voestalpine Microsite "Stella"

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„Hi people, I´m Stella. I represent all the actions innovative steel producer voestalpine takes to promote ethics and sustainability. And yes, I am a car, and quite a sleek model on top of that.“ – This is how this exciting project would introduce itself to a discussion round, and it would definitely get the attention it deserves.


The background: To cover the corporate responsibility initiatives of Linz´s largest industrial enterprise we developed a microsite which takes an entertaining angle at the many impressive – and rarely mentioned – efforts towards “greener” production and logistics. It also includes the coming revolutions in steel production which will soon contribute to a carbon-friendly future.

Stella Lives the Dialogue

In entertaining texts and graphics on the microsite itself as well as in videos and chat alerts, Stella is happy to inform, explaining responsible steps towards a more sustainable future, targeting, in the first stage, customers from the automotive industry, which is all-important for a high-quality steel producer. Thanks to Stella, it has been possible to give complex contexts and dry numbers an emotional quality and to engage interested users in a lively manner. The initial feedback exceeded the client´s expectations and encouraged further expansions, first among those a chatbot that will soon bring additional bold interactions with Stella to the microsite.

"Stella covers the full range of corporate responsibility of voestalpine Steel Division. Our cooperation with Netural was pleasant and uncomplicated - a creative, agile partner with real hands-on mentality. Both content and presentation thrilled absolutely everybody."

Stefanie Wieser, Product Management, voestalpine Stahl GmbH




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