Upskilling Plumbers with Purpose and Precision.

PICAC

The Big Idea: Upskilling with Impact.

With the growing demand for energy-efficient solutions and a shift toward sustainable plumbing practices, PICAC’s heat pump training program was designed to meet a real industry need. Our goal was to position the program as a must-do for plumbers and apprentices, not just for compliance, but for career growth.

The campaign focused on raising awareness, driving enrolments, and making the training offer feel accessible and essential. By combining mass-reach radio with high-performing digital and social content, we created a clear path from awareness to action, helping plumbers understand the value of upskilling and making it easy to take the next step.

Multi-Channel Execution - Radio & Streaming.

BossMan Media delivered a fully integrated campaign that combined mass awareness with targeted digital conversion.

 We partnered with Triple M and LiSTNR to reach tradies where they tune in most – morning shows, AFL broadcasts, and dedicated tradie segments. With over 214,000 listeners reached in the initial burst and 80,000+ in the extended phase, our message landed with frequency and impact.

Multi-Channel Execution - Meta Advertising.

Social media played a key role in guiding plumbers from interest to enrolment. Our Meta campaigns reached hundreds of thousands of unique users, using targeted creative and smart audience segmentation to drive clicks and engagement.

With clear messaging and bold visuals, we helped turn scrolls into sign-ups, reinforcing the campaign’s message and keeping momentum strong throughout.

Meta also allowed us to retarget warm leads and maintain visibility throughout the decision-making window, ensuring the training offer stayed top of mind for those most likely to convert.

Creative That Converts.

From animated GIFs to static ads, we tested and optimised creative to maximise performance. Our messaging focused on simplicity, urgency, and benefit – helping plumbers see the value in upskilling quickly and clearly.

Why It Worked.

We understood the audience, crafted the right message, and delivered it through the right channels. By combining traditional media with targeted digital, we created a campaign that plumbers not only noticed, but acted on.

 Working with PICAC has been a highlight for our team. Their commitment to industry excellence and future-focused training made this campaign a perfect fit for BossMan’s strategic and creative approach. We’re proud to have helped drive real impact for a vital sector, and even prouder of the results.