Motion Graphics
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Transport NSW recruitment

Client
Transport NSW
Producer
Director
Graphic Designer
Graphic Designer
Dinalie Dabarera
Production Assistant
Nicole Hofstadter

Brief
STA needed to fill 625 Bus Driver roles throughout 2018 to cover an existing deficit and natural turnover. Based on 1 in 6 historical success rate of applicants, 3,750 applications would need to be received as a result of the recruitment campaign.
Transport NSW had exhausted their last campaign, finding that they needed shorter bursts of content (meaning more creative variations). There was an intention to create ‘dynamic’ and naturalistic collateral. From previous insight, they found success on digital platforms such as Facebook and Seek.

Response 
Paper Moose approached a pool of selected bus drivers directly to interview for the print/video campaign. There was a need to create an authentic, personable and down to earth campaign so it was important we selected the charismatic, warm, bubbly, energetic personalities. We created 164 pieces for the online/print campaign, and 4 videos. All aspects of our agency were put to use – everything from the design layout, the copy for both the social posts and the print.  These were distributed on Facebook, billboards, MRECs, Leaderboards, Adshels, XTrack TV, and newspapers across the state. We delivered on time and on budget.

Results
In its first two months of rollout, the recruitment campaign is achieving above target and will resume through the year in intermittent bursts.