Auckland indie agency RUN has created a new employer brand campaign for New Zealand telco 2degrees, with the core message – “if you’re looking for something different then we’re looking for you”.
Having won the 2degrees employer brand business in a pitch, RUN has been working away behind the scenes, starting with research into what people love about working at 2degrees.
Says Laura Cibilich, co-founder and design director, RUN: “We did a bit of digging with current staff about what they liked most about working there. What struck us was that it was very much a case of ‘the sum of the parts’ and the sheer range and volume of responses we got.
“A common theme was that people feel they can be their true self, and that there’s a diverse workforce with a good approach to balancing work and other commitments. Then there were the things like the fact people can bring their pups to work on Friday, the communal garden and school holiday child care programmes – and these ended up being a focus of the creative.”
The aim of the campaign is to attract great candidates as well as increase employee engagement and position 2degrees as an employer of choice.
Says Leigh Peters, head of recruitment, 2degrees: “We needed our employer brand to reflect our strong consumer brand, which has always been about innovating, disrupting, doing things differently and fighting for fair for all New Zealanders. We want to attract the right people and to do this we needed an appealing and authentic creative in the market, as well as to celebrate it internally to strengthen retention.”
The campaign features staff and their kids and dogs, throughout, which was important for both parties to make it more genuine – keeping it real while having a bit of fun along the way, reflecting the true nature of 2degrees’ culture.
Says Raymond McKay, co-founder and creative director, RUN: “Working with 2degrees has resulted in a fun and engaging piece of work that tells their brand employment story, without being relegated to the boring basket.”
The campaign will be launched on digital and social channels, with a 90 second hero film, followed by a suite of short spots highlighting various ways 2degrees ‘does things different’ as an employer.
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Head of Marketing Communications: Charlotte Johnson
Head of Recruitment: Leigh Peters
Creative Director: Raymond McKay
Design Director: Laura Cibilich
Copywriter: Mike Kelly
Designer: Maria Philp
Production Company: Content Boutique
Director: Marco Siraky