Pure Fm DM WAKE UP FOR A JOB by VVL BBDO Brussels

WAKE UP FOR A JOB
The Direct marketing titled WAKE UP FOR A JOB was done by VVL BBDO Brussels advertising agency for Pure Fm in Belgium. It was released in Jan 2013.
Advertising campaign for Pure Fm

Pure Fm: WAKE UP FOR A JOB

Brand
Pure Fm
Media
DM
Released
January 2013
Posted
January 2013
Market
Belgium
Industry
TV Channels/Radio Stations and Programmes
Agency
VVL BBDO Brussels
Creative Director
Sebastien De Valck
Art Director
Frederic Zouag
Creative Director
Arnaud Pitz
Copywriter
Nicolas Gaspart

Credits & Description:

Advertiser: PURE FM
Agency: VVL BBDO
Category: Direct response broadcast: TV, radio & infomercials
Advertising campaign: PURE FM: WAKE UP FOR A JOB
Creative Director: Arnaud Pitz (VVL BBDO)
Art Director: Frederic Zouag (VVL BBDO)
Creative Director: Sebastien de Valck (VVL BBDO)
Account Manager: Michaël Marchand (VVL BBDO)
Copywriter: Nicolas Gaspart (VVL BBDO)

Implementation
We created a special slot during Snooze, Pure FM's morning show, where exclusive job vacancies were read out at 6AM.Exclusive because it was impossible to hear about it elsewhere.48 hours later the job vacancy was accessible to the general public. A unique opportunity to apply before others. As long as you listened to Pure FM at 6AM.A daily password was given. When people entered the password on the Exclusive Job Vacancy webpage, they got access to the job offer of the day. Via the webpage people could send an e-mail to apply.

Execution
To help PureFM to recruit younger listeners, the originality of the idea was to place exclusive job offers on the radio at 6 a.m.Young people have problems finding their first job and problems getting up early. The two are often linked. To attract young listeners, PureFM broadcast exclusive job offers at 6 a.m.Exclusive, because listeners could apply 48 hours before everyone else.PureFM broadcasts music for young people. To show they understand young people, they used facts that are relevant to young people: they can’t get up early and they find it difficult to find their first job.

Client Brief Or Objective
Belgian radiostation Pure FM wanted to lower the age of its target audience from 30-38 to 18-26 via Snooze, their morning show.We know that young people have two problems:1. Finding their first job.2. Getting up early.These two problems are often related.Pure FM decided to help young people to find a first job by forcing them to get up early.

Outcome
338 people applied for a job.The number of listeners from 18 to 26 years old increased by 2.8% during the first three months of the campaign.