In the fall of 2023, Juno was commissioned by Lernia to develop a campaign to strengthen Lernia’s brand, to increase awareness of the company among job seekers, but also to reach more target groups. Lernia’s mission is to match people’s competence, talent and potential with Sweden’s need for labor – the main message is that Lernia helps people find jobs.
Therefore, we needed to find an appeal that works for different target groups, while at the same time the communication must not be too smooth and blasé. In order to get the message across, we wanted to find recognition factors that as many people as possible can identify with. There is a situation in working life where the vast majority of people feel nervous and uncomfortable – regardless of background, education or position on the labor market – and that is the job interview.
We chose to build our story around a job seeker who encounters different managers, to show how difficult it can be to find the right job in the job market. By building the campaign around these situations and using humor and recognition, we wanted to evoke emotions in the target audience that make them remember and like the brand. Together with the production company OTW, we produced a film for Lernia’s web, as well as a number of shorter films for social media. The campaign also ran on digital OOH boards in central locations in Stockholm, Gothenburg and Malmö. The films have been widely distributed and have been highly appreciated both internally and externally.
