Randstad - Programmatic DOOH campaign combining visibility and proximity

THE CHALLENGE

In a rapidly changing job market by sectoral tensions, Randstad, a major player in human resources, faced the challenge of boosting its commercial activity and attracting new talent, especially in regions where employment opportunities remain underutilised.

THE OBJECTIVE

Increase brand awareness by positioning Randstad as a key player in local employment, close to candidates and businesses. Secondary objectives: talent sourcing, attract new businesses.

THE SOLUTION

A hyper-localisation strategy focusing on regions with the most pressing employment and recruitment needs was deployed. A 30km radius was defined around each of the 50 targeted cities, all high-traffic areas, to ensure maximum visibility for candidates and businesses. Ads were broadcast in optimised time slots, during peak travel hours on weekdays and leisure hours on Saturdays.