PIZZA DIGITALE by Scholz & Friends Hamburg for Scholz & Friends

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PIZZA DIGITALE

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Industry Advertising agencies, Business equipment & services, Recruiting
Media Direct marketing
Market Germany
Agency Scholz & Friends Hamburg
Creative Director Marc-Philipp Kittel, Pedro Sydow
Art Director Stefan Schabenberger
Copywriter Christopher Nothegger
Released January 2011

Awards

Caples Awards 2011
Other Media Agency self promotion Finalist
Digital Ambient/Guerrilla marketing Finalist

Credits & Description

Category: Dimensional Mailing
Advertiser: SCHOLZ & FRIENDS
Product/Service: RECRUITMENT
Agency: SCHOLZ & FRIENDS INTERACTIVE
Date of First Appearance: Jan 3 2011
Entrant Company: SCHOLZ & FRIENDS INTERACTIVE, Hamburg, GERMANY
Chief Creative Officer: Matthias Schmidt (Scholz & Friends)
Creative Director: Marc Kittel (Scholz & Friends)
Creative Director: Pedro Sydow (Scholz & Friends)
Art Director: Stefan Schabenberger (Scholz & Friends)
Copywriter: Christopher Nothegger (Scholz & Friends)
Programmer: Aleksandr Lossenko (Scholz & Friends)
Technical Instructor: Andreas Maser (Scholz & Friends)
Postproduction: Alireza Rashidi (Scholz & Friends)
Graphics: Kathrin Fach (Scholz & Friends)
Account Manager: Jessica Modschiedler (Scholz & Friends)
Media placement: Direct Marketing - Pizza Delivery To Advertising Agencies In Hamburg - 03.01.2011
Describe the brief/objective of the direct campaign.
Our target group consisted of creatives from rival agencies in Hamburg – not all of them but only those that could help boost our digital team’s online competence.
We were aiming to reach our target group with as little loss of divergence as possible. And, at the same time, to impress the target audience with an innovative, creative, digital idea which would make them want to apply for a position with the agency.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the Pizza Digitale jointly with the Croque Master delivery service: the first edible job offer which addresses the applicants. Or, to be precise: a pizza topped with a tomato-sauce QR code. During the campaign every agency order included one such pizza free of charge. Scanning the QR code automatically redirected the viewer to our mobile landing page with the job offer. Applications could then be made by email directly to the agency.
With the promotion we not only wanted to generate a significant increase in applications but also to establish the agency as a digital employer.
Explain why the creative execution was relevant to the product or service.
The idea worked because we reached our target group when they were most open to a new job offer: during those pesky overtime hours and, thanks to the QR code, only the desired target group would learn about the offer and be surprised by the unusual execution of our idea.
The agency is one of Germany’s leading creative agencies. This idea helped us strengthen that position in the digital sector, too. By combining innovative technologies with a great idea we managed to address our target group directly and generate a lot of attention at the same time.
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.
During the four weeks of the campaign the number of applications made digitally was five times higher than usual. Altogether we invited 12 creative’s to an interview out of a total of 60 applications. Two creative teams made such an impression on us that we decided to hire them.
Not only did we manage to gain talented employees but we were talk of the town in all relevant social media channels as well as in German specialist publications for the campaign’s duration.