As a global recruiting specialist, Randstad came to Bang to increase awareness and boost market share in the Australian market – particularly in the IT recruiting field. The plan was to kick off new creative which would begin in the IT space, but feature the flexibility to roll out into other markets such as sales and marketing or financial recruitment.
Bang and Randstad took to the market with a new advertising branding campaign, integrated across digital, print, indoor and outdoor media including billboards.
The creative theme centres on a concept of relationships, looking at how great matches have led to real transformation for all parties involved. The campaign matches multiple famous historical partners with a brand promise that Randstad “turns mere encounters into moments of enormous potential”, and a tagline of “Where Opportunity Meets”.
The campaign has been received very well in the market to date, boosting enquiries and sales to a point where Randstad has decided to use the “Where Opportunity Meets” theme in all Australian marketing communications as their local positioning.
As Ximo Soler, marketing director, Randstad said, “I’ve often found that agencies don’t really capture the essence of our industry, but working with Bang has been exciting and inspiring. They have truly understood what it is we do, and what we want to achieve in terms of messaging. Turning Randstad’s global mission of ‘shaping the world of work’ into something more tangible for our Australian customers is something they’ve helped us achieve, so we are excited to roll it out in the market.”