Target audience
B2C - young contemporary workers looking for their first job. B2B - small local businesses with recruitment needs.
Inventory
Large vertical screen formats in high-footfall locations (shopping centres, public transport hubs) across 50 cities in France.
Partners
Displayce, Mediatransports, JCDecaux France, In-Store Media, Cityz
THE CHALLENGE
In a rapidly changing job market by sectoral tensions, Randstad, a major player in human resources, faced the challenge of boosting its commercial activity and attracting new talent, especially in regions where employment opportunities remain underutilised.
THE OBJECTIVE
Increase brand awareness by positioning Randstad as a key player in local employment, close to candidates and businesses. Secondary objectives: talent sourcing, attract new businesses.
THE SOLUTION
A hyper-localisation strategy focusing on regions with the most pressing employment and recruitment needs was deployed. A 30km radius was defined around each of the 50 targeted cities, all high-traffic areas, to ensure maximum visibility for candidates and businesses. Ads were broadcast in optimised time slots, during peak travel hours on weekdays and leisure hours on Saturdays.
