New — 4.3.2025
Drum and Veikkaus collaboration to the finals of the international SABRE Awards
Drum’s employer image campaign for Veikkaus is shortlisted as a finalist in the international SABRE Awards
The shortlist for the 2025 SABRE Awards EMEA included 400 of the best entries in the communications sector out of more than 2000 submissions. To our delight, the Drum and Veikkaus collaboration made it to the final!
Drum and Veikkaus’ campaign “All Bets on Tech: How Veikkaus Became a Tech Magnet” is competing in the Employer branding category, where it is up against five other competing entries.
Campaign to make Veikkaus a major Finnish tech house
Veikkaus is a company familiar to all Finns, but it has not necessarily been associated with being a major tech house. However, Veikkaus had identified a great need for ICT specialists, but in the tough competition for tech specialists it was not doing well enough.
Drum set out to build a strong employer image of Veikkaus as a tech house through the Techrekry campaign. The aim was to increase Veikkaus’ visibility and credibility as an employer in the industry. The campaign also wanted to emphasise that Veikkaus really knows what ICT professionals want from their jobs.
The campaign was a long-term collaboration and included a survey of ICT professionals, a livestreamed expert panel on the results, media communications, several native articles, a dedicated campaign website and a large amount of social media content. In a particularly popular ‘Behind the Titles’ series, Veikkaus employers had the chance to share the best bits of their work.
The campaign reached many pairs of eyes, and most importantly, filled all the ICT vacancies at Veikkaus. In addition, Veikkaus was ranked as the hardest riser in the Universum survey of the most attractive jobs in the ICT sector, increasing its ranking dramatically during the year from 44th to 35th.
The 2025 EMEA SABRE Awards will be held on 2 April in London
The SABRE Awards is the world’s largest and most prestigious communications competition, honouring the best communications campaigns every year.The entries from Drum and other Finnish communications agencies compete in the Europe, Middle East and Africa (EMEA) regions competition.
See the 2025 SABRE EMEA finalists here
Stay tuned!
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