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G1 Advertising A communication and marketing example |
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Branding with job advertisements
The assignment was to create a “brand” for Danfoss and do away with any preconceptions of Danfoss as a stuffy engineering company. More than just job advertisements as we know them were required. It was about image and the central focus would be Danfoss’ core values. All of it put together in full page advertisements in the daily newspapers. In other words: a request was made, but for what was uncertain – which on the positive side gave G1 Advertising a free reign.
The solution revolved around Danfoss recruiting people, not their professions. Which is why the job advertisements contain texts based on Danfoss’ core values. The key term was "Passion in Person". Passion for work and challenges, where work and leisure make up one unit – a whole person.
The test results of the adverts showed that the concept had a recognition rate of over 70%, which is way above average. More than half of those questioned liked the adverts, and Danfoss became thought of as a good place to work with excellent opportunities for development and for working with the newest technology, as well as offering excellent career prospects and the possibility of spending time working abroad. |
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