Transfield
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Insight: To recruit over 60 trainees or apprentices for Transfield’s Telecommunications and Electrical businesses. Previous attempts included traditional print advertising and were not delivering the level of response needed to fill the program.
Relevance: As part of the media targeting of “Gen Y” candidates, Adcorp used cinema as the primary medium and secured a package including bonus free screenings and an extra week throughout New Zealand. Ads in regional newspapers reinforced the message.
All advertising had an SMS component providing the capability to immediately receive more information about applying. This method of response was in line with the Gen Y candidate’s propensity to take action about these opportunities quickly.
Results: The campaign’s text/sms package enabled Transfield to see exactly how many responses were generated from the campaign. The overall campaign successfully filled the 66 vacancies on offer.