Rethinking the marketing of young talent

There are moments in professional life that you never forget. One of these moments for the +Pluswerk Magdeburg team was the presentation of the "Marketing Award Saxony-Anhalt 2024".

With the "Turning talent into a career - ComTS Youngstars!" campaign, we not only impressed the jury this year, but also made a significant contribution to modernizing training marketing in the region.

Zwei Männer in Anzügen präsentieren stolz den Marketing Award Sachsen-Anhalt 2024. Sie stehen vor einer Wand mit dem Schriftzug „Marketing Award Sachsen-Anhalt“. Die Trophäe, ein „M“-förmiges Acryl-Logo, wird in die Kamera gehalten.
On behalf of the entire team, Managing Director Markus Buff (right) from the +Pluswerk Magdeburg site accepted the award on October 23, 2024 in Magdeburg.

The back office challenge

We owe our award to a tailor-made marketing campaign for "ComTS", the back office subsidiary of Commerzbank. The aim of the campaign was to attract young talent to the challenging training and career entry opportunities at ComTS and at the same time to promote employee retention. The requirements of the professional fields sought after at ComTS, such as administration or back office management, are often difficult to communicate. In addition, there are preconceived ideas that these professions are not necessarily exciting. The challenge was to create an image that presents these professions in a new, dynamic light and at the same time shows the actual career opportunities.

Our idea: "Turning talent into a career"

The core message of the award-winning campaign is that it pays to stay longer at ComTS, as there are many interesting and attractive opportunities for advancement and development for employees. We used the well-known career ladder as a symbol for this possible advancement.

Our campaign staged young ComTS talents at the peak of their careers and showed in a humorous way how they reached this "golden" moment. The message: it's not just the start that counts, but also the way to the top - and that can be incredibly exciting. We went beyond the traditional boundaries of advertising and developed a cross-media concept for several channels:

  • Social media: targeted placement of posts and stories to appeal directly to the young target group.
  • Out-of-home: posters and advertising in streetcars, supported by a generous advertising partnership with Ströer worth €5,000.
  • Interactive application: A QR code and a direct link to the application form enabled interested parties to apply quickly and easily.
Eine Instagram-Ansicht der „Youngstars“-Kampagne mit auffälligen Visuals. Die Motive zeigen eine junge Frau im Rampenlicht, einen lächelnden Mann mit einem roten Cape und ein modernes Arbeitsumfeld. Textbotschaft: „Aus Talent wird Karriere“.

Results that inspire

The results of the campaign speak for themselves:

  • Excellent applicant numbers: ComTS' HR department saw a significant increase in applications for 2024.
  • KPIs exceeded: All set success KPIs were not only met, but exceeded.
  • Positive response: The campaign met with great approval within the company and among young talent.
  • National success: The regional campaign resulted in a nationwide format for ComTS, which will be used throughout Germany from now on.

The cooperation with ComTS was the key to success. Without the close partnership and trust of our client, this campaign would not have been possible.

A prize that motivates

The award ceremony for the "Marketing Award Saxony-Anhalt 2024" took place on October 23 at the SWM Sky Lounge in Magdeburg - a modern and inspiring environment that perfectly matched the creative energy of our campaign. During the event, we had the opportunity to exchange ideas with other marketing experts and experience the diversity of the projects submitted. We are all the more pleased that the jury recognized our campaign as outstanding.

We are already looking forward to the next projects and to continuing to be successful with creative ideas and new approaches. The award motivates us to continue pushing the boundaries of what is possible in the future and to realize exciting and successful campaigns together with our customers. Special thanks go to the Magdeburg Marketing Club, which initiated this award, and of course to all the creative people who put their heart and soul into realizing this idea.

Impressions of the award ceremony

Ein transparentes "M"-Logo aus Acrylglas, das stilvoll von blauer Beleuchtung umrahmt wird. Es steht auf einem eleganten Sockel und symbolisiert den Marketing Award Sachsen-Anhalt 2024.
Ein Redner hält ein Mikrofon und steht vor einem Präsentationsbildschirm, der mit dem Text „Kundin“ beschriftet ist. Auf einem Tisch im Vordergrund ist die Trophäe des Marketing Awards Sachsen-Anhalt 2024 sichtbar.
Eine elegante Veranstaltungslocation mit stilvollem Abendessen-Ambiente und Blick auf einen Sonnenuntergang über der Stadt Magdeburg. Im Raum ist eine Präsentation zum Marketing Award Sachsen-Anhalt 2024 zu sehen.

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Creative, data-driven and goal-oriented: The +Pluswerk combines strategic know-how, technological excellence and inspiring ideas to create marketing campaigns that really work. We make your vision visible!

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