Creative Commerce > Use of Technology
JOB ON THE SHELF
DM9DDB, Sao Paulo / WALMART / 2018
Overview
Credits
OVERVIEW
CampaignDescription
Walmart created a line of products whose offers are a job offer. And placed on it's shelves. Each product of the line has a different job offer, related to its content that the customer can apply for using their smartphones. For exemple: the shampoo has an offer for a job at the pharmacy, the milk box has an offer to a job at a dairy store. And many other jobs like janitor, supermarket cashier, in total there are more than 15 kinds of jobs, simple jobs for those who need the most: the lowest income brazilian families.
Execution
Products with job offers were spread in shelves inside Walmart stores.
POP signage was showing that an mobile activation offering jobs to customers was taking place there and that customers could take place using their smartphones. And also POP signage alerted what kind of job you could find in which isle.
Local media in the Walmart participant store's cities brought more interested customers to the store as well.
Then the customers just had to find the products with the job offers they wanted and apply for it using their smartphones. And could find a new job using a smartphone during shopping time. Send their resume, schedule an interview and then find a new job.
Outcome
Every day, thousands of people shop at Walmart participant stores in Brazil. The number of people interested in the job offers increased the traffic to those stores in 12% compared to the previous year. The campaign had massive coverage in media outlets and in the next months Walmart will take this project to hundred more stores, after all in times were unemployment rates reached 12,7% the best offer one can get is a job offer.
Strategy
When unemployment rates reach 12,7% of the population, big companies have to help the most they can. For Walmart having customers with jobs not only makes sense from the human side but also on the business side. Then we had the idea of making of offering jobs to our customers inside our stores. And we made this jobs tangible, they are right next to products our customers are buying, in a format of regular Walmart products. Differentiating ourselves from competitors and bringing more people to the stores, because besides the lowest prices now one can also find a job at Walmart.
To offer the most meaningful jobs we used data, crossing the most wanted jobs with the one most lacking in manpower.
Synopsis
Unemployment rates in Brazil reached 12,2% of the population. It's 13 million people unemployed in our country, a whole Belgium of jobless people within Brazil. It's a lot of people.
Walmart, the biggest retailer in the world, which business model is "everyday, low price" has great penetration on the lowest income percentage of the country and know that, in times like these, the best offer on the shelf is not about price, is about a job offer.
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