McCann Tirana has been entrusted by Concentrix Albania to launch a brand communication campaign aimed at positioning the company as the preferred employer among young Albanians. The campaign aimed to distinguish Concentrix from competitors by highlighting its employee-centered culture, premium facilities, and high satisfaction rates, reinforcing its leadership in Albania and global industry standing while appealing to younger audiences through an inclusive and growth-oriented workplace.
The creative direction stemmed from a cultural insight: Albanians often hold back from openly sharing good news out of superstition, fearing they might jinx their success. This inspired the concept: “A job so good… you want to keep it to yourself.”
The TV commercial revolves around relatable everyday scenarios where people hesitate to talk about how well things are going. In this spirit, the spot humorously shows characters subtly dodging the topic of their incredible job at Concentrix, because it feels too good to be true.
The campaign featured a distinctive visual identity that extended across all platforms. Characters from the TVC were central to the static campaign images. Each visual featured vibrant, high-contrast color backgrounds and a bold circular shape framing the central character, symbolizing the energy, inclusiveness, and dynamic nature of the Concentrix experience.
It combined high-impact outdoor advertising and audio-visual media to maximize visibility and engagement. A fully branded bus and bus station in central Tirana, radio and Spotify spots, and targeted cinema ads helped position Concentrix as an aspirational brand for urban, younger audiences.
A standout moment of the campaign was the special activation within Big Brother VIP Albania, one of the country’s most-watched television shows. McCann Tirana designed a custom Concentrix booth inside the house, emulating a vibrant, multilingual workspace with realistic tasks and challenges. Housemates participated in a game that reflected the collaborative spirit of the Concentrix work environment. This integration not only entertained viewers but offered an authentic and memorable glimpse into the Concentrix employee experience, elevating the brand in the eyes of a massive national audience.
Impact
The campaign delivered measurable, wide-reaching results across multiple channels:
Aired on national television with 300+ TV spots and 323 radio placements, exceeding the original plan with bonus airings.
Featured ~3,000 airings in Cineplexx cinemas over three months.
Display ads generated 1+ million impressions with a CTR of 0.55%, way above industry average, using TV Sync technology for synchronized TV&Digital campaign.
Meta campaigns led to 3,555 direct job applications.
The campaign in Meta reached over 1 million unique users and surpassed 10 million impressions across all digital platforms.
Most notably, Concentrix doubled its workforce within just three months, reinforcing the power of creative storytelling aligned with cultural insight and strategic media execution.
TEAM
Creative Director / Flonia Vasia
Senior Art Director / Nertila Pere
Art Director / Belar Rama
Copywriter / Ani Xhafa
Client Service Director / Çeltina Lloshi
Account Executive / Beha Koçishta
Head of Digital / Eugen Kullolli
Social Media Manager / Silvana Gjika
Media Account Manager / Eda Brahimi
Head of Events, BTL and Production / Enki Çokaj
COLLABORATORS
Production House / Clique
Photography / Ergys Zhabjaku