Introduce the campaign concept to the target audience in a playful fashion: “WITH GREAT IDEAS, YOU’LL GET TO THE TOP”. We literally placed the message on the top of the cinema, showing that the trainee program can take students to important positions, like the examples from the company itself.

We used specialized media to talk directly to students, such as magazines specialized in the labor market, situations and vacant sections in newspapers, as well as communication in universities, where we told the story of the three employees that reached directorship positions and we invited the public to apply for the program. Finally, when the public was already familiar with the campaign and the end of the application period was drawing near, we made use of the cinema-based action to generate buzz and increase the number of applicants.

77% of the applications for the program were presented in the final week. Also, there was a record number of applications for the 2009 program: 58% more than in 2008.

The great distinction of the action was to make use of a characteristic of the young public, that is the power of word-of-mouth advertising, in order to increase attention and interest in the program.

In 2007, there were 1,653 applications for the 2008 Trainee Program. For the 2009 program, we generated 2,611 applicants, an increase of 58%.