Perception Campaign:
There’s more to motor
INSTITUTE OF THE MOTOR INDUSTRY
We were approached by our client (one of the UK’s largest automotive industry bodies) to produce a campaign that tackled outdated perceptions of automotive and encouraged recruitment within the sector. In answer to the brief, we developed a digital campaign that worked across VOD, YouTube, Meta, Rezonance and Digital Display, driving traffic to a custom landing page that linked to IMI partner recruitment sites.
Objectives
Using emotional intelligence
Our research found it wasn’t that the job market was static. In fact, people were actively looking for new roles and were open to changing sectors. The problem was that they were discounting automotive. We saw that we needed to address the misconceptions that were acting as a barrier to people applying to available roles. Our communications platform strategy therefore targetedseasonal traffic peaks in general job searches.
Solution
We formulated our creative response into three tiers:
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- Entice and Excite: Long-format, skippable ads that allowed the messaging to breathe and resonate with our audience.
- Educate and Convert: Once we had people’s interest, we could be more specific in our messaging and showcase the variety of job roles available.
- Engage: Using real voices from within the industry as case studies, and replaying earlier messaging back to our audience, we gave them the confidence to take the next step and click through to our partner sites.
Results
