Recruitment consultancy Advanced Resource Managers are utilising the services of Out of Home International for the promotion of IT careers with breakdown cover specialists the AA. For 2 weeks, platform 3 of Basingstoke Station will be displaying a high definition 48-sheet billboard that encourages the public to consider turning to the AA for an employment solution.
The entire advert background is flooded with the trademark vibrant yellow shade associated with the AA, with an Advanced Resource Managers logo on the bottom left corner and an AA logo on the opposite side. A heavy duty laptop takes a central position, displaying an image of two AA vehicles. Overhead text reads ‘For a brighter career in IT, your first stop should be here at the AA’, raising awareness for the idea of working at the AA rather than using them as an emergency cover service. A contact telephone number, website and interactive QR code are positioned beneath the laptop to effectively guide interested onlookers towards further information.
Advanced Resource Managers work in the UK to provide flexible talent management and employment services, operating through a professional workforce of almost 200. Matching jobs to job seekers, ARM provide solutions to an array of clients – from international blue chip companies to start-up businesses – and largely feature positions within technical, engineering and IT sectors.
Marketed as ‘your fourth emergency service’, the AA holds a durable reputation for providing the UK with automotive and financial services, such as breakdown cover, various types of insurance, credit cards, savings accounts, driving lessons and car hire. Due to its national presence as a reassuring safety net, the public undoubtedly fail to consider the brand as an employment route, especially one which is unrelated to mechanics and finance – and so the company has opted for outdoor advertising in order to expose the idea of a computing role within the business.
Out of Home International have a strong foothold on the advertising industry, allowing them to maximise their marketing knowledge in order to fulfil client briefs and wishes. The AA head office is located in the town of Basingstoke, and so a logical option would be to implement outdoor advertising in the surrounding area. Railway advertising allows passengers the chance to digest content thanks to platform dwell time, during which rail users are ensnared in an immobile temporal period which allows their attention to naturally fall on their surroundings. With almost 100,000 travellers per week, Basingstoke Station is an appropriate stage upon which to project the AA’s message.