The campaign and the new brand identity did more than just address the target audience. They actively expanded it: By making the recruiting campaign relevant not only to existing professionals through its strong emotional appeal, but also to the entire city with its placement and design, we were able to excite people about the education profession who had not noticed traditional recruiting campaigns. The campaign generated many applications from newcomers and career changers. Incorporating strong emotions about the state and future of life in Berlin into our brand, alongside the core theme of “education,” also enabled us to spark a real societal discussion. Everyone had an opinion about the campaign, and that got us onto the front pages and television nationwide without spending a single cent.

In just under 3 months of campaigning, the daycares received as many applications as they did in the entire previous year! 358 in total, from apprentices to management level. The path to this achievement included 20.5 million out-of-home (OOH) impressions, 26.8 million digital impressions, and a cost per click (CPC) of only €0.57 - three times better than the client had planned.