Instead of ignoring the fact that the majority of our audience dismiss the idea of working in the cables industry, we decided to embrace it.
We understood that we needed to convince people that Nexans is a vibrant place to work full of interesting projects, but we also needed to convince ourselves. So we created a campaign to do just that, eventually concluding that a career in cables is Amazing, Actually.
The campaign included:
- An interactive CGI enabled tour led by a charismatic but disillusioned tour guide, who whisked users to unexpected destinations of their choosing via Nexans cables. They discover some pretty amazing projects with each choice they make. Heavily relying on CGI, performance and precise sound design, each location is crafted to realistically represent the place. Convincing the guide and, hopefully, the participant that a career in cables is pretty amazing along the way.
- A microsite – nexanstour.com took users on a journey across the world and of Nexans projects, including the bottom of the Atlantic Ocean, a canoe on the Amazon river and the rooftops of Dubai.
- A range of video, gif and still image content promoted the microsite through social and digital media. A programmatic and retargeting approach was used to serve our content to appropriate professionals across LinkedIn, Facebook and banner advertising.