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LV= launches innovative Recruitment Advertising Campaign

Press release: 04/06/2010

  • Innovative image recognition used in campaign
  • First time the technology has been used for recruitment
  • Staff featured in campaign phone jobseekers back

Insurance, investment and pensions group LV= today announces the launch of a ground-breaking recruitment advertising campaign. The campaign uses unique technology that enables jobseekers to interact with existing LV= staff and find out about the jobs on offer before even applying.

The poster and taxi campaign includes five different poster designs each featuring a different LV= employee who has their own story to tell. The campaign invites jobseekers to take a photo of the poster with their mobile phone and send the image to LV= via MMS or email, using short code 67777 and adding the keyword 'LV'. Using image recognition software LV= will then identify which employee was on the poster, and make a pre-recorded call to the jobseeker in which that actual employee says what they do at LV= and what it's like to work there.

The campaign features imagery around LV='s iconic green heart and uses a wide range of media including online, social media, outdoor, plus the innovative poster and taxi campaign. The innovation is continued on www.LV.com/careers where jobseekers can interact with existing staff as well as hear from Mike Rogers, group chief executive and apply for jobs online.

LV= believes that using existing staff to promote the company, and tell their own story about what it's like to work for them, is more compelling than traditional recruitment advertising. There is also a charitable element, as for every text received through the campaign LV= will donate 10p to its nominated charity, Great Ormond Street Hospital.

LV= is currently recruiting for staff in many of its 28 offices across the UK. Locations of particular focus include its head office in Bournemouth plus LV= offices in Bristol, Croydon and Huddersfield. The majority of jobs on offer are within LV='s general insurance division.

A mix of staff from across the business are appearing in the recruitment advertising campaign. They include customer service representatives and team leaders from the general insurance business, plus people from life product sales, IT and finance. The employees were nominated for the campaign by their managers.

The posters will be appearing at over 150 sites in Croydon, Bristol and Exeter at bus stops, tram stops (Croydon only), outdoor sites, and on taxis. LV= is also using a range of other advertising tactics including traditional outdoor media, print and online advertising, plus social media campaigns on Twitter, Facebook, YouTube and Linked-in.

Stuart Affleck, LV= head of resourcing and development, said:

"We are really excited about this campaign as it's the first time that this technology has been used in a recruitment campaign. Using existing employees to tell jobseekers what LV= is all about and what it's like to work here should be a powerful technique to encourage new, talented people to join the LV= team.

"Our general insurance operation is a particular hotspot for growth. We are not only looking for people with previous experience in this field, but also those looking to move into general insurance from other careers. Unlike many financial companies, LV= is a fast-growing business and we need new employees at all levels to join us, to help in our growth and also share in our future success."

This recruitment advertising builds on LV='s existing brand and product marketing campaigns. These include TV, outdoor and digital advertising activity, business-to-business marketing through vertical media, and a brand sponsorship portfolio.

As well as getting jobseekers to engage with the campaign, LV= will also be building a database of interested users to target with future marketing campaigns.

LV= worked with creative agency ThirtyThree, to develop and implement the new recruitment advertising campaign.


LV=

LV= is a registered trade mark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

LV= employs over 4000 people, serves more than 3.8 million customers and members, and manages around £9.3 billion on their behalf.

Liverpool Victoria Insurance Company Limited, registered in England and Wales number 3232514, is authorised and regulated by the Financial Services Authority, register number 202965. Registered address is: County Gates, Bournemouth BH1 2NF. Tel: 01202 292333.

Information on the image recognition software

Using mobile image recognition software any printed material becomes interactive via a mobile phone.

To begin with, the digital copy of the print is mapped on a secure server. This is digitised using precise points to help with the location process. Each document is like a fingerprint and has its own individual marks.

The print itself does not need changing in any way and can be used anywhere: posters, adverts, billboards, stickers, business cards etc in exactly the same way it has always been done and the digitising process only needs to be carried out once for each design.

When printed, all the user needs to do is follow very simple instructions that are required to be printed on the poster, such as the line we have used 'Take a photo of the poster on your mobile and text it to 67777 with the word 'LV' and I’ll tell you why.'

The user takes a photograph of the poster and sends it via MMS to the assigned code containing the keyword. The graphic is received on the server and the recognition process takes place. In a similar way to police fingerprint scanners the system will search for the distinctive marks until an exact match is found.

Once matched, the corresponding content is sent back to the user. The content can be anything that the mobile phone is capable of reading (static graphics, animated gifs, film, music files, mobile web links or in our case a call back).