Airbus

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T H E  C H A L L E N G E

 

Airbus is the worldwide leader in aeronautics, space and related services. With that, comes a demand for skilled and qualified technical specialists in the UK. To develop such people, we offer a wide range of Craft and Engineering Apprenticeships – inviting school and college leaders to gain practical skills and a qualification at Airbus Broughton.

However, despite offering exciting work, many young students are unaware of the opportunities available at Airbus. So, we needed to create a campaign that would:

  • Promote Apprentice opportunities based in Broughton, Cheshire
  • Appeal to a youth audience with exciting projects you can work on as an Apprentice at Airbus
  • Align campaign proposition to our EVP, ‘Make it possible. Make it happen. Make it fly.’
  • Tailor messaging and develop a specific visual identity that would appeal to our target audience.

 

 

T H E  S O L U T I O N

 

Reaching new career heights through on-the-job training. Supporting the team that creates the wings for the A380. Sending aircrafts over 42,000 feet high. At Airbus, Apprentices have the unique opportunity
to make it fly – both the product and their career.

So, using an integrated campaign approach, we came up with a solution that took our audience sky high. Everything we created, be it headline or Facebook Canvas Ad, used a birds-eye-view style – creating the illusion that, as an Apprentice, we’re flying.

We called the campaign, ‘Apprentices Fly at Airbus’. The campaign included:

  • A Facebook Canvas ad which allowed us to expand our story with an instant-loading and full-screen experience. Users could simply swipe through carousels and fly through videos to engage with content – soaring through the sky to experience training opportunities and exciting work available at Airbus, all in one advert
  • Radio ads reflecting the in-the-sky style of our campaign. Each advert had an apprentice pilot speaking about Airbus Apprenticeships through a radio – making it relevant to our audience and adding a fun inflight feel
  • Targeted digital banners and emails pushing our audience to either the Airbus careers site or raising awareness of a local open day

 

 

T H E  R E S U L T S

 

Our Facebook Canvas ran from 7th February to 8th March, and it saw some incredible results:

4,427 TOTAL CLICKS
143,095 TOTAL REACH
486,722 TOTAL IMPRESSIONS
57% AVERAGE OF CANVAS AD VIEWED
22 SECONDS AVERAGE SPENT ON THE AD

 

The Facebook Canvas did so well that from 23rd – 29th March we pushed it out again. Amazingly, the follow-up campaign did just as well:

1, 855 TOTAL CLICKS
200,722 TOTAL REACH
464,249 TOTAL IMPRESSIONS

 

 

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