OPCO 2i : A campaign to promote and increase the attractiveness of industrial jobs

To change the current perception of industry

Ekstend Group has been selected by OPCO 2i, the inter-industry skills operator, to promote industry in France until the end of 2024.

The challenge: to make French industry a sector that matters, meeting social, economic and environmental challenges for the general public but also a career choice for young people and adults in reconversion.

To this end, we proposed an innovative response designed by the creation of a 360° expert pole, capable of supporting the public actor on all of its challenges.

Our ambitions:

• Build a new imaginary around a project for society and the aspirations of young generations
• Inspire vocations by showing the spirit of industry and the new reality of jobs
• Make the campaign live for local stakeholders, prescribers and public actors in training and employment

Our solutions

With the support of the dedicated expert team, we co-developed and managed the overall communication strategy.

1

Consulting

Brand and communication strategy consulting

2

Branding

Creation of a new identity that encompasses an entire sector and reflects a new dynamic: development of a new communication and brand platform

3

Creation

Creation of a manifesto film that combines action and emotion to promote the values of the industry and transform the collective imagination

4

Conception

Creation of a digital ecosystem that supports our campaign and becomes a hub for all information related to the industry

5

Media

Development of a strong media presence through tactical and powerful activations to reach all our targets via offline levers (television, digital out-of-home advertising, cinema), and online levers (social media, videos, catch-up, display, and special operations)

6

Press relation

Development of a structured PR communication plan to amplify our messages beyond the media action plan

7

Activation

Creation of a deployment cell to engage all branches and territories in the adventure and locally bring our actions to life

8

Events

Development of an event strategy designed to showcase the industry to its target audiences on the ground: presence at trade shows, creation of proprietary events, and street marketing

Key figures

LARGE SCALE

PROJECT

15

Millions of Euros Budget

3

years (project duration)

32

industries involved

+30

cross-agency collaborators working in synergy on the project

2,5

Millions of euros of purchases during the first media peak

Brand platform

Display

Film