|Title||YUMMY JOB HUNTING|
|Brand||PERSOL CAREER CO., LTD.|
|Product / Service||AN|
|Category||B07. Events & Stunts|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Idea Creation 2||DENTSU LIVE INC. Tokyo, JAPAN|
|Idea Creation 3||DENTSU PUBLIC RELATIONS Tokyo, JAPAN|
|Media Placement||DENTSU INC. Tokyo, JAPAN|
|PR||DENTSU PUBLIC RELATIONS Tokyo, JAPAN|
|Production||DENTSU LIVE INC. Tokyo, JAPAN|
|Yasuaki Misonou||Dentsu inc.||Account Exective|
|Koshiro Masaki||Dentsu inc.||Account Exective|
|Takefumi Sano||allfuz inc.||Account Exective|
|Kazunaka Miyoshi||Dentsu inc.||Account Exective|
|Koji Takimoto||Dentsu inc.||Account Exective|
|Shintaro Amaike||allfuz inc.||Account Exective|
|Akira Hashimoto||Dentsu inc.||Promotion Planner|
|Kensaku Yamamoto||Dentsu inc.||Promotion Planner|
|Tomoaki Hashima||Dentsu inc.||Promotion Planner|
|Tatsuya Yamamoto||Dentsu inc.||Creative Director|
|Emi Kubota||Dentsu inc.||Art Director|
|Natsuko Shimamori||Dentsu inc.||Copy Writer|
|Ayako Hara||Dentsu inc.||PR planner|
|Masashi Araki||Dentsu inc.||PR planner|
So we launched, "Yummy Job Hunting" This project added 'staff meals' as a completely new criterion to help workers choose their jobs. By making staff meals available to the public, more people will realize the appeal of working in the industry.
At first, food festival was held allowing people to experience genuine staff meals. We choose 3 metropolis as a venue, and appoint popular restaurants based on each area. Also on the website, to deal with the heightened demand, revolutionary ads allowed workers to choose jobs from staff meals.
<Media Outputs> - Advertising exposure worth 1.06 million dollars with 24 paper media articles, 26 TV programs and 777 WEB media articles - Special featured TV programs and WEB media were created, which related to human resource problem in Japan <Target Audience Outcomes> - The events attracted 250,000 people over 14 days - 71,971 tweets on Social Media <Business Outcomes> - The response to special ads, which contain information on staff meals, increased 3.82 times over normal ads - Prompted some people to begin working actually in the restaurant industry
Through huge media exposure, create a totally new criterion to the way of job hunting for the restaurant industry, which face a serious lack of workers. The core of this project is food festival, which is authentic Earned Media, and to deal with the heightened demand, revolutionary ads allowed workers to choose jobs from staff meals via web site. As a result, prompted some people to begin working actually, which intend succeeded to produce Behavior Change.
We had in mind one simple question. 'How do people find motivation to work in the restaurant industry?' According to a certain survey, as many as 60% of people replied that “staff meals” were what motivated them. The reason is because they can save on food expenses while enjoying delicious restaurant food. The brand which provides information on part-time work, “an” focused on this point.