INTERNET ACCOUNTANT by RA Voskhod for SKB-KONTUR

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INTERNET ACCOUNTANT

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Industry Consultants
Media Direct marketing
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Art Director Vladislav Derevyannykh
Copywriter Aleksandr Ragozin, Aleksandr Parkhomenko
Released July 2010

Credits & Description

Category: Business Products & Services
Advertiser: SKB-KONTUR
Product/Service: ONLINE ACCOUNTANT
Agency: VOSKHOD
Date of First Appearance: Jul 11 2010
Entrant Company: VOSKHOD, Yekaterinburg, RUSSIA
Creative Director: Andrey Gubaydullin (Voskhod)
Art Director: Vladislav Derevyannykh (Voskhod)
Junior Creative Director: Evgeny Primachenko (Voskhod)
Copywriter: Aleksandr Parkhomenko (Voskhod)
Copywriter: Aleksandr Ragozin (Voskhod)
Media placement: CV of non-existing people - Internet sites : Headhunter.ru, Job.ru, top-job.ru etc - 11 July 2010

Describe the brief/objective of the direct campaign.
Not every small-scale business can afford an accountant. Fortunately, there is “Elba”, an Internet program making accounting so easy that anybody can be an accountant.
The target is to draw attention of business owners to Elba.
Media budget is 0 $

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We asked ourselves, what all small business companies have in common apart from absence of accountants.
They don’t have HR managers.
Therefore, we posted more than 250 CV of non-existent people on major Russian job sites for free (job.ru, headhunter.ru, top-job.ru, etc.), applying for jobs essential in small business, such as drivers, managers, secretaries, sales managers and security guards.
All candidates had high professional skills and low salary expectations and, therefore, were the first to appear in the search.

Explain why the creative execution was relevant to the product or service.
When directors called our candidates the candidates said they had become accountants and work with the help of Elba. When employers sent an e-mail, they got an automatic answer with the same message and the link to Elba.

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.
By the end of two weeks more than 12000 people have viewed the CV.
More than 2000 people have called the candidates.
About 3500 people have offered job via e-mail.
The number of “Elba” users has grown twice.
Our client has earned money, small businesses earning money and only the media salesmen haven’t earned anything.