THE INSTITUTION OF ENGINEERING & TECHNOLOGY: #ISEEMORE

 
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WINNER

DIGITAL STRATEGY OF THE YEAR: DRUM MARKETING AWARDS 2018

BEST INFLUENCER MARKETING CAMPAIGN: PR WEEK AWARDS 2018

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The Head-Scratcher

How best to inspire teens to engage with engineering careers against a backdrop of gender stereotypes? 

The Idea

We showed teens (especially girls) that the brands they love have engineering at their heart – from Shazam to Harry Potter World, Fun Kids Radio, Chessington World of Adventures and Twitter. Our #ISeeMore YouTube film series highlighted the unexpected side of engineering behind the brands they love, while 8-16 year olds were invited to engineer the chocolate bar of the future in an exclusive partnership with Cadbury.  

 The Result

Our digital campaign was recognised by industry leaders for exciting and engaging young people with engineering nationwide. 

  • 151% increase in consideration in engineering careers amongst teens

  • 81% of teens believed that engineering appeals to both sexes, compared with 40% pre-campaign

  • Social reach of 690,000 and 552 pieces of coverage including 33 nationals

  • 5 industry award wins

From the Heart…

“Tin Man’s campaign was intelligent, considered, strategic and delivered fresh and dynamic elements of activity throughout the year.” 

Christopher Knibb, Head of Comms, the IET

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Mandy Sharp