Case Studies - Recruitment for Asda

Client: ASDA

Agency: Euro RSCG Riley

Campaign: ASDA ArrowsRecruitment - Integrated Ambient Media Campaign

Brief:

To promote awareness of the wide range of job opportunities available at ASDA House head office in Leeds, through execution of an integrated ambient media campaign in Leeds city centre and the surrounding satellite towns (Bradford, Wakefield, Halifax, York, etc), using a combination of costumed characters, chalk stencils and fly-poster displays at legal sites.

Target Audience:

• Young Professionals / Office Workers

Campaign Description:

Costumed Hand To Hand Leaflet Distribution

• A team of four high-calibre promotional staff wore large, custome made, attention grabbing 'ASDA Arrow' costumes throughout each shift, with staff positioned on the highest-footfall walkways including directly infront of train and bus stations, busy office areas and link roads through into pedestrianised retail areas.
• The costumed staff were supported by a team of four experienced leaflet distribution staff, who handed out print material to the professional / commuting target audience and were able to verbally promote the range of opportunities within the ASDA recruitment campaign.

Chalk Stenciling / Ambient Media Campaign

• Experienced guerrilla marketing / ambient media artists, executed a chalk stencilling campaign across the city centres, to supplement the wider visibility of the costumed leaflet distribution campaign.
• Staff used high impact green and white chalk and A3 stencils to replicate the agreed ASDA House artwork across a vast array of sites in the city centres, with all of the 'ASDA Arrows' artwork pointing in the direction of ASDA House.
• The activity was executed during early Monday morning hours and re-repeated over the following three days with staff working extra hours to get the maximum number of stencils completed in each area.

Legal Street Fly-Postering Campaign

• To help raise awareness of the recruitment opportunities available at ASDA House, Link Communication also organised a legal fly postering campaign in Leeds city centre and the surrounding areas.
• Larger A2 posters were displayed across a comprehensive selection of legal fly poster sites and poster barrels throughout the city centre and surrounding areas.
• The campaign was co-ordinated to go live during the first phase of activity and run on over the following three weeks.

Results:

• 95% of people targeted throughout the leaflet distribution campaign were keen to accept the print material and interested to find out more about the job opportunities being advertised.
• The reaction to the campaign was extremely positive, with the 'ASDA Arrow' costumes grabbing public attention and provoking interest in the promotional staff and in the ASDA recruitment campaign, throughout each location they visted.
• Client reported that they received a record number of applications and were planning on submitting the activity in a prestigious advertising industry awards competition.