Cannes Lions

Gate for Talents

OGILVY GERMANY, Frankfurt / OGILVY GROUP / 2018

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Overview

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Credits

Overview

Description

To win international talents for Ogilvy Germany we forwent boring job ads and created unique recruitment posters and went to a place where the whole world is passing by every day: one of the busiest airports in the world, the Frankfurt Airport.

Execution

We placed special recruitment posters – at three specific outbound gates; to Sweden, to the United Kingdom and to the United States. The search was tailor-made with exactly what we were looking for: Swedish web developers, American storytellers and British planners.

For the design of the posters we took elements like pens, MacBook’s, graphics and diagrams to give the intention of national flags from the countries we wanted to hire talents. For American Copywriters, we replaced the red stripes of the flag by red pencils, for Swedish web developers we convert the blue boxes into MacBook’s and with four different diagrams we redesigned the British flag for British planners. A simple message in the national language and a phone number completed our recruitment posters. The only thing talents needed to do was to say “Hello” per WhatsApp.

Outcome

In just 4 weeks we achieved 28 top applications (128% increase), reached 1.8 million passengers and generated 340% more traffic on our job portal, addressing only our target groups.

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