‘I’ve always got new leads in the pipeline’: Hipages targets tradies

Construction puns are reinforcing Hipages’ message that its platform is helping make contracting easier for tradies.

The digitally-led ‘Work smarter, not harder’ campaign highlights the new leads and steady stream of opportunities which can help tradies grow their businesses.

Created by VCCP, the campaign is running across YouTube, Facebook, Instagram and Google with 15 and 6 second cut downs of the campaign film. A digital out-of-home display will also be running in Brisbane for three weeks.

Hipages head of brand communications, Guillaume Papillon, said the campaign is taking advantage in the surge in home improvement projects.

“Currently in Australia there are 1.1 million tradies working within 257,000 trade businesses which service the home improvement industry – worth $83 billion in 2020. On Hipages, a new job is posted on average every 23 seconds, with over 100,000 jobs posted each month offering a high volume of job lead opportunities which trade businesses of all sizes and locations can take advantage of to efficiently grow their business,” he said.

“In trade businesses, the biggest inefficiencies lie in everything that needs to happen off the job and Hipages offers a way to reduce the pain-points that come with building and maintaining a business, helping tradies work smarter, not harder.”

The campaign comes two months after the finale of The Block. As a sponsor of the Nine reality program, The Block is the basis for Hipages’ major marketing activation throughout the year.

Hipages has worked with VCCP since 2016, and named Avenue C its media agency partner towards the end of 2020.


Client – Hipages
Creative – VCCP
Media – Avenue C


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