Campaign for the Rhomberg Sersa Rail Group
Anyone who's ever witnessed a rail construction site is always impressed by the manpower and the innovative, ultra-automated high-tech machinery in use. Industry experts understand the sequence of events at a basic level. However, what goes on exactly behind the scenes is also very interesting for professionals and often new to them.
Good enough reason for the Rhomberg Sersa Rail Group to launch a campaign that not only highlights the topics relevant to the company, but in particular the people and ideas behind them.
Strategy & communications
Rhomberg Sersa Rail Group
Rail track construction
We know the industry
The Rhomberg Sersa Rail Group has been a customer of ours for many years now and we have executed countless campaigns for them. Their innovative spirit comes to light in all operational areas, allowing them to offer time- and cost-optimised solutions for infrastructure projects. In addition to state-of-the-art machine technology, above everything else it is the innovative procedures and work processes, some of which are developed in-house, that lead to significant gains in efficiency.
on all channels
Our tasks as part of the campaign? Conception, preparation, development and production of video interviews and podcast contributions, content creation as well as preparation of all materials for a landing page and other output channels!
We make ideas and innovations visible.
All roads lead to the landing page
All activities taking place as part of the campaign aim to direct the visitor to the RSRG’s “Year of Rail” special page. Here we publish a new and exciting topic every month for a whole year. The web page provides an overview of all the topics with links directing the visitor to specific target pages, consisting of an introductory text, interview and podcast.
In-depth knowledge of the topic
Experts have their say
An expert from Rhomberg Sersa is assigned to each topic. Nobody has such in-depth knowledge of the topic, nobody can explain their area of expertise better. Specialists explain what drives them and what they are passionate about in detailed video and podcast interviews on the web page. These web pages will be published gradually over the course of the year.
is the year of rail
Incidentally – parallel timing of events: 2021 is the proclaimed Year of Rail; rail being the mobility of the future. Whilst this was not the reason for launching the campaign, it certainly is a good pretext. Ultimately, the Rhomberg Sersa Rail Group's priorities are always visionary thinking, sustainable action and a high degree of responsibility towards people and the environment.
An example of sustainability in practice: For each new subscriber to the newsletter, the company will plant a tree in cooperation with PLANT-MY-TREE®.
You don’t always need new things to make something new!
Output medium on the one hand, basis for further content creation on the other
Good preparation is everything. After extensive preliminary discussions, drafting interview questions and creating the storyboard, our film team travelled across Germany, Austria and Switzerland to conduct the expert interviews on-site. The editing and finishing touches were carried out in post-production: placement of captions, intro and outro animations, inserts, cutaways and much more. You can also listen to podcast versions of the interviews and subscribe.
Our language management team got involved to ensure that all the interviews were accessible to an international audience. All of the interviews have English subtitles.
Newsletters and social media posts support the campaign and aim to direct users to the Year of Rail special page.
Brilliant topics, interesting guests – that requires attention! For each topic, we create a newsletter to arouse the reader’s curiosity about the respective expert interview. The basis of the newsletter is the content from the expert interviews – freshly prepared and optimised for the newsletter output channel.
We also post content on our Instagram and LinkedIn social media channels, usually twice weekly. Here, too, we provide output-optimised texts. The content basis for these posts? Our expert interviews, of course …