Rigani was engaged earlier this year to assist NTFRS in developing a creative campaign that will engage potential recruits, both locally and interstate.
It was important the campaign was not just about attracting leads, but hyper-targeted to those who genuinely represent potential recruits; a firefighting career is not for everyone. NTFRS also wanted a campaign with longevity, scalability and diversity.
Rigani wanted to develop a campaign that appealed to the the kind of recruits that would be a perfect match for the role. Ambitious and goal-driven individuals, people with a sense of responsibility and duty and the family-oriented characteristics of the ideal firefighter.
How the creative came to life would also offer those already open and willing to a career change (qualified opportunities) information and the option of a satisfying and gratifying job.
By on-boarding a diverse range of existing firefighters the campaign could appeal to a variety of genders and cultural backgrounds. The creative also translates successfully across digital, outdoor and place-based mediums.
One Rewarding Career highlights that as a firefighter in the NT you can have a rewarding, challenging and enjoyable career. The creative uses a storytelling content style to assist the viewer in gaining insight into the personal journey of a single firefighter and potentially envision their own “story-by-stats”. Simple, clear and data-driven messaging helps the more analytically-minded prospects connect with campaign and inspire a vision of their own potential achievements as a recruit.
Rigani were given one week to develop and present two creative concepts and then six weeks to bring the campaign to life including customised photo and videography shoots for 12 individual firefighters, design, development and launch of a custom campaign website, and the creation of a suite of artwork for use across digital, outdoor and place-based mediums.
Our management process for quick-turnaround projects allows us to flex our pipeline and prioritise what we call “Power Projects”. Working with some of our most trusted, professional and talented suppliers we successfully turned around a deck to launch at the beginning of the August recruitment round.
The project required close and consistent communication with the team at NT Fire and Rescue Service to keep approvals flowing, firefighters scheduled and equipment at the ready.
One Rewarding Career has completed the market road-test phase as part of the August recruitment round and received overwhelmingly positive feedback. Rigani look forward to seeing the results and watching the campaign scale into market.