Work in Estonia’s campaign conducted on the portal Airbnb was awarded the IAC Award for the world’s best employment online campaign.
There’s not enough homegrown ICT specialists to keep e-Estonia running, meaning that there’s a need to employ overseas experts. This is an issue that the Work in Estonia initiative is trying to address by introducing Estonia as an attractive working destination to potential, talented, would-be employees worldwide.
The goal of “Book a job on Airbnb” was to initiate buzz in Finnish media and to become a hot topic among our target audience there. „Every year 2.4 million tourists from Finland visit Estonia and 1.7 million of them stay for the night. This means that every day there is a huge number of Finns looking for a place to stay for the night in Estonia,“ Meelis Reiman, a creative writer at Idea AD, the agency behind the campaign, said. „As a solution we offered young specialists a possibility to book a working table at an Estonian company of interest on Airbnb, instead of a place to stay for the night.“ As a result, the biggest print and online media in Finland wrote about the campaign, gaining more than 65,000 euros worth of media attention.
Leonardo Ortega, the Project Manager for work in Estonia commented: „It is trully amazing to see a Work in Estonia campaign idea being awarded such recognition and awards. We work constantly with our partners to get the the word about Estonia out there and news like this brings us closer to our goals. Thanks to IDEA and the team members for the great teamwork on this!“
The campaign also received Estonia’s most prominent advertising award, the Golden Egg (in the category of creative use of media) and the digital marketing award Digitegu 2016 (in the category of branded article).
The Airbnb campaign was created by Idea AD and supported with PR by Samuel Sorainen (Wolfcom Oy). The Internet Advertising Competition (IAC) Awards were developed by the Web Marketing Association to honor excellence in online advertising, recognize the individuals and organizations responsible for creating work, and showcasing the award winning Internet advertising.
The Internet Advertising Competition is open to all organizations and individuals involved in the process of developing all forms on Internet advertising.