Impact: You are one of us

Darwin BBDO won the budget for Impact in May after a pitch against The Fightclub. As a recruitment agency for skilled workers in construction and technics, Impact was looking for an agency that could help to position and raise awareness for the brand and its mission: to restore the honour and respect for technical skilled people.

Briefing & Objectives

Prio 1. Raise awareness.

Everybody knows the large and general interim players on the market. Almost nobody knows Impact and the beautiful mission they have: to improve the recognition for the blue-collar skilled workers and look for more satisfying jobs for them.

Prio 2. Raise the number of applications.

We want more people to subscribe online or in the Impact offices. First, we target the professionals who are no longer satisfied in their current job. Second, we also target professionals with a foreign passport looking for a brighter future in Belgium.

Our answer

The “you are one of us” campaign starts from the insight that all of us want to belong to a community that understands us, respects us, and appreciates our unique skills. The campaign plays with humour and emotion on the fact that workers are different, but in a cool way. We speak their language, we know their habits, we feel their challenges and we respect their skills. We celebrate the community of skilled workers and invite them to come and join us for a satisfying job in construction and technics.

Media plan

The main touchpoint of this campaign is radio in the North and South of Belgium. On top of that, there are 20m2 billboards in the North completed with Mobilad – Truckvertising.

The digital presence is covered with a solid social media plan on Meta and TikTok and a programmatic part with videos and display ads on GDN. Both an awareness phase and a consideration phase are built to optimise performance.