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The Lust for Life campaign positions Vedior distinctively. It integrates all brand activities combining the power of design and communications to generate maximum impact. The campaign flows through to corporate design, image communications, action marketing and shop design.

The current labor market is forcing employment agencies to focus on recruiting candidates and attracting job switchers and higher educated individuals. Competition is fierce in a growing market where many agencies offer the same services and follow the same promotion strategy so candidates see almost no difference between them.
Marketing and communications strategies Vedior’s creative programs target young adults known as ‘multi-taskers’ who want to see, do and experience all that life has to offer. These young adults view work as an important factor in their way of life. These views work as a starting point for Vedior’s communication programs. They are based on target group mentality and motivations.

The target group is large and is not easy to find and reach. Commercials are being planned around programs that are watched by the target group. Online, the target group is directed to sites through
www.totalidentity.nl
online advertising on spots that are visited by a large part of the target group, that are actively and latently looking for a job. The shops are the places where all communication is brought to life. Additional avenues are sponsoring, print media and giveaways.

The creative programs clearly distinguish the brand from her competitors and reflect her values through the use of sympathetic forms, positive colors and
a powerful form language. A valuable element is the ‘lifeline’. It illustrates Vedior believes that life and work are one and the same thing. The communication appeals to the state of life of the target group. This is best reflected by the statement Lust for life and supported by images that are authentically slices of life and a tone of voice that is both energetic and sympathetic.

Market research shows an image boost and an impressive growth in business figures. It also shows that the new formula is found to be interesting and innovative by the target group. The campaign received a lot of media attention and is highly appreciated within the international Vedior Organization. The Organization awarded Innovation Awards to the Lust for life campaign and the ‘Pimp my shop’ strategy.