AZUB
From training to vocation
The state of Hesse’s vision is to improve the image of dual vocational training in Hesse, because demand for trainees has reached its peak. A campaign for dual vocational training is intended to create more awareness of apprenticeship occupations and make them more attractive.
The main target group is every young person between 13 and 20 across the whole of Hesse. Inform. Inspire. Motivate. The aim is to give young people a realistic, “live” insight, in an attractive and modern way, into what completing an apprenticeship means and what career paths are open to them. Young people today know exactly what they want. And whether something is “for real”.
To guarantee the highest possible degree of authenticity, young people were closely involved in the communication. A social media campaign was developed in which they slip into the role of micro-influencers and report on their apprenticeships to other students via Instagram and YouTube. These micro-influencers also received a social media internship so that they were fully prepared. The result? A dynamic video campaign, starting with a public casting, voting, workshops and awareness through interaction and social ads.
Digital native(s)
Alongside classic media such as print and cinema advertising, the campaign consisted above all of digital measures, given the young target group. The central element: the website dualeausbildung-hessen.de. On it, young people and their parents can inform themselves fully about the options.
Services:
- Strategy and concept
- UX design
- Website delivery
- Photo shoot
- Video production
- Social media concept
- Social media editorial and monitoring
- Community management
