This campaign used the hook ‘Engineering is everywhere’ to great effect. They identified appropriate angles to engage the target audience, transforming what might otherwise be seen as a dry subject into something engaging and relevant. This was a solid and well-delivered campaign that offered great value for money.

Mark of Excellence:

  • Stein IAS and Trelleborg Marine & Infrastructure
    Perfect PR and Marketing Partnership

A well-executed integrated B2B campaign – using PR, lead generation, social and digital –  to achieve clear business objectives and reposition the client to this niche target audience.

Finalists:

  • Aduro Communications
    Little Miss Inventor Launch
  • Amplify PR and Winchester Science Centre & Planetarium
    Launch of Explorer:Space
  • Cirkle
    Aquafresh Inventors Academy
  • Natural Environment Research Council
    NERC Impact Campaign
  • Stone Junction and Inspekto
    Creating a new category
  • Taylor Herring
    easyJet tackle gender bias in pilot recruitment

Winner entry:

Brief and objectives:

The Institution of Engineering and Technology (the IET) is one of the world’s largest engineering institutions. Engineering accounts for 19% of UK employment but there’s a massive shortage of engineers which is posing a serious threat to the economy.

Tin Man’s brief was to:

  • Build on 2017’s multi-award winning #ISeeMore campaign o Engage kids aged 5-13 about careers in engineering
  • Increase consideration of careers in engineering
  • Challenge outdated perceptions of engineering being for ‘middle-aged men in hard hats’.

Another campaign encouraging kids into STEM? Yawn…Or not as the case may be.

The idea, research and planning:

Our primary audiences were children aged 5-13, as well as their parents. We knew from existing research that 54% of children know nothing about engineering and that 37% of parents were unable to describe what an engineer does. In short, both kids and parents aren’t clued up on engineering, let alone inspired at the prospect of a career as one.

The fact is that almost everything that kids experience in life involves a serious amount of engineering – the music they stream, their phones, social media, the tech that helps them with their homework, even the food they eat – they just don’t realise it. Also, the message ‘consider engineering’ has been pushed so much at school and in the media that it has the instant ‘eye-roll’ factor for kids.

Our job was clear, we had to engage kids emotionally with engineering and dial-up the relevance using their passions and interests. And focus groups told us amongst other things they love social media, music and technology… Building on the success of 2017’s campaign, we decided to ‘go big’ on one specific passion point that would unite 5 to 13-year olds and their parents alike. Music.

Enter ‘The Sound of Engineering’.

Strategy, tactics, creativity and innovation:

What’s certain to engage kids? Music by one of their favourite pop bands.

What’s certain to motivate them to engage with engineering? Get them involved.

Through this innovative campaign we created the first ever music video engineered entirely by kids. From operating the camera and the sound levels to managing the lighting and instruments, the kids ran the show.

Delivery:

We enlisted pop trio New Hope Club (think a teen version of The Vamps, chosen for their bullseye audience targeting) to be the face of The Sound of Engineering.

Then through a mix of earned and paid media, we gave kids the chance to engineer the video to their Christmas single, a cover of one of the biggest festive songs of all time, Mariah Carey’s ‘All I Want For Christmas’.

To engage our audience, we negotiated a headline media partnership with Blue Peter (they called it Lights, Camera, Action). New Hope Club, alongside IET ambassadors, appeared on the show numerous times urging kids to get involved and experience the wonders of engineering for themselves.

We had nearly 1,000 entries – submissions from kids explaining why they wanted to engineer the pop video. A judging panel chose a winning entry alongside two runners up, and they were invited to shoot the band’s Christmas video, learn from real-life engineers on set and see engineering at its best in an environment that excited them.

We ensured we had layers of fantastic integrated content for media:

  1. The first ever music video engineered by kids for pop trio New Hope Club
  2. Behind the scenes video content of kids in charge, telling the engineers how to do their jobs
  3. Social edits for the IET’s and New Hope Club’s channels
  4. Social support across New Hope Club’s social media channels (164k followers on Twitter and 359k followers on Instagram)
  5. Photo content from the video shoot
  6. FIVE prime spots on Blue Peter
  7. Media moments peppering the programme of activity to secure that all important traditional media (to target the parent audience).

Measurement and evaluation:

Did we build on 2017’s multi-award winning #ISeeMore campaign?

Yes, and then some. In 2018 we honed in on a shared passion point and then put engineering at the heart of it, and we secured: o 136 pieces of coverage including 23 nationals (Mail Online, The Sun, Daily Mirror etc), 19 consumer titles and 65 regionals

Did we engage kids aged 5-13 about careers in engineering?

  • New Hope Club’s Christmas single has been viewed by 236,000 kids and received 25,000 engagements (and counting) on YouTube
  • 176,000 engagements on NHC’s social posts o 147,000 impressions across the IET’s social channels and 1,720 engagements – a 158% increase in impressions vs IET’s business as usual posts.

Did we challenge outdated perceptions of engineering being for ‘middle-aged men in hard hats’?

Independent post-campaign research amongst 5-13 year olds revealed:

  • Those who agree that engineering is a career for both boys and girls leapt from 53% to 86% after seeing campaign assets
  • Words associated with engineering were as follows: ‘creative’ – 65% (42% pre-campaign), ‘exciting’ – 54% (28% pre-campaign) and ‘fun’ – 51% (16% pre-campaign)
  • Agreement with the statement ‘engineering is a creative career’ rose from 68% to 84% post-campaign.

Did we increase consideration of careers in engineering?

  • 74% said the campaign changed how they saw careers in engineering
  • 67% said they would consider a job in engineering (compared with 42% pre-campaign).

Was the client happy?

“Tin Man’s concept to get children to engineer a pop music video really captured the imagination of our audience. The end result was a fun, exciting and dynamic campaign which delivered on our strategic goals.” Christopher Knibb, Head of Comms, The IET

Budget and campaign impact:

This campaign took a 150 year old institution and made it (and engineering) relevant and exciting to a whole new generation.

It built on the highly successful 2017 campaign, cranked it up a gear to inspire 5-13 year olds about their future as engineers and, at the same time, showcased the wonders of engineering through a true passion of the audience – music.

A spot-on pop band, a bullseye media partnership, a raft of media coverage, fantastic levels of engagement, proven perception change and a delighted client.

Budget: £54,000.