Brief:
We needed a strong, cross-channel B2B campaign, targeting prospects of Indeed Flex (employers who would use our talent pool of verified temp workers) across the sectors we service: hospitality, retail, logistics/warehousing, cleaning/housekeeping.
The idea had to lean into one of our key benefits/USPs, be visual, and be nailed by a strong endline.
Solution:
I came up with a core concept based around a pastiche of old-school horror movie posters, exaggerating the impact of hiring the wrong/unqualified staff, for comic effect.
The idea was to lean into our benefit of ‘filling shifts quickly’ or covering the fact that we only onboard ‘high quality temps’, with the right skills.
It was nailed with the line ‘Avoid the horrors of last-minute staffing’.
I came up with 40+ executions, nearly all visual, covering OOH, press, social ads — and I even made them work as radio scripts.
The language used was that which our target audience would understand e.g ‘RFID scanner’ relates to warehousing/logistics and ‘snake service’ relates to hospitality.