When Hovedstadens Letbane needed its first 120 drivers, Metro Service A/S partnered with us to launch a recruitment campaign that would inspire career changers and strengthen the company’s reputation as an empathetic workplace. Through deep audience insights, precise digital targeting, and creative storytelling, the campaign bridged the gap between passive job consideration and active applications. By presenting the role of light rail driver as a “let” (easy) opportunity to make a meaningful career shift, we successfully inspired thousands of candidates within weeks.
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Employer branding strategy
Recruitment campaign concept & creative execution
AI-driven visual ideation and casting process
Digital performance marketing (Meta, LinkedIn, DV360, YouTube, Tinder)
OOH, bus wraps, flyers, and branded fleet vehicles
Landing page with employee advocacy content
Application process simplification
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Vision
Hovedstadens Letbane is designed to strengthen connectivity and community across the region between Lyngby and Ishøj. The new light rail system will become a vital part of everyday life for thousands of passengers — with drivers playing a central role.The vision of this campaign was to not only secure qualified applicants but also to make Metro Service A/S stand out as a forward-thinking employer where culture, empathy, and flexibility define the workplace.
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Strategic Objectives
Recruitment Impact: Secure 1,100+ qualified applications to ensure 120 trained light rail drivers for launch.
Employer Branding: Position Metro Service A/S as a modern and empathetic workplace with strong values.
Behavioral Shift: Make the idea of switching careers tangible and achievable by lowering barriers between thought and action.
Key Strategic Initiatives
Audience Mapping: Identified adjacent industries with comparable salary levels, where employees faced everyday frustrations and uncertainties in their current roles.
Insight-Driven Creative: Developed campaign materials that directly addressed these pain points, positioning the driver role as a simple and appealing alternative.
Precision Media Activation: Delivered tailored creatives to target groups within a 40-minute commute of Letbanen’s hub in Glostrup.
Application Simplification: Reduced complexity in the recruitment process by clarifying requirements and removing unnecessary barriers.
AI-Powered Creative Development: Initial visuals were generated with AI, later recreated with real actors cast to match the AI-generated personas.
Employee Advocacy: Showcased real Metro Service employees on the campaign landing page, reinforcing authenticity and culture.
Full-Funnel Media Mix: Activated digital and analog channels simultaneously to maximize impact and create visibility across touchpoints.
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Results
1,137 qualified applications within just 3 weeks (campaign planned for 4 months).
Campaign was so effective it had to be paused early, surpassing KPIs by more than 100%.
Follow-up sign-ups added 1,501 additional candidates, bringing the total pool to 2,638 applicants in record time.
Successfully positioned Metro Service A/S as a desirable employer and created a replicable framework for future recruitment efforts.
This campaign became a benchmark in recruitment marketing by combining strategic insight, creative innovation, and digital precision. It didn’t just fill positions — it elevated Metro Service A/S’s reputation as a modern and empathetic workplace. The early campaign stop, driven by overwhelming success, underlined its effectiveness: transforming passive jobseekers into active applicants, and making the role of light rail driver a truly “let” choice.
