Transport for London | Unsung Heroes

Transport for London | Unsung Heroes

Celebrating the unsung heroes who keep London moving

Transport for London (TfL) wanted to attract the world’s best applicants from the IT industry to join their team.

Their target was to recruit up to 300 new Project Managers, Analysts and Developers and the challenge they faced was how do they attract applicants from the likes of Google and Facebook to come work for a public sector organisation like TfL.

This meant the campaign had multiple objectives, the first being an education piece addressing public sector perception issues and the second positioning TfL as a world leader in contactless technology.

We worked with Havas People via Roast Productions to develop a cinematic shooting treatment that could challenge big budget silicon valley campaigns head on. Real employees are at the heart of this series of recruitment films. Through this shooting style, composition and framing we elevated the films beyond the standard talking head. Using intimate angles and compositions not usually seen in classic interview set ups, we were able to portray the humanity and personalities behind Transport for London.

 

The campaign reached over 1.3 million people on social media. The best engagement rates were from YouTube, with 166,592 video views and a Click Through Rate of 1.03%.

From the 2500 applicants, nearly 700 were shortlisted and some 91% of applicants stated that the videos made them ‘more likely to apply’.

163592YouTube views
2500Applicants and 700 shortlisted

Omni Productions work to the highest quality standards and carefully plan each step of a production and post-production to ensure we deliver on time, against the available budget and ultimately produce meaningful work that’s engaging, impactful and ultimately drives results.