Draft FCB Kobza: Bank Transfer Job-Ad

Credits:

Type of Entry: Use of Media
Category: Direct Response Digital: Original use of digital
Title: BANK TRANSFER JOB-AD
Advertiser/Client: DRAFTFCB KOBZA
Product/Service: JOBS POSTING
Entrant Company: DRAFTFCB KOBZA Vienna, AUSTRIA
DM/Advertising Agency: DRAFTFCB KOBZA Vienna, AUSTRIA
Creative Credits
Name Company Position
Bernd Fliesser Draftfcb Kobza Chief Creative Officer
Patrik Partl Draftfcb Kobza Executive Creative Director
Rita-Maria Spielvogel Draftfcb Kobza Creative Director
Julia Blocher Draftfcb Kobza Junior Art Director
Esben Ehrenreich Draftfcb Kobza Art Director
Markus Rieser Draftfcb Kobza Copywriter
Elisabeth Glück Draftfcb Kobza Copywriter
Markus Gasser Neue Sentimental Film AG Austria Film Production
Details
Describe the brief from the client:
The advertising agency was looking for an accountant who is more attentive than the others. Our target group: Accountants of other agencies in Austria, Switzerland and Germany. Furthermore the agency wanted to advertise in a new and innovative way in order to boost the agency’s brand appeal.
Creative Execution:
The relevance lies in the simplicity and sharpness of the promotion: The credit transfer reaches exactly our actual target group of accountants, which means we have almost no waste coverage.
Describe the creative solution to the brief/objective.
As the budget was quite small, we came up with an idea that is rather inexpensive and very easy to use. We used the posting line of a credit transfer as advertising space: We simply transferred 1 Euro via online banking to other agencies, using the posting line for the job ad and so inviting applications for the job of an accountant.
Describe the results in as much detail as possible.
The promotion was a great success: We have hired a new accountant. Based on our highly targeted approach, we drove a 60% response rate and numerous high caliber applications.