Apprenticeship Carolina
Press Start on Your Career
The Situation
For many young people starting a career, the default path still looks like school first, work later. Apprenticeship Carolina wanted more South Carolinians to see an alternative path: one where they can learn real-world skills, earn a paycheck, and start building a long-term career all at the same time.
The Insight
We were already communicating in both English and Spanish to reach parents, teachers, and other key decision influencers. But to reach the young people we were truly speaking to, we needed to communicate in a way that removes the natural dread that accompanies picking a career path. So we framed the campaign in a third language that almost any young person would understand: gaming.
The Solve
Using nostalgic pixel art and familiar video game terminology, the campaign was designed to translate detailed career-path information into something dynamic, engaging, and most importantly, fun—making the search for an apprenticeship opportunity feel less like homework and more like an adventure.
The creative came to life across social, search, display, streaming audio, radio, transit, and a custom landing page. And when the results came in, the campaign had a pretty impressive high score. It generated more than 20.4 million impressions and nearly 88,000 clicks, with an average CPC of $1.01, and streaming audio reached more than 319,000 listeners.
