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.
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.