Offering around 95 apprenticeships, Jaisli-Xamax is strongly committed to young people and technical apprenticeships. Unfortunately, many young students are unaware of the exciting work done in the electrical industry and prefer to choose "comfortable" office-based professions. Jaisli-Xamax commissioned the Serviceplan Group to develop an original and attention-grabbing campaign for young people between the ages of 13 and 15 to inspire them to enter the electrical industry.

We created a campaign for a platform where young people are spending more and more time: TikTok. Eight videos were produced in-house which focused on topics related to the electrical sector in ways suitable for the channel. To keep things feeling authentic, the videos starred current apprentices at Jaisli-Xamax AG. The campaign was also supported by posts on Instagram, Facebook and LinkedIn to reach adult influencers, with posts linking back to the landing page. Challenge accepted? Become an electrician. Reach was achieved organically, as advertising on TikTok was not yet possible in Switzerland at the time of the campaign. Over 14,000 views were generated with a viewing time of more than 50 hours.
Media response was huge: More than a dozen national and regional media news portals reported on the campaign, including the most widely read paper in Switzerland, "20 Minuten". The client is considering launching a new edition of the campaign in 2021.