Brief:
We needed a B2B campaign that quickly conveyed the high quality/careful vetting of the temp staff available on our platform, 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.
Solution:
I came up with a quick, visual + copy concept to denote ‘high standards’/’high quality’, and draw in the audience, asking them to look for the mistake.
The mistake was never in the image itself – which was designed to represent perfection – but in the copy.
The audience would then be rewarded by eventually spotting that mistake – like those puzzles that do the rounds on social media.
The perfection related to the industries we cover.
it was to run as OOH (always the simplest medium to create for), but also as press ads or static social ads.
It was nailed with the simple line ‘We don’t raise the bar. We set it’ + an explainer: ‘Indeed Flex — Instant temp staffing’ (this was necessary, as, unfortunately, we still get muddled up with our parent company, Indeed).