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Ostenders

Ostenders | AZ Damiaan Hospital | D-ARTAGNAN
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 美容与健康
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for PR?

Ostenders is a socially relevant campaign that turned into a bigger story thanks to all the PR it received. Apart from the objectives that were all fulfilled, the campaign became a national news item for two reasons. First of all because Ostenders is an entirely new way of recruiting new employees by using the genre of the hospital soap as a recruitment tool, and secondly because it addresses the bigger theme of hospitals being heavily understaffed in Belgium.

Background

In 2018 nurse was the most difficult job to fill in Flanders. Hospitals were having a hard time finding staff, while the existing staff complained about being understaffed. To add to the already existing problem, government recently decided that all nurses should be schooled 4 years instead of 3, creating an entire year without graduates and creating a higher threshold to begin the education.

Briefing: How do you make working in a hospital attractive again to nursing graduates and meanwhile fill all open jobs for a hospital in Flanders?

Describe the creative idea (20% of vote)

We used the creativity of the hospital tv show as a recruitment tool. If nobody wants to work at a hospital anymore, then how come hospital TV shows are all so popular? We decided to use that popularity to make jobs at a hospital popular again. To reach our target audience of nursing graduates we created an online hospital drama show that was aired on their favorite social platforms. And, to make sure viewers could immediately meet their future colleagues we used an all employee cast of which everyone played their real profession. Through the show people could discover their workplace and see how life and work is at the hospital.

Describe the PR strategy (30% of vote)

Nobody wants to work in a hospital anymore nowadays. We used the popularity of the hospital soap as a recruitment tool and showed that working in a hospital is just as exciting in real life. To reach our target audience, nursing graduates, we reached them where there are most active: on their mobile devices by creating an online hospital soap that could only be viewed on social media and the campaign website. We spread the soap in the media and focused on the big societal topic of all hospitals being understaffed. The stars of the show, all real employees, became spokespeople in the media for their own hospital and for the profession in general.

Describe the PR execution (20% of vote)

In November 2018, we started to tease people with footage from the auditions and a digital movie poster featuring the cast of the show. After that we released our first trailer and reached 320K views over all used online media platforms: instagram, instagram stories, instagram tv, facebook & youtube. Not long after that the trailer already got picked up by the national press (television, radio, and written press), which gave the campaign a huge boost. By the time the actual show aired we communicated not only with the weekly episodes, but also with all the press coverage the show received. Thanks to this coverage all vacancies were filled within 6 weeks after the campaign was first launched. A relatively small campaign for one particular hospital in Flanders became a national item.

List the results (30% of vote) – must include at least two of the following tiers:

The campaign was picked up nationally and was a topic in the television news of the biggest national commercial TV station. The campaign turned into a societal topic about the lack of hospital personnel in general and how this particular hospital found a very creative way to recruit new staff. The story was hot news in all newspapers and on national radio.

Before the campaign the hospital received only 7 applications on average per month. In the month following the campaign the hospital received 459 applications. All vacancies were filled within 6 weeks. The campaign generated € 329 726,36 earned media and more than 9 million impressions. The videos were viewed 1,5 million times on all channels combined and the campaign job site received 27 5000 unique page views.
制作信息
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奖项
戛纳国际创意节 2019
入围 公关活动
AZ Damiaan Hospital
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