Marketing that moves people. Physically that is.
Kokkola Works
Marketing that moves people. Physically that is.
Client
a coalition of City of Kokkola, Kokkola industrial park and the Wellbeing services county of Central Ostrobotnia
Branding
Visual identity
Strategy
Concept
Campaign design
Digital design
UX/UI design
Web development
Skilled labor is concentrated mainly in few attractive growth centers in Finland. Kokkola and Central Ostrobothnia area situated in the upper west coast do not have good position in this competition in terms of their location, popularity and attractiveness.
However, things are going well in this province with the smallest population in mainland Finland. The region is one of the most significant concentrations of the green transition jobs and the chemical industry in Finland, and thus offers job opportunities for trained experts in many fields. However, the main challenge of recruiting is Kokkola's distance from South-Western Finland with the biggest cities of the country. A potential spouse's employment is also perceived as an obstacle to moving and recruiting.
The number of applicants per job vacancy has been on a downward trend for years both in the city of Kokkola, the Wellbeing services county, and in the 13 industrial companies involved in the project. It has been anticipated that in the coming years, recruitment will become even more difficult and will even form a critical obstacle to the region's vitality and well-being.
Let’s do something that hasn’t been tried elsewhere
In order to achieve the goal, a unique project was created, in which the city, the Wellbeing services county and the region's leading industrial companies operating in the Kokkola Industrial Park joined forces.
Kokkola Works was born, which set out to put Kokkola on the map of Finland and boldly change perceptions of the area's strengths, specifically from the point of view of trained professionals.
"Get a job & life" was chosen as the theme of the marketing concept. The campaign design was guided by a vision of the high quality of life that the Kokkola region offers to educated workers.
A good job or a good life? At Kokkola, you get both.
Although in general the population of Finland continues to concentrate in large growth centers, Kokkola believes that a small, vibrant coastal town can be an interesting option for many experts and professionals in the new world of hybrid work.
Housing prices that are cheaper than in South-western Finland, a safe living environment for the whole family, and good and functioning healthcare and social services all support the target group’s decision-making.
Creative execution – not one without the other
The balance of a good everyday life and working life can be seen in all the imagery of the campaign. The strengths of the Kokkola area are shown with a realistic look and feel. No need for fancy images, jokes or marketing tricks – the best way to convince the target group is to present the conditions for a good personal life and stable working life hand in hand.
The most important element of the campaign was the "Get a job & life" video that was made into a 30-second TV commercial and numerous versions of different lengths for social media, online advertising and DOOH. Regional print media were also used in the first launch of the campaign. All campaign activities directed the target group to the kokkolaworks.fi website, where, in addition to open jobs, employers participating in the project and the lifestyle of the Kokkola region are presented with more details.
Great results
The campaign has been measurably successful in significantly increasing interest in Kokkola and the region's employers.
The number of visitors to the campaign's landing page has been considerable and, above all, the increase in the number of applicants for open jobs has exceeded all expectations. The campaign has been able to bring about a change in the behavior in a matter that is of great importance to the target group: changing ones place of residence because of a new job.
Increase in the website traffic
2000%
Increase in the job applications
37%
Website visits to the open jobs of the City of Kokkola
1240%
Campaign reach of the main target group per year
15x