Owning change

CONTEXT

2020 has turned out to be the year of changes and many of the businesses needed to scale down. However, the pandemic crisis did not hit all of them and some of the companies have risen to the challenge. It is the case also of one of our dearest and longest clients, ING Tech.

The company needed to increase its employer brand awareness and continue to attract programmers into the company as the business evolved in these times when technology is needed the most for the economy and for the people to be able to carry on their activity & lives.

ING Tech has turned to us for an image campaign that would not press programmers on the market into action but rather make them consider making a career change even in these apparently uncertain times.

IDEA

We hit the campaign-road with one thing on our minds: when the world changes, you change. We acknowledged programmers their status as one of the most desired categories of professionals. We approached them on their level and raise up the conversation to where they usually stand. And that is at the top.

We empowered them to admit their own power that is beyond crisis and difficult times. We made them aware that change is coming anyway, either towards them directly or touching the lives around them.

We changed their perspective on change and encourage them to own it. To be the leaders instead of the followers.

HOW

We went ahead and populated the online and offline mediums with contextualized ads about how important it is to think ahead and ride the change wave, not to get caught by it.

We created analogies between career and daily life events both in which being a leader and taking the first step is the right thing to do in order to get what you want.

Each offline communication asset supported a QR code that, when scanned, would take our audience to the campaign’s landing page. There, the visitors would learn about how their career change could start with ING Tech and what are the opportunities of switching to a new job during a pandemic.

In such unpredictable times, ING Tech inspired and reminded us that we are still very much in control of our lives.