TitleReality TV recruiting
Agency
Campaign reality tv recruiting
Advertiser PENNY
Brand PENNY
Date of First Broadcast/Publication
Business Sector Department Stores, Supermarkets
Story Problem: The unemployment rate in Germany has fallen to a record low. No wonder Germany’s biggest discounter PENNY was having a hard time filling its over 1900 vacancies. Conventional recruiting measures simply didn’t do the job anymore. Idea: To integrate real job offers into a reality tv series. Implementation: We teamed up with the screenwriters of Germany’s most popular scripted reality show “Köln 50667” and developed and produced a tailormade recruiting scene. During the scene viewers were encouraged to whatsapp Alex, the PENNY employee, for a direct application for the job offered in the scene. A chatbot, perfectly imitating Alex, handled the whole application process at eye level. In addition to the job from the show, similar vacancies in the user’s neighborhood were offered. Results: With 4 tv airings we reached 3,8 million viewers generating 26.016 unique chatbot interactions with a total of 38.132 minutes. But most importantly we provided 186 people with a job at PENNY. And this was only the beginning: Because of the campaign’s huge success, RTL2 is offering Reality TV Recruiting to other companies.
Philosophy To integrate real job offers into a reality tv series. Implementation: We teamed up with the screenwriters of Germany’s most popular scripted reality show “Köln 50667” and developed and produced a tailormade recruiting scene. During the scene viewers were encouraged to whatsapp Alex, the PENNY employee, for a direct application for the job offered in the scene. A chatbot, perfectly imitating Alex, handled the whole application process at eye level. In addition to the job from the show, similar vacancies in the user’s neighborhood were offered.
Problem The unemployment rate in Germany has fallen to a record low. No wonder Germany’s biggest discounter PENNY was having a hard time filling its over 1900 vacancies. Conventional recruiting measures simply didn’t do the job anymore.
Result With 4 tv airings we reached 3,8 million viewers generating 26.016 unique chatbot interactions with a total of 38.132 minutes. But most importantly we provided 186 people with a job at PENNY. And this was only the beginning: Because of the campaign’s huge success, RTL2 is offering Reality TV Recruiting to other companies.
Media Type Branded Content
Length
Executive Creative Director
Executive Creative Director
Copywriter
Art Director
Art Director
Copywriter
Concept
Creative Director

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