Uses State’s “Flyover” Perception In Self-Effacing Way To Lure National Talent
Embracing the uncertain duration of the current WFH situation, Solve’s offering a remote internship this summer. Since the program won’t require participants to live in Minneapolis, the agency is casting a broad geographical net to attract candidates. And, recognizing that physically living in Minnesota may not be a dream location for many interested interns, the agency’s poking fun at its state by telling candidates #DontMoveToMinnesota.
The campaign – running on platforms like Facebook, LinkedIn and other recruitment sites – touts the ability to work remotely and features self-deprecating Minnesota references like mosquitoes, cold weather, “Fargo accents,” hockey-as-life and that Prince no longer lives here. The program will provide interns with a real world, hands-on, ten-week agency experience, from wherever their home may be. Participants will work in account management, creative and media disciplines on clients including Sunoco, Porsche, Raymond James, Founders Brewing and Président Cheese.
“Minneapolis agencies typically have trouble competing for top interns with places like New York, Chicago, Los Angeles and San Francisco,” said Brian Platt, Solve Group Creative Director. “Since Solve’s running its internship remotely, any apprehension around having to move to Minnesota has been lifted. We embraced Minnesota perceptions and realities in a light-hearted way to entice qualified candidates from across the country,” Platt added.
The WFH Solve Internship is scheduled to begin in June and run through August, although the agency may make exceptions for students who are able to start sooner due to class cancellations. Interested candidates can learn more at www.DontMoveToMinnesota.com.
Sample campaign elements are displayed below.