A look at the planning and filming of the SCSI’s recent TV advertisement.

SCSI TV advertisement

Patricia

RowenaQuinn

On March 16, the Society of Chartered Surveyors Ireland launched its first ever national TV advertising campaign, entitled The Days. The 30-second commercial was created with the intention of raising awareness of Chartered Surveyors and their professional expertise, while portraying the breadth of careers within the surveying profession. The idea behind the ad was to show how Chartered Surveyors are involved in every stage of the property and construction process.
The advertisement ran on RTÉ1, RTÉ2, TV3 and 3E a total of 206 times between March 16 and 31, with the Society’s target audience viewing it an average of three times. The campaign also included a strategic digital marketing component on RTÉ player, TV3 player, IrishTimes.com and Independent.ie, which generated over 650,000 impressions.

Planning
The Society’s Communications & Events Standing Committee oversaw the development of the advert in conjunction with the SCSI communications department. Atomic, the advertising agency that the Society previously worked with on the successful ‘Check They’re Chartered’ radio, print and online campaign in 2012, were engaged to help develop the campaign. Aware that the message of the SCSI and Chartered Surveyors is a complex one, the Communications & Events Standing Committee felt that television was the best medium in which to illustrate the message and build brand awareness.
The planning phase took place over three months, during which time the Society shared views and input from the various professional group committees with Atomic. Filming took five days in total across ten different locations, featuring 11 Chartered Surveyors who volunteered to represent their profession in the various scenes.
It is a testament to the commitment of the members involved, not all of whom appeared in the final advert, that the advert was produced on time and within budget.

The advert
The first scene opens as Stephen Kavanagh, a Chartered Rural Surveyor, walks along a dirt path in the heart of the Wicklow Mountains. Stephen is followed by Ben King, a Chartered Geomatics Surveyor, who operates a theodolite with the picturesque mountain scenery in the background.
The next scene shows Liam Keighery, Chartered Facilities Management Surveyor, ducking under pipes, inspecting machinery and assessing the conditions of a facility (top, left). Much of a Chartered Facilities Manager’s work is strategic, and is carried out in the office. The scene is a true ‘day in the life’, as Liam manages the building in which the scene was filmed, the Irish Life building on Abbey Street in Dublin.
Andrew Ramsey follows, a Chartered Building Surveyor scrutinising an old Georgian building in a state of disrepair. The scene showed droplets of rain on the windows, buckets filled with water from apparent leaks and newspapers soaking up puddles on the floor.
The next scene was shot in one of the finest industrial warehouses on the Irish market, a new and unoccupied warehouse located in Dublin Airport Business Park. Brendan Smyth, Commercial Property Surveyor, can be seen opening the doors of the industrial space as the sunlight pours in, filling the warehouse. The light filling the room represents the positivity and optimism of the moment, being part of the start of a new business, or the expansion of an existing one.
Following Brendan’s scene, we see Ireland’s most well-known Chartered Quantity Surveyor, Patricia Power of RTÉ’s popular Room to Improve series, walk through a house that’s undergoing renovation, observing the quality of work as she passes (above, centre). The scene was particularly authentic, as the house in which the scene was shot was one she was working on at the time. Given that the location was an active building site, the Society was not short of props and extras to make the scene come alive. Even the blueprints were real! An important part of the ad was to showcase the work of surveyors and auctioneers/estate agents. Rowena Quinn can be seen representing Chartered Residential Agency Surveyors by putting the final touches to a show house in preparation for a viewing (above, left).
The next two scenes represent the expertise and excellence of Chartered Surveyors, showcasing Chartered Planning and Development Surveyor Claire Solon, working in an office late into the evening, while the following scene shows Conor O’Donovan, Policy & Communications Director of the SCSI, illustrate the advanced technology surveyors use on a daily basis to aid their work.
Following that, Chartered Commercial Agency Surveyor Eamonn Maguire shows clients a top of the range commercial building to let. The building is actually an apartment block, which has already been featured numerous times in the popular Love/Hate series.
The final scene goes back to the residential property sector. It follows on from the earlier scene of a home being prepared for a viewing. This scene shows a young family receiving the keys to their first home from Chartered Residential Surveyor Simon Stokes, depicting a momentous day in a young couple’s life, a ‘big day’, which a residential agency surveyor feels privileged to be a part of.

Launch of the campaign
The campaign was launched during the ad break of the final episode of RTÉ’s Room to Improve and ran over a period of three weeks. The campaign launch was also featured in a range of national newspapers, including The Irish Times, Irish Independent and Irish Examiner.
A new aspect of the campaign was to focus heavily on social media. There were conversations taking place on Twitter around the first showing of the advert during Room to Improve, and the Society promoted the advert extensively on Facebook, Twitter and LinkedIn, garnering over 80,000 impressions. On YouTube, the ad had more than 10,000 individual views within the first two weeks.

Feedback
The Society will continue to invest in promoting the SCSI brand and the professionalism and expertise of Chartered Surveyors.
A recent national Red C poll carried out on behalf of the Society shows that over six in 10 people are now aware of the Society as a professional representative body in the property, land and construction sectors (Figure 1). The next phase will promote the various individual specialisms within Chartered Surveying and the Society will use a range of digital media tools to do this.

FIGURE1-Awareness-of-the-SCSI

FIGURE 1: Awareness of the Society of Chartered Surveyors Ireland (SCSI). Source: Red C Poll.

 

 

 

 

 

 

 

ConorO'DonovanConor O’Donovan, MBA
Conor is SCSI Director of Policy & Communications

 

 
SiobhanODeaSiobhan O’Dea
Siobhan is SCSI Communications & Marketing Executive

 

 

 

 

RowenaQuinn2
Rowena Quinn
Rowena is Chair of the SCSI Communications & Events Committee