Why is this work relevant for Brand Experience & Activation?

Working in hand with ASML, we conceptualized, strategized and executed a comprehensive 360 integrated campaign with multiple touchpoints across the consumer journey from awareness to consideration and ultimately, conversion. The campaign spanned across online, offline and digital platforms to demonstrate the relevance of the brand to ASML’s target audiences despite existing perception towards engineering jobs.

Background

The semiconductor industry in China faces fierce competition with a large number of players competing to recruit young talent. At the same time, graduating students tend to compete for coveted job opportunities in large MNCs due to the positive reputation and prestige they come with. Over the years, the media has perpetuated misconceptions that jobs like engineering are less glamorous, positioning such roles as ‘nerdy’ - resulting in a negative stereotype around engineering jobs. ASML recognized the need to build a stronger brand image to showcase its leadership in the technology industry and drive its reputation among talents. In order to appear top-of-mind for students when selecting a job of their choice, we were tasked to: 1. Build strong brand awareness to showcase ASML’s leadership in the technology space 2. Promote employer branding for ASML in China 3. Ultimately, to make engineering sexy!

Describe the creative idea (20% of vote)

As we set out to demonstrate the truth behind engineering and what it all means, we conceptualized “Unravel The Truth of Engineering”, an integrated campaign spanning across online, offline and digital platforms to explore the differences in audience perception around engineering. Through a progressive funnel model, our creative idea consisted of 3 main components including: 1. Viral video with engineers and non-engineers to break stereotypical image of engineers 2. Online mobile game competition to offer an engaging experience for students 3. Offline activation at SEMICON and campus job fairs While coming up with the creative idea, we understood the importance of combining both professional technology with amusement and interaction and connecting through online and offline programs to address ASML’s target audiences’ characteristics and maintain a long-term relationship through this integrated campaign, in addition to leveraging both wide popular digital platforms and targeted channels to reach different audience groups.

Describe the strategy (20% of vote)

With ASML’s target recruiting audience primarily made up of Gen Zs, the team identified a common thread between both Gen Zs and Engineers: “they are on the constant lookout for the truth”. Diving deeper, we also explored the reasons as to why Gen Zs are always in search for the truth and how that translates into their behaviour. 1. Viral Video: In order to catch audience attention from an industry perspective focusing on talents/engineers, the video featured conversations between engineers and non-engineers to answer common misconceptions around engineering jobs. 2. Online mobile game competition: Aimed to elevate the truth of engineering, the public was invited to play the game and test how fast he/she can solve a problem which ties back to a key requirement to be an engineer. To showcase ASML’s technology, the game was a simulation of what goes behind Lithography machines and how they work.

Describe the execution (30% of vote)

The full campaign was divided into 3 phases was carried out from June - September 2020, along with paid media across social and industry media were purchased to boost the campaign. 1. Viral Video: Better Than You Think Used to officially launch the campaign, included on the campaign’s landing page and shared across widely-used social platforms in China. 2. Online mobile game competition: Engineer The Light Hosted on a mobile app to educate our target audience on ASML’s lithography technology in an entertaining and immersive way. A landing page was developed to carry brand information and serve as a hub for the campaign. To further drive engagement with users, a lucky draw was incorporated into the mobile game. 3. Amplifying across social platforms Hosted two live streaming sessions of SEMICON 2020, executed paid ads on social media (WeChat, Toutiao, Bilibili, TikTok), amplified with influencer collaborations for campaign promotion.

List the results (30% of vote)

Keeping in mind that ASML is a B2B organization and was not proactively reaching out directly to its target audience, the team successfully achieved: - 22,815,069 total impressions among target audiences - 1,474,413 total engagement for the whole campaign - 7,308 new followers across ASML’s social media channels - 15% increase of consideration rate for ASML, from 7.96% to 9.13% - More than 5,000 collection of CVs/resumes With different tactics lined up across the time period June - September 2020, we ensured audience interest was sustained and opened more avenues for ASML to gain wider visibility from its audiences. As shown on Google search trend of “ASML” from January - November 2020, we saw 3 key spikes in google search volume during the campaign.