Accenture Technology Solutions Microcampaign
Towards the end of last year, Accenture decided to run a recruitment microcampaign for one of their workforces – Accenture Technology Solutions. Our agency was challenged to come up with a creative concept for the campaign in a very short time and immediately implement it.
There were several obstacles we had to overcome. First, there is a great shortage of IT professionals on the Slovak labour market, which makes recruiting them very difficult – and costly. Usually a long-term campaign with massive media coverage is needed to attract the attention of these “unapproachable” IT people. Second, the advent of Christmas meant sold-out media space and a need to compromise. And lastly – do you really believe online advertising works with IT professionals? Ever heard of ad-blocking plug-ins?
The concept we created conveyed a clear message of being focused on the IT community and took advantage of the coming holidays. The headline “IT sa tešíš na Vianoce?” – meaning “Are you looking forward to Christmas, too?” – is based on a pun. Phonetically, “IT” can be read as “You, too?“ in Slovak. Combined with the main visual and copy, the overall message was that a job in Accenture Technology Solutions was the best Christmas present you could give yourself.
As the campaign was intended to be short-term and very narrowly focused, we decided to use IT-oriented media and channels familiar to IT students. Furthermore, the www.Itvianoce.sk microsite was set up to provide comprehensive information about current vacancies at ATS, as well as the opportunity to apply online. Along with “classic” print advertising, storytelling online banners, PR articles, billboards and mobile billboards near the universities, we tried some unconventional ways of reaching the target group. Posters and door tags at universities and dormitories are already quite common, but have you ever met an angel and a devil giving away chocolate bars in the hallway of a university? Nowadays, it’s possible.