This original and quirky campaign consists of two parts:
- For the general public target, an advertisement will be broadcast on TF1, BFM, CNews and LCI from March 18 to April 14. Thus, this spot retraces a day of Alice who strolls by bicycle in a city without buildings. A door opens in front of her to give way to a real city, full of life, sites and constructions.
- For young people, videos will be posted on social networks. Several influencers (Denis Brogniart, Christophe Beaugrand, Loup, Lalou, Cyril Schr, Kelly Cruz, Forgetmath, Mademoiselle Gloria, Vaimalama Chaves) meet business leaders to illustrate themes such as new technologies, parity, CSR, cohesion of team, the splendor of the constructions... Thus, 12 videos will be broadcast on Instagram and TikTok from March 19 until April 30.
A communication kit (personalized video, posters, flyer, roll up, email signature, thumbnail for social networks) is made available to the FFB network to allow everyone to relay and be a player in the campaign on the territory.
The www.lebatiment.fr has also been completely revamped in the colors of the campaign to raise awareness of the building trades and promote its opportunities thanks to a partnership with Pôle emploi in particular.
The building are:
- 1.155.000 employees in companies of all sizes throughout the country;
- more than 35 professions spread over the whole territory, jobs at all levels, journeymen, technicians or engineers who work in the workshop, on site or in the office;
- more than 75.000 people, men, women, young people, people in retraining, recruited each year,
- diversified professions, from the Bim referent to the environmental manager, to the floor worker, via the mason, the rope access technician, the stonemason, the carpenter, the air conditioning engineer….
For Olivier Salleron, president of the FFB: “Building is one of the leading economic sectors in France and its image deserves to be promoted in the eyes of as many people as possible. With this campaign, the FFB aims to help craftsmen and entrepreneurs meet the challenge of constructing and renovating buildings. We must give ourselves all the means to continue to recruit more than 65.000 people each year, whom we will need for the years to come. »