DREAM JOB PORTAL: "BOX" Direct marketing by Borghierh / Lowe

Category: Dimensional Mailing
Advertiser: UOL
Product/Service: DREAM JOB PORTAL
Agency: BORGHIERH/LOWE
Date of First Appearance: Feb 23 2010 12:00AM
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Executive Creative Director: José Henrique Borghi (Borghierh/Lowe)
Executive Creative Director: Erh Ray (Borghierh/Lowe)
Creative Director: Fernando Nobre (Borghierh/Lowe)
Copywriter: Ricardo Scarpa (Borghierh/Lowe)
Art Director: Felipe Mazzoni (Borghierh/Lowe)
Art Director: William Silveira (Borghierh/Lowe)
Media placement: Direct Mailing - 10.000 Mailings - 23/02/2010

Describe the brief/objective of the direct campaign.
Around 40% of Brazilian workers are dissatisfied with their jobs. This situation represents an opportunity for Emprego Certo (the Right Job or Dream Job), the job site on the UOL portal offering more than 190,000 job vacancies in a range of areas.

Explain why the creative execution was relevant to the product or service.
Changing jobs tends to use boxes to transfer stuff in. Carrying such a cardboard box is something you have to experience to be able to describe. Many people dream of this moment because it signifies they are moving onto to something better. But they don’t look for a new job because of complacency or fear. The box represents an invitation to dissatisfied professionals and symbolises the effectiveness of the Emprego Certo site.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The search for a better job starts with the candidates. They need to recognise they are dissatisfied and then find a new job. For this reason we send a foldable cardboard box by post. With this in hand, the dissatisfied employee can reflect over the possibility of changing jobs and discover a new way of achieving this: the Emprego Certo site.

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.
Using an unusual and decisive piece, we strengthened the Emprego Certo brand as an effective, comprehensive and swift service. So fast that it’d be wise to get ready to pack your stuff and move on to a better job.