Presenting a multinational in the infrastructure sector in an attractive, entertaining and human way. This is the challenge that Ferrovial’s communication team has been setting itself since 2015, through corporate content disseminated on its blogs, podcasts and social networks. Now, the company has made the leap to the audiovisual format with the docuseries The Movers, available on YouTube, featuring stories told in first person by its employees. The first episode, which focuses on a construction manager who has worked on emblematic buildings in Madrid, has accumulated more than 50,000 views in one week.
Ferrovial’s digital communication manager, Arantxa Gulías, explains that “since the time of the pandemic, in 2020, we have been committed to publishing testimonials from colleagues and we have seen that this content has much more engagement than the rest”. On this basis, they came up with the idea of launching a docuseries with the aim of “eliminating the idea that engineering is boring. We wanted to show emotional, non-technical, entertaining and visual content that offers a fresher image of the world of infrastructures, in line with the claim For a world on the move”.
The digital communication team got down to work. They called a casting call to select “profiles with original, different and challenging professions, but who also felt comfortable sharing their story in front of the camera”. There they chose the six protagonists of this instalment, which will tour Spain, the United Kingdom, the United States and Poland, with the help of its producer Miguel Alcalde.
Gulías defends that the central idea is “to tell what the day-to-day life of our colleagues is like, what they studied, how they started working in the company, their greatest challenges, and what connects them with their profession and their community”. “We are not looking for an advertorial concept,” he admits.
The digital communications manager admits that “we’re not looking for a concept of advertorial”.
In the following episodes, The Moovers will focus on employees such as Ryan, who worked at Webber, the North American subsidiary, who started as an intern on a construction site and is currently VP of Operations at the subsidiary; or Gina, who manages the community on construction sites in California, attending one by one to all the requests from neighbours, businesses and town councils, a 24/7 job.
The manager of the area says that the first sensations of the project are positive and they are already working on a new instalment to learn more stories of Moovers.