Category: Corporate Image & Information
Advertiser: JUNG VON MATT
Product/Service: JUNG VON MATT RECRUITMENT
Agency: JUNG von MATT
Chief Creative Officer: Fabian Frese (Jung von Matt)
Chief Creative Officer: Goetz Ulmer (Jung von Matt)
Chief Creative Officer: Thimoteus Wagner (Jung von Matt)
Creative Director: Fabian Frese (Jung von Matt)
Art Director: Simon Hiebl (Jung von Matt)
Art Director: Gabriel Nunez-Lagos (Jung von Matt)
Copywriter: Christian Meyer (Jung von Matt)
Account Manager: Anna Hebbeln (Jung von Matt)
Account Manager: Eileen Hacker (Jung von Matt)
Account Manager: Christiane Wolf (Jung von Matt)
Account Manager: Romy Nickel (Jung von Matt)
Production Company: (Das Werk Hamburg)
Production Company: (Hastings Music)
Media placement: Social Media Recruitment - www.LinkedIn.com - 02nd January 2012
Describe the brief/objective of the direct campaign.
We wanted to get one message out to top creatives in Germany: A job at Jung von Matt is one of the best opportunities you can get. You’ll have all the possibilities to be successfull, win awards and you can be part of one of the most creative independent agencies in the world. Because you find all the creative hot-shots from other agencies at LinkedIn.com it was this business network where we started our campaign.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At LinkedIn.com we created Doppelgänger accounts for our preferred candidates. These profiles made it look as if our faves already worked at Jung von Matt and were enjoying really successful careers.
Our Doppelgängers then connected with the real candidates and invited them to join JvM. All it took was one click on their fake profiles to see their golden futures: being successful beyond their dreams, wining lots of Awards, and living the life they always wanted. After connecting both profiles, their friends and colleagues could also see that a job at Jung von Matt is excellent for your future career.
Explain why the creative execution was relevant to the product or service.
You can’t bore people into joining Jung von Matt. This agency is standing for creative advertising like no other in Gemany and so we needed to be as creative and surprising as possible. That’s why we confronted the job candidates with their own future. When they saw themselves contacting them they simply couldn’t resist answering our inquiries.
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.
100% of the candidates contacted via LinkedIn responded. It was simply to tempting to be connected to yourself even more when it’s a improved version of you. A great number of interviews could be fixed. And so far they've led to one new Creative Director at Jung von Matt/Alster.
Above all: The news about the Golden Future at Jung von Matt spread fast amongst the target group and went viral on LinkedIn.
And because LinkedIn has free membership, this guerrilla recruitment didn’t cost a cent!