Whether it's household help, babysitting or gardening support - in the private sector, mini-jobbers are often not registered, even though the work is not "mini" at all. A new campaign developed and produced by Aperto, the IBM iX Studio Berlin, takes a humorous look at the partnership between client and jobber and pleads for a registered employment relationship. The campaign is now going into the second round and will be expanded with new, creative formats such as humorous TikTok reels as well as Facebook and Instagram story ads. In addition, influencers with a wide reach will be activated for the communication.
Wolfgang Buschfort, Head of Marketing at the Minijob-Zentrale, Knappschaft-Bahn-See: "90% of domestic helpers in Germany still work illegally. The campaign tackles this serious topic with wit and eyes-a-twinkle."
Centrepiece of the campaign are two online videos that portray the close bond between employer and employee by equating its registration to a marriage ceremony – with just as much to celebrate! The message: Saying yes is worth it! Aperto is responsible for strategy, concept, campaign development and implementation, content creation and digital media planning, and ensures agile, flexible campaign optimisation through ongoing performance analysis. Kanu Film and Aperto produced the content. The internal Aperto team took over the production of the social content for reels, TikTok ads and stories.
The broad-based digital & social media campaign will run for an initial period of eight weeks and will be hard to miss on the web thanks to in-feed ads and Google ads.
The aim is to raise awareness of the illegality of unregistered private household jobbers and achieve more registered mini-jobs in the future. The advantages of a registration - such as insurance or tax benefits - are neatly covered here: minijob-zentrale.de/sagja.
The project was won in a pitch in 2020. In addition to the current campaign, Aperto also does editorial work for the Minijob-Zentrale, for example for the Minijobber magazine and all five social media channels.
To the campaign videos:
About the Minijob-Zentrale
The Minijob-Zentrale is the sole registration office for minor employments, so-called mini-jobs, in all of Germany. Tasks of the Minijob-Zentrale include notifying social security, collecting dues for all commercial mini-jobs and registering mini-jobs in private households. Furthermore, the Minijob-Zentrale provides employers and employees with comprehensive service as well as information from a single source and advises about questions of insurance, dues and registration law for minor employment relationships. The Minijob-Zentrale is part of a unique network of the Knappschaft-Bahn-See (KBS). Together with the official pension fund, additional retirement insurance, medical as well as nursing care insurance, pension for sailors and their own healthcare network, the KBS occupies a special place within the social insurance framework. It provides its members with broad social as well as medical security.