Hire on Wheels: The mobile recruiting campaign by REWE Digital.
Fast, targeted, and straight to the heart of the target audience: REWE Digital relies on impactful mobile outreach. Sometimes things have to move fast: Following short-notice layoffs at a major logistics company, REWE Digital responded within just 72 hours with an attention-grabbing campaign at the Berlin, Munich, and Hamburg locations. The goal was to draw attention directly on site to suitable job alternatives within the company itself – at exactly the right moment.
Lightning-fast response: a recruitment campaign in 72 hours!
Key Facts
- Mobile bicycle advertising combined with a targeted flyer campaign
- Period from inquiry to campaign start: Four days
- Locations of assignment: Berlin, Munich and Hamburg
- Geo-targeting: Advertising measures directly in front of Amazon warehouse locations (industrial areas)
- Target group: Recently laid-off Amazon warehouse employees
Idea
- Vision: Showing a concrete job alternative for employees who have been released from their duties in a comparable field
- Campaign implementation response time: within 72h from the customer’s initial contact
- How it works:
– Placement of advertising bicycles directly in front of Amazon warehouses
– Distribution of flyers with a QR code to the REWE Digital application page
– Focus on direct outreach to suitable candidates
Goals
- Target goals:
– Quick response to a suddenly emerging applicant market
– Direct contact with affected employees
– Short-term filling of the applicant pipeline - Achieved goals:
– Campaign in record time
– Positive perception as a proactive employer
Strategy
- From the moment the customer inquiry was received, the focus was on very rapid implementation.
Within a few hours, the following was checked:
– Production: immediate approval and express printing
– Logistics planning: coordination of the advertising bikes for Berlin, Hamburg and Munich
– Personnel planning: selection of experienced promoters and immediate, detailed briefings
Take Aways
- With proven processes, implementation at various locations is possible within a few days
- Quick and targeted response to short-term developments in the labor market
- Cost-effective implementation
- Virtually no wasted reach
»We were completely satisfied.
Communication, implementation,
speed and the feedback
exceeded our expectations!«
Lucas Hansen,
HR Expert for Employer Branding at
REWE Digital GmbH
Impressions of the campaign:
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