ÅF – THE LIST
ÅF had a problem attracting talented programmers with an education in civil engineering. The lifestyle advertising wasn’t really working and the message from the students was clear: “ÅF is a Ford factory" and “they don’t understand us.”
We invited them to a competition where only they could attend – excluding everybody that didn’t have their skill set. This made programmers feel unique and special and not like your common computer nerd. ÅF showed that they understood the programmers and gave them a stage to perform on.
“The List’s” only marketing campaign was word of mouth. And technicians from 130 countries competed. After just a few weeks, media read by the industry bumped ÅF’s ranking up from 16th most favorite employer, to becoming the 7th most favorite employer in Sweden.