The CITB offers more than 500 free and subsidised courses to building and construction workers, however the average industry worker wasn’t aware that these training opportunities were available. The CITB approached Simple hoping to increase awareness of these training opportunities, and to promote the role of the CITB itself.
The central theme of the campaign is that the CITB offers so many free and subsidised training courses, construction workers have the opportunity to learn just about anything.
We developed a tongue-in-cheek campaign that relies on creative hyperbole, harnessing the idea of “learn just about anything” by highlighting outlandish, eye-catching examples: workers learning ballet dancing, yoga, and how to play the flute.
The dramatic photography is key as a means of grabbing attention, but it also lends valuable authenticity to the CITB by featuring an actual South Australian construction worker. In the past, the CITB’s image has suffered due to an over-reliance on stock photography.
Through the creative campaign, our simple headline delivers a clear message: “Learn new skills. With 500+ free and subsidised courses, you’ll find one that suits you.”
For this campaign, we made use of extremely targeted placement. Bianco’s fleet of construction site service vehicles travel between and into major construction sites across Adelaide. These vehicles provided the perfect platform for ensuring that the campaign was visible to our target demographic.
“The campaign increased phone enquiries and generated conversations with our key audience. Simple used targeted and innovative messages that worked to gain attention and exposure for our business.” – Steve Larkins, CEO Construction Industry Training Board
