The Salzgitter AG national image campaign

"Whatever your plans may be." − is the motto of an exceptional campaign launched by Germany's second largest steel corporation.

As in previous campaigns, "Whatever your plans may be." describes a further, additional phase of group development. It portrays the group as a system partner developing solutions in close cooperation with its customers.

Steel is "in" and worldwide demand is stronger than ever before. Today, the issue is no longer documenting and substantiating the future capability of steel as a material, as there is adequate awareness of these strengths. Taking a more entertaining slant, the new campaign is geared to illustrating the fact that steel manufactured by Salzgitter is ideally suited - in terms of quality and quantity - to serve and enable an extremely wide range of applications, projects and undertakings. The key message: As a competent and flexible partner, Salzgitter AG helps its customers to realize any conceivable type of project or undertaking – regardless of how unusual or out of the ordinary these may be.

With an initial three themes the campaign will present exceptional applications throughout the year, in a sovereign manner, as well as with a measure of charm and a twinkle of the eye. After all, whether Paris would actually be more attractive with additional Eiffel Towers is entirely in the eye of the beholder. As of the end of March the themes will be featured in leading news and business publications, as well as in the form of various specials in nationwide daily newspapers.