Every year Royal Mail has to attract 20,000 Christmas Casuals to work in sorting offices across the UK. To meet this target in 2017, they needed an attraction campaign to set them apart from their seasonal competitors.
A taste of Christmas in August
Royal Mail’s seasonal roles aren’t as appealing as many of their competitors. To generate the level of applications they need for their busiest season, we had to position Royal Mail as a favourable seasonal employer.
We decided to do something a little different and kick off the hiring season with a show of appreciation.
For one day only, we put on an open-air cinema at Royal Mail’s working depot – Greenford Mail Centre. On the side of an iconic Royal Mail delivery lorry, we built a cinema screen to show Christmas classics like Home Alone.
A winter wonderland with a twist, we provided hot chocolate and mince pies for everyone to enjoy as they sat back and relaxed on their breaks.
The event aimed to reignite a sense of camaraderie and teamwork amongst the employees who deliver Christmas together. By giving something back, we portrayed Royal Mail as an employer that values its employees.
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Herbert Smith Freehills
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