The task was to increase the brand awareness of jobsintown.de and to communicate it as a serious competitor among the established employment agencies. Due to the small media budget, the campaign targeted people who were ready and willing to change their job or employer. These goals were reached by providing a surprising insight into cash machines, photo booths and coffee dispensers. Full-sized posters on the sidewalls of these service machines showed people working under hair-raising conditions instead of the expected machinery. Service machines situated on highly frequented subway stations were chosen to reach the primary target group of commuters on their way to work.
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