Élexpertise × Wavency: shining a light on the microelectronics sector

In fact, the field accounts for over 8,300 diverse jobs across Quebec in key sectors such as electric vehicles, aerospace, defense, and life sciences.

With this in mind,Élexpertise commissioned Wavency to rethink its communication strategy and better connect with younger audiences.

A major challenge: making the invisible visible
Microelectronics is everywhere—in phones, electric cars, and connected devices—yet it remains difficult to visualize. The mandate entrusted to Wavency was to translate a complex technical reality into an accessible, concrete, and engaging world for a young target audience often looking for purpose and career direction.

From the start, one conviction guided our thinking: to spark interest, you cannot just inform. You have to create an experience.

Structuring an engaging content ecosystem
Rather than relying solely on corporate messaging, the approach was built around a content ecosystem designed to capture attention, pique curiosity, and guide discovery.

Initiatives included:

• the creation of a microsite to showcase microelectronics and career prospects in key sectors;
• the design of an interactive quiz to help young people identify potential careers in microelectronics based on their profile;
• the development of immersive video clips filmed directly in industrial environments, including the C2MI in Bromont;
• the creation of simplified educational content tailored for platforms like Instagram, TikTok, and YouTube.

The goal: to transform microelectronics from an abstract concept into a tangible, accessible reality for the next generation of college and university students here at home.

A collaboration tackling a collective challenge
This mandate perfectly illustrates the role that communications and marketing can play when approached strategically: not just to inform, but to mobilize, inspire, and guide.

By working hand in hand with Élexpertise, Wavency helped lay the foundation for a stronger, more consistent, and, above all, more engaging presence for the next generation.

And the results speak for themselves: in just a few months, the Élexpertise microsite saw over 15,600 unique visits, and the campaign generated nearly 3 million advertising and organic impressions. A success across Quebec!

Because, in the end, promoting an industry starts with telling its story in a new way.

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