LV Launches Innovative Recruitment Advertising Campaign
on: June 08, 2010, 05:27 am
LV=, the insurance, investment and pensions group, has
announced the launch of a ground-breaking recruitment advertising
campaign. The campaign uses unique technology that enables jobseekers
to interact with existing LV= staff and find out about the jobs on
offer before even applying.
The poster and taxi campaign includes five different poster designs each featuring a
different LV= employee who has their own story to tell. The
campaign invites jobseekers to take a photo of the poster with their mobile phone
and send the image to LV= via MMS or email, using short code 67777 and adding the
keyword 'LV'. Using image recognition software, LV= will then identify which
employee was on the poster, and make a pre-recorded call to the jobseeker in which
that actual employee says what they do at LV= and what it's like to work there.
The campaign features imagery around LV='s iconic green heart and uses a wide range
of media including online, social media, outdoor and the innovative poster and taxi
campaign. The innovation is continued on LV Careers
where jobseekers can interact with existing staff as well as hear from Mike Rogers,
group chief executive and apply for jobs online.
There is also a charitable element to the campaign, as for every text received
through the campaign LV= will donate 10p to its nominated charity, Great Ormond
LV= is currently recruiting for staff in many of its 28 offices across the UK.
Locations of particular focus include its head office in Bournemouth plus LV=
offices in Bristol, Croydon and Huddersfield. The majority of jobs on offer are
within LV=’s general insurance division.
The posters will be appearing at over 150 sites in Croydon, Bristol and Exeter at
bus stops, tram stops (Croydon only), outdoor sites, and on taxis. LV= is also
using a range of other advertising tactics including traditional outdoor media,
print and online advertising, plus social media campaigns on Twitter, Facebook,
Youtube and Linked-in.
Stuart Affleck, LV= head of resourcing and development, said: "We are really
excited about this campaign as it’s the first time that this technology has been
used in a recruitment campaign. Using existing employees to tell jobseekers what LV=
is all about and what it’s like to work here should be a powerful technique to
encourage new, talented people to join the LV= team.
"Our general insurance operation is a particular hotspot for growth. We are not
only looking for people with previous experience in this field, but also those
looking to move into general insurance from other careers. Unlike many financial
companies, LV= is a fast-growing business and we need new employees at all levels to
join us, to help in our growth and also share in our future success."
This recruitment advertising builds on LV='s existing brand and product marketing
campaigns. These include TV, outdoor and digital advertising activity,
business-to-business marketing through vertical media, and a brand sponsorship
LV= worked with creative agency ThirtyThree to develop and implement the new
recruitment advertising campaign.
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LV= is a registered trade mark of Liverpool Victoria Friendly Society Limited (LVFS)
and a trading style of the Liverpool Victoria group of companies.
LV= offer a range of insurance products including home insurance, car insurance, pet insurance, travel
insurance and life insurance.
LV= employs over 4000 people, serves more than 3.8 million customers and members,
and manages around £9.3 billion on their behalf.
Liverpool Victoria Insurance Company Limited, registered in England and Wales number
3232514, is authorised and regulated by the Financial Services Authority, register
number 202965. Registered address is: County Gates, Bournemouth BH1 2NF. Tel: 01202
69 Park Lane
0208 256 6714