SBB

We opted for a distinctive approach based on familiar expressions: “Friendship isn’t for sale”, “A strong family bond is priceless”, and “A good colleague-accountant is priceless”.

The twist? “But it can earn you €2000.” This provided stopping power and made the message instantly clear. This clever wordplay sparked curiosity and increased the likelihood that people would share the message within their network of friends and family.

Three videos bring the campaign to life with a varied cast from different age groups and backgrounds. Familiar scenes show a family member, colleague, or friend holding onto someone tightly – because with a €2000 referral bonus, they’re quite literally worth their weight in gold.

To maximize impact, the campaign was rolled out broadly across various touchpoints:

• Social media campaign: Powerful videos and visuals on Meta (Facebook & Instagram) and LinkedIn to reach the target audience directly.
• Landing page: An accessible form allowing friends and family to refer candidates easily – no CV required, and including a LinkedIn profile is optional.
• Banner ads on 2dehands.be and Immoweb: Smart placement on platforms centered around buying and selling, giving the message even more punch.

With this campaign, SBB aims for a significant increase in referrals and applications. The combination of a striking creative concept and strategic media mix is intended not only to activate the network, but also to increase visibility and brand awareness both inside and outside the industry.

In addition, SBB aims to generate extra earned media with this approach and prove that referral marketing can be effective, creative, and surprising all at once.