BossMan was engaged by the CFMEU and PPTEU Victorian Divisions as well as the Victorian Trades Hall to develop the strategy, plan, execute and manage their campaign for the 2022 Victorian State Election.

Focused on showcasing the job security offered by a Labor Government to construction workers, the campaign emphasised the multitude of ongoing and upcoming infrastructure projects in the state.

  • Strategy and planning
  • Media Buying
  • Campaign Optimisation and Management
  • Creative Strategy
  • Creative Production

Campaign creative strategy was tailored for construction professionals state-wide, utilising real-life construction workers talking to their peers in their language for maximum cut through and engagement to the desired target audience. The uplift in Labor votes in the targeted electorates was positive and resulted in what was deemed an extremely successful campaign.

The campaign faced challenges with many construction workers having negative feelings towards a Labor Government after the COVID-19 pandemic restrictions throughout Victoria.

The campaign utilised a multi-channel approach, spanning TV, radio, billboards, targeted postage drops, social media, and digital display platforms.

Key stakeholders were nervous about the response from our industry, but BossMan absolutely nailed the strategy and creative for this campaign in a way that really connected with the construction industry. Their expertise of the media landscape meant our campaign was seen at high levels across the state, which resulted in good engagement and a successful result.

John Setka.
State Secretary, CFMEU Vic-Tas Branch