Autoreset is a Consolid brand predominantly run on employees 65+ years of age. For additional growth a new audience was required. The challenge to solve: how do we get 400 new young drivers without breaking the brand?
Autoreset is a Consolid brand predominantly run on employees 65+ years of age. For additional growth a new audience was required. The challenge to solve: how do we get 400 new young drivers without breaking the brand?
We created a new sub-label called Student Crew that speaks to a young audience, without scaring away B2B clients.
Lots of layered creatives were needed to fill the full funnel campaign we developed..
A tight media and campaign plan resulted in 400 applicants in two weeks. With a cost per lead below 10 euro's and placement ratio of 7% the mission was accomplished.
Autoreset moves cars across the Netherlands with drivers aged 65 and over. That is not a side detail, it is the brand. Business clients choose Autoreset precisely for that experienced, calm, reliable driver.
But demand grew faster than the driver pool. Consolid needed extra capacity, and it had to come from a generation forty years younger.
That is where the tension lies. Recruiting young people under the existing brand means stretching the brand until it no longer stands for anything. The whole story of Autoreset is that the driver is over 65. Every message aimed at students hollows out that argument, and with it the reason clients pay.
So the question was never "recruit student drivers". The question was: how do you add a second talent stream without weakening the brand value that carries your commercial proposition?
For clients it's not a different brand, but extra capacity under the same roof. For students it's the brand that suits them and is appealing. None of them experiences a compromise.
A 20 year old isn't looking for a job as a driver, they are looking for a sidejob. Their options are delivery, being a waiter or flyering at an event.
There are two hard conditions to get the job. You need a driver license and a free student OV to be able to do the job. We made this the main message.
Autoreset 65+ still stands for experience and stability. For business clients, the story does not change at all. Student Crew sits next to it as a separate label, with its own name, its own tone of voice, its own visual style and its own landing page.
That decision made everything after it possible. A campaign recruiting young people inside the existing brand would have been a compromise on both sides.
Understanding your audience is essential to running a successful campaign. You don't pull young people out of another car. You pull them off the café terrace or out from behind the till.
So that is where we picked the fight. The top of the funnel puts Student Crew directly next to those alternatives:
"Stop delivering in the rain."
"Why slog away in a restaurant when you can cruise in a BMW?"
"Why spend hours handing out flyers on the street when you can rack up kilometres on the motorway?"
Not job ad language. A comparison the audience is already making. The proposition follows from that frame: the most relaxed side job in the Netherlands, with three promises set against a shift in hospitality. Money, freedom, premium cars.
This widens the market from "students looking for a driving job" to "students looking for a side job". That difference is the volume.
Most recruitment campaigns hide their requirements at the bottom of the job ad. We moved them to the front and made them the message:
"Make your student travel pass work for you."
"Got a student travel pass and a manual driving licence? Then you're ready for a side job in the fast lane."
Two things happen at once. A student who meets both requirements suddenly sees something they get for free start earning them money, which turns the ad from a vacancy into an offer. And a student who doesn't meet them doesn't click. That filters before the click instead of after it.
Further down the funnel, we turned this into an ad that is literally a checklist: manual driving licence, student weekday travel pass, you enjoy driving. Everything ticked? You're in.
That is where the low cost per lead comes from.
A hiring problem barely originates from a bad mediaplan. In this case the solution was in the brand structure, the choice of competition and what you make your main message. The mediaplan executed this story, but didn't come up with it.
Brand, campaign and conversion were not three separate assignments. There was one system, built in the right order.
Consolid is a leading staffing company specializing in transport and logistics. With decades of experience, they provide tailored solutions, from recruitment to flexible workforce services. The company places a strong emphasis on upskilling and reskilling, ensuring that individuals are not just placed in jobs but continue to develop professionally. Consolid stands for efficiency, reliability, and innovation in personnel management, making it a valuable partner for growing organizations.
Ready when you are.
