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There’s more to it than you think. The Department of Trade and Economic Development [ DTED ]
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Theres more to it than you think.
The Department of Trade and Economic Development [ DTED ]
Objective
The South Australian Government needs to double the number of school students choosing mining, defence, and ICT careers pathways by taking up maths and science at school, to meet the demands of employers in these areas over the next few decades.
Target AudiencePrimary target audience: 14- 16 year olds. Secondary target audience: Parents and teachers/careers advisors.
The StrategyTo create awareness of the career opportunities available to adolescents through their common interests.
Theres more to it than you think.
The campaign line explains that theres more to young peoples interests and activities than they think. It carries an underlying message that theres also more to maths and science than they think, and further into the process it could be interpreted as theres more to the job role than they think. From a students perspective, it challenges them to consider the untapped potential lurking in their everyday hobbies and from an adults point of view, it makes them realise that such activities arent a waste of time because these are the very activities that will potentially lead to a successful career for their child or student.
We adopted a teaser/reveal strategy for this integrated campaign. Using outdoor, ambient, TVC and online advertising to create hype in the teaser phase, we led our audience to the big reveal on a dedicated website. On the home page we created a mix of quirky videos, where people working in the hard-to-fill industries tell their story of how their childhood interests like poking around rocks and creek beds, staring at the stars, or computer gaming, led to their careers in geology, engineering and software development.
The Problem The Idea
Creative
TVCs
Click the TV to watch the TV commercial
Camper
TVCs
Click the TV to watch the TV commercial
Gamer
TVCs
Click the TV to watch the TV commercial
Skater
TVCs
Click the TV to watch the TV commercial
Reveal
Website
5,152 visits in the first week of the campaign with 30,219 page views in a 35 day period. Visit http://www.theresmoretoit.com.au to see where your interests could take you.
Ambient
theres m
ore to
it
than yo
u think.
Visit our
website to
find out
where yo
ur interes
ts could t
ake you
www.The
ReSmoRe
ToIT.Com
.Au
Creative
theres more to it than you think.
www.TheReSmoReToIT.Com.Au
theres more to our work experience than you think.
win 1 of 5 workplace Visits
wina fun fille
d
nintendo wii
Just visit any 5 st
ands listed on the
back of this card
to be entered
into our draw to w
in a wii console! f
ill out your details
below, make
sure you get stam
ped at the stands
you visit, and then
drop your
completed card in
at stand no: (?). w
ell be easy to spo
t, just look
for the guys next
to the giant helico
pter! winners will
be announced
via email, text, an
d via our site on 4
th may 2009.
E mail address
For full terms and co
nditions visit our we
bsiteMobile Nu
mber
First nameLast name
Date of Birth
GenderPostcode
E-newsletter (please ti
ck)
Yes, sign me up
No thanks
theres more to
it
than you think.
www.TheReSmoRe
ToIT.Com.Au
