Test The Service Of Vedior

Background

A lot of temporary work agencies make the same claim – ‘we provide the best people’. As a key player on the market, Vedior wanted to provide some added value to it: a flexible team that reacts very quickly when companies are in urgent need of staff.

Idea

I DO thought the best way to prove Vedior’s claim was to challenge the recipient. ‘Just test us. You will see: we always find the perfect replacement in time.’ HR managers working in companies of 100+ people received a ‘Test Box’ mailing containing five test tubes filled with bacteria: flu, cold, bronchitis, stomach flu, glandular fever. On a medical results slip, the HR manager could write down the results of the test: ‘How quickly did they provide a replacement?’

Results

The HR managers loved the idea. 43% of them – all working in companies of 100+ employees, Vedior’s most important target group – made an appointment. The idea had an important impact on the brand image of Vedior too. It proved the confidence of the company: ‘If you test us, we will never disappoint you’.

Target Audience

HR managers in companies with 100+ employees throughout Belgium.

Size

1,000 packs

Our Thoughts

Even the very best creative departments fall foul of duff briefs, and here the work looks good but I'm not sure it's right. I reckon the problem lies with the proposition. It's for a temporary work agency that "reacts very quickly when you are in urgent need of staff. Whatever the disease that strikes in your company." 1) It's a dual proposition and 2) the whole thing about the disease is a red herring. The type of disease is not the customer's problem. Surely, they're more interested in the calibre of the replacement. And that's what should have been everyone's focus. SH