Burkhalter Group's own apprenticeship campaign was a lighthouse project in view of the joint future due to the merger with Poenina that had taken place earlier. Interested young people can now learn almost 20 apprenticeships at more than 150 locations in the field of building technology. In order to be able to continue training over 900 apprentices, HI developed NEXT, Burkhalter's own corporate brand, which is activated in cross-media campaign loops. Once the strategic direction was defined, the first drafts and presentations were created based on this. Logos, colors and icons in a neon look represent "NEXT".
Yves Herger, brand developer, says: "The uniqueness of this project is that we did not realize a usual campaign, but a brand within the Burkhalter Group. NEXT stands for a part of the attitude."
Youthful fresh language
In addition to the visual appearance, HI took on a large part of the linguistic design. When developing slogans, lead texts and writing other textual elements, attention was always paid to using language that is appropriate for the industry, but also youthful and fresh. In addition to the digital measures, the first brochures and posters are currently being produced.
The apprenticeship campaign website went live on August 8. Smaller elements such as photos or video contributions are added on an ongoing basis to bring the appearance to life. The NEXT apprentice campaign is another stage in the successful collaboration with Burkhalter Group, which has existed since 2007, one year before the IPO.
Responsible at HI Switzerland: Yves Herger (Brand Developer), Ines Senger (Project Manager), Daniel Klauser (Creative Director), Vanessa Peng (Graphic Designer), Vivienne Lips (Graphic Designer), Fabian Häfliger (Web Developer), Leana Santschi (Communication), Livio Lombardo (Communication)
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For the five videos, the occupational groups were selected by the project manager building automation, service technician, electrician, automation technician and chief electrician. "Our goal was to create a holistic concept that explains the complex occupational groups of electrical engineering in a child-friendly and emotional way," explains Tim Stief from Witwinkel. Children of Burkhalter Technics employees were asked: "What does your dad do?". In answering, the children gave free rein to their creativity and invented new business areas for Burkhalter Technics. Suddenly, daddy was no longer a service technician, but a "juice technician".
While the children describe the fathers' activities, the dads' hand movements are shown at work. "With the warm, hearty opening, you also want to know the end, it builds up suspense," explains Christian Bertschinger, Managing Director of Burkhalter Technics. For recognition value in the interview sequences, various props were placed in Burkhalter yellow. A special prop was a UPS toy car, which was redesigned in the Burkhalter CI/CD. The children recognized the car immediately and had great fun with it.
The videos are now being used to put the spotlight on the professional groups at Burkhalter Technics. Potential applicants should thus be made aware of the work at Burkhalter in an emotional way. Two of a total of five videos have already been published on the Burkhalter Technics LinkedIn channel.
Responsible at Burkhalter Technics: Christian Bertschinger, Sabrina Brunner. Idea & Concept: Tim Stief, Gian-Andrea Lüthi. Director: Tim Stief. Camera: Gian-Andrea Lüthi. Sound: Florian Hillner. Visual Effects: Timon Graber. Concept and editing of social media: Christian Greder.
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