The company
The North Rhine-Westphalia state road construction company – “Straßen.NRW” for short – plans, builds and operates the majority of federal and state roads in Germany’s most populous federal state. In addition, there are over 7,800 kilometers of cycle paths and 1,000 kilometers of district roads. As a modern service company, Straßen.NRW works in a results-oriented, interdisciplinary and customer-oriented manner.
Implementation
In the period from June 1 to July 31, 2024, a total of 2,100 branded Straßen NRW bikes were used in 12 cities in North Rhine-Westphalia for an advertising campaign by the state road construction company Straßenbau NRW. Under the motto “Ride the Tour de Chance and get the job that will get you ahead in NRW”, the campaign was specifically geared towards promoting career prospects and career opportunities in the region. The bikes not only served as a practical means of transportation, but also as an eye-catching advertising medium that drew attention to job vacancies and career opportunities at the state enterprise. By combining mobility and targeted job marketing, a creative and effective approach was chosen to directly address and motivate potential applicants.
Results
During the entire campaign period, 291,820 rentals were recorded, with the branded bikes covering an impressive total of 554,450 kilometers – the equivalent of around 13 trips around the world. Of particular note is the saving of 102 tons of CO2, reflecting the increasing consumer focus on sustainability.
