2012 Winners & Shortlists

The Brief

A skills gap analysis commissioned by Tamkeen, a semi autonomous organization, revealed the existence of extensive job opportunities for Bahrainis in sectors such as Logistics, Tourism and Manufacturing. These professions were found to be very important for the economic and social development of Bahrain. The challenge was to invite Bahraini youth to discover the potential of these sectors in a fun and interesting way. Therefore, the “Discover Life at Work” Career Convention was planned for students and fresh graduates to explore and discover rewarding careers in the Logistics, Tourism and Manufacturing sectors.

Describe how the promotion developed from concept to implementation

Students were invited to participate in a Careers Convention through online registration on www.tamkeen.bh/discoverlife. Through a selection process, shortlisted students were trained and assigned into teams to take on the organization of the Convention. Their mission was to “Construct and Conduct” an unusual Career Fair. Logistics Team: planned, transported and assembled shipping containers to be used as exhibition stalls. Manufacturing Team: Produced items such as water bottles, tissue boxes, banners and signage, furniture, tension fabric roofs for the Convention. Tourism Team: Conducted the show, organized with exhibitors, school trips, speakers and entertainers

Describe the success of the promotion with both client and consumer including some quantifiable results

The Convention integrated training, practical experience with personal connection in all the three sectors. Approximately 2,000 students attended the Careers Convention during 23-25 November 2011. 44 participating companies participated from Logistics, Manufacturing and Tourism sectors. The campaign was not only able to educate the primarily young audience about various career opportunities but also create a curiosity and desire to discover life in interesting industries.

Explain why the method of promotion was most relevant to the product or service

The innovative format and concept of the Careers Convention worked for the advantage of both, students and corporate partners. Students were attracted by the uniqueness of the event while companies found it a great branding opportunity. They would also be able to share their knowledge of the sector through speakers for the Seminar sessions as well as set up Exhibition stalls in the containers. Career advisors were also present to provide career counseling to visitors.