Mother New York's Candle Concept Aims to Attract College Applicants
Mishal Omar — August 17, 2016 — Unique
References: adgradlife & adweek
New York City ad agency 'Mother New York' has created an unusual gift for its applicants -- a candle concept that aims to encourage college students to apply to the agency's intern or junior role postings.
The office used an extremely unique idea to attract students to the company by enlisting a group of chemists to help it create a scent that best fits with its core values. With 50 different scents mixed into 15 different combinations, the employees of the company had the final vote on which of the candles best represented the smell of the agency. Once it was decided upon, the winning candle gift was packaged in a box shaped like the office's building and sent out to six competitive college campuses.
Launching this unique project is a creative way to attract college students with an interest in working at Mother New York and can be adapted and customized by other brands seeking an experiential and memorable marketing tool.
The office used an extremely unique idea to attract students to the company by enlisting a group of chemists to help it create a scent that best fits with its core values. With 50 different scents mixed into 15 different combinations, the employees of the company had the final vote on which of the candles best represented the smell of the agency. Once it was decided upon, the winning candle gift was packaged in a box shaped like the office's building and sent out to six competitive college campuses.
Launching this unique project is a creative way to attract college students with an interest in working at Mother New York and can be adapted and customized by other brands seeking an experiential and memorable marketing tool.
Trend Themes
1. Experiential Marketing - Creating a tangible and unique experience for potential employees or customers can offer a competitive advantage over other companies.
2. Personalized Recruiting - Developing customized incentives or gifts that resonate with a company's core values can appeal to potential employees who share similar values.
3. Employer Branding - Unconventional approaches to employer branding, such as scent-based campaigns, can differentiate a brand in a competitive job market.
Industry Implications
1. HR Tech - Incorporating innovative recruiting methods, such as personalized experiences or gamification tools, can modernize traditional HR practices.
2. Advertising and Marketing - Creative campaigns that showcase a company's unique brand identity can help attract top talent and demonstrate expertise in the industry.
3. Retail - Incorporating unique scents that align with a brand's values, merchandise, or location can enhance the in-store experience and improve brand recognition.
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