Nova Scotia, Canada:
In a move to engage the younger demographic of Nova Scotia, the Nova Scotia Career Development Association (NSCDA) launched “Timestamps,” a recruitment campaign that cleverly intersects with the popular culture of binge-watching.
The campaign’s OOH installations are strategically placed in and around the Halifax area, with copy asking “If your current job has you feeling like:” or “If your health insurance is like:” accompanied by a timestamp directing consumers to a specific moment in an episode of a TV show.
Going to the timestamp referencing the first episode of Brooklyn Nine-Nine, for example, viewers see a clip of Andy Samberg’s character Jake Peralta saying “This job is eating me alive. I can’t breathe anymore.”
This innovative approach taps into the cultural zeitgeist, leveraging a format that’s already popular in yearbook quotes and social media comments. It’s a strategic play designed to pique curiosity and drive engagement.
Interestingly, the campaign faced a unique challenge when AI failed to deliver the needed timestamps, leading to a hands-on approach where Wunder’s team dove into TV shows and fan sites to find the perfect quotes. This “labour-intensive” process added a human touch to the campaign, ensuring each selected moment was just right for the message.