2009 Amsterdam: Abode CS4 Trojanhorse

Credits:

Type of Entry: Use of Media
Category: Dimensional Mailing
Title: ABODE CS4 TROJANHORSE
Advertiser/Client: 2009
Product/Service: DTP JOB VACANCY
Entrant Company: 2009 Amsterdam, THE NETHERLANDS
DM/Advertising Agency: 2009 Amsterdam, THE NETHERLANDS
Creative Credits
Name Company Position
Mischa Schreuder 2009 Creative Director Art
Ramon Stalenhoef 2009 Creative Director Copy
Liat Azulay 2009 Art Director
Jeroen De Korte 2009 Copywriter
Harm-Jan Van Der Mark 2009 Designer
Donnie De Meijer 2009 Designer
Remko Postuma 2009 Technology Director
Details
Describe the brief from the client:
To get the most talented DTPer (studio designer) in a highly competitive market where it’s hard to stand out among all the job vacancy ads in this sector. To execute the idea for the same price as a normal ad, but then with a lot of free publicity.
Creative Execution:
This creative execution was relevant because DTPers were waiting for the authentic ADOBE CS4 software which was about to be launched. DTPers are working with this software, and therefore this Trojan horse attracted their attention immediately. The design had to look as real as possible. The Box had to look real, but at a second glance it would make you smile. Also the special made programme had to make the DTPer smile.
Describe the creative solution to the brief/objective.
Infiltrate in companies by delivering a box to the desk of targeted DTPers. The box looked like the new ADOBE CS4 software, but it was a Trojan horse called ABODE CS4, meaning Ad for most Brilliant and Outstanding DTPer Ever. A special courier delivered the packages. Each package contained a DVD and guidebook. The DVD describes the Marketing Agency 2008 and the current vacancy. It includes a software programme we designed so that people could create their own personal letter of application. With one click they could send this letter to 2008. We also designed a special website www.abodecs4.com.
Describe the results in as much detail as possible.
The response of this campaign was overwhelming. We delivered 70 boxes, but received over a 100 applications. The news of our action was spreading everywhere, from our own website www.abodecs4.com to blogs, advertising magazines, computer magazines and even job magazines. We did 20 job interviews and finally we got the guy who was perfect for the job. The box became a product that every DTPer wanted to have. The costs were less than a 1/2 traditional ad in a trade paper (5000 Euro). We got our DTPer and a lot of free publicity for the new company.