Green steel is crowded right now. New “sustainable” initiatives keep coming, and for media and policymakers it’s hard to tell one from the next – especially when the story is technical, complex, and happens far from Stockholm.

Ovako needed earned attention. And a message that cut through.

We supported Ovako around the inauguration of its fossil-free hydrogen plant in Hofors – both strategically and hands-on. We developed the communications plan, key messages, and Q&A, wrote invitations and press releases, pitched interviews with spokespeople, and hosted media on site.

The core message: the facility was unique – the world’s first fossil-free hydrogen plant for heating steel before rolling. With that in place, we invited Prime Minister Ulf Kristersson to inaugurate it. He accepted.

Result: 45 press clips, ~2M reach (excluding broadcast), ad value 1.2M SEK and PR value 8.8M SEK (excluding radio and TV). The Prime Minister has since referenced Ovako in multiple contexts – and Ovako has been invited into new arenas.