The supermarket chain "Sutterlüty" is an institution in Vorarlberg and does not have to hide behind other chains that are also active throughout Austria. Nevertheless, one thing still causes problems for the company. The persistent lack of interested apprentices and applications. We helped to solve this problem.
"The youth of today..." When a sentence begins like this, it usually contains a cliché or an expression of dissatisfaction with the way young people have developed. At least usually. What is true of today's youth is that a job is no longer just a job. It's no longer just about getting a paycheck at the end of the month, and it's no longer enough to simply advertise jobs and hope for applications. A company also has to have something to offer, and that's all about authenticity. So how does Sutterlüty manage to generate applications from trainees?
Gomma Sutti (Let´s go to Sutterlüty supermarket)
For one thing, you need a strong idea. And the execution has to be one hundred percent right. Otherwise, even the best idea in the world will quickly become "cringe-worthy" - in other words, embarrassing. And then it causes a lot of problems, but definitely not for applications from young trainees.
The Idea
Music is always on. And no music genre is more in vogue right now than rap. In 2021, 21 different(!) rap songs reached the top of the German charts. If you compare this number with 2016, for example, where only one such song was able to dominate the charts, you can see a clear trend that can be clearly measured by the preferences of young people.
So TOWA's idea was to write a rap song. A rap song with reference to Sutterlüty and the advantages of teaching. With a video to match, of course.
The implementation
Well, we at TOWA are many things. But not musicians. That's why we left this part to the professionals.
Marco Kalabota and the German rapper Toni der Asi wrote the song "Gomma Sutti", which fulfills all the must-haves of a hit: A fitting message, double (or even triple) pronounced lines and a catchy hook - i.e. a chorus that can be sung along immediately.
All that was missing was a suitable music video, which our entire creative department, together with trainees and the two rappers, finally shot directly in a Sutterlüty branch. All the ingredients for a viral hit campaign were in place.
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For the release of the campaign, we relied on multi-channel marketing and wanted to be active wherever young people spend time online. The full music video was released on YouTube and the song is available on Spotify. We ran social media ad campaigns on TikTok, Snapchat, Instagram - and for older siblings and parents, Google and Facebook - to spread the message as widely as possible.
And without going into exact numbers at this point, we can say that the campaign was a complete success:
Newspapers and online media picked up the story and multiplied its reach. Perhaps it should also be said that the whole thing did not go down well with everyone: Some of the comments on YouTube or vol.at complain about the "youth of today". But for us, that is a minor matter. Where the young people themselves are out and about, for example on TikTok and Instagram, the comments are full of praise and admiration.
Oh, and the number of applications for apprenticeships has doubled compared to last year.
So much for the apprenticeship problem.
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