Eurofer, the trade body that represents the interests of the steel
industry across Europe, is talking to three networks about developing a
pounds 50 million consumer campaign.
BBDO, Ogilvy & Mather and Publicis are understood to have been
shortlisted. The company is also looking for a media network.
Although the campaign and the pitch process will be co-ordinated by
Eurofer from Brussels, it will be funded by Europe’s individual steel
The Corus Group, the steel body created from the merger of British Steel
and Koninklijke Hoogovens, will team up with the likes of Italy’s Riva
to pool funds for the campaign.
The search comes as the European steel industry is being hit by cheap
imports from countries in Asia and Eastern Europe.
The Eurofer campaign aims to make consumers more aware of ways to use
steel. The body wants consumers to equate steel with cutting-edge
It wishes to move the product’s image away from being a dirty, mined
product towards something used in the most fashionable kitchens or the
most beautiful architecture.
Networks are preparing for a high-profile TV, press, poster and online
campaign. Eurofer is offering a three-year contract. Agencies will pitch
next month and a result is expected in July.
Eurofer was inspired by a successful US campaign that was launched in
1997 by the Steel Alliance, a body made up of 78 companies. The
conglomerate stumped up dollars 100 million for a campaign.
The campaign used the line ’feel the strength’ and appeared in some of
the nation’s top TV slots including the NBA playoffs and ER.
The pan-European campaign is not expected to affect trade bodies’
individual business-to-business campaigns. Corus kicked off a trade
campaign through Court Burkitt & Company last October which aimed to
familiarise businesses with the newly merged entity.