Creative Director / Designer / Copywriter: Anastassiya Palko
Project Manager: Natalya Abdullatypova
Photographer / Videographer / Editor: Maxim Malov
Retouch: Igor Yug
Project objective: Recruiting cabin crew, pilots, aircraft mechanics to Air Astana.
Insight: Does this work suit me? What is inside the profession?
Idea and slogan:
Try on a dream.
Choosing a profession, people try on various roles in which they can be realized. Dreaming of aviation professions, it may seem that this path is only for the chosen, special people. This is due to the fact that pilots, cabin crew, and aircraft mechanics undergo rigorous selection. But everyone has a chance to try on a dream, take the first step, apply.
Employees of the airline became the faces of the advertising campaign and were assigned the role of ambassadors. For all the heroes, a guideline was drawn up for meetings with the target audience.
The campaign included more than 130 OOH throughout Kazakhstan, 120 bus stations, 14 media boards and LED displays, 116 lightboxes in the subway, radio advertising, cinema, and TV advertising.
Within the framework of the “Try on a dream” program, work is being carried out with students of institutes and schoolchildren who wish to connect their future with aviation professions.
The program has a social aspect. Grants for training are allocated to attract talented young people to the professions in demand. In parallel, a referral program was launched to attract pilots to the company. Until the end of the year, the goal is 50 pilots.
Total: The result 2 times exceeded the expected plan.
Since the start of the campaign
+150 cabin crew
+60 aircraft mechanics.
Worth to explain: only residents of Kazakhstan with knowledge of English who have passed the medical examination are allowed.
In Kazakhstan, this is the first recruiting project of such a scale, which has grown from a brief on an advertising campaign to a program for attracting new employees to the company and is continued.