Promoting careers in house-building
We have been consulting for the National House-Building Council for a couple of years, but towards the end of 2015 we started work on a bigger project for them – a drive to recruit more young people into the industry across its 200+ career opportunities.
Talking to teenagers about building things, a stop-motion built in LEGO seemed like the right way to appeal to them, as proposed by our partners on the project, the patient and talented Blueprint Productions.
The campaign was supported by an editorial seeding programme that secured placements on entertainment, LEGO, building industry and creative industry sites as well as a native advertising programme that ran across Facebook, YouTube and Instagram. There was a social media outreach programme that engaged a similar range of superfans of LEGO, the construction industry and cool creative content on Twitter. This activity contributed to a swathe of buzz around the film that overall led to a social reach of more than a million targeted users.
The current viewcount stands at more than 250,000 – beating the targets five times over.