Back to WORK- project
- Be in the game
- Brand
- Magnit
- YEAR
- 2025
- category
- Communication Strategy
- Role
- Creative Strategist
- Awards
- Young Silver Mercury Gold
problem
Young people (16-22) have a negative perception of working as a store assistant. They see it as temporary, boring and lacking career prospects. The challenge was to reshape the perception of working at Magnit by showing young people that it is a respectable and realistic starting point, offering financial independence and the freedom.
insight
Research and quantitative interviews with the target audience revealed that when young people don’t have money of their own, they don’t just feel limited. They feel like they’re falling behind and aren’t on equal footing with everyone else.
execution
The campaign was built around the cultural stereotype of the “mom’s friend’s son”, turning constant comparison into a challenge young people could overcome through financial independence. The communication strategy followed the AIDA funnel across multiple touchpoints, including OOH, digital films, a landing page, and guerrilla marketing.
AIDA communication funnel
AWARNESSINTERESTDESIREACTIONOOH (Awarness)
“Son, can you send me 1,000₽ for Dad’s birthday?”
OOH (INTEREST)
DIGITAL LENDING (DESIRE)
DIGITAL LENDING (ACTION)
IN-STORE TOUCHPOINTS (ACTION)
