BANGKOK: Krungthai AXA Insurance is utilising an unusual
advertising space as part of its recruitment drive to hire sales
staff.
Although the recruitment campaign has been spread across a range of
media, including print and radio, it is the banners stuck on steps
leading to Bangkok's skytrain stations which have drawn the most
attention.
The ad copy plays on the physical action of people having to walk up the
stairs - different messages appear on each step.
One set goes: "Bored with the same company? Is getting to the top
difficult? If you feel tired of the climb, call us and join our sales
team."
The response rate to the campaign exceeded the expectations of both
client and agency, Saatchi & Saatchi. Before the launch, the client
received five to 10 calls a week from job seekers. These days, 20 to 30
calls come in each day, weeks after the launch.
