Voltage at high altitude

Fabricom

Objective

Fabricom is THE reference in Belgium for technical installations and service providing to Industry, the Tertiary Sector and Infrastructures.
To further reinforce their offer of services, the company was looking to recruit climbers to install and maintain high-tension cable lines. To achieve this, Fabricom called once again on the know-how and experience of Universal Communication. This was an offer of employment that could have been be very difficult to satisfy, not so much in terms of qualifications and competence, but for less rational reasons. Or more specifically one reason: vertigo. 80% of candidates failed the test for heights.

Approach

Universal Communication opted for a very diverse and surprising approach. A direct ad’ was published on Facebook, a punctual specific ad’ was placed in the Ce Zondag newspaper, but above all, Universal Communication aimed at the World of Climbing Championship. Roll-up banners, brochures and a giant stand at the event spoke straight to the heart of the target. The powerful originality of the strategy greatly drew the attention of the press ("Man bijt hond”, the "Journaal op Eén”, the daily press, online news sites, etc.) The results didn’t take long to come in: after a first selection, no less than 35 candidates were selected against only two in a previous action.

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