To raise awareness of the growing labour shortfall in the construction industry and highlight the great career opportunities the industry offers, a crack team of apprentices were assembled and given the mission of building “Not Your Average Shed” at Auckland’s Sylvia Park mall.

The content-led, fully integrated campaign for BCITO, the largest provider of construction apprenticeships in New Zealand, broke ground just after Easter 2016. We coordinated the physical activation, whilst collaborating with an assortment of boutique agencies flung between Wellington and LA to pull it off.

The results? The client was in their own words “stoked”. Web traffic was up over 30% compared to the previous year’s campaign period while 2016’s conversion rate doubled the conversion rate of 2015. This resulted in total registrations increasing over 160%! On top of the great quantitative results it was also nice to see the campaign win some metal with a Silver at the Beacons and a category win at the Marketing Awards.