Attract most of the qualified job applicants from the fresh high school and university graduates. Communication set according to the slogan of Tatra banka – “the best follows us…” It was crucially important for this campaign to find the right places where there is a high movement of our target group (high school and university students), that have just graduated and ensure daily contact with the members of the target group.The presence of our target group:-in public transport – interior/exterior of local transport means used: the entrance doors of the bus (tram, trolley bus…) marked with the sticker carrying the message “get in…” (double meaning “get employed”) inside of the bus – the explanation: get in Tatra banka (get employed in Tatra banka)-at schools/colleges:*escalators (the upward and downward movement of the escalators used for the word trick with the message “Want to go up?” (double meaning – Do you want to be successful?)-centres of bigger towns:*stairs of shopping malls/college entrances (the upward movement of people walking upstairs used for the word trick with the headline “Want to go up? (double meaning – Do you want to be successful?)The results300% increase of job applications2 months after the end of the campaign there was still increased interest of people to jet a job in Tatra banka (candidates are referring to the campaign).There was a high affinity of candidates for vacant positions. The media solution of this specific idea was from the beginning inseparable from the campaign’s creative concept. The media team played a vital role in creating the idea of execution and was also the executor of the project in the media field. The media execution aimed to use informal media mix which consisted of media vehicles which are not commonly used for media purposes, but have a high affinity of our target group.The target group was defined as high school and university students and the main idea was to be present near the place of a common appearance of our target group, in its natural environment. This environment was defined as hostels, universities, high schools and the means of transport of the target group.Stairs and elevators were only a part of the media mix, but their usage (the upward and downward movement of the people going upstairs/upwards/downwards was used for the word trick of the message “Want to go up?” (double meaning-Do you want to be successful?) makes the media solution and execution unique.The usage of the transport means was based on the double-meaning of the headline as well:-the entrance doors of the bus (tram, trolley, bus…) marked with the sticker carrying the message “get in…” (double meaning, “get employed”)-inside the bus – the explanation: get in Tatra bank (get employed in Tatra bank).

The media solution of this specific idea was from the beginning inseparable from the campaign’s creative concept. The media team played a vital role in creating the idea of execution and was also the executor of the project in the media field.