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Industry Department Stores & Shopping Malls, Recruiting
Media Direct marketing
Market Australia
Agency The Monkeys
Executive Creative Director Scott Nowell
Creative Director Justin Drape, Leslie Ali
Art Director Scott Dettrick
Copywriter Jasun Vare
Released March 2011

Credits & Description

Category: Flat Mailing
Advertiser: IKEA
Product/Service: RECRUITMENT
Date of First Appearance: Mar 18 2011
Entrant Company: THE MONKEYS, Sydney, AUSTRALIA
Executive Creative Director: Justin Drape (Three Drunk Monkeys)
Executive Creative Director: Scott Nowell (Three Drunk Monkeys)
Creative Director: Justin Drape (Three Drunk Monkeys)
Creative Director: Leslie Ali (Three Drunk Monkeys)
Art Director: Scott Dettrick (Three Drunk Monkeys)
Copywriter: Jasun Vare (Three Drunk Monkeys)
Media placement: Flat Pack - Homebush Store NSW - 18th March 2011
Media placement: Flat Pack - Richmond Store VIC - 18th March 2011

Describe the brief/objective of the direct campaign.
IKEA was building a new Sydney store, the largest in the Southern Hemisphere. Thousands of applications were sought to fill job openings within this new super store. The most important criteria for assessing potential candidates was ‘cultural fit’, hence we decided to target people who we knew loved home decorating - our existing customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Career instructions were printed and placed inside the famous IKEA flat packs. Customers literally delivered the DM to themselves. They could then also share it with friends and family. The campaign objective was to solicit a total of 1148 quality applications to fill 287 job openings.

Explain why the creative execution was relevant to the product or service.
The campaign spoke directly to those who love the brand - active IKEA customers. Leveraging the iconic flat packs, it tapped into the unique ‘hands on’ relationship customers have with IKEA products.

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.
• $0 media spend
• Minimal production
• Thousands of responses
• 100% of job openings filled
• 287 careers assembled
• New media channel created