Hasta La Creative!

Direct Marketing
PENNY

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.

Advertising Agency:Serviceplan, Munich, Germany
Directors:Alex Schill, Matthias Harbeck, Christian Sommer
Art Directors:Patrick Seifert, Marko Wiese, Björn Köbe
Copywriters:Vladislaus Tyszkiewicz, Iasonas Baliamis