Serviceplan: Shen International Advertising

Credits:

Brief:
Generate job applications for the advertising agency Serviceplan Hamburg. And even more important: Proof the creative image and claim of the agency.

Execution:
How do you get creatives’ attention? With great and famous campaigns. And even more? With great and famous campaigns that you steel arrantly. In between hours the YouTube links and the URL www.shen-ia.cn were spread in the advertising community. Without one single Euro of media spendings we reached several thousand people – without any waste coverage.

Solution:
Serviceplan Hamburg was looking for new creatives with new ideas. The brief was to make a recruiting promotion for ADs and copywriters. But in a creative, exceptional way. So we launched a webpage on a real Chinese server, which belonged to a Chinese fake agency: Shen International Advertising. Via YouTube we spread the idea of Shen in the World Wide Web: Steeling the best international creative work and use it for own Asian clients. On the homepage itself there was also a choice of Shen's 'work': Former Cannes winners ? now for new brands and products.

Result:
After www.shen-ia.cn and the YouTube films were online, the links were spread in between hours in the advertising community. A few hours after the launch it was main topic in about 20 advertising online blogs. 2 days later there was an article on www.horizont.net, Germany's top ad magazine. And 5 days later there even was a detailed article in the print edition of the 'Frankfurter Allgemeine Zeitung', one of Germany's most established newspapers. Over 130,000 clicks on www.shen-ia.cn from 25 countries. 2,500 clicks on YouTube An increase of job applications of over 300%

Advertiser/Client: SERVICEPLAN HAMBURG
Product/Service: SERVICEPLAN HAMBURG
DM/Advertising Agency, City: SERVICEPLAN, Hamburg
Country: GERMANY

Name Position Company
Alexander Schill Creative Director Serviceplan
Axel Thomsen Creative Director Serviceplan
Maik Kaehler Creative Director Serviceplan
Christoph Nann Creative Director Serviceplan
Friedrich Von Zitzewitz Creative Director Plan.Net / Serviceplan
Daniel Koennecke Creative Director Plan.Net / Serviceplan
Marietta Mandt-Merck Copywriter Plan.Net / Serviceplan
Frances Rohde Copywriter Plan.Net / Serviceplan
Till Diestel Art Director Serviceplan
Dennis Fritz Screendesign Plan.Net / Servicepla
Arne Kanese Programmer
André Wischnewski Programmer Plan.Net / Serviceplan