More young people were to be attracted to the roof tiling trade on behalf of the State Guild Association. With this aim in mind, a team of students from the Exhibition, Congress and Event Management study course at DHBW Ravensburg developed a comprehensive concept from situation analysis, target group analysis, strategy, marketing objectives and a catalogue of measures to cost calculations.
The centrepiece of the campaign targeted towards upand-coming young roofers, which was developed further and realised by the agency vg mediastudio gmbh & co kg, is a media vehicle that can be used at various events for the multimedia communication of the roof tiling profession.
The “roof mobile” comprises three digital attractions: the first is a VR game, in which those interested are transported directly to a building site with the help of virtual reality glasses. Here they can experience what it is like to be up on a roof and playfully lend a hand to their virtual colleagues on various levels. Once their interest has been sparked, 360-degree videos provide information about the day-to-day work as a roof tiler. By means of a drone flight simulator as the third attraction, the roof tiling trade then presents itself as a modern employer that implements current technological trends. A variety of communication measures, from the website “ObenistdasneueVorn” (https://obenistdasneuevorn.de, which translates as “upwards is the new forwards”) to social media and information brochures, accompany the roof mobile.