Coles is a big supermarket name in Australia, and to meet growing demand, the business has introduced customer fulfilment centres. However, it needed to boost awareness of these centres and the roles available within local job markets. Coles wanted to share its innovative adoption of new technologies, educate audiences on the CFCs’ roles in the company’s future, and drive applications through an honest reflection of what the job had to offer.

It devised a phased communications plan that would invite audiences to find out more about the CFCs and apply for one near them. One approach was to develop an in-app game where candidates would be ‘in the driver’s seat’. This was accompanied by videos showing life in the centres, where viewers followed the journey of a punnet of strawberries. Outdoor ads included roadside billboards and vans in relevant locations, including QR codes where interested parties could learn more.

Radio ads across popular stations amplified the message, and the company used geo targeting on social channels to sit alongside a bespoke campaign landing page. Creative was produced in a number of languages, including Vietnamese, Punjabi and Arabic. Over a 12-week period, the campaign achieved a more than 12,000% increase in web traffic, more than 20 million impressions and more than 14,000 applications. All positions were filled before the campaign had even finished.