Salzburg AG - AI-Supported Image Campaign 2023
Through a 360° campaign supported by AI-generated assets in the state of Salzburg, built on pure emotion, Salzburg AG together with Bacon & Bold, Wien Nord Serviceplan and MediaPlus was able to position itself as a Green Tech company of the future.
Positioning Salzburg AG as an Employer for High Performers
Skills shortages and demographic changes are just two reasons why it is becoming increasingly difficult to find suitable employees. To remain competitive, particularly in shortage occupations, it was necessary to translate Salzburg AG's employer brand to reflect its current Green Tech perspective and load it with emotion.
The company transformed from an infrastructure service provider to an innovative Green Tech Company: "From our region, as Green Tech Leaders, we take all people into a connected, sustainable, liveable future."
The goal of this campaign was to place the perception of Salzburg AG as a sustainable Green Tech company in the minds of Salzburg residents and cement its position as an employer for high performers.
Digital First, AI-Supported Advertising Materials & Diverse Platform Mix
The central focus of the campaign was to position Salzburg AG as a sustainable, forward-thinking company and use a "Social First" approach to sideline the classic approach ("OOH must be loud").
A storyline was chosen based on a protagonist who tells her story with all her hopes and aspirations for the "world of tomorrow" in front of the camera. This was underpinned by AI-generated visions of the future.
Steps taken:
- In-house production with joint venture partner including photo shoot & video shoot
- Creation of diverse advertising material variants (placements)
- Platform mix: Facebook: Feed & Story | Instagram: Feed, Story & Reel Ads | YouTube
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