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Desription
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Estonian Air Navigation Service held a competition to find new people for this extremely important position.
We created a campaign that stirred interest at a brief contact with the campaign materials – if not interest to apply, then at least to take a closer look.
We put people to the test through outdoor advertising. Outdoor advertisements were also small tests – if you pass, you might be suitable for the position of an air traffic controller. We used a similar approach on social media and the radio.
The whole campaign led up to an online test comprising exercises of attentiveness and logic which gave the solver an idea of whether they had what it takes to become an air traffic controller.
A total of 37,321 people completed the test and recorded their result. Singular tests were solved over 300,000 times! Compared to a previous similar campaign, the number of visitors of the website increased by more than four times.
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