WORK IN ESTONIA

ClientENTERPRISE ESTONIA – WORKINESTONIA
Category A13. Not-for-profit / Charity/ Government
TitleWORK IN ESTONIA
Product/ServiceRECRUITMENT CAMPAIGN
Entrant CREATIVE AGENCY TANK Tallinn, ESTONIA
Idea Creation CREATIVE AGENCY TANK Tallinn, ESTONIA
Idea Creation 2 CREATIVE AGENCY TANK Tallinn, ESTONIA
Production CREATIVE AGENCY TANK Tallinn, ESTONIA
Production 2 CREATIVE AGENCY TANK Tallinn, ESTONIA
Additional Company ENTERPRISE ESTONIA Tallinn, ESTONIA
Credits
Name Company Position
Joel Volkov Tank Creative director
Sergey Balabonin Tank Consultant
Veronika Pekurina Tank Project manager
Marko Mörö Matvei Tank Copywriter
Jaan Rohtla Tank Designer

Background

Last autumn Enterprise Estonia together with leading local employers was running a new round of the ‘Work in Estonia’ online recruitment coding challenge – targeted at skilled IT professionals from eight European countries. They were required to visit the online testing site, participate in the coding tests supplied by the recruiting Estonian companies, and if succesfully completed, enjoy a faster review and recruitment process.

Describe the strategy

We needed a campaign which: • motivates audience to interact with the brand for mutual benefit. • helps to re-enforce Estonia brand image of a digital country, offering a range of professional opportunities. • with every stage of the consumer journey brings a satisfying experience, helping to strengthen the audience affinity with Estonia as an employer country brand. From the research we knew that every 3rd software developer is unsatisfied with their jobs, and that while only 13% of developers are actively looking for a job, 3 out of 4 are interested in hearing about job opportunities. We also knew the things developers are looking for in the new job and integrated these considerations into our codepieces and other texts. We aimed to engage IT professionals, by talking to them with work language, yet recognising them as people not just professionals. Showing that we understand their needs, joys and frustrations.

Describe the execution

‘Form follows function’ approach was employed – challenge the software developers wherever they get in touch with the campaign, not just at the testing site, doing it emotionally and intellectually and in their language – so that only most suitable candidates show up at the testing grounds. A series of cryptic (for general public) banners was created, each a combination of a fixable code piece and a matching headline inviting to solve a puzzle and consider a career move to Estonia. The 4 main banners and 2 retargeting ads were placed at national online career portals and coders’ sites, as well as in international social networks and Google search. After clicking a banner, user was taken to the campaign’s landing page where (s)he needed to complete a warm-up exercise, code of which was featured on the clicked banner. After that the user was granted access to the employers’ testing page.

List the results

• More than 200 000 unique users engaged • Less than 20% bounce rate for the landing page • 667 candidate resumes were registered with the employers

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.