FoxStudy 4 – Dreamworld Recruitment

Case Study 4:  Wily Work for Dreamworld

Brand: Dreamworld
Project: Summer Casual recruitment drive Dec 2007

quickbrownfox involvement:  Agency Head overseeing and guiding Account Manager in strategy, directing creative teams (final say on all artwork), media strategy.

Objective
Dreamworld needed to recruit a large number of summer casuals (~600 staff) to meet their parks’ needs over the Christmas peak season (this was a significant increase (113%) on the prior year). Their primary target audience were net heavy users of traditional media and other competitor companies were highly visible in the market a the same time looking for the same people. Dreamworld had to not only stand out but be the employer of choice for this market.

Strategy
Adopt an alternative media strategy to reach as many Gen Ys as possible. Critical to position Dreamworld as a preferred employer.

Creative
Press
Cinema
Avant Card
Posters
Postcards – In-park promotion
Online banners

Results
Dreamworld successfully hired enough staff for the summer season (600+ staff), of which almost 400 stayed until the end of the season and over 300 decided to stay in full-time employment.

What the client has to say
“Our advertising has become more cutting edge and punchy with great appeal, particularly to the demographic we are seeking to attract”. Debbie McLachlan, HR Manager.