Sputnik Agency spruiks real skills message to youth via Skills Victoria Facebook campaign

Sputnik Agency, Melbourne has created an innovative online government campaign to promote awareness of and build demand for apprenticeships among young adults in Victoria.

Developed for Skills Victoria after a successful pitch in September, the Real Skills campaign centres around Facebook and will include 17 videos featuring current and recently graduated apprentices to provide a student’s view of what an apprenticeship entails.

“Skills Victoria felt that many of their target market were not aware of what an apprenticeship involved or the benefits of undertaking one,” said Ed Carveth, creative director of Sputnik Agency. “This age group has grown up with internet video so we decided the best way to spark an interest in further education was to tap into this existing behaviour.”

To drive traffic to the Facebook page, people can enter a competition within the Facebook application to win 2 VIP tickets to the Future Music Festival and the opportunity to go behind- the-scenes with festival staff for a unique apprenticeship experience.

Competition entrants are required to post where they would like their apprenticeship to take them. The entry with the most votes by the end of the campaign wins – encouraging people to share both details of the competition and the Facebook page with friends.

“Facebook is the ideal platform to reach 18-24 year olds and the partnership with the Future Music Festival is an experience that will really resonate with the target market,” says Carveth.

To create awareness of the campaign and competition, a range of online banner advertisements and Facebook advertisements will also run.

“From Sputnik’s perspective, the work that we’ve completed for Skills Victoria both strengthens the Victorian Government’s social media presence, and adds to Sputnik’s strong government portfolio,” says Steve O’Farrell, managing director of Sputnik Agency.

The Real Skills Facebook page, videos and details of the Future Music Festival competition can be viewed at apps.facebook.com/realskills.

Client: Skills Victoria

Video Production: Spotzer