In the autumn of 2017 Work in Estonia together with leading local employers was running a new round of the Work in Estonia 'Challenge' hiring campaign. It was targetted at skilled IT pro’s (across 8 European countries) who were required to pass companies’ online tests in order to enjoy faster recruitment process and other perks.​​​​​​​

Our solution was a ‘form follows function’ online campaign. One which would attract target audience, but also filter it – making sure that only the most suitable candidates end up at the companies’ testing sites.

We made a series of banners (somewhat cryptic to general public), with nearly each of them being a combination of a code piece and a matching headline – suggesting users to consider a career move to Estonia.

After clicking a banner, user was taken to the campaign’s landing page where (s)he needed to successfully complete a warm-up exercise, code of which was featured on the banner clicked.

The campaign which proved to be highly effective – both in the numbers and in the quality of enlisted candidates – also included remarketing banners, social media posts and POS materials for offline events.