The “greentec steel” campaign brand will support the decarbonization of steel production at voestalpine in the years to come. Employees will provide testimonials for this.
It stands out on the factory premises: greentec steel is the new brand for the decarbonization of steel production, which voestalpine is using to attract awareness. It summarizes what voestalpine stands for: “green” as in sustainable and decarbonized, “tec” as in a technological leader and “steel” – the voestalpine product.
The long-term decarbonization process – reduction of carbon emissions by around 30% by 2030 and carbon-neutral production by 2050 – will be supported by a broad communication campaign. voestalpine employees will be involved, appearing as brand ambassadors in videos and on posters.
A brand to remember.
This underscores the authenticity of the greentec steel brand, which will lead to new discoveries at voestalpine: Progress on the way to the decarbonization of steel production, high-quality steel products with a minimal carbon footprint, employees who are highly motivated to make their contribution to reducing climate-damaging emissions.
greentec steel speaks to people.
Employees who stand behind the great goal of climate neutrality – this is also greentec steel. In the campaign, they portray themselves as implementers of technological upheaval that has never before existed on this scale.
Gabriela Leitner (voestalpine Metal Engineering GmbH – Marketing Communication Agency)
“You can never do too much for the future of our earth. For that reason alone, I was happy to take part in the video and photo shoots. Of course, I am also proud to have been selected for this and I am pleased that very authentic employees are the sponsors of the campaign. When colleagues send me links to the photos or videos, I notice how much attention they pay to the issue of climate neutrality.”
Astrid Reithmayr (voestalpine Stahl GmbH – Automotive Sales)
“It’s great to work for an organization that cares strongly about the future of our planet. Our customers also emphasize the extreme importance of decarbonization and ask about our roadmap for reducing carbon emissions. This is another reason why it is an honor to take part in providing testimonials in such a large campaign.”
Roland Hammerschmid (voestalpine group-IT GmbH – Business Care)
“I was approached by HR management about the greentec steel campaign, and I was very happy to accept because even before I started my career, I was involved in NGOs for environmental goals. We also owe it to our children to be active in this regard. The shoots themselves were organized in a highly professional manner. Even though this was not the first time I have appeared in front of the camera, all of my acting skills were required to get the message across. A great campaign that I had a lot of fun participating in.”
Michaela Kraus (voestalpine Stahl GmbH – Product Management & Segment Marketing)
“Greentec steel, to me, is a task that I dedicate myself to with enthusiasm every day in my work. It is incredibly important that we at voestalpine contribute even more to climate protection than before, and of course I am happy to be a part of this. Working with such a professional film crew was something completely new and exciting for me. It’s kind of strange to me when I show the film to customers and see myself in it, but on the other hand, It couldn’t be more authentic.”
Dominik Wohlmuth (voestalpine Stahl Donawitz GmbH – Resources and Residual Materials Management)
“Environmental issues are future issues, and I deal with them on a daily basis. Because resources and residual materials management will also change with decarbonization. My participation in the greentec steel campaign therefore follows on from my professional activity almost seamlessly. And of course offers completely new impressions. To experience this level of effort in the video recordings alone was very impressive. I thought it was good that we could improvise freely within the framework of the stage directions and so we could stay true to ourselves.”
Wolf-Dieter Hohl (voestalpine Stahl GmbH – Sales Management)
“Greentec steel is an expression of voestalpine’s personality. It is our positioning as an environmentally and resource-friendly technology company that has a significant impact on our sales strategy. Participating in the campaign is like supplementing our work with other means – in this case with a highly professional photography team. I see 100% confidence and a lot of honesty in the campaign. That makes me proud to be involved.”
Our path to a green future
We are upping the pace of emissions reduction. greentec steel from voestalpine is Austria’s largest climate protection program. Starting in 2027, this program will reduce Austria’s annual CO2 emissions by almost 5%. 2024 marks the start of the partial shift from the blast furnace to the electric arc furnace (EAF) route—once unresolved funding issues in Austria are clarified.