Romania, 2015. Struggling with the highest rate of youth unemployment in the last 15 years. 1 in 4 University graduates can’t find a job. 80% of them end up working in a completely different field than the one they prepared for. And the numbers get worse: 74% of those who do get hired are not satisfied with their professional path, and 50% of them don’t have the minimum technological skills to meet the requirements of a modern day job. This is the issue we needed to address, the problem we had to solve. Samsung #TomorrowMe addresses the young generation which nowadays is assaulted with information and finds it difficult to choose the best career path considering the educational system and the requirements in their families. Teens are in great need of guidance in order to make the right choices for their future, but they don’t need OUR advice. They will not conform to the paths that their parents or teachers want to lay ahead of them. Since the educational system does not support them in this challenge, Samsung tried the impossible – to give them accurate directions, based on their vocational profile, with the first mobile app in Romania connected to the actual job market requirements. But they will only hear if the right people are talking to them in a way that is familiar and impressive to them – in a cool way. We decided to approach them in a totally unconventional way, presenting them the only vocational app in Romania connected to job market, through the voice of their role models. The result was fantastic!
|Strategy:||Samsung was set to assume the leader role in CSR and to exploit the trend of education to employment (E2E), adapted to the needs of each generation. Together with experts in psychology and sociology, we identified the liminal periods in which individuals develop different skills. When becoming young adults and the challenges are harder and harder to keep up with - why not be comfortable around innovation and use it to find a solution? Samsung made the leap from SAYING, to DOING something as a brand. So Samsung used all its assets in order to address the most important issues in educational market, giving the fact that in Europe, one of the biggest issues is high youth unemployment. We face the risk of a generation being left behind. Our OBJECTIVES • Raise awareness on vocational career paths with the and available tools to define it • Present to teenagers the vocational app • Notable change in people’s attitude and behavior, measured by the number of pupils reached by the educational caravan, who downloaded the app and got inspired for their vocation. Media: Massive awareness for the Samsung #TomorrowMe program, with live participation at National Television and great coverage from all types of media. Teens will only hear advice if the right people are talking to them, in a way that is familiar and impressive to them. So we created a one-stop-shop for teenagers who wanted to find out more about their vocation and how to exploit the resources they have. What resulted was the first online hub, a premiere for Romanian market, to gather not only information on vocation, but also the most relevant input from key opinion leaders and, moreover, the first connection between an app and the educational system, with all educational steps for every career available and all jobs, structured on levels of expertise, available at the moment in the market. For even greater accessibility, the app is also available as an online platform, which can be accessed on smart device, such as desktop, laptop or tablet, as we know that teenagers today are tech savvy and they spend most of their time online.|