Must-see Jobs

cases:
MUST-SEE JOBS

Task
Magnit is one of the largest private employers in Russia. Monthly it hires about 15,000 employees. Usually in summer, the number of responses decreases significantly. We needed to overcome seasonality and keep the number of responses at the same level.

Solution
In order to overcome banner blindness, we used a striking trait of Petersburgers — the love for their city. Instead of classic advertisements, we drew the attention of the residents of the Cultural Capital to what they love and are proud of — the sights of their city.

In the districts where Magnit shops are located, we chose the favorite landmarks of St. Petersburg residents and used them to develop creatives with recognized visuals and informative taglines about working at Magnit.

As a result, we increased our low season response rate by 41% compared to last year.