Case: JAM Werkt campaign — We always thought too!

JamWerkt is not your average employment agency. The Brabant organization consists of around 20 young professionals. They know better than anyone what it means to look for a cool starter position or a side job alongside your studies as a young adult. After all, they have experienced it themselves. Fallen and rose. Been there, done that!

So close to the target group, which is exactly how JAMWerkt wants to be known. Because who doesn't like to be helped by someone who really understands you? The knowledge that the professionals at JAM — from their own experience — have of the target group is a powerful tool for an awareness campaign that inspires curiosity. At JAM, they also know the preconceptions about work that exist among students, starters and young professionals. “Work is boring and certainly not a party...”

Aren't you working at a party? We always thought too!

No responsibility as a starter? We always thought too!

No chatting at work time? We always thought too!

A different perspective

These preconceptions form the basis for the awareness campaign that ZUID developed for JAM. The idea: with recognisable statements (read: preconceptions), we trigger the target group, which we then immediately debunk in the image. Because those who like to organize a party can just hide a born manager. And for a social animal, helping customers in the workplace might be piece of cake.

We shaped this concept with snackable campaign videos that express the message briefly and firmly. We compare private situations that are familiar to young people with possible work situations.

Good time, good place

Up to the farm! With the start of the introduction weeks in the student cities in Brabant, we launched the campaign for JAM. In total, the various videos were shown more than 970,000 times, spread across Instagram with Stories, Reels and the feed, Snapchat, LinkedIn, Youtube and the website. We were also able to appeal to students and starters with various expressions offline. During the introduction weeks, for example, JAM's campaign was spotted at shelters in student cities Eindhoven, Tilburg and Den Bosch. A campaign with results: from the launch, JAM saw a clear increase in applications and applications. A great example of how empathizing with the target group can result in communication that really works!

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