Exceeding Expectations

Our strategy

With Denmark’s low unemployment rate, Metro Service faced an urgent challenge: hiring 120 new employees to operate the upcoming tram system in Copenhagen within a tight five-month window. This ambitious goal required a highly targeted recruitment approach to reach various potential candidates, including warehouse workers, bus drivers, and retirees seeking less physically demanding roles.

Metro Service partnered with TBWA Copenhagen and Ceedr, their digital arm, to create a data-driven, performance-focused recruitment campaign. Key steps included:

• Conducting market research to identify six target groups likely to respond to Metro Service’s roles.
• Launching a multi-platform digital campaign to maximize reach, using Google Display and YouTube for awareness and Meta (Facebook & Instagram) alongside Google Search for conversions.

Our results

The campaign delivered exceptional results, surpassing expectations by reaching the KPI targets in just four weeks, well ahead of the six-month goal. This overwhelming response allowed Metro Service to halt the campaign early due to the volume of qualified candidates, with interest continuing even after the campaign’s conclusion.

• +1,100 high-quality applications were received, enabling Metro Service to fulfill its hiring needs quickly.

• 120 candidates were successfully hired, and further qualified applicants continued to apply.

The campaign’s success has led to Metro Service engaging Ceedr for additional projects, including an upcoming recruitment drive planned for 2025.