Employer branding

STUDENAC MARKET

Creation of a seasonal recruitment campaign with a retro look

  • Services:
  • Employer Branding
  • Branding
  • Design
  • Job ads
  • Creative Strategy
  • Copywriting
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OVERVIEW

Studenac market is one of the biggest retail chains in Croatia with more than 1600 retail stores, and just recently expanded their business to neighboring Slovenia too. As Croatia is well-known for its beautiful coast and stunning islands, seasonal work is a big thing for Croatia business. 

Studenac market too has a bigger hiring needs during the summer to meet tourist needs and wants. Every year Studenac market is in a need to hire more than 2000 seasonal workers that would work in their coastal stores and islands. 

This year we entered a partnership with Studenac market in which we created a recruitment campaign for seasonal employees, who could become a full-time employees too! 

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THE SCRIPT

As a society we have grown beyond “We are hiring” messages and hoping for the best results. Therefore our first step was to create a unique creative concept that will be attention grabbing, some that is close to Studenac market core business and communicates it clearly. 

We drew inspiration from Croatian pop culture. In the past years, Croatia had a successful movie about a local cashier and a popular TV show, also about a cashier, which ran for four seasons. Both the movie and the show are beloved by the Croatian public and have become part of the country’s pop culture. With this campaign, we wanted to pay hommage to Croatian pop culture while also inspiring the idea that working in a store can be sweet — just like in the movies.

Another great insight is that Studenac market hires people along the Croatian coast. The coast is synonymous with summer and enjoyment, so from the outset, we knew the direction we wanted to take.

MOVIE TITLE

The campaign’s slogan was one of its key elements. We wanted the slogan to create a somewhat vintage and nostalgic feel, while also being inspirational. Since this campaign is for recruiting seasonal workers, summer seemed like a perfect connection.

Summer is coming. Go with it. / Ide ljeto. Pođi s njim. 

“Summer is coming” part clearly communicates that this is a job opportunity that offers new possibilities thanks to the summer. 

We aim to connect working at Studenac market with the vibrant energy and rhythm of the summer season. The message “Summer is coming” symbolizes the chance that arrives with the new season. “Go with it” encourages seasonal workers to embrace new experiences, learn new skills, and grow as part of the Studenac market team.

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ART DIRECTION

Given the fact that the entire concept and slogan take the form of a vintage film, with nostalgic emotions at its core, it only made sense that the art direction itself would embrace this vibe — like a grainy movie trailer, capturing the feeling of the announcement of a new yet familiar, beloved movie.

To make the art direction as authentic as possible, we organized a photoshoot with Studenac market employees, who took center stage as the leading stars of this recruitment campaign. They were featured in the visuals as movie stars of a blockbuster movie, with the slogan serving as the movie’s title, while the benefits offered by the employer were presented on the visual as the credits and production details.

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VIDEO PRODUCTION

For the filming of the recruitment video, we traveled to Omiš, a stunning town on the Croatian coast. The video is designed so that a Studenac market employee, in the lead role, takes potential candidates through the entire journey — from job application to becoming an employee. The whole vibe of the video was imagined with a retro, nostalgic feel, filled with the warmth of seasonal work and the team spirit of the amazing crew at Studenac market.

We won’t spoil too much, because we all know that a picture is worth a thousand words—and a video, even more. So, go ahead and check out the full video below!

BOX OFFICE

To get the best out of the recruitment campaign, we have utilized the Meta and Google platforms for expanding our audience, directing the spotlight on potential candidates, and delivering a blockbuster performance in driving quality job applications through strategic ad placements and precise targeting.

Meta

Our focus on Meta was primarily on recruitment campaigns in Croatia, but we also targeted Macedonia in search of seasonal workers and warehouse staff. The campaigns performed well with a total of 2,597 job applications rolling in.

 

Google display ads

The results of the Google campaign showed great performance; the ads were displayed a total of 497,729 times, and received 7,182 clicks. The campaigns that were in the spotlight focused on hiring seasonal workers, warehouse staff, and recruitment in the Zagreb area, creating a stellar lineup of job opportunities.

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Results

  • Job applications 2,597
  • Clicks on ads 7,182
  • Ads views 497,729

Professionalism and creativity in every detail

"The talented teams from Enstring and Degordian put together a well-crafted, carefully planned, and super-structured recruitment campaign. Working with them was an absolute pleasure, and our entire team had nothing but great things to say. From employee photo shoots to video sessions, everything was handled with top-notch professionalism, all while keeping the vibe warm and friendly."

Jana Baksa

Head of HR Business Partnering for Operations, Studenac market

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