Danske Fragtmænd houses the fourth most seen commercial

Transportens Udviklingsfond (the development fund of the Danish transport sector) and the Goods Transport Area’s Training and Development Fund were the creators of the campaign ‘Jobs in Transport". The purpose of the campaign was to provide information, especially to young people, about the many unknown career opportunities in the transport industry.

“With the campaign ‘Jobs in Transport", we’re aiming at reaching some very young target groups, primarily young men, who are in the ninth or tenth grade and who are about to choose a vocational training programme, or they are enrolled in a technical school and are about to choose line. We’re also interested in reaching unskilled young men aged 18-25,” says campaign manager and partner in LEAD Agency Eva Svavars to Dansk Markedsføring.

Modern branding of the transport industry
With the song ‘I deliver the goods’ and the accompanying music video on the digital platform YouTube, which is the most used streaming service among youngsters in 2017, the intention was to do something extraordinary to capture the interest of young people.

“We therefore had the idea of a music video which is fun and catchy while also slightly challenging their view of who you are when you work in the goods transport industry. The music video has – including with the help of influencer Albert Dyrlund – resulted in impressive traffic on the Facebook page and website of the campaign, and we’re overwhelmed by the good reception and great interest. The music video is part of a long-term branding strategy in which we will continuously measure the reputation and image of the industry,” continues Eva Svavars.

In conclusion, she adds that she knows from the transport industry that there has been an increase in applications for admission to the vocational training programmes during the campaign period, but that it is too early to say anything about the general development in applications for jobs in the industry.

See the video here.