Forrester Groundswell Awards 2010 Entry form

Short description of this entry

ArcelorMittal Web TV : www.arcelormittal.tv

A little bit of context…

27th January 2006 : Mittal steel launches a bid on rival steelmaker Arcelor

The bid was to last 6 months, becoming a symbol of globalization.

It was followed and linked by a huge numbers of stakeholders :
- Governments
- European Union
- US State department
- Other steel companies
- Press (financial and daily)
- Shareholders
- Unions

It ended with a $40 billion transaction that has transformed the steel industry.

But in the aftermath of the battle, creating a united, one face to customer, and culturally integrated company was the real challenge.

Arcelor Mittal Web TV has 3 main objectives:

- Document the emergence of a new culture and the creation of the new brand.

- Document and develop the new company focus enabling greater impact on launch date.

- Dispel fears and rumours through openness and clear direction

- In order for these objectives to be fulfilled to their maximum potential only a detailed and sustained campaign will be effective. We must act now.

A hard-hitting bi-monthly documentary of 4-5 minutes per episode featuring ArcelorMittal employees and customers. It will show the entire world of ArcelorMittal, expressing its structure and its values, from every corner of the globe. Employees and clients will know exactly who ArcelorMittal are and what they stand for. Meaning that at the time of the launch, company consolidation and market response will be at it’s peak.

But Web TV will be much more than a documentary.

It will be interactive through the website, highly accessible and highly visible to all necessary parties through a strategic marketing campaign.

Arcelor Mittal Web TV is imperative to show employees and the world that Arcelor Mittal has undergone a positive merger and that their combined forces are stronger, better and more effective than ever before for both employees and customers.