On course for the future: Our planet for the trainee search
Planet Future from planetary gearbox manufacturer Neugart is convincing young people to take part in an apprenticeship. And with interstellar future ambassadors that have immense appeal.
Take off for the planet of the future
The Neugart planet of the future is colorful - and exciting. We landed there together with our customer at the end of January with the "Training Day" in mind. Our mission: to convince Generation Z career starters of the benefits of a technical/industrial apprenticeship and match them with the planetary gearbox manufacturer. Because finding trainees is difficult. And many entrepreneurs are currently asking themselves these questions: How can I, as a company, convince young people to do an apprenticeship? How can I create more relevance in my geographical area? And how do I present myself as a cool employer? Our client Neugart was confronted with these challenges.
Key facts- Typology of the target groups
- Development of the employer brand story
- Holistic communication campaign
- Textual and visual storytelling
- Regional implementation modules
- Landing page for the campaign
- Online and offline marketing and social ads
Understanding Generation Z
To this end, we have developed a fundamental understanding of our target group, Generation Z. Orientation and inspiration is what young professionals are looking for most. Neugart gives it to them with Planet Future. A whole universe of possibilities that knows and speaks the language of trainees. It is not enough to entertain trainees with a colorful online campaign. Neugart needed a clear employer branding strategy with which the planetary gearbox manufacturer could communicate its values and attitudes in a targeted manner and thus appeal to the young people who fit in with the company!
Neugart presents itself as a cosmos that satisfies the needs of the target group. They value ease and clarity in the application process. On our planet, they get that! Online, in the medium of their choice. Young people also want to network on site and get in touch with their employer in person - the live event, the Training Day, makes this possible.
Networking online and offline
And how do we reach our target groups with the content? Online, our marketing concept aims to drive traffic to the Training Day landing page and thus encourage potential applicants to visit the event. Instagram, YouTube, Google - we used our teasers, stories and messages on all channels. More in-depth content was then provided on the landing page. We also used offline media - in the form of city lights, billboards, radio spots and flyers for schools. And always with the mission of transporting young people to the planet of the future.
What does the Generation Z Neugart universe look like?
Loud, colorful and a little nostalgic: this is how our design team created the world of the trainee generation. Our vision: Neugart exerts an immense attraction in the catchment area as the most attractive training company for the professions on offer: The gravitational pull of the planet of the future. A very lively planet, teeming with career opportunities. In other words: a universe of opportunities. With illustrative visuals and spots that whet the appetite for more. Including glimpses into the profession and the trainee workshop. Tips for job applications were filmed, but always alienated or enriched in the style of our planet. Inspired by the color world of 90s nostalgia and grunge style, we form a so-called "TinyPlanet". A perspectively exaggerated sphere full of set pieces from the Neugart world. Gears, cogwheels, tools and the like make up this planet.
How we breathe life into our planet's future
In the "Planet Future" campaign, we score points with entertaining, factual and emotional content. Rather graphically and informatively driven. Each post represents a visit to our planet. To add a personal, human touch, we worked with Neugart to appoint three trainees as interstellar ambassadors for the future. They regularly beam themselves into the everyday lives of schoolchildren and young people with "News from Planet Future". These ambassadors serve as identification figures for our target group. From general information about training, coronavirus conditions and factual knowledge to insights and challenges in everyday life as an apprentice - the ambassadors Etienne, Hannes and Lena add a personal touch to every topic.
And so our Planet Future continues to orbit through the apprentice universe. Always on the lookout for new talent for the Neugart galaxy.
