WDAD Communications were appointed by Stagecoach London to revitalise the attraction piece for their award-winning national apprenticeship scheme which had failed to fill all their vacant positions in London. There were lots of positives on offer which we needed to communicate in a far more engaging way, but would our target audience think buses are interesting enough?
We produced a single, highly stylised shot, the likes of which one might normally associate with glossy motoring magazines. The proposition being that a Stagecoach apprenticeship offers exposure to serious, state-of-the-art and green tech stuff to rival any/most engineering environments – the future is happening here. To support the campaign, we created a simple campaign page. All traffic was driven to it (where for the first time Stagecoach could track referring sources) and interested candidates could undertake an instant telephone screen.
The campaign site received over 1,000 unique visitors over the first month of the campaign and all the initial five scheme places were successfully filled. A second tranche of successful recruitment followed. Over the life of the campaign the site received over 5,500 unique visitors and there were 232 applications – a 29% increase on the numbers from the previous year.
