Title	WORK IN ESTONIA
Brand	ENTERPRISE ESTONIA
Product/Service	JOB SITE FOR FOREIGNERS
Category	D03. Use of Branded Content created for Digital or Social Media
Entrant	IDEA HAVAS MEDIA Tallinn, ESTONIA
Idea Creation	IDEA HAVAS MEDIA Tallinn, ESTONIA
Media Placement	IDEA HAVAS MEDIA Tallinn, ESTONIA

Name	Company	Position
Tonis Vassar	Idea Havas Media	Creative Director
Lauri PIldre	Idea Havas Media	Creative Director
Ilona Furdi	Idea Havas Media	Creative Director
Ilona Furdi	Idea Havas Media	Art Director

The Campaign

Estonian ICT companies are struggling to find qualified workforce thanks to the start-up scene taking off wildly. At the same time, there where about 20K unemployed ICT specialists in Finland, not to mention others in Europe and other continents. We needed to create awareness about these amazing job opportunities among a target that had, for the most part, no idea Estonia had any potential as a destination where you could live and develop in IT based start ups. We did this through a campaign that had content (video) at it's heart and we used a variety of media where our young and tech savvy target could be found.

Creative Execution

A web portal was launched to bring together Estonian companies looking for foreign talent. A series of videos where created where companies showed off what they had to offer through the eyes of foreigners already employed there. The true hit of the campaign was the ''Why Estonia Video, which showed why Estonia is a great destination for Your next career move. It grabs your attention because it is done in a fun, dynamic and humorous way and it became viral. We where also present on Buzz Feed and Tinder. Outdoor layouts were added next to ICT-universities. During the biggest ICT conference we made Tinder a male and female account, and when we got a match they saw an ad inviting them to get to know Estonia as a work destination.

The campaign created more than 20 media news in local and international media. 50 publications in the Finish Media 60 000 views on Buzz Feed 3600 new fans on FB 100 matches on Tinder 47K visits on the Web Page, 24 000 of them from Finland. 7K checks on Job Offers Within the first 6 months of the campaign, the results were already higher than all our yearly goals. Applicants from Finland market was 16% higher than the initial goal. Ukraine market goals were succeeded by 8 times. Our clip- Work in Estonia has become the most successful promo video of Estonia, ever, with more than 240 000 views. Views on all videos: 320 000

Coming from a very small market with even smaller budgets, it takes an insight based media strategy which implements creative concept on all different media platforms to really make it spread. Add to that lots of media creativity to find new (free) outlets and then boosting it, plus some guerrilla marketing to get the TG talking and You get an extremely successful campaign with small budget on big markets.

Insights, Strategy and the Idea

Because our Target audience for the Work in Estonia program where mostly young, active, technology driven people between 25-30 with heavy smartphones use habits and who are always actively using many different online platforms and applications to socialize and network with different people, we needed a media strategy that was tailored to these characteristics. We used Buzz Feed, Tinder, A Web Portal, fun and entertaining videos about Estonia and the offices offering the jobs. We relied on the videos to draw traffic to the portal and interest in the job offers. Our strategy was based on one video, the Work in Estonia video which became viral thanks to it's humoristic tone.