EFC vs The Learning Foundry
Aurora created an emotive and purposeful community fuelled campaign centred around a beautiful story-telling film to recruit young apprentices to work on the new Everton Stadium. The campaign connects Everton, Laing O’Rourke, The Learning Foundry, LCR and the community with a message of positivity and regional pride, bridging past, present and future.
A powerful and purposeful campaign bedded in the community.
Through The Learning Foundry, Laing O’Rourke offered 20 apprenticeships in steelwork, working on the new Everton Football Club stadium - an exceptional opportunity for young people in Merseyside. The campaign was amplified organically through EFC’s heartland community, leveraging local social media influencers to galvanise fans into applying for, and sharing, the opportunity. Within a matter of days applications for the scheme blew the targets out of the water.
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The film’s main purpose was a call to action to drive recruitment for apprenticeships. The Learning Foundry was looking to recruit 80 trainees, with 20 apprentices working for Laing O’Rourke on the new stadium build.
Furthermore, the campaign aimed to help The Learning Foundry make a splash in the construction sector harnessing the relationships with Laing O’Rourke, Everton FC and Regenda.
The new stadium will be a key part of the city’s narrative for the next century and beyond - The Learning Foundry with Regenda, is keen to make a long-term impact by making a real difference and creating opportunities for people during the regeneration of the Docks and this was showcased in the film.
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With the aim to raise The Learning Foundry’s positioning, Aurora created an overall strategy that would elevate their comms and harness their partnerships.
Aurora built a campaign concept that focused on the importance of Liverpudlians and the pride in their city. In our script, we focused on the generations who have lived and worked in Liverpool while subtle quotes synonymous with Everton’s mottos were included.
Aurora contacted key Everton personalities and proud members of the city to be the stars of the film through a call to action on social media. This tactic instantly created a buzz and excitement around the project.
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After a huge email response to this unique opportunity, 20 supporters were selected to feature in shots around Goodison Park and provide voiceovers of the script.
Aurora devised and delivered a connected campaign for greater impact, reach and engagement. The main social channel used was Twitter for casting and also for showcasing the film, with more than 2.8million Everton followers on the platform.
The Learning Foundry apprentices appeared in the film, endorsing its credibility within the construction industry and magnified the Laing O’Rourke partnership.
This quality film content was a first for The Learning Foundry and Aurora turned it around in just three weeks from start to end, with swift approval from multiple big name stakeholders.
The Learning Foundry owned the unique piece of content which was then elevated via the Everton Community’s participation and appearance in the film. Featuring via Laing O’Rourke’s channels also meant the film reached business audiences.
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The film campaign was created and delivered within the span of one month, reaching over 100K impressions during the first two live days.
Due to its emotional narrative with a close link to the city, the film grabbed the interest of international and national publications, such as Sky Sports, Onefootball, The Sportsman and the Liverpool Echo.
Within the Everton Football club fanbase, accounts with a reach of more than 50k followers on Twitter, reshared the campaign’s content (retweeted by Bluekipper with 58k followers, Toffeeweb with 40k followers, Blueroom with 24k followers) while it was also viewed on Facebook.