SBB Cargo International is on the right train
LD Media is launching a new way of recruiting staff for SBB Cargo International. The campaign is designed to counteract the shortage of locomotive drivers and increase the number of applications submitted by a defined target group.
SBB Cargo International suffers from a permanent shortage of personnel. After several unsuccessful attempts to recruit personnel, the company decided to work with LD Media. With the "bewege was" campaign, the agency wants to counteract the shortage of locomotive drivers in the long term and set new accents in personnel recruitment.
The campaign relies on the integrated use of analog as well as digital communication channels. "It was important for us to draw attention to the situation in a humorous way," says Peter Scherrer, Art Director at LD Media. Michail Stahlhut, CEO of SBB Cargo International, and Massimo Carluccio, Head of Human Resources, are the faces of the campaign and are enthusiastic about the agency's creative problem-solving strategy. "We were aware of the seriousness of the situation, which is why we stand behind the campaign with our names and faces," says Stahlhut.
The goal of the campaign is to develop awareness, target prospective employees and lead them to the employer with easy signposting.
With a guerrilla campaign in southern Germany, project manager Jana Svatos and art director Peter Scherrer distributed over 500 posters with the title "Job zu verschenken" ("Giving away a job"), attracting the attention of many passers-by. Thanks to the accompanying photo reportage, people were able to follow the guerrilla campaign online or even become part of it themselves. A direct mailing, landing page, social media marketing and competition supported the campaign's reach. "The response is very high. We are convinced that the campaign will have its effect," says Michail Stahlhut.
