Case Study - Builders From Heaven
Client
Jewson
Activity
Builders from Heaven
Objectives
- To position Jewson as an industry champion via The Builders from Heaven campaign
- Address the biggest issue facing the construction industry today: the skills shortage
- Reverse the negative perception of the industry generated by Rogue Traders and Builders from Hell TV programmes which deters new recruits
- To generate awareness of building as a positive career choice
Activity
- Nationwide search for Builders from Heaven was launched
- The Daily Mirror was secured as a media partner and Vauxhall agreed to provide a Movano van as first prize
- Entry forms sent to Jewson customers, point-of-sale posters and entry forms in branches, dedicated website
- Extensive media relations including case studies
Results
- Coverage included three articles in the Daily Mirror, more than 100 regional pieces, radio interviews, regional TV coverage, extensive use of branded photography and 36,000 website hits
- All coverage included key messages
- Activity won an IPR PRide gold award for best B2B campaign
"We were delighted with the standard of nominations and the enthusiasm with which the industry has embraced this competition. The attention and coverage has done a good job in addressing many negative perceptions of the building trade and we've had such positive feedback from the builders and clients that are doing such a great job out there." Tony Newman, Sales Director for Jewson Ltd
"The Builders from Heaven competition was a great project to be involved with - good fun, topical and interactive for readers. Target was good to work with. They sourced lots of relevant stories, were efficient and followed everything up to ensure the whole thing ran very smoothly." Tricia Phillips, Editor, Mirror Works - Daily Mirror
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