Nexans

Challenges Tackled
Nexans, a leader in the cable industry, faced a significant challenge: changing public perception. Cables are often seen as outdated and uninspiring, yet Nexans continues to innovate and push the boundaries of technology. The company needed to reposition itself as a forward-thinking, cutting-edge organization to attract top talent and engage potential customers. The key challenge was to enhance brand awareness and showcase Nexans’ impact on global infrastructure in an engaging, immersive way.

Strategic Breakthroughs
To challenge the industry stereotype and position Nexans as an innovation leader, a creative digital experience was developed. Instead of a traditional corporate video, Nexans launched an interactive CGI-driven virtual tour called Smoother Running Projects. This strategy allowed users to engage with the brand in a dynamic way, experiencing firsthand the scale and impact of Nexans’ projects around the world. By combining storytelling, gamification, and brand engagement, the initiative blurred the lines between internal and external branding, making Nexans more appealing to both candidates and customers.

The Creative Idea
At the heart of the campaign was an immersive, AI-guided virtual tour that transported users through Nexans' global projects. The experience featured:
• Ena, an AI tour guide: A friendly and engaging animated robot leading users through Nexans’

Key initiatives.
• The Hyperloop transport system: A futuristic, CGI-driven journey that symbolized Nexans’ commitment to cutting-edge technology.
• User-driven exploration: Visitors could choose their own path, navigating through four key projects across different global regions.
• 'Go Beyond' interactive content: Additional insights, including client testimonials and videos, provided deeper engagement and education.
• Clear Calls to Action: At the end of the experience, users could either connect with Nexans as a client or explore job opportunities.

Key Deliverables
1 A fully interactive CGI-driven virtual experience
2 A dedicated microsite with an engaging homepage
3 Four regional project showcases:
◦ Nord: Nordlink power-sharing connection between Norway and Germany
◦ South: Onshore wind farm construction in Australia
◦ East: Expansion of Nexans’ Connected Drums service
◦ West: Superconducting urban electric grid system in Chicago
4 An AI-powered tour guide, Ena, to enhance user engagement
5 A social and digital marketing campaign to drive traffic and participation

Results
The campaign successfully drove engagement and repositioned Nexans as a leader in innovation. The digital and social media efforts resulted in impressive reach and interaction:

LinkedIn
• 150,450 impressions
• 5,261 click-throughs over 8 weeks

YouTube
• 348,034 impressions
• 279,361 completed views
• 82% click-through rate over 8 weeks

The Smoother Running Projects campaign not only reinforced Nexans’ brand image but also successfully attracted top talent and engaged potential clients. By leveraging cutting-edge digital storytelling, Nexans showcased its role in shaping the future of the cable industry while making a compelling case for innovation in infrastructure development.