Bmf Advertising DM SCAN THE FUTURE by BMF Australia

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SCAN THE FUTURE

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Industry Advertising agencies, Business equipment & services, Recruiting
Media Direct marketing
Market Australia
Agency BMF Australia
Executive Creative Director Dylan Taylor-Cd Direct
Art Director Shane Bradnick
Copywriter Piero Ruzzene, Simon Starr
Released October 2011

Credits & Description

Category: Flat Mailing
Advertiser: BMF
Product/Service: BMF GRAD RECRUITMENT
Agency: BMF
Executive Creative Director: Dylan Taylor (BMF)
Creative Director: Shane Bradnick (BMF)
Copywriter: Piero Ruzzene (BMF)
Copywriter: Simon Starr (BMF)
Art Director: Shane Bradnick (BMF)
Design: Phil Banks (BMF)
Design: Matthew Hughes (BMF)
Technical Director: Doug Rathbone (BMF)
Technical Lead: John van der Loo (BMF)
Producer/Content Manager: Lila Tournier (BMF)
Account Executive: Simon Starr (BMF)
Agency Producer: Alex MacArthur (BMF)
Graphic Artist: Iva Madderom (BMF)
Media placement: Direct Media - 35 pieces of flat mail sent - Monday October 16, 2011

Describe the brief/objective of the direct campaign.
BMF set out to hire the cream of the crop from the Communication Council’s graduate class of 2012. So we aimed to engage them earlier than any other agency. We wanted to let them know exactly who we are, what we do, and challenge them to show us what they were made of.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
1. We sent the future grad finalists plaques in the mail with a brief description about BMF. A QR Code sent them to the ‘In Case of Future’ site, containing some BMF future-thinking inspiration.
2. They then clicked through to a blog to upload their own future-thinking piece.
3. We were able to go through their posts and see what they were made of.
4. By selection day, we knew exactly who we wanted.
After sending out 35 plaques we were aiming for a 50% response rate, to put ourselves on their radar and ultimately end up with the top 5 ‘Super-Grads’.

Explain why the creative execution was relevant to the product or service.
BMF is a creative company that prides itself on having some of the most innovative and future thinking people in the industry. By interacting with the future grads in the way we did, we were able to attract BMF cadets who were aligned with the agency values before meeting them face to face.
In line with our company vision of becoming a globally influential creative company, the entry blog became a forum of inspirational content and thought provoking pieces from around the world.

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.
We got the pick of the bunch – the 5 ‘Super-Grads’ that impressed us with their future-thinking submissions and their performances on the final selection day.
• Plaques sent – 35
• Unique visits to the site – 269
• Average time spent on ‘In Case of Future’ site – 3 min 51 sec
• Posts on the blog – 24
• Response rate – 69%
For a minimal outlay, we were able to engage future BMF employees and find out if they would be a fit for BMF before we even met them.