THE LARGEST JOBS NOTICE BOARD IN THE WORLD by Serviceplan Hamburg for Suddeutsche Zeitung

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THE LARGEST JOBS NOTICE BOARD IN THE WORLD

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Industry Newspapers, Portals
Media Direct marketing
Market Germany
Agency Serviceplan Hamburg
Executive Creative Director Matthias Harbeck
Art Director Ivo Hlavac, Christian Sommer Serviceplan
Copywriter Lorenz Langgartner, Nicolas Becker Serviceplan
Account Supervisor Amelie Wenzel, Markus Koch
Released May 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: SÜDDEUTSCHE ZEITUNG
Product/Service: LAUFBAHNER - ONLINE JOBS PORTAL
Agency: SERVICEPLAN
Date of First Appearance: May 25 2009 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Copywriter: Nicolas Becker, Lorenz Langgartner
Art Director: Christian Sommer, Ivo Hlavac
Account Supervisor: Markus Koch, Amelie Wenzel
Graphic Design: Sebastian Obermeyer
Photography: Ralf Gellert, Michael Seidler
Media placement: Media and Outdoor - Airport Hamburg - 25.05.2009

Describe the brief/objective of the direct campaign.
Laufbahner.de – an innovative online jobs portal – asked us to create an attention-grabbing presence at Hamburg airport, to announce its launch. The target audience: (business) travellers. We handled the entire project, including the brand launch.

Explain why the creative execution was relevant to the product or service.
Amid the worldwide economic crisis, we created a poster that brought genuine added value. For our target audience, who could find or offer jobs on it, and for laufbahner.de, because we succeeded in showing that it was an extraordinary employment portal.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Starting from the basis of a standard poster space, we created the biggest job pinboard in the world: 50 metres long. We placed post-it notes with job offers and seekers from laufbahner.de on it. Plenty of space for anyone looking to find a job or advertise one. In addition, throughout the entire period of the promotion, a service team took care of all the job offers, thus ensuring that they were fully up-to-date.

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.
Given the crisis, the idea could not have come at a better time. Over a period of 20 weeks, a total of 2,400 job offers and searches were placed on the wall. The result: over 800 people found a new job! In addition, the number of online registrations on laufbahner.de rose by an incredible 55 %! Moreover, the local press and a number of business newspapers carried reports on this spectacular promotion.