: the track combines the sounds of the mill with the modern music
- Mainstream built the map of industrial travel destinations and organized excursions to the mill, having propelled INTERPIPE STEEL into a TOP must-see of the city.
- The project won SABRE Gold EMEA Awards 2013 in the 'Media Relations/Corporate Media Relations' category and made it to the list of 50 best global public relation campaigns in 'Manufacturing' nomination at Global SABRE Awards
- 1,000 pick-ups in Ukrainian and foreign press, including The Wall Street Journal, Reuters, DW, The Business Journals, etc.
- INTERPIPE STEEL CEO was awarded as the best businessman of the year
- Visits of very important guests, namely Aleksander Kwaśniewski, former President of the Republic of Poland, Tony Blair, former Prime Minister of the United Kingdom; Dan Shechtman, Nobel Prize laureate; and Stefan Gullgren, Ambassador of Sweden
- Positive attitude of regional media to INTERPIPE STEEL
- Sustaining the good image on the global stage before and after the official opening of the mill.
'We are glad we managed to provide support to the presentation of The Maneken new album. Cooperation with creative and progressive people – this is what we may be proud of, after all INTERPIPE STEEL is a very unusual facility. It employs young active metallurgists. Therefore, we aspire to make a contribution to the development of the youth creative culture,' — Dmitriy Kisilevskiy, Corporate Relations Director at INTERPIPE STEEL.