Advertiser: OGILVY GROUP
Agency: OGILVY GROUP
Category: Corporate Image & Information
Advertising campaign: PIRATE RECRUITMENT
Digital Creative Director: Seb De Roover (Ogilvy Group)
Web Designer: Steve Salens (Ogilvy Group)
Creative Director: Sam De Win (Ogilvy Group)
Copywriter: Guillaume Gallant (Ogilvy Group)
Art Director: Philip Schiebold (Ogilvy Group)
Graphic Designer: Sebastien Bontemps (Ogilvy Group)
Digital Geek: Bert Heymans (Ogilvy Group)
Implementation
Most young web designers can’t afford the highly expensive Adobe application suite they need to create beautiful stuff. And they may be tempted to download it illegally. To prevent them from becoming criminals but also from wasting their creativity in the numbness of unemployment, we decided to reach out to our future coworker on sites that offer illegal software. So we uploaded a file supposed to be the wanted Adobe application suite. For free. But when they downloaded it, they didn't find the new suite.
Client Brief Or Objective
Ogilvy Brussels needed a new web designer. But how to find that 'one great designer' when all agencies are looking for interesting new talent... We didn't wanted to approach them in a traditional way. Nor when they're actively looking for a job... because we wanted to beat the competition. So how to approach and surprise them with an offer they can't refuse, in an environment they frequently visit?
Outcome
The README.txt file was put on 20 specific Filesharing websites. These are the social networks of the internet underworld.In just a few days, we hired our one and only Steve. Job accomplished with hardly any money spend.
Execution
This idea positions Ogilvy as an agency that understands the needs and wants of our target group: young web designers. In stead of looking for web designers when they are looking for a job, we approached this campaign in a more nano targeted way. We entered ‘invisibly’ their geeky environment. It created buzz and word of mouth around our brand and our way of working. Positioning Ogilvy Brussels as a cool and attractive environment for young (and not only design) talent.They found ... a job opportunity at Ogilvy. With unlimited access to all Adobe suites possible…