Baseline
SBB sees valuable professional qualifications in mothers and fathers. With various initiatives, it strives to improve the compatibility of family and career. After parental leave, a specific program for mothers and fathers offers support and training for a comeback with prospects. SBB’s stance and the program need to be targeted.
Solution
Story pitching with insights from a study commissioned at ETH, which for the first time shows the added business value of compatibility, generates a media buzz.
Simultaneously, the multi-stage, digitally shaped campaign with journey-specific messaging distributes the campaign film and the subjects of working mothers and fathers at SBB perceived and drawn by their children.
Outcome
A few days only after the start of the campaign, SBB already has 164 applications for the comeback programs. The Q&A sessions are generating just as much interest, with almost 100 registrations.
The many visitors to the specially created landing page sbb.ch/backtobusiness spend an average of 5 minutes discussing the benefits of compatibility and job re-entry at SBB.
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