Brief
The Government of Western Australia asked us to help them recruit 31,000 Brits to join their workforce down under, ahead of a Ministerial visit to Britain.
Strategy
A clever headline-back, news and storytelling strategy that attracted mainstream news & lifestyle media and punched well above the weight of bog standard recruitment ads.
Activation
Our campaign was two-fold:
In phase 1, we devised a call-to-action for Brits in the field of nursing, policing, teaching and other sectors to step forward if they wanted better wages, a better lifestyle and a higher standard of living, under the headline ‘we want to steal your people’.
In phase 2, during the Ministerial visit, we organised 3 x recruitment events across the UK and promoted them with a second headline grabbing angle focusing on the huge no of enquiries (60,000) WA had received since phase 1 took place.
Results
Two rounds of blanket national coverage, 3 slots on Good Morning Britain, 2 x live OBs from our events and several broadcast appearances for WA Jobs Minister, Paul Papalia, drove 60,000 jobseekers to enquire about working in WA, and over 1,000 applications to the WA police force alone.
