Jwt DM FREE WIFI by Lemon Sky J. Walter Thompson Warsaw

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FREE WIFI

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Industry Advertising agencies, Business equipment & services, Recruiting
Media Direct marketing
Market Poland
Agency Lemon Sky J. Walter Thompson Warsaw
Creative Director Mariusz Pitura
Art Director Michal Sek
Copywriter Radoslaw Dudzic
Released March 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: JWT
Product/Service: AGENCY RECRUITMENT
Agency: JWT WARSAW
Date of First Appearance: Mar 4 2011
Entrant Company: JWT WARSAW, POLAND
Copywriter: Radoslaw Dudzic (JWT)
Art Director: Michał Sek (JWT)
Creative Director: Mariusz Pitura (JWT)
Sound Studio: Michał Schulz (Sound Tropez)
Media placement: Mobile - WiFi Net - 04.03.2011
Media placement: Stickers - Competitor's Buildings - 04.03.2011

Describe the brief/objective of the direct campaign.
The best creative people work at the best advertising agencies. The best advertising agencies in Warsaw are located along one street. Our goal was to reach their employees with information about recruitment process at the agency.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At the beginning we tried to do this in a gentle way, but there was no chance that any receptionist would let us in to the competitor's agency. In fact we had to find a more sophisticated solution so we entered there through the walls.
We used a power generator, router and mobile internet modem. We named our WiFi network as: Be creative at JWT. We set up the aerials directly at the agencies' windows. Also in those buildings we placed stickers with information: Free WiFi, Join our network.

Explain why the creative execution was relevant to the product or service.
With our message we got there, where it was almost impossible to get. In order to spread the communicate we used WiFi network and mobile devices that are popular among the target group. We played with words. "Join our network" has a double meaning in this context. Join our network - join free WiFi operator. Join our network - join the agency.

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.
Since the whole action started at 4th of March 2011, we are still during recruitment process.