2018 | Silver | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Ikano Handel Sdn Bhd Brand: Ikea Creative Agency: - Credits: -
With IKEA was opening a new store in Tebrau Johor, the biggest store in all of SouthEast Asia, IKEA needed to find new employees to join the family and become part of the history. We were tasked to help drive recruitment for store with minimal budgets.
Insight, Strategy and the Idea
With the launch of Tebrau Store IKEA was creating history by being the biggest store in SEA region. The brand wanted to ensure that it finds the right partners who understood IKEA’s beliefs and value systems. We realized that traditional recruitment methods while effective may not necessarily mean that the right talent is applying for the job. We had to find a solution which would help us deliver the brand values and proposition to prospective employees and also help set clear expectations from the aspirants. As IKEA was creating history, Media Agency took a leaf from History to launch a unique and novel recruitment campaign. We launched TOWN CRIER CAMPAIGN to invite applications.
We launched the campaign with a special truck with a digital screen driving across key areas in Johor to announce IKEA Recruitment. The truck with IKEA team acted like Town Crier of the old days and announcing the arrival of IKEA, they also spoke to prospective talent one-on-one and answered any questions that they had. The Town Crier truck hijacked both commercial & residentials areas over the course 9 consecutive days. The uniqueness of the message and personal touch caught attention from Johoreans as the word spread around from people to people. The campaign was supported with minimal newspaper & radio messaging.
Results and Effectiveness
The Town Crier campaign helped IKEA achieved 100% of targeted applications and managed to fill up all the vacancies required! And thats how we deployed history to create history.