The key objective was to shift perception of HK’s construction industry to attract new talent.
The ‘Construction Manpower Forecast’ report released by Construction Industry Council (CIC) identified a mismatch in supply and demand for professionals, technicians, site supervisory personnel, and construction workers was increasing drastically. Something had to be done to shift the mindset of construction as a future-forward industry.
Development Bureau (DEVB) and CIC launched ‘Design for Future Build for Life’ campaign, the first industry-wide promotional campaign for the construction industry. It aimed to gather industry leaders and stakeholders to promote the industry with events, community engagements and integrated promotions to attract next-gen talents to study construction related courses and join the industry upon graduation.
As lead agency, Sinclair’s role was to demonstrate the strength of Hong Kong’s construction industry through several integrated communications approaches and drive discussions that attract talent for the future.
Insight: The construction industry is known for providing better compensation packages in comparison to other professional sectors.
Strategy: Leveraged the influence of DEVB and CIC to deliver key messages via integrated platforms, including community events, OOH advertisement and installations, new social media platforms, strategic earned and paid media placements. Thematic campaign taglines and creatives were developed to enhance storytelling.
Engage: Developed a series of events that communicated campaign key messages and engaged community, industry stakeholders, local media and students. Over 150 leading construction industry players were invited to show their support.
Community: Invited and engaged professional institutions to participate in a video that focused on promoting the industry. Invited 100+ local primary school students to join talks and understand more about the role construction plays in Hong Kong and how technology plays a key part.
Partnership Media partnerships guaranteed impactful editorial features which effectively included the campaign’s key messages.
Stakeholder Management: Managed Task Group Committee with representatives from over 30 industry organisations.
