Monster.com DM HOLIDAY HARMONIZER by BBDO New York

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HOLIDAY HARMONIZER

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Industry Recruiting
Media Direct marketing
Market United States
Agency BBDO New York
Creative Director Jason Musante
Copywriter Tommy Troncoso
Designer Lea Baran
Photographer Michael Lisnett
Released December 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: MONSTER.COM
Product/Service: JOB SITE
Agency: BBDO NEW YORK
Date of First Appearance: Dec 8 2010
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://submissions.bbdo.com/2011/monster-harmonizer/
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Mathias Appelblad/Ronald Ng (BBDO New York)
Creative Director: Jason Musante (BBDO New York)
Art Directors: Rob Seale/Melinda Ward (BBDO New York)
Copywriter: Tommy Troncoso (BBDO New York)
Designer: Lea Baran (BBDO New York)
Agency Producer: Paula Scalzo (BBDO New York)
Art Buyer: Cali Capodici (BBDO New York)
Account Team: Sean Lackey/Zakieh Bigio (BBDO New York)
Photographer: Michael Lisnett
Interactive Company/Music House: (Kokokaka)
Media placement: Digital Direct - Online - 8 December 2010

Describe the brief/objective of the direct campaign.
When Monster wanted to create a holiday greeting for their sales team to send to clients, we saw the opportunity to do something much bigger.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used a viral technique that people already love to share. Inspired by hugely popular Auto-Tuned videos, we created the Monster Holiday Harmonizer. It lets people record their spoken messages and converts those messages into harmonized greetings.

Explain why the creative execution was relevant to the product or service.
Since Monster is the world’s largest talent site, matching thousands of people with the right jobs every day, we created a global holiday-greeting campaign to also match up thousands of people, but this time connecting not just work associates, but also friends and families. We didn’t just create something new for a brand. This is the very first time a technology allowed anybody to create his or her own Auto-Tuned video.

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.
Those who received them sent out their own, creating a viral effect. This got the attention of media outlets throughout the world. It was voted Site of the Day on TheFWA.com. Users spent an average of five minutes on the site, and 85% of those who visited created their own greeting.