“Wow, I would love to do that too!” This is the reaction we hope young people will have when the content of the construction industry attraction campaign appears on their mobile phones starting on December 15.12. The main stars of our social media campaign are young people working in the construction industry, who present their work in videos they filmed themselves. The campaign content also features pink animals and other stimuli implemented with artificial intelligence.
The joint search campaign "Tuu teike perässä" allows you to follow and hear from young workers in the construction industry. In addition to the social media faces, the promotional videos feature, among others, brisk worker ants, a cheetah symbolizing speed, a social herd animal, a capybara, and other surprising construction site visitors in the campaign's signature pink color.
The main target group of the campaign is young people under the age of 18 who are considering their studies. The goal is to get young people excited about the construction industry and apply for studies in the field, as well as to increase the number of applicants.
The primary advertising channel is TikTok. We will also publish campaign-related content on TikTok on the newly opened Rakennusalalle account. In addition, the ads will run on Snapchat, YouTube and Instagram. In addition, we will implement Google advertising, which will redirect to the Rakennusalalle.fi website. The campaign will start in mid-December and end in mid-March.
The social media faces of the videos are young people working in our member companies.
The campaign features a total of fourteen social media faces from twelve companies, representing different industries and professions from all over Finland. This allows us to highlight the diversity of construction work and the diversity of the people involved.
RT has designed the campaign concept and visual identity together with LM Someco. The campaign content has been created in collaboration with member companies. The people featured in the videos are young people working in companies, with whom the target group can easily identify. They talk about their own work and study paths in their own voices.
The videos show authenticity, ongoing projects, and pride in their work. The style of the videos is fast, light, and personal storytelling. Content that speaks to young people.
The goal is that when young people see the advertisement, they feel: could they find their own place, their own project – and their own thing – in the construction industry?
The campaign is headquartered in building-industry.fi/yhteishaku. The page will publish introductory videos of the social media faces and information about the joint search. Note. The videos of the social media faces will be published on the page starting on December 15.12. The tag will be used in campaign-related content on various social media channels. #buildingthefuture.
The goal is an increasingly attractive construction sector
The campaign is RT's largest investment in attraction communications to date. At the beginning of last year, we implemented a smaller social media campaign under a joint search. We will continue attraction communications on various social media channels after the campaigns. With the help of communication, we can reach even more young people and ignite a spark in them. Communication supports RT's long-term attraction work, which includes, among other things, school meetings, open work sites, fairs and other events, Yrityskylä Yläkoulu learning modules and cooperation with educational institutions. Increasing the attraction of the industry is one of the key themes in RT's strategy and action plan.
Take a look at some videos now: the painting team Peppi & Anna, the work management trainee Eesa and the foreman Susanne (subtitles will be added to social media videos published on December 15.12th)
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More information
Merja Vuoripuro
Director, Communications and Responsibility
merja.vuoripuro@rt.fi + 358 40 587 2642Confederation of Finnish Construction Industries (CFCI)
Sari Perento
Communication specialist
sari.perento@rt.fi + 358 40 561 6728Confederation of Finnish Construction Industries (CFCI)