voestalpine launches new brand and image campaign

2025-04-22 |

voestalpine starts its new #FavoriteMoments image campaign on April 22. In this campaign, the global steel and technology group highlights the role that voestalpine’s high-quality products and diverse services play in people’s everyday lives, the special moments voestalpine makes possible, and the level of commitment shown by the company’s employees. The campaign will be broadcast on Austrian national television and focus particularly on online and social media channels in Austria and Germany. By launching the campaign in the midst of a very challenging economic environment, the Group is clearly signaling its focus on the future and its innovative power, as well as demonstrating that modern life would be almost unthinkable without voestalpine.

#FavoriteMoments follows on from the 2023 voestalpine campaign (#FavoriteThings). In the #FavoriteMoments campaign, the Group highlights the significant and special moments made possible by voestalpine products, whether that’s completing an apprenticeship, safe rail and air travel during holidays, or the high-strength steels in your car. This year, the campaign ambassadors are once again voestalpine employees, from Austria, Germany, and Belgium to Brazil and China.

voestalpine stands for innovative products, top quality, and a commitment to sustainability. #FavoriteMoments offers a new perspective, raising awareness of the significance of our products not only among our customers, but to everyone in their daily lives. The campaign features a new song, ‘All these moments’ created exclusively for voestalpine by well-known song writers from major German-language pop groups. Once again, our employees play a starring role. For this campaign, it was also important to us to show that they are the basis for our company’s success.

Peter Felsbach, Head of Corporate Communications & Spokesman voestalpine AG

Campaign launch in a challenging environment

We know that we’re launching this advertising campaign during an economically challenging period. But as a globally leading steel and technology group, if we want to attract the next generation of employees and drive innovation, it is especially important that we invest in the future during times of economic and technological change. A strong brand creates the trust needed to achieve these goals

Peter Felsbach,Head of Corporate Communications & Spokesman voestalpine AG

Peter Felsbach, Spokesman for voestalpine AG, heads a team of 16 employees who manage the Group’s global communications and corporate marketing. Within the voestalpine team, Brand Manager Michael Sterrer-Ebenführer coordinates all #FavoriteMoments campaign activities.

Media mix with focus on TV and online channels

The new voestalpine campaign relies on video content, and advertises on Austrian TV, in the digital news portals, and on channels reaching the trade media that focus on innovation and sustainability. Adopting the hashtag #FavoriteMoments, the campaign will be run across all voestalpine social media channels. The campaign runs from April 2025 through to fall 2026.

The brand and image campaign will be used in Austria and internationally, on all Group company channels, at trade fairs, and at the company sites. An English version of the image commercial is being created for the international voestalpine locations. A comprehensive series of internal communication measures will inform employees about the next steps before the launch of the campaign: These include posts on the Group intranet, in the employee magazine and the employee app, and a dedicated episode of the voestalpine myPODCAST.

voestalpine has again turned to the Berlin and Stuttgart offices of the Scholz & Friends agency to implement the campaign.

The campaign’s specially composed song continues the style of the previous campaign and strengthens the brand’s emotional impact. The new commercials focus on special voestalpine moments and services. They underscore the importance of the company’s products to every aspect of our lives—thus building extra trust capital among internal and external target groups.

Klaus Dittko, Partner and Managing Director of Scholz & Friends.

Metal Engineering Division

With its Railway Systems business unit, the Metal Engineering Division of the voestalpine Group is the global market leader for railway infrastructure systems, diagnostics and monitoring solutions for infrastructure and rolling material as well as software solutions for maintenance management. With its Industrial Systems business unit, the division is also the European market leader for quality wire and global provider of full welding solutions. And it supplies seamless tubes all over the world from the Kindberg location in Austria. Customers come from the railway infrastructure industry, the energy industry, the mechanical engineering, automotive and construction industries, as well as the renewable energy sector. As part of the greentec steel program, the Metal Engineering Division is already intensively working on and researching various innovative, climate-friendly technologies and production processes. In the business year 2024/25, the division generated about EUR 4.2 billion in revenue with its Railway Systems and Industrial Systems business units; over 45% of this revenue was generated outside Europe. The division recorded an operating profit (EBITDA) of EUR 461 million and employed around 15,100 people worldwide.

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