The Drum Awards Brand Strategy Awards Case Studies

Here’s how Raja Workplace and TMWI set out to define the ‘dream job’


By Awards Analyst, writer

December 7, 2022 | 5 min read

TMWI won the B2B Sector prize at The Drum Awards for Digital Industries 2022 for its Dream job campaign. Here’s what you need to know.


Credit: Raja Workplace

Raja Workplace, a company that sells industrial equipment to UK-based employers, partnered with TMWI agency to launch a survey asking respondents to describe the characteristics of their “dream job”. 2,000 working professionals, aged 16-64 participated in the survey, and the results were collated into a press release from TMWI.

The brief

Raja Workplace sought to increase brand awareness and simultaneously create an evidence-based narrative that would enable it to resonate more deeply with its audience. In addition to striking an emotional chord with its customer base, that narrative would ideally also be sufficiently compelling to attract the attention of major news publications — thereby helping to make Raja Workplace more of a household name.

The idea

Faced with this challenge, TMWI got to work developing a survey that would analyze respondent’s opinions about what a “dream job” looked like, based on universally salient factors such as salary, number of working hours per week, and preferences surrounding working remotely versus working from a company office space.

The survey results would be used to generate insights that would help Raja Workplace’s target customers, and employers, to make more strategically effective management decisions.

The results

The survey produced five key insights that were selected for their relevance to working professionals and for their apparent newsworthiness. Each of the insights was positioned as characteristics of the “dream job”; one, for example, claimed that the “dream job” would require between 21-30 hours of work per week.

In addition to the press release from TMWI, the campaign reportedly received coverage from national and industry-specific publications. TMWI also helped to drive traffic to the survey and to the Raja Workplace website.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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