Leo Burnett DM MUSIC AWARD by Leo Burnett Budapest

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Industry Recruiting
Media Direct marketing
Market Hungary
Agency Leo Burnett Budapest
Creative Director Farkas Vilmos
Art Director Miklos Voros
Copywriter Mate Nagy
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LEO BURNETT
Product/Service: RECRUITMENT
Date of First Appearance: Feb 2 2011
Entry URL: http://www.youtube.com/watch?v=TrZS_A7JbaY
Copywriter: Mate Nagy (Leo Burnett)
Art Director: Miklos Voros (Leo Burnett)
Creative Director: Vilmos Farkas (Leo Burnett)
Media placement: online - Youtube - 2nd Febr 2011

Describe the brief/objective of the direct campaign.
We were looking for young talents to upgrade our creative department. We wanted to find the best young guns to work for us. As a small office aiming high we wanted to talk to all the creative’s and spread our message worldwide. We needed a clear message which both presents the character and creativity of our agency and makes it desirable for creative’s to join us.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Advertising awards are symbols of success. It’s a special feeling to touch them and their sound is music to the ears. We tuned in our festival awards and tried to play a song using bronzes, silvers and golds as our instruments. Although we have won some already, they’re not enough to play an entire song on them. Our primary goal was to attract new colleagues to help finish the song and also spread our message: we are successful but still hungry. We sent the video to advertising recruitment sites and it quickly went viral.

Explain why the creative execution was relevant to the product or service.
Advertising awards are subjects of many creative’s dreams. If you have one already you want even more. They more or less define the creativity of agencies. We used them as tangible vehicles of creativity, but this time emphasising our shortage of awards.
Our execution followed the trend of prepare-then-perform vials, but the ironic tonality of its twisty ending stands out: we are creative but there are not enough creative.

We asked young talents to “help us carry on“and win more hardware for us. And by working together we can hopefully finish the song sometime. As the show must go on.

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.
Most important, we have found new colleagues from all over the world. The lucky ones are from Argentina, Hungary and Ukraine, but we have got 105 applications from 13 countries. The video has got more than 32.000 views, most of them generated by posts of advertising blogs like adsoftheworld.com, adforum.com, coloribus.com, ibelieveinadv.com with unanimous positive feedbacks. The number of our Facebook fans increased by 350% (217 to 977) so we have gained success outside the industry as well.