The Austrian Chemical Industry Association (FCIO) approached 4e7 with quite a challenging task: to reverse the declining interest of younger students in training programs and jobs in the Chemical sector.
Our solution; we created the Kems, a tremendously hip and cool underground youth movement, with it’s own dress codes, unique slang, it’s own music genre and clubs. The driving force behind the Kems movement is the common passion for chemistry in every possible way.
In order to create the right buzz, we produced a mockumentary, supposedly aired by a German TV network (NowTV) introducing the Kems movement to viewers. We also used Social media – Facebook, YouTube, Twitter and SoundCloud to spread the movement.