LVNL has a problem recruiting high-caliber candidates. The candidates need to possess a unique blend of knowledge, expertise and character. However, we don’t just want to recruit selectively, we also want to use job branding. Because Steam doesn’t believe in run-of-the-mill campaigns, we need to find a unique way of getting in touch with potential air traffic controllers.
Given the age of our target group and how they use media, we opted to develop our very own game. You can download the game from the app stores of Apple (iOS) and Google (Android). The game, Take Control of the Tower, is actually just one element of the campaign, but it is the element we use to reach a larger audience. The game is being used to publicize a unique event: the National Championships Take Control of the Tower. This event is the selection element of the campaign. Only the 30 best players who meet the LVNL entry requirements are allowed to take part. Needless to say, the championships are held at a unique location: the Dutch Air Traffic Control at Schiphol airport. The event is publicized via traditional media, such as posters, a campaign site and online banners.
The game was number one in the Dutch Apple app store charts in the Simulations category for a while. With over 100,000 downloads during the campaign period, and more than 10,000 players on Facebook, the game is an unequivocal success. Over 100 people have registered for the 30 spots at the National Championships. The campaign has met the primary recruitment goal and has also promoted brand recognition and preference among the target group.