Salzburg Linien Excels with Data-Driven Cross-Channel Employer Branding Campaign
Intro
To overcome the shortage of qualified trolleybus drivers, Salzburg Linien, together with e-dialog, developed a data-driven, cross-media campaign that presents the profession in a spectacular way while clearly focusing on attention-grabbing messaging.
Challenge
Salzburg Linien faced the challenge of inspiring a broad target audience for the job of trolleybus driver—a job that is often underestimated and whose attractiveness many potential applicants are not even aware of. In a highly competitive labor market, they needed not only to attract attention but also to generate interest and create a positive perception of the profession.
Objectives
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Recruiting qualified trolleybus drivers through an eye-catching campaign
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Increasing awareness of the profession and the attractiveness of the position
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Targeted outreach to a diverse audience
e-dialog’s data-driven approach delivered excellent results for our campaign. Particularly noteworthy is the comprehensive support, ranging from creative concept development through implementation to reporting and optimization, which distinguishes e-dialog as an extremely competent partner.
Daniela Költringer
Marketing Salzburg Linien Verkehrsbetriebe GmbH
Measures
We implemented the solution with a data-driven campaign and a powerful, cross-media creative approach. Our goal: to present the job of trolleybus driver in a dynamic and heroic way. The slogan “Take the Lead Role – Your Job as a Trolleybus Driver” was supported by a visualization in the style of “The Fast and The Furious,” for the perfect dose of drama and action. </p
This concept was adapted for a cross-media approach across a wide range of advertising materials:
- Display banners for programmatic, as well as for Demand Gen campaigns with image/text variations, and YouTube videos for targeted online outreach
- DOOH (Digital Out Of Home) and traditional poster advertising for maximum reach in public spaces
- A bus branding that brought the campaign directly onto Salzburg Linien vehicles
- A fullsite mutation that generated attention on willhaben
- And advertisements in print media to strengthen presence in traditional media as well
- Additionally, a Google Search campaign was launched to capture the maximum search demand
The project encompassed all steps from creative concept development including photo shoot through to campaign implementation across all channels.
Results
The campaign was a complete success and delivered convincing results both online and offline. For the action-packed creative, Salzburg Linien even won the Progress Out of Home Trophy in September.
So it wasn’t just on Salzburg’s streets that things went from 0 to 100, but also online, with our successful employer initiative:
- 7,514 clicks to the OBus page
- 191 video views on the landing page
- And a total of 46 submitted OBus application forms in just the first few months—a success far exceeding the set goals and timeframe
- Clicks to the OBus page
- Video views on the landing page
- Applications submitted OBus application forms
A holistic success campaign based on a clear strategy of data-driven insights and creative communication.
Our strategic approach was to start with an SEA campaign in June to capture potential demand for trolleybus drivers early on. For the major push, Demand Gen and programmatic complemented the SEA campaign in September.
Analyzing the numbers here, one can clearly see the synergy of the cross-channel strategy. During this month, we observed a clear performance increase, and demand also rose for the search campaign. Clear proof that a data-driven cross-media approach benefits all channels and leads to success.
This data-driven and creative approach enabled Salzburg Linien to position itself as an innovative employer and specifically target a dynamic audience that is difficult to reach through conventional channels.
Another campaign that proves that a bold and creative strategy combined with data-driven execution can create a significant competitive advantage. Salzburg Linien has not only taken a pioneering role in recruiting but also demonstrated that even traditional professional profiles can be presented in a modern and attractive way through innovative advertising.
Photo credit: Salzburg Linien © Neumayr/Christian Leopold
