Trinseo, a global plastics manufacturing company, was launching a new office in Dublin and needed to compete as a complete unknown against the behemoths Google, Facebook, IBM et al to recruit 150 new finance staff.
Our brief was to announce Trinseo’s arrival and convince the audience that this was one of the best companies in the world to work for.
To create a sense of familiarity, in the context of zero brand recognition, the creative used a word play with “Anseo”, a term everyone in Ireland knows from their earliest days of roll call in primary school – literally meaning “here”.
“Trinseo Anseo”, tied the brand immediately to a warm, nostalgic emotion for the audience – making the great unknown feel appealing, human and friendly. The Creative rolled the campaign out across major out of home sites in Dublin Huston, digital, social media and press.
Trinseo Anseo gave the company a record-breaking number of applicants, helping to launch the new Dublin office with a great base of excellent talent.
Recruitment website visits in first 2 weeks
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London
Warrington
Dublin
