Bottle Recruitment by DDB Berlin for Biss

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Bottle Recruitment

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Industry Magazines
Media Case study
Market Germany
Agency DDB Berlin
Executive Creative Director Till Eckel
Art Director Lisa Kirchner, Lilli Langenheim
Copywriter Lennart Frank
Production Hager Moss
Released May 2012

Awards

London International Awards 2012
Non-Traditional Guerrilla Marketing Short List

Credits & Description

Category: Corporate Responsibility
Advertiser: BISS MAGAZINE
Product/Service: RECRUITMENT
Agency: DDB TRIBAL GROUP
Head Of Marketing: Johannes Denninger (Biss Magazin)
Head Of Marketing: Hildegard Denninger (Biss Magazin)
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Executive Creative Director: Till Eckel (DDB Tribal Group)
Creative Directior: Johannes Hicks (DDB Tribal Group)
Art Directior: Katharina Matthes (DDB Tribal Group)
Art Director: Lisa Kirchner (DDB Tribal Group)
Art Director: Lilli Langenheim (DDB Tribal Group)
Copywriter: Lennart Frank (DDB Tribal Group)
Account Manager: Carolin Spahn (DDB Tribal Group)
Account Manager: Sarah Bensel (DDB Tribal Group)
Account Manager: Susanne Plümecke (DDB Tribal Group)
Planner: Jörg Jahn (DDB Tribal Group)
Executive Producer: Eric Moss (Hager Moss Commercial)
Agency Producer: Milena Milic (Hager Moss Commerical)
Camera: Clemens Krüger (Hager Moss Commerical)
Camera 2: Salome Römer (Hager Moss Commerical)
Technical Producer: Jonas Bosslet (DDB Tribal Group)
Sound Design: Daniel Erl (Hager Moss Commerical)
Sound Design: Robert Miller (Hager Moss Commerical)
Media placement: Guerilla Promotion - Outdoor In Munic - 17.11.2011

Summary of the Campaign
In Germany, people living below the poverty line often collect deposit bottles.

The Munich street-magazine BISS was in need of more newspaper-vendors. So, the aim was to develop a promotion that directly addresses people with social difficulties to win them over for the sales-team. To qualify as one of their vendors, BISS wasn’t looking for people who wait for the governmental support but for those who take their destiny into their own hands and are prepared to earn euro by euro - even on the streets if necessary. 1 group of people unites all these characteristics: bottle-collectors.

However, bottle-collectors are hard to reach through the mass media. That is why BISS decided to turn the very thing into a medium that occupies bottle-collectors' time the most: deposit bottles.

In co-operation with breweries, local celebrities such as politicians and actors and readers, BISS placed around 30,000 bottles with job-ads all over Munich. Well-covered by the media, they helped to make the promotion the talk of town.

The media coverage was overwhelming. Local and national newspaper, radio and broadcasting-stations gave the promotion an even bigger impact and made it a big success: 15% of the bottles returned to BISS, involving the bottle-collectors in job-interviews. Up till now, 25% of the staff was recruited through this promotion. Moreover, ever since the promotion, every edition was sold out. And for the first time in their history, BISS had to reprint.

The Situation
The target-group we wanted to address was hard to reach via mass media or direct media. That is why we had to create a buzz to bring to light that BISS was in need of new newspaper-vendors. We created a new medium: the job-ad on the bottle. Beyond that we wanted to make sure the message would be the talk of the town.

The Goal
The goal was to get new members for the BISS-sales-team and therefore turn bottle-collectors into BISS-vendors. Our research showed that bottle-collectors have many of the characteristics needed to successfully sell BISS: they don’t wait for the support of the state but take their destiny into their own hands and they are prepared to earn euro by euro.

The Strategy
The strategy was to address our perfect target group, namely bottle-collectors, with a unique medium that only they deal with: the bottle. Moreover, we wanted to come up with a promotion that is so special and innovative that TV-stations and newspaper deal with it. Thus, we don’t only communicate via our 30.000 bottles but by means of an attention-getting promotion; we also wanted to generate an awareness that BISS is a way out of poverty and that the street-magazine is looking for new vendors. To make everybody aware of that we had to become the talk of the town.

Execution
In cooperation with breweries, local celebrities and readers, BISS placed around 30,000 bottles all over Munich during a 3-day-promotion-period. Local as well as national celebrities were in on it, among them politicians, actors and pop musicians. Well-covered by the media, they helped with sticking the ads on the bottles and thus generated attention for the promotion. That way, the street magazine was not only able to get in touch with the bottle collectors but also became the talk of the town.

Documented Results
15% of the bottles returned to BISS involving the bottle-collectors in job-interviews. Up till now, 25% of the staff was recruited through this promotion. Moreover, ever since the promotion, every edition was sold out. And for the first time in the history of BISS, the magazine had to reprint. Since then, the magazine has been printing a larger number of copies every month (44,000 compared to 39,000 before the promotion).

However, we did not succeed thanks to the message on the bottle but also because the idea was so present in many different media. Radio and TV stations, Munich newspapers as well as national papers and social networks reported about the promotion. And not only during the week of the promotion, but also after that. The media took an interest in the new members of BISS who were won over by this highly innovative promotion.