The Construction Industry Training Board wanted a campaign to recruit young people into the construction industry, raise awareness of the range and diversity of jobs available within it, and promote a positive image of the industry generally.The audience were primarily 15-19 year olds.·The challenge was to get a cynical audience to take notice of what was essentially an educational message.·Due to the high internet penetration amongst the target audience, online ads were seen as a logical solution.

·Pop ups which mirrored the press ads were targeted at sites used by 15-19 year olds. The creatives used a touch of humour and competition giveaways to grab the attention of an audience notoriously cynical and difficult to reach.·An Eyeblaster ad which took over the entire screen was also used to ensure that the audience had no choice but to take notice of the ad.Response rates were excellent·Pop ups – 1%+·Roller Eyeblaster – 5%+·12,000 competition entrants against a target of 800The pleasing results came from the Dynamic Logic brand tracking study. The online ads had a 95% impact on online ad awareness and a 27% impact on those associating the construction industry as “dynamic”.