The global spray foam market is growing rapidly, expected to be valued at $3B by 2031. The combination of new construction, renovation projects and efforts to combat the energy crisis are helping to drive further demand.
Although the need for installed spray foam is high, an entry-level labor shortage continues to hold back spray foam businesses across the nation. To address this, an admittedly unconventional recruitment campaign was launched by a coalition of national spray foam installation companies at pay4spray.com.
Knowing the audience was composed of young males aged 18-24 with no post-secondary education and extra time on their hands, we met them where they were. By targeting the major adult streaming sites and other places that they frequent, we were able to reach this group at a much lower CPM, and with much greater impact.
The NSFW pre-roll videos ran as typical ads for adult services but quickly take a turn to the unexpected. The campaign itself garnered a rush of inquiries and applications by new recruits and remains one of the craziest – and most clinically strategic – things we’ve ever made. The campaign was also recognized by the AdFed Show and other industry organizations.
Brand Strategy
Media Planning
Media Buying
Creative Direction
Production
Editorial
Animation
Creative Director: Brian Hurley
Creative Director: Dan Armstrong
Director: Brian Hurley
Director: Dan Armstrong
Crew: Ryan O’Rourke
Crew: Tom Okins
Producer: Nate Maydole
Editor: Brian Hurley
Editor: Chadwick Nelson
Illustrator: Jonathan Schuster
Animator: Brian Hurley
Audio Producer: Eric Olsen
