JLR are set to enter a new era of manufacturing excellence thanks to their brand new Engine Manufacturing Centre. As JLR know, however, state-of-the-art facilities alone won’t deliver results. Bring in the right people with the right campaign, though, and it will.
Predominantly male passive job seekers, our research showed that the target audience would not be attracted solely by a brand new, state-of-the-art facility. So this campaign simultaneously celebrates the new EMC and highlights that it’s the people who will ultimately shape it. The campaign covered both traditional and digital media using print, outdoor, targeted airport advertising, dedicated website and online PPC and display networks.
The print campaign ran in the Daily Telegraph and specialist press, with outdoor targeting workers at nearby manufacturing sites.
Many of our target audience fly to Europe for work, so we targeted them with 6 sheets at Birmingham Airport and through boarding passes on all BA inbound flights.
We needed to recruit over 750 new staff members across all Engineering and Manufacturing roles.
Featuring video profiles, a self-selector and a plant fly-through, the site aims to excite potential employees and also allow them to decide and discover whether this is the place for them.
Featuring video profiles, gamification and a plant fly-through, the site aims to excite potential employees and also allow them to decide and discover whether this is the place for them.