The Dutch horticulture industry faces the challenge to recruit 10.000 employees every year, which has proven to become more dificult every year. A poor brand preception of this industry is the underlying problem which is the reason why the industry created a multimedia branding campaign, aimed at students 16 to 24 years old (all levels), to inform and interest them. Through themes such as sustainability, logistics, engineering, international trade, science, creation and nutrition they teach young people about the diversity of the industry.
In April 2010 the It’s Alive campaign has been launched with a teaser campaign on MSN followed by commercials on national TV, a (2D) website, print campaign, augmented reality flyers (!), online banners and a TV show on MTV-networks. Total budget of this incredible recruitment campaign is 4 Million Euro in the period 2009-2011.
A new addition to this campaign is a stunning 3D-website. You can even order the 3D glasses via the website for free!
Visit the 3D website here: http://nederlandse.tuinbouw.nl/#/3d