GREAT OPPORTUNITIES. GREAT HEART.
Bavarians and Vorarlbergers share a very close, but not always simple, relationship. Our joy was all the greater when ALPLA, headquartered in Hard, Austria, invited us to pitch for a campaign to attract apprentices. ALPLA is one of the world's largest manufacturers of plastic packaging – and, as we soon discovered, also a company of considerable human scale.
Unfortunately, it cannot be denied that the Kainz core team has long since outgrown the apprentice age. Therefore, our research into the sensitivities, emotional world, expectations, and outlook on life of our young target group was accordingly intensive. We pored over studies, scoured the web. Above all, however, we grilled ALPLA apprentices, vocational school students in the Ländle region, and not least our own juniors. The results not only broadened our own horizons but also – in addition to the client's briefing – formed the basis of our campaign "GREAT OPPORTUNITIES. GREAT HEART."
The campaign that won the pitch.
WHAT'S UP? WHATSAPP!
Apprenticeships at ALPLA are highly sought after – because the company demands a lot, but offers just as much. These special benefits, ranging from a daily meal allowance to potential international internships and legendary excursions, form the core content of our campaign. They are communicated through WhatsApp dialogues – the communication method most frequently used by young people.
Shooting and filming took place at original locations with real ALPLA apprentices and a lot of fun. However, the apprentices were not only active in front of the camera. Every motif and every dialogue was coordinated with them and ultimately approved by them.
Network
Of course, posters and city lights are needed. However, the most important part of the campaign logically runs in online media. All created clips and motifs are promoted – appropriately adapted – on platforms such as YouTube, Instagram, and Facebook. In addition, there are classic online banners. The goal of all these measures is to generate significant traffic on the newly created apprentice website lehre.alpla.com and to motivate interested parties to get a taste of the experience.
DIFFERENT TIME, DIFFERENT PLACE.
In conversations with young people, we also learned what they do in their free time and where they prefer to spend it. Our idea of addressing them in unusual ways wherever they are was implemented with ALPLA as an intermediary. But not only the locations of engagement are extraordinary – so is the timing. While apprentice recruitment campaigns traditionally started at the end of the year, ALPLA uses original viral messages to keep itself in the target group's consciousness throughout the year, constantly suggesting: Cool place! Apply! Apply! Apply!
Attached.
Among the additional accompanying tools and measures we proposed, a smartphone-sized bottle tag was produced as a first step. The accordion fold brochure provides information about apprenticeships, trainers, and all the special features of an apprenticeship at ALPLA. It is distributed as part of promotional activities.
DÖF*!
Work on the apprentice campaign continues in 2019. And because the DÖF* is truly right between ALPLA and us, we have now also been entrusted with the brand/image campaign and an employer recruiting campaign. Thank you! It's fun!
* If you haven't outgrown the apprentice age as long as we have, you might not remember the New German Wave cult band "Deutsch-Österreichisches Feingefühl" (German-Austrian Sensitivity), or DÖF for short...
