Deiner Karriere auf der Spur
Gold
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Details
A mysterious visual, a QR code and hidden behind it: an interactive augmented reality search for clues. For the Hessian police force's recruitment campaign, the poster medium was combined with the online gaming world to create an eye-catching recruitment campaign to reach and, above all, inspire the young core target group (16 to 20-year-olds). A QR code on City Light posters takes young people waiting for the bus to a virtual crime scene in the subject. Once they have secured all the clues with a click, the call for applications follows immediately.
The Jury‘s Statement
The Hessian police position themselves as a modern and forward-thinking employer with their campaign "Deiner Karriere auf der Spur" (On the trail of your career). By creatively utilizing augmented reality and gamification, the young target audience is directly addressed and actively engaged. The connection between the real and virtual worlds – symbolically embodied by the city-light poster and the interactive crime scene investigation – is stylish and strategically well-conceived. Particularly impressive is the seamless integration of offline and online measures, ensuring a consistent and effective approach to the target group. This campaign demonstrates how employer branding can be credibly and sustainably shaped through innovative approaches.
