BMF'S AMAZING WOW SIT DOWN THING by BMF Australia for Bmf Advertising

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BMF'S AMAZING WOW SIT DOWN THING

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Industry Recruiting
Media Direct marketing
Market Australia
Agency BMF Australia
Associate Creative Director Tim Wood
Executive Creative Director Dylan Taylor-Cd Direct
Art Director Neil Walshe
Copywriter Damon Porter
Designer Than Lu
Released October 2010

Awards

Caples Awards 2011
Other Media Agency self promotion Silver
Direct Mail & Print Direct mail dimensional, over $5 Bronze
Other Media Social Media Finalist

Credits & Description

Category: Best Low Budget Campaign
Advertiser: BMF
Product/Service: RECRUITMENT
Agency: BMF
Date of First Appearance: Oct 21 2010
Entrant Company: BMF, Sydney, AUSTRALIA
Entry URL: http://www.wowsitdownthing.com.au
Copywriter: Damon Porter (BMF)
Art Director: Neil Walshe (BMF)
Associate Creative Director: Tim Wood (BMF)
Executive Creative Director: Dylan Taylor (BMF)
Designer: Than Lu (BMF)
Production: Lisa Houatchanthara (BMF)
Production: Jen Cuthbert (BMF)
Traffic: Cushla Morton (BMF)
Account Director: Alex Caredes (BMF)
Account Director: Doni Savvides (BMF)
Group Account Director: Karen Martin (BMF)
Digital Designer: Matt Hughes (BMF)
Media placement: Dimensional Mail - 49 mailings distributed to graduates - 21st October 2010
Media placement: Website Blog - http://www.wowsitdownthing.com.au - 21st October 2010

Describe the brief/objective of the direct campaign.
With a miniscule budget of just $3400, the agency set out to hire junior suits from the Advertising Federation of Australia’s graduate class of 2010. However, the agency didn’t want just any old graduate. As an agency that values creativity, we needed to find a cost effective way to hire the most creatively minded graduates.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Anyone can sit on a seat in an ad agency. But we wanted grads who would actually do something with their seat. So we sent them a flat pack seat and challenged them to do something amazing with it for a chance to get a real seat at the agency. And just like a real deadline in an agency, they only had one week to respond by uploading their creation to our blog, which could be viewed by everyone at the agency.

Explain why the creative execution was relevant to the product or service.
Suits who value creativity are damn hard to find. ‘BMF’s amazing wow sit down’ thing gave us an awesome way to see who’s got the creative talent to ‘make it’ at the agency. It was a completely fresh and cost effective approach to the usual hiring process. It also demonstrated that the agency was a fun and creative place to work (even after we finished hiring, graduates were still sending us their CVs).

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.
Graduates went completely nuts for our amazing wow sit down thing. From just 49 mail packs sent out, we had:

• 106% response rate (52 uploads to the blog).
• 17,749 hits on our blog.

Best of all, we now have 7 super creative grads working at the agency.