Centro Uno - Making the most of everything

SELFRAG AG has repositioned itself in the recycling market with its Centro Uno waste-to-value plant. We worked with the company to communicate this shift, from strategy to launch event - and beyond.

World leader in selective fragmentation

SELFRAG previously manufactured and sold its patented high-voltage pulse power technology to its customers worldwide as a manufacturer of such generators. With the Centro Uno - its first waste-to-value plant - the company itself has become a provider of recycled materials. A waste-to-value plant recovers valuable materials from waste. In the case of Centro Uno in Aargau, Switzerland, the waste is incinerator bottom ash (IBA) from the surrounding waste incineration plants - the valuable materials are metals and mineral components that can be reused in the construction industry.

The brief

While the construction work was still in full swing, Sergeant developed measures to successfully communicate the new strategic positioning both externally and internally. The key question: How to convince the relevant target groups and the various stakeholders that the world's leading plant for the recovery of recyclable materials from waste was being built in Full-Reuenthal?

The plan

The initial focus was on creating new content. Over several days of filming, videos and photos were produced to bring the complex system to life. Short, informative videos and animations were used to introduce the topic to different target groups on social media. At the same time, the progress of the work was documented. For example, when the generators were put into operation. Or when the first truck arrived with incinerator bottom ash (IBA) from the surrounding waste incineration plant. Blog posts, newsletters and media releases rounded off the communication. The corporate website was significantly revised and expanded as a communication hub. New content was added and the user experience and user interface were optimized. At the same time, the site was migrated to a new technology platform.

The launch

The highlight of the action plan was the inauguration of the Centro Uno with a select group of guests. The event was attended by representatives of the canton, scientific community, the media, customers, suppliers, employees and investors. Sergeant was closely involved in the inauguration concept and was responsible for realizing the invitations, presentations and giveaways. And even at the launch event, keen eyes might have spotted a handful of Sergeants scurrying around in the background.

Centro Uno is only the name of the first facility - plans for Centro Due are already in place. The plan is to eventually have "Centri" throughout Switzerland. We look forward to continuing to support SELFRAG with communications.