In March, company Infinum booked a billboard in front of Faculty of Electrical Engineering and Computing (FER). With a clear target in mind, they created a communication only certain group of people can understand.
The billboard displayed programming jargon familiar only to developers, coincidently advertising open job positions to students attending FER. The response for the first billboard was positive and social media buzz was evident.
“We saw an increase in job applications and people were actively commenting on our innovative approach on social media” – said Tanja Bulbuk, Infinum’s HR Manager. With the campaign, a marketing paradox was achieved: while traditional advertisers now resort to online media for finding new consumers, Infinum, a digital company hiring digital experts, has found a successful way to engage with its audience using traditional offline media.
Due to campaign’s success, the company has decided to put up a new billboard from mid-April. It’s another ad in the same style as the first one, this time referencing a programming joke.
