Added value sends master builder Toby on tour
The search for good apprentices also poses challenges for the construction industry. The Mehrwert agency is sending the virtual master builder Toby on tour on behalf of the Aargau Master Builders Association.
Training in the construction industry is solid and has a future. Well-trained professionals in the construction industry are in demand. With this message, the Baumeister Verband Aargau wants to inspire young apprenticeship seekers in the canton of Aargau for the construction professions of bricklayer and road builder. However, a credible ambassador is needed to get the message across to young people. To this end, the agency Mehrwert from Baden has developed a multimedia, multi-level and, above all, long-term communication concept for the master builders, with the fictional character Toby at its center. Toby is both a role model and a figure of identification, an experienced buddy who shows young people the exciting challenges that await them on the building site. Toby brings the construction site to the young people and is therefore constantly "on tour".
The Toby concept enables a personal approach to young people, meets them where they are and enables communication at eye level. Girls and boys were able to get to know Toby for the first time at the Aargau job fair AB'13 in Lenzburg (fall 2013). Countless of the 2,000 or so young visitors to the stand got hands-on and worked with bricks and mortar on the largest 3D QR code in Switzerland. Toby's appearances at careers fairs and on-site at schools in the canton (roadshow) are flanked by coherent online activities: On the website Toby-on-tour.ch With an integrated blog, young people can find extensive information on careers in the construction industry and can interact directly with Toby on social media channels. The Baumeister Verband Aargau is also supported by its own members, who draw attention to the offer and the "Toby on Tour" brand throughout the canton with construction site banners.
Responsible at the Baumeister Verband Aargau: Pascal Johner (Managing Director), Felix Strasser (Vice-President), Peter Meyer (BIKO President), Roni Brunner (Coordinator), Vincenza Amodeo (Communications and Administration). Responsible at Agentur Mehrwert: André Laubacher and Raphaël Surber (idea and concept), Reto Portmann (art direction), Rebecca Gerritsen (graphics).
