To differentiate Randstad from other recruitment businesses and create the perception that the company has a unique service offering.
We had to get across that Randstad really try to get to know their candidates and their capabilities for the best fit – not simply offering ‘paper’ candidates on an impersonal basis. Everyone is an individual, even if they look the same. With this in mind we used the idea of identical twins as job candidates. The outdoor and radio campaign, which delivered this idea, also embraced the positioning 'the perfect fit'.
Launched in the Solihull area as a test campaign, results demonstrated a 73% uplift in sales and a 60% increase in awareness of the Randstad brand. This proves that for both Randstad and its candidates, it is good to be different!
Completed whilst working at Sugar Rush Advertising