You make the future move
INSTITUTE OF THE MOTOR INDUSTRY
This campaign was an evolution of our ‘There’s More To Motor’ initiative, first delivered in 2024 to drive awareness of the UK automotive industry as a place to work. Our initial campaign aimed to improve the negative perception of the sector as an employer – addressing concerns that it was out-dated, not inclusive and without opportunity for professional development. In this latest iteration, we were asked to focus on a younger audience and their parents/guardians as they consider options for their future.
Objectives
Raise awareness and interest in automotive careers with apprenticeships as a key route in – with young people in secondary education and school leavers and their adult influencers.
Using emotional intelligence
From our YouGov survey of 1,000 UK parents of 14-17yr olds, only 41% would consider apprenticeships for their chidren within the automotive sector. Consideration improved knowing the variety of roles available – particularly technically advanced, environmentally meaningful and professional roles.
Solution
“You Make the Future Move” introduced the many career opportunities offered within the sector. Demonstrating, through real employees, how young people can find a fulfilling career for themselves within a sector that makes a difference by keeping the world moving. Our paid social campaign comprised carousels, single image ads and short videos deployed on Meta, TikTok and LinkedIn.
Results
The campaign objective was to drive awareness with parents of 14-17yr olds (Meta), young people (TikTok) and senior automotive sector C-suite contacts (LinkedIn). Our Meta ads were seen almost 15m times by 4m users, with 13,500 clicks to the microsite and strong CPC of £1.31. We reached +1m users on TikTok with 4.4m impressions and CPM of 75p. Our LinkedIn ads reached 247 senior sector contacts.
