I Wrote a Few Weeks Ago About OTT, or Over The Top Media, and Hyper Targeted TV Commercials. Here Are Examples.
By airing commercials on streaming TV services like Hulu and SlingTV, marketers can serve up ads to extremely specific target audiences, resulting in more cost effective media buys.
Today, I'd like to share the campaign I was working on—recruitment marketing for Yancey Brothers.
Yancey Brothers is a 100-year-old business, and Atlanta's largest CAT dealer. They sell and rent heavy equipment (mostly Caterpillar) such as bulldozers, excavators, wheel loaders, etc.
They also service all that equipment, so as you can imagine, they have a HUGE need for mechanics and service techs. And that's the point of this new campaign.
To help Yancey Brothers recruit new mechanics, we've created commercials targeted to specific groups.
For example, here's one focused on ex-military techs—a good source for new Yancey Brothers hires.
Yancey Brothers also has an entry-level program. They recruit auto mechanics right out of high school, and train them to work on heavy equipment.
Here's one of the entry-level commercials:
A third source for Yancey Brothers hires is experienced techs currently working for the competition. Here's an example of a commercial targeting experienced techs:
I really enjoyed working on this campaign. Shooting the equipment and interviewing the techs was quite an experience (though running a camera while wearing safety goggles was challenging).
Thank you to Greg Dewalt at Yancey Brothers and to my friends at Propellant Media for the commercial project.