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Barkers

Tesco

Magical Nights

With so many Tesco stores open 24hrs a day, the need to attract good managers — at all levels — to work through the night, is greater than ever before. The pool of managers who historically work at night is relatively limited, so our challenge was to widen the net to entice retail managers out of their day jobs.

Our answer

The night shift is often perceived as the ‘poor relation’ to daytime careers. In reality, at Tesco, evening is the time when it all happens in store – the time when ambitious people can make a huge impact and get amply rewarded for their efforts with rapid promotion. Our comprehensive on- and off-line campaign therefore focused on changing the dark, foreboding night time shift, into a more attractive ‘magical’ time which would appeal to managers who ordinarily wouldn’t consider building a career at night. All attraction material pointed candidates to a dedicated website — www.magicalthingshappen.co.uk — which incorporated ‘magical’ flash elements that delighted and surprised the audience.

Results

With 1852 visitors to the home page, and a conversion rate from there to the apply link of 91.95%, this campaign clearly attracted the right audience, with the right selling points and the right message. All in all, a resounding success.