SUMMER SCHOLARSHIP 2010 by Saatchi & Saatchi London for Saatchi & Saatchi

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SUMMER SCHOLARSHIP 2010

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Industry Recruiting
Media Direct marketing
Market United Kingdom
Agency Saatchi & Saatchi London
Executive Creative Director Paul Silburn, Kate Stanners
Art Director Pablo Videla
Copywriter Howard Green
Digital Creative Director Martin Buckwell
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SAATCHI & SAATCHI
Product/Service: RECRUITMENT
Agency: SAATCHI & SAATCHI
Date of First Appearance: Mar 3 2010
Entrant Company: SAATCHI & SAATCHI, London, UNITED KINGDOM
Entry URL: http://www.saatchi.co.uk/scholarship2011/
Executive Creative Director: Paul Silburn (Saatchi & Saatchi)
Executive Creative Director: Kate Stanners (Saatchi & Saatchi)
Copywriter: Howard Green (Saatchi & Saatchi)
Art Director: Pablo Videla (Saatchi & Saatchi)
Creative Technologist: Romans Dobzanskis
Digital Creative Director: Martin Buckwell
Digital Producer: Nicola Applegate
Planner: Tom Callard (Saatchi & Saatchi)
Client Partner: Michelle Greenhalgh (Saatchi & Saatchi)
Account Manager: Martin McLaughlin (Saatchi & Saatchi)
Account Manager: Daniela Ceresa (Saatchi & Saatchi)
Account Manager: Pippa Marchington (Saatchi & Saatchi)
Account Manager: Tess Keppe (Saatchi & Saatchi)
Account Manager: Roxanne Gergaud (Saatchi & Saatchi)
Account Manager: Carlotta Brentan (Saatchi & Saatchi)
Digital Director: Mo Lishomwa (Saatchi & Saatchi)
Media placement: Online - YouTube, Skype - March 2010
Media placement: Social Networking - Facebook - March 2010
Media placement: Online Quiz - Google Application - March 2010

Describe the brief/objective of the direct campaign.
Find the best graduates in the country to become junior account managers and planners at Saatchi & Saatchi London in a fresh, exciting and revolutionary new way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Seeing as how most young people practically live on Facebook, we created the first ever social media graduate recruitment campaign. We started a Facebook group, which over 6,000 hopefuls joined, then over several months set a series of unusual challenges designed to test the particular skills needed to work at Saatchi & Saatchi. The numbers were cut down after each round until only 24 remained who were then invited into the agency for further face-to-face tests. From this 10 applicants were invited to do a six-week internship over the summer from which five were hired.

Explain why the creative execution was relevant to the product or service.
We knew simply asking them to fill in a form would just not attract the very best grads. However a series of interactive, fun and creative challenges set via Facebook would.

Brief no.1 – Create a new Facebook group and get as many people as possible to join in just 3 weeks.

Brief no.2 – An online, multiple-choice, against the clock advertising themed quiz.

Brief no.3 – Recreate a brilliant ad and introduce it yourself in a video.

Brief no.4 – A live, 5-minute web cam interview over Skype.

We initially generated awareness of this campaign by sending out emails to top universities and also alerting the Institute of Practitioners in Advertising.

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.
Over 6,000 graduates from all over the world took part.

Applications were up over 400% from 2009.

National press coverage in The Times, The Guardian and The Evening Standard.
Features in numerous magazines and blogs including Campaign, Contagious, Tech Crunch, amongst others.
Entered ‘The Times Top 100’ list of graduate employers 2010 -2011 at no.49.
The highest new entry and only advertising agency.