Brief
Over 900 000 Bulgarians work outside their home country. The growing number of people leaving the country leads to shortages in the workforce. As a global brand, powered by regional talent, TELUS International Europe took it upon themselves to bring back the Bulgarian people who had left the country.
We had to build on the last year’s campaign, part of their recruitment platform that provides a complete relocation package including BGN 5,000 for anyone who has lived away from Bulgaria in the last 12 months and has the necessary qualification.
Idea
We looked at those who could have made a career abroad but chose Bulgaria instead. Foreigners.
Over 90 000 foreigners live and work in Bulgaria. People who found opportunities in the country and everything necessary to feel happy.
Execution
We invited 50 of those foreigners working in Bulgaria, to tell us why they made that choice. Their answers were authentic and honest and in Bulgarian (to the best of their ability). We shot them in short videos in front of key Bulgarian landmarks.
The videos were precisely targeted to Bulgarians abroad. We used a programmatic algorithm to target foreign IP-addresses that have visited Bulgarian websites at least 5 times in the last week.
Results
We achieved our goal to raise a public dialogue on the topic through the traditional PR channels and social media, reaching numerous people and gathering lots of user-generated content. The campaign became viral as it was shared by the public and different publishers, including the Bulgarian National Television.
Media publications and participation in interviews reached over 180 000 people. Social Networks — more than 650 000 impressions. Almost 12,000 visits to the campaign website. Lots of positive and encouraging comments and strong public support for the campaign — over 500k reactions and almost 100 social campaign information sharing.
Over 500 received CVs and 10 people who have returned since the launch of the campaign in December 2019.
The decision to come back from abroad is а really hard one and making more than 500 Bulgarians consider this step is a huge success. Dozens of them are already in Bulgaria working for TELUS International Europe.
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creative director: angel iskrev
junior copywriter: petko kolarov
client service director: sava ahmakov
account director: sanya stefanova
account executive: toni gradinarov
strategist: kristiyan stefanov
junior strategist: mihail kolev
media partner: httpool
pr partner: proximity
graphic designer: radoslav panev
director: bashmotion
editing: bohos
production: pudding
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