| Eurobest 2012 | ||
|---|---|---|
| Design | Self Promotion | Bronze |
Category: Corporate Image & Information
Advertiser: SERVICEPLAN HAMBURG
Product/Service: CREATIVE AGENCY
Agency: SERVICEPLAN
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Christoph Nann (Serviceplan)
Executive Creative Director: Maik Kaehler (Serviceplan)
Copywriter: Gesche Sander (Serviceplan)
Copywriter: Michael Pilzweger (Serviceplan)
Art Director: Manuel Wolff (Serviceplan)
Art Director: Fernando Santos Silvestrin (Serviceplan)
Graphic Designer: Aletta Grolman (Serviceplan)
Media placement: Recruitment Posters - 7 Motives - Bulletin Board Design School - 9 January 2012
Describe the brief/objective of the direct campaign.
Serviceplan is looking for young designers who are searching for ideas everywhere and who are challenged by every blank sheet of paper. These designers need 3 key characteristics: fun, curiosity and ambition.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to find exactly this type of designer, we transferred the children’s game of hatching a coin into 1m2 of art work. Then we placed our completely white posters with specially designed stencils underneath on design school noticeboards. These posters only revealed their message when someone started drawing on them. So we implemented a creative assessment centre into our recruitment posters.
Explain why the creative execution was relevant to the product or service.
We made sure that the full message of our recruitment campaign was only revealed to fun-loving designers, who started to doodle on the white poster; to curious designers, who realised that there was something underneath; and to ambitious designers, who had the strong will to finish painting the whole square metre.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In the next month we had 38 applicants, all of whom we invited for a personal interview. It turned out they were the perfect fit for our profile and had the 3 characteristics we were looking for: fun, curiosity and ambition.