We Keep Switzerland Working
We delivered a nationwide integrated campaign for Switzerland’s leading Jobs portal. We created a new brand positioning and communication strategy, to increase brand awareness in jobseekers considering change, as well as activating job search through their website and mobile app.
Jobs.ch’s position as the largest and most successful search platform in Switzerland was under threat from new global players entering the market. The Jobs.ch marketing team wanted to confront this by delivering a more evocative ‘always-on’ brand campaign - to drive awareness, consideration and loyalty from the jobseekers of Switzerland. In order to succeed, they approached Delete to help them create a Brand Communications Strategy and Campaign.
Research told us that 9 /10 Swiss Nationals felt a strong sense of national pride. It became clear to us that the work / life balance is considered to be more important than salary and career positioning. We also understood that Jobs.ch is very much a Swiss company - founded and run in Switzerland, for Swiss people with an inherent Swiss culture. This set them apart from their global competitors, who focus on a more generic one-size-fits-all approach to their market offer. This notion gave us a strong point of difference and a connection which we could emphasise and define through our campaign.
Mit uns arbeitet die SchweizKeeping Switzerland Working
From Switzerland’s watchmakers and cheesemakers, to its bus drivers and bankers - every worker helps keep the country moving and contributes to its success and unique identity. The central idea of our campaign celebrated the integral role which Jobs.ch plays in helping every worker find the job that’s right for them. The campaign conveys Jobs.ch's deep understanding of Swiss people and the companies they work for - they truly “keep Switzerland working”.
Building an ‘Always-On’ Campaign
A core aspect of the project was the idea of creating an “always-on” campaign - something that would allow the client team to move from a big impact brand campaign, supported by media, through to micro activation and performance campaigning in social channels.
We developed an integrated media plan that focused on high exposure of the campaign through social channels, national papers and high volume out-of-home locations through major transport hubs.
How we did it
Concept & Script Development
Key to the success of campaign was the building of a richer brand layer. The concept of “We keep Switzerland working” was a natural solution to the brief. From here we developed a script, to construct an emotional rationale for our bold brand campaign. We then workshopped this with the client team into a High German version for the Swiss market - for the resulting “Mit uns arbeitet die Schweiz”.
Building a Brand Story
We commissioned Salt.tv as our production partner and Delete developed the treatment and filmic approach with director team Ragnar and Rudolph. We went to Switzerland on a meticulously planned 5 day shoot, to capture all the necessary filmic and photographic content we would need for the campaign. The shoot took in a huge number of locations across Switzerland, from factories to forests, to build a true picture of the varied work life of the country and its people. The film was edited back in London with a Swiss V/O artist.
Atomised Campaign Creative
From our rich source of content to the core concept and script - Delete crafted a collection of assets to activate the campaign - including brand films, social campaign assets, press ads, digital banners, out of home digital billboards and landing pages.
Campaign in action
The campaign ran across national press, out of home, major digital titles and social platforms.
Digital Media, Press & Out of Home had a combined audience reach of over 3 million in the German speaking part of Switzerland.
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