AGENCY RECRUITMENT by DraftFCB Vienna for DRAFTFCB PARTNERS

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AGENCY RECRUITMENT

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Art Director Daniel Senitschnig, Nicolas Frey
Copywriter Armin Winkler
Released September 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: DRAFTFCB PARTNERS
Product/Service: ADVERTISING AGENCY
Agency: DRAFTFCB PARTNERS
Date of First Appearance: Sep 3 2009 12:00AM
Entrant Company: DRAFTFCB PARTNERS, Vienna, AUSTRIA
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Director / Copywriter: Patrik Partl (Draftfcb Partners)
Creative Director/ Copywriter: Florian Schwab (Draftfcb Partners)
Art Director: Daniel Senitschnig (Draftfcb Partners)
Art Director: Nicolas Frey (Draftfcb Partners)
Copywriter: Armin Winkler (Draftfcb Partners)

Describe the brief/objective of the direct campaign.
We were looking for a new, unique and surprising way of looking for new employees.

Explain why the creative execution was relevant to the product or service.
We decided that the most effective way to communicate with creative minds in Austria had to be a creative solution.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
All we needed was a slightly changed portfolio with new headlines for our work. The new headlines (unhappy?, push your career) prepared copywriters, art directors or creative directors for the fact that the current situation was actually the other way round by now: He/She gets a job offer. The last ad of the portfolio was a typo-ad saying:”Draftfcb Partners is seeking for AD/CD/copywriter".

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.
In the end we found 3 new employees. And even though our action was very offensive, we only got positive feedback from our competitors.