With the question "Technology in your blood, the star in your heart?" Mercedes-Benz Trucks Switzerland is addressing young people who want to immerse themselves in the world of big trucks as part of an apprenticeship.
In many industries today, the competition for the greatest talents begins even before the vocational apprenticeship. "That's why we pulled out all the stops together with the Zurich agency Geyst," emphasizes Svenja Lyhs from Mercedes-Benz Trucks Switzerland. Thus, under the name "Next Generation Stars", both an apprentice campaign and a separate brand were developed. With an independent appearance and a language that is clearly aimed at a young audience.
The campaign includes a mobile-first microsite, outdoor advertising, a social media presence tailored to the target group, and other measures. In addition, a show truck advertises training at the company with the star. The truck can be found wherever young people are on the threshold of professional life: In schools, at career fairs, at sporting events or simply on the street.
"The most important thing for us was that the training companies of the Mercedes-Benz Truck dealers accompany and support the campaign with their current trainees," explains Lyhs. The current trainees provided input for the creation and appeared as testimonials in the social media videos.
The award for this "lifeblood project" is now the crown on top, which makes it clear that the campaign is perceived beyond the industry.
The campaign was honored with the Employer Branding Award DACH. The Employer Brands Managers Club and the employer branding agency Symbiosis are behind the award. The award in the category "Personnel Marketing & Recruiting" was presented on Wednesday at a festive gala in the Parkhotel Wien.
Responsible at Mercedes-Benz Trucks Switzerland: Svenja Lyhs. Responsible at Geyst: Johannes Just, Reto Odermatt, Florin Grunder, Oliver Fried, Marina Hafner.