Snap-on Tools and Street Machine launch Apprentice of the Year

Car magazine Street Machine and and mechanic tool company Snap-on Tools have launched the Snap On Tools Apprentice of the Year competition for the fourth year.

The competition aims to find and reward the best third or fourth year apprentice in the automotive industry.

PR agency Keep Left has created the content for the micro-site and is running a social media program through Facebook plus a traditional PR strategy.

Steve Jones, Snap-on Tools Australia national sales manager said: “We are really excited to be implementing this program of work with Keep Left. It’s the first major project Keep Left is rolling-out for us since we engaged them in late 2011. This is a new area for us, and they’ve helped us explore different avenues to reach quality applicants for the Apprentice of the Year program.”

Jones said that apprentices are a difficult group to reach through traditional media which made Snap-on’s decision to reach out through social channels.

“We know our apprentices are spending most of their days under vehicles. We also know they also have limited patience for traditional media channels. So this saw us design online video content. We also know they have a passion for Snap-on product, and are avid fans, so we created a Facebook group to complement that.”

Client: Snap-on Tools Australia
Advertising and Design: Snap-on Tools Australia
Partner: Street Machine
Digital/video direction: Keep Left
Video production: Gozer Studio


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