PENNY - "Reality TV recruiting"

Serviceplan Group

Serviceplan Group Munich, Alemania

4972

Marca: PENNY
País: Alemania

Anunciante: PENNY

Título	Reality TV recruiting
Agencia	Serviceplan Group
Campaña	reality tv recruiting
Anunciante	PENNY
Marca	PENNY
Fecha de primera difusión/publicación	2019 / 3
Sector Empresarial	Grandes almacenes, supermercados
Sinopsis	Problem: The unemployment rate in Germany has fallen to a record low. No wonder Germany’s biggest discounter PENNY was having a hard time filling its over 1900 vacancies. Conventional recruiting measures simply didn’t do the job anymore. Idea: To integrate real job offers into a reality tv series. Implementation: We teamed up with the screenwriters of Germany’s most popular scripted reality show “Köln 50667” and developed and produced a tailormade recruiting scene. During the scene viewers were encouraged to whatsapp Alex, the PENNY employee, for a direct application for the job offered in the scene. A chatbot, perfectly imitating Alex, handled the whole application process at eye level. In addition to the job from the show, similar vacancies in the user’s neighborhood were offered. Results: With 4 tv airings we reached 3,8 million viewers generating 26.016 unique chatbot interactions with a total of 38.132 minutes. But most importantly we provided 186 people with a job at PENNY. And this was only the beginning: Because of the campaign’s huge success, RTL2 is offering Reality TV Recruiting to other companies.
Filosofía	To integrate real job offers into a reality tv series. Implementation: We teamed up with the screenwriters of Germany’s most popular scripted reality show “Köln 50667” and developed and produced a tailormade recruiting scene. During the scene viewers were encouraged to whatsapp Alex, the PENNY employee, for a direct application for the job offered in the scene. A chatbot, perfectly imitating Alex, handled the whole application process at eye level. In addition to the job from the show, similar vacancies in the user’s neighborhood were offered.
Problema	The unemployment rate in Germany has fallen to a record low. No wonder Germany’s biggest discounter PENNY was having a hard time filling its over 1900 vacancies. Conventional recruiting measures simply didn’t do the job anymore.
Resultado	With 4 tv airings we reached 3,8 million viewers generating 26.016 unique chatbot interactions with a total of 38.132 minutes. But most importantly we provided 186 people with a job at PENNY. And this was only the beginning: Because of the campaign’s huge success, RTL2 is offering Reality TV Recruiting to other companies.
Medio	Branded Content
Duración	124 seconds
Director ejecutivo de creación	Alex Schill
Director ejecutivo de creación	Matthias Harbeck
Responsable de conceptos / redactor	Vladislaus Tyszkiewicz
Director artístico	Patrick seifert
Director artístico	Marko Wiese
Responsable de conceptos / redactor	Iasonas Baliamis
Responsable de conceptos	Björn Köbe
Director creativo	Christian Sommer