Job. Done.

The Skill Xchange // OOH, Radio & Social

In a period of construction chaos, we helped tradies and builders to connect with a young brand that was yet to find its voice.

The Skill Xchange is a network that provides subcontractors with access to quality construction jobs. With sign-ups stagnating, the brand needed both short-term wins to secure future investment whilst keeping a longer-term vision in play.

We began by creating a brand platform anchored on new brand assets that tapped into both a cultural memory structure and a category entry point. This ensured that the brand became easily recognisable and conveyed a sense of confidence in unsettling times.

Secondly, we developed a media strategy that could mimic an always-on approach from a lean budget. With tradies in high demand, it was important to ensure the brand was connecting with its audience on the right touchpoints at the right times. This included a mix of ATL media that helped to support brand quality perception and lower cost digital activity acting partly as a lever for physical availability.

With the launch of a new app, it was important that the platform showed tradies that it was easy to use and ultimately worth the effort. To overcome the attention barrier on what can be a dry topic, we created an entertaining story using an unexpected brand ambassador.

The Work.

OOH

RADIO

SOCIAL

Online Video

Job. Done.

From the launch of the new platform, The Skill Xchange saw consistent monthly growth that culminated in a 787% increase in marketing driven sign ups year on year.

Key outtake: Effectiveness & Efficiency  

A high-quality brand platform provides businesses with long-term assets that are also financially efficient by lowering the need for multi-exposure advertising.