Reality TV Recruiting
Penny
Issue 51 | June 2019
Agency
Serviceplan Munich
Creative Team
Vladislaus Tyszkiewicz, Patrick Seifert, Björn Köbe, Marko Wiese, Iasonas Baliamos, Matthias Harbeck, Christian Sommer, Alex Schill
Date
May 2019
Background
The unemployment rate in Germany has fallen to a record low. No wonder Germany’s biggest discounter PENNY was having a hard time filling its over 1900 vacancies. Conventional recruiting measures simply didn’t do the job anymore.
Idea
To integrate real job offers into a reality tv series.
Implementation: The idea was to team up with the screenwriters of Germany’s most popular scripted reality show “Köln 50667” and develop and produce a tailormade recruiting scene.
During the scene viewers were encouraged to whatsapp Alex, the PENNY employee, for a direct application for the job offered in the scene.
A chatbot, perfectly imitating Alex, handled the whole application process at eye level. In addition to the job from the show, similar vacancies in the user’s neighborhood were offered.
Results
With 4 tv airings 3,8 million viewers were reached generating 26.016 unique chatbot interactions with a total of 38.132 minutes. But most importantly 186 people were provided with a job at PENNY.