Erdmannpeisker creates career films that young people actually want to see

On the one hand, there are the young people: Not up for the pressure of looking for an apprenticeship and often still no idea what they want, and in front of them a jungle of career options that they rarely know about. On the other hand, there is Suissetec, the Swiss-Liechtenstein Building Technology Association, with 2000 open apprenticeship positions. Actually the perfect match - if only the image of the building professions were not an obstacle. In this situation, an image campaign to raise the profile of skilled trades for young people is usually a wasted effort.

In the run-up to the campaign, Erdmannpeisker worked out important insights in a focus group with young people and divides the path to application into new phases:

In the first phase, funny and short feeder films will promote only one contest: Whoever watches a career film can win an iPhone. In this way, young people can combine the duty of choosing a profession with the pleasure of winning a competition. The feeder film is placed where they prefer to be: Online on social media, in the world of bloggers and Youtubers.

The campaign focuses primarily on the second phase: the professional films. They are short, take the target group seriously and get to the point quickly in a fresh way. In a witty docutainment, interested parties are given the most important key facts and, above all, a good feeling. And they are only asked to do a taster apprenticeship - something they have to do anyway and which is the first step into the apprenticeship.

Responsible at Suissetec: Martina Bieler (Project Manager). Responsible at Erdmannpeisker: Gabriel Peisker (Creative Direction), Patrick Fawer (Art Direction), Selina Helbling (Consulting), Uli Scheper (Production Management Markenfilm Schweiz), Stefan Künzler (Direction), Havas Media (Media Planning).