Leagas Delaney Hamburg DM COPYTEST APP by Leagas Delaney Hamburg

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Industry Recruiting
Media Direct marketing
Market Germany
Agency Leagas Delaney Hamburg
Creative Director Stefan Zschaler, Oliver Grandt
Art Director Ole Kleinhans
Copywriter Bjoern Neugebauer, Jakob Eckstein
Released January 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: RECRUITMENT
Date of First Appearance: Jan 31 2011
Creative Director: Stefan Zschaler (Leagas Delaney)
Art Director: Ole Kleinhans (Leagas Delaney)
Copywriter: Bjoern Neugebauer (Leagas Delaney)
Graphic Design: Markus Schmidt (Leagas Delaney)
Production: Sven Schmiede (Leagas Delaney)
Creative Director: Oliver Grandt (Leagas Delaney)
Copywriter: Jakob Eckstein (Leagas Delaney)
Account Manager: Sandra Kurth (Leagas Delaney)
Media placement: Mobile Application - Itunes Store - 31.01.2011

Describe the brief/objective of the direct campaign.
In Germany, the creative copy test is a common tool used by agencies to give beginners an opportunity to demonstrate their talent when applying for their first job.

But how should the copy test be redesigned if an advertising agency wants to recruit fresh talent from Generation Facebook?

As something this generation familiarly deals with: an app.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the first global Copytest App.

Utilising the breadth of iPhone functionality, one can write and insert a headline directly into a press ad. Insert a claim into a TV spot. Attempt longcopy challenges with a variety of caveats. And record a voiceover to create one‘s own radio spot composition.

Thus our app provides a relevant, playful and fully interactive insight into the world of advertising. Just the way Generation Facebook is used to deal with new tasks.

And it worked out: Job-applications for the respective position increased by 400%.

Explain why the creative execution was relevant to the product or service.
Since young people are being more mobile than ever, our Copytest App fits right to this characteristic: as a creative tool that is available whenever and wherever one gets the best ideas.

Moreover, the Copytest App proved not only to be an innovative recruiting tool but also wide-reaching promotion regarding the agency‘s new media expertise.

We contacted our target group via communication platforms often used by young talent: facebook, twitter, youtube and our website. Press releases given to relevant sites and magazines also generated widespread awareness. Last but not least our product is available as free download at the Apple App-store.

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.
With only a couple of weeks passed, remarkable response was achieved: almost 50.000 hits when searched via Google, ranked Top 30 in the AppStore‘s international economy category, and mentioned by a great number of blogs and popular advertising magazines all over the world.