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The Employment Agency’s 2012 training campaign aimed to continue the 2010 “I’m good” communication strategy, this time with the Agency’s career guidance service acting as the sender of the message.
The goal was to reach young people who might be feeling unsure as to their career choice, and to give them self-confidence and hope. The campaign was particularly aimed at young people who might not feel “good enough”, such as those with a migratory background, lacking a school leaving certificate, etc. The objective was to familiarize them with the support provided by the professional career guidance service, which can see them through the decision-making process of choosing a career. The idea: We met the youth in their familiar media environment and blurred the boundaries between advertising, information provision and entertainment. This made choosing a career both attractive and exciting, while actively involving the young people themselves.
“I’m good” camps served as a driving force and communication promoter. These action-driven edutainment platforms were set up in ten different locations. The campaign’s testimonial rapper “Das Bo” accompanied the Agency’s campaign as its sponsor, and with his “Good” song he provided the campaign with an essential, viral element. From the very start the target group was both involved with, and integrated in, the campaign development process and given encouragement across all channels. The media mix was further complemented by collaborations, live action and editorial integration of content in an effort to generate credibility and involvement.
Four times as many registrations were received for the “I’m good” camps as compared to the previous year. Over 65,000 new Facebook fans were generated throughout the campaign.
Bundesagentur für Arbeit