One of the leading Croatian companies Adris group, started a campaign inviting young and well educated people who emigrated out of Croatia in search for a better life, to cheer up their mums and come back home. The billboards have been placed in international airports, in Dublin, Frankfurt and Munich, cities where the young are going to the most, according to the statistics. The campaign was created by Bruketa&Žinić OM with Adris group as part of their internship program The Future in Adris, for recruiting the best new employees.
The estimations are that more than 40.000 of young people have left the country in the past two years (Croatian population is around 4,3 million). A new emigration cycle is expected this summer since Germany has abolished working permits for Croats. The European Commission’s estimates are that between 166.000 and 217.000 workers will leave Croatia in seven years of Croatia’s EU membership. This will become a serious issue that will influence economic stability and the pension system which will additionally burden the country’s demographic situation.
This is why Adris group wanted to address this important social issue and use concrete measures to help young people to create their future in Croatia which has a great potential for growth. The Future in Adris is an internship program with a goal of employing young people after they graduate. The goal is also to enable their specialization so they could realize their management careers in a relatively short period of time.
The central part of the campaign is a responsive web page where the candidates can get information on all Adris’s sectors and enter the competition. Along with billboards in airports the campaign contains ATL and BTL ads in other offline and online media in Croatia. Video testimonials have been made with existing employees talking about their job and experience, and they were used on the website and social channels. Google search ads have also been activated, linked with job search from Croatia in other countries.
Adris grupa / Predrag Grubić (Corporate Communications Director), Kristina Miljavac (Public Relations Specialist), Matija Subašić-Maras (Human Resources Director), Lidija Gedike (Human Resources), Valentina Špinderk (Board Office Manager)
Bruketa&Žinić OM / Davor Bruketa, Siniša Waldinger, Ivan Čepelak, Nikola Žinić, (Creative Directors), Svjetlana Vukić (Account Director), Nebojša Cvetković (Art Director), Ivan Tanić, Tea Vlahović (Strategic Planners), Ivan Pavičić (Copywriter), Marko Matejčić (Digital Distributor), Zrinka Požar (Account Assistant), Radovan Radičević (pre press)
Brlog, web page production
Millenium promocija, media agency
Madison, PR agency
RED Studio, video production