Tradie VS
Construction Skills Queensland
CSQ’s core programs focus on attracting, developing and retaining new entrants and existing workers to underpin the future prosperity of building and construction in Queensland.
CSQ also supports strategic and innovative skilling solutions to respond to emerging issues in the Queensland building and construction industry.
CSQ was looking for new ways to grow and engage their audience that would not only give them a stronger return on investment but also help in positioning CSQ as innovative industry leaders.
The Challenge.
Our Solution.
In response to the brief we created the Ultimate Tradie Challenge Campaign, Tradie Vs. The concept drew inspiration from the reality TV trend, and also programs such as TopGear and Mythbusters. These are prime examples of innovative content that is, well liked, talked about and shared by our target audience.
To give users the opportunity to watch and share episodes, the digital team created a dedicated app for the Tradie vs campaign. This allowed users to view the content, vote for their favourite teams, see the leaderboard and share content with their friends.
A series of short webisodes where created that captured our teams of tradies competing against each other to build a structure which was then tested against gravity, brute force, a tropical storm and a professional footballer. This allowed for a dynamic showcase of the skills, the people and the businesses that form a part of the construction industry.
To ensure we captured the broadest possible market share, content was delivered through a mobile app, socially and via a microsite. These platforms allowed real-time voting so that the audience could support their favourite team after each episode was released. The app also featured exclusive content about the teams and their experiences.
The culmination of the campaign was the event component of the brief which tied in to the annual CSQ awards evening where the final video was played and the winning team announced.
Reverse Briefing and Concept Development
Production Management
Design
Pre-production
Post-production – Animation, Sound Design
Our Role
Pre-roll videos
Campaign Teasers to incentivise app download
Event Teasers
Campaign Trailers
Campaign episodes (multiple formats for social and website viewing)
Company profile videos
Event Teaser
Event Centre Piece Video
Campaign Highlights video
Content Created
In excess of 7 million total impressions
In excess of 255,000 total video views
In excess of 20,000 new followers on Facebook
In excess of 20,000 unique website visits directly attributed to the campaign
Results
Tradie VS – Brute Force
Tradie VS – Teaser