Cologne/Bonn/Vienna. Double gold for Eurowings. Interactive Advertising Bureau Austria honoured Eurowings in two different categories for its recruitment campaign on the Tinder dating app. The airline picked up gold IAB WebAD trophies in each of the media categories ‘Best Mobile Campaign’ and ‘Best Native Campaign’, leaving well-known competitors trailing behind them. The jury praised the originality of the campaign which the Lukas Lindemann Rosinski Agency created on behalf of Eurowings. Eurowings was also nominated in the creative category ‘Online & Mobile Marketing’ and for the ‘Best Social Media Campaign’.
Works like a Tinder profile: swipe and apply
From April to June 2018, Eurowings was the first airline in Germany and Austria to use the Tinder dating app – one of the most popular and successful dating apps with more than 50 million users worldwide – to recruit new cabin staff. The campaign ran via branded profile cards that worked like a Tinder profile. Users who clicked on a Eurowings branded profile card received additional information about the specifications of the job advertised. If applicants swiped right, they got the ‘It’s a match’ message from Eurowings – combined with further information on the job advertised and a link to the Eurowings careers website eurowings.com/career, where anyone interested could find out more and apply.
Eurowings used the recruitment campaign to attract the attention of young people who are always on the move and always online. During the two-month campaign period, the Eurowings promotion reached more than 600,000 users in the catchment areas of Munich, Stuttgart and Austria, securing an engagement rate of 9.8 percent. In Austria, visits to the careers page increased by almost 40 percent during the campaign period, with a similar rise seen in applications in Munich. The campaign also generated significant media resonance, on a par with many times the actual investment.
The most important award in the Austrian digital landscape
Interactive Advertising Bureau Austria has been honouring outstanding online advertising activities in Austria since 2003. The IAB webAD was awarded in 20 categories and is considered to be the most important award in the Austrian digital landscape. A total of 258 works entered the race for the sought-after webADs, 159 projects in the creative categories and 99 submissions in the media categories. More than 1,000 guests from the digital industry celebrated the prize-winners in Vienna’s Marx Halle. All the shortlisted projects are presented in detail at www.webad.at.