BRAND EXPERIENCE & ACTIVATION
Hands to Build a Nation / BEA35-000961
| Cliente o Anunciante | Sodimac Constructor |
| Producto | Materiales de Construcción |
| Inscrita por | Paola Buitrago |
| Categoría | BEA35 |
Carolina Martinez, Gerente de Contenidos
Paola Buitrago, Analista de Marca
Daniel Sierra, Director Creativo
Nicolas Rincón, Director Audiovisual
Paola Mejia, Productora General
Alejandro Ruiz, Gerente Estrategico
HANDS THAT BUILD THE COUNTRY
Objective
To regain construction workers’ credibility, and their clients’ confidence through the professionalisation of the trade and a recognition of their efforts.
A challenge of social transformation due to high unemployment and the indifference that affects a trade that has been discredited through poor-compliance and informal labour
Strategy
The humanisation and professionalisation of the construction workforce. To extol and dignify the workers’ efforts, and improve their quality of life.
We do not call them workers, now they are recognised as "Construction Specialists"
Idea
We created a tribute to the construction specialists through a photographic exhibition in a tunnel where more than 20 of the specialists’ stories were immortalised. These photos suddenly came alive in the form of documentary videos that aroused a deep emotional connection with our target.
When they left the tunnel, they became protagonists in a photo shoot, showing their hands to the world: The hands that build the country.
Results
When we started, 25% of the workers were unmotivated.
Today, 96% say that Constructor has helped them gain their clients’ confidence, and 81% perceive us as a humane brand that truly cares about them.
94% say that the training contributed to improving their quality of life. The training programme has trained more than 84,000 specialists
Objective
To regain construction workers’ credibility, and their clients’ confidence through the professionalisation of the trade and a recognition of their efforts.
A challenge of social transformation due to high unemployment and the indifference that affects a trade that has been discredited through poor-compliance and informal labour
Strategy
The humanisation and professionalisation of the construction workforce. To extol and dignify the workers’ efforts, and improve their quality of life.
We do not call them workers, now they are recognised as "Construction Specialists"
Idea
We created a tribute to the construction specialists through a photographic exhibition in a tunnel where more than 20 of the specialists’ stories were immortalised. These photos suddenly came alive in the form of documentary videos that aroused a deep emotional connection with our target.
When they left the tunnel, they became protagonists in a photo shoot, showing their hands to the world: The hands that build the country.
Results
When we started, 25% of the workers were unmotivated.
Today, 96% say that Constructor has helped them gain their clients’ confidence, and 81% perceive us as a humane brand that truly cares about them.
94% say that the training contributed to improving their quality of life. The training programme has trained more than 84,000 specialists
