Achmea, hiring people who think ahead
Achmea is the largest financial services provider in the Netherlands. It wanted young, innovative people connected to its employer brand. #1stapvoor became the recruitment campaign, and livewall handled concept, strategy and content.
A clear ambition
Achmea has led the insurance world for 200 years and wants to still be leading it in 200 years' time.
Holding that position requires young, innovative talent that thinks ahead. The Dutch workforce with a higher education degree, under 35, already knows the brand, but doesn't automatically feel drawn to it as an employer.
The concept
#1stapvoor connects Achmea to young professionals who want to innovate and stay ahead. The campaign builds on the See-Think-Do model and distinguishes three content forms within it. The hero video, 15 to 20 seconds long, shows different Achmea locations alternated with text panels and introduces Achmea as an innovative employer to a broad audience. Alongside it sits a series of short snippets, each showing a fragment in its own execution of what #1stapvoor means, tuned to the target audience's world. In later phases, the focus shifts to vacancies and the work itself, with Achmea's own employees in the lead role.
Making it work
#1stapvoor connects Achmea to young professionals who want to innovate and stay ahead. The campaign builds on the See-Think-Do model and distinguishes three content forms within it. The hero video, 15 to 20 seconds long, shows different Achmea locations alternated with text panels and introduces Achmea as an innovative employer to a broad audience. Alongside it sits a series of short snippets, each showing a fragment in its own execution of what #1stapvoor means, tuned to the target audience's world. In later phases, the focus shifts to vacancies and the work itself, with Achmea's own employees in the lead role.
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